Advanced Strategic Marketing Bikes

This simulation exposes participants to all aspects of modern marketing. It allows your students to develop and execute a complete marketing strategy, including brand design, pricing, ad copy design, media placement, distribution, and sales force management. Throughout the exercise, students receive information on customer needs as well as a feedback

on customer satisfaction with brands, prices and advertising. They discover how their actions reflect in both brand profitability and firm profitability. They will learn to prepare sales projections and analyze simple accounting statements. They will study competitive tactics and adjust their marketing strategy to stay ahead of the competition.

Content

The main difference with the Strategic Marketing Simulation lies with more complex market research data, greater number of regions to enter and more options in brand design and advertising. The simulation covers:

Market opportunity analysis
Brand development
Advertising
Pricing
Sales force management
Profitability projections and analysis
Internet Marketing

Storyline

Here's a challenge for your students — They will lead a new marketing division of an established bicycle company. The division's task is to create a business around innovative technologies: a more economical form of carbon fiber and an advanced 3D printer that uses the new material to efficiently build a bike frame of any size and shape. This enables strong, lightweight bikes that are tailored to the size and usage of each customer.

Target courses

Marketing Strategy, Marketing Management and Capstone Marketing courses.

Time frame

8 rounds – each round takes 30 to 2 hours per student.

Grading

Grading is based on the balanced scorecard that measures profitability, customer satisfaction, market share in the targeted market segments, preparedness for the future and wealth.