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| STORWARS |
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A consumer goods' marketing simulation
Areas: Strategic Marketing
Authors: Marcel Corstjens, Professor of Marketing
Minimum time required: 4 day
Distribution Contact:
Michael Green |
| Description |
STORWARS is a computer simulation designed to create an environment in which managers in fast moving consumer goods can learn and test strategic management concepts. A key point of interest is that the simulation recreates the interface between manufacturers and retailers.
Five teams are placed in charge of as many firms in a fast moving consumer goods industry. Three of the teams are manufacturers and two are retailers. Each team must formulate, implement and adapt a marketing strategy for its firm over a number of periods.
STORWARS uniquely integrates the key challenges faced by fast-moving consumer goods companies: the manufacturer-retailer relationship and the negotiations it entails, brands, including store brands, advertising and promotion, R&D technology, customer profitability, market share, profitability and cash flow. |
| Pedagogical Objectives |
| For the STORWARS participant, the pedagogical objectives are to learn, practice and test marketing strategies for the fast moving consumer goods' industry for both manufacturers and retailers. |
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