market simulation 1-2 pages (finish in 3 hours)
qwxchen500
M00035_HE_Positioning_Game_sheet_FNL.pdf
MARKETING EXERCISE:
The Positioning Game In this multi-player exercise, students compete within a single market to maximize profit and market share for their specific product. Students make key decisions regarding product features and gain insights into market definition, market segmentation, and the critical role of product positioning in marketing strategy.
A perceptual map captures the features and benefits that consumers seek most and displays them in 2 dimensions for easy analysis. In The Positioning Game, groups of students compete by using the perceptual map to position their product at an ideal point in the market. Through a series of rounds, students decide whether—and where—to move their product’s position based on market conditions, competitors’ choices, and their own results. As in the real world, students face time pressure, costs associated with product changes, and the unseen decisions of competitors.
This online exercise can be played simultaneously by groups of 2–6 students. Instructors can customize elements including group size, customer preferences, timing and number of rounds, cost to move, and variability of customer choices. The default market is the beverage industry, with product characteristics of “sweet,” “plain,” “fizzy,” or “flat,” but instructors can designate alternate industries or product characteristics. Student performance can be assessed based on cumulative profits, average profits, development cost, product position, and/or market share.
Developed by the University of Virginia Darden School of Business, The Positioning Game shows students the importance of planning and the potential positioning complexities of launching a new or updated product. Students learn key lessons regarding market structure and segments, brand perception, competitive analysis, and consumer-driven product development.
LEARN MORE ON OUR WEB SITE: hbsp.harvard.edu
IDEAL FOR COURSES IN: MARKETING, NEW PRODUCT DEVELOPMENT
ENGAGING AND FAST-PACED PLAY
SIMPLE, CUSTOMIZABLE SETUP AND ADMINISTRATION
Æ CONTINUED ON REVERSE
PREVIEW AND FREE TRIAL ACCESS FOR PREMIUM EDUCATORS
A Free Trial allows full access to the entire exercise and is available to Premium Educators on our web site. Premium Educator access is a free service for faculty at degree-granting institutions and allows access to Educator Copies, Teaching Notes, Free Trials, course planning tools, and special student pricing. See reverse for additional information.
Æ educatoraccess.hbsp.harvard.edu
Product #UV6715 | Multi-player | Seat Time: 30 minutes
¾ Authored by Paul W. Farris, Darden School of Business ¾ Developed by Darden School of Business
E X E R C I S E S
LEARN MORE ON OUR WEB SITE: hbsp.harvard.edu
Product #M00035 MC189431114
© 2014 Harvard Business School Publishing Harvard Business Publishing is an affiliate of Harvard Business School. Printed on recycled paper
EXERCISES
ADMINISTRATION TOOLS AND OPTIONS
Powerful administrative tools allow for easy management of teams and real-time reporting of student decisions. Summary and analysis screens provide valuable information for post-play class discussion. Instructors can accommodate different class sizes and learning objectives by customizing variables such as:
¾ Group size
¾ Timing and number of rounds
¾ Cost to move
¾ Distribution of customers on map
¾ Product properties
¾ Product names
¾ Welcome and end-game messages
CUSTOMER SERVICE AND TECH SUPPORT
6 am - 8 pm ET Monday through Friday
9 am - 5 pm ET Saturday and Sunday
Customer Service: 1-800-545-7685 (1-617-783-7600 outside the U.S. and Canada)
Technical Support: 1-800-810-8858 (1-617-783-7700 outside the U.S. and Canada)
EDUCATORS Get updates from us at Twitter@HarvardBizEdu
EXECUTIVE EDUCATION
ACADEMIC DISCOUNT
ACADEMIC DISCOUNTS FOR STUDENTS
Cases $3.95 $6.95
Articles $3.95 $6.95
Simulations $15 $45
Online Courses $45–$75 $90–$150
Exercises $10 $25 Similar discounts apply to all teaching materials at hbsp.harvard.edu. Prices subject to change without notice.
Results can be displayed by Cumulative Profits, Average Profits, Development Costs, and Product Positions.
