Simulate
The Big Picture simulation is a web-based software tool based on The Big Picture framework, created in partnership with Forio Business Simulations. The tool serves to build interactive business case studies, and can be used by companies to capture the complexity of the strategic issues they face and therefore aid their decision making. We also use the tool to illustrate strategic marketing issues and concepts in an executive training setting.
Simulation users can:
- Define their marketing objectives, emphasizing either retention or acquisition. Users define their market, their product, and how granular their marketing effort is (i.e., is the marketing effort specific to the product or is it an umbrella strategy?). Users determine spending on advertising, sales promotion, and product development and decide if that spending is intended primarily for customer acquisition or retention.
- Enter information about competitors, competitor objectives, and competitor market share at the beginning of the simulation. Competitor objectives influence how the simulated competitors will respond to steal share and stimulate demand strategies. Any number of competitors can be modeled.
- Enter information about the market including market size, market maturity, and market preferences regarding attributes the market values.
- Determine the time frame of the simulation (weeks, months, years) and the mode in which the simulation is intended to be used (game mode vs. analysis mode).
The simulation generates results showing how specific investments results in changes in market share, sales, and revenue over time. Some of these investments have immediate effects on market share and some will affect market share more gradually.
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