Faculty & Research

MARKSTRAT : A marketing strategy simulation available in B2C Durable Goods, B2C Consumer Goods and B2B versions. Markstrat is a very effective tool for learning strategic concepts such as: brand portfolio strategy, segmentation and positioning strategies, and operational marketing.

Areas: Strategy Marketing formulation and implementation

Authors: Jean-Claude Larréché, and Hubert Gatignon, Professors of Marketing

Suggested time:  3 days

Distribution Contact: 
StratX Simulations S.A.S.
Paris France
Tel: 06 45 35 04 45
Email: [email protected]
Web address: web.stratxsimulations.com

Description

Experience essential Strategic Marketing concepts and tools in highly challenging B2C or B2B environments.

In Markstrat, Teams must plan not only for short-term profits, but also for long-term objectives; the name of the game is not just tactics, but long-term strategy. Every aspect is real: from competitive forces to the effects of sales, distribution, R&D and advertising.  Each team’s actions have direct consequences on the market, making competitive analysis  a must. Competitor actions and reactions, new product launches, sales and distribution strategies all define how teams will manage their own product portfolio, R&D projects, positioning, pricing and distribution channels.

Markstrat can be played in direct competition (team against team) or indirect competition (team against computer).

Three available versions feature industry specific challenges, analysis and decisions.

• MARKSTRAT B2C - DURABLE GOODS (Electronics)
  Markstrat's 'classic' version allows participants to design and implement a  marketing strategy in a completely fictitious electronics market. The new web platform features modern vocabulary and industry settings matching today's consumer goods market realities.
   
• MARKSTRAT B2B (Mechatronics)
  This version features vocabulary, market and industry settings that are adapted to B2B situations. It addresses challenges of B2B markets, such as direct VS indirect distribution.
   
• MARKSTRAT B2C-CONSUMER GOODS (Cosmetics)
  This version features vocabulary and industry settings that are adapted to fast moving consumer goods markets. It addresses challenges behind consumer goods marketing strategies such as repeat purchases, retention rates, private labels or share of shelf place.

Pedagogical Objectives

• Learn fundamental strategic marketing concepts
• Experience essential marketing tools, such as: marketing plan, perceptual mapping, conjoint, regression, portfolio analysis
• Master market and competitive analysis
• Combine tactical implementation with long-term strategy