Marketing Simulation: Managing Segments and Customers

by Forio and Harvard Business School Publishing

Managing Segments and Customers simulation details

In this simulation, students learn how to efficiently and effectively allocate marketing resources to increase market share and firm profitability. In each round, students adjust resource allocation in an effort to satisfy customers, improve product performance, drive sales, and ultimately increase firm profitability.

The Story

Playing the CEO of Minnesota Micromotors, a manufacturer for motors used in medical devices, students analyze and capture the most profitable market segments. Customers are divided into market segments based on their requirements for price and key performance features. Students allocate sales and marketing resources for each targeted segment, deciding which new customers they want to acquire and which loyal customers they need to retain. Ultimately, students work to find levels of spending on market research and marketing communications that maximize cumulative profit for the company.

Learning Focus
  • Understand segmentation, targeting, and positioning
  • Create and execute an effective marketing strategy based on segment and customer needs analysis
  • Investigate the relationships between customer satisfaction, customer buying patterns, customer loyalty, and profitability
Topics Covered
  • Marketing
  • Sales
  • Strategy
  • R&D
Addtional Information

1 to 3 hours including introduction and debrief

What you get
  • Instructor’s manual explaining how simulation works and how to use it in the classroom.
  • High-score lists for each student in your class.
  • Password security for you and your students.
  • Administration simulation analysis tools to see who uses your sim and how they use it (track usage, time spent, etc.).
How it works

When you subscribe, you will be given a URL to provide your students. Students access the simulation using the link you provide to them. Each student can pay for individual use online via credit card or your institution can pay for all students in a single payment.