Material Detail

In this simulation, teams try to build and sustain sales and profitability for a high-value consumer brand, such as a premium coffee in a market with many potential consumers, who buy through retail stores. Success depends on:

• developing consumer interest by advertising, while not spending more than necessary to reach target consumers,
• growing distribution of the product through retail stores by deciding on the size of sales force – making sure not to employ more effort and cost than is worthwhile,
• setting a wholesale price that gives a good margin, whilst resulting in a retail price through stores that ensures consumers buy the product and still give stores a good profit.

NOTE: This simulation is licensed on a per user or group basis, and with academic or executive education pricing see our prices here.

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