Surgical Robotics

Simulation Overview

Organizations of all kinds are faced with difficult supply chain decisions. In this simulation, learners balance process and results to design and manage a cost-effective and flexible supply chain.

The Story

This simulation brings the concept of the value proposition to life. Players are challenged to create effective value propositions as they play the role of CEO for a surgical robotics company. They will develop their propositions based on an understanding of their organizational capabilities, the customer needs, and potential competitor moves.

The players in this multi-player, synchronous game visualize their standing in the market relative to other players’ brands, through a series of interactive reports. The visualizer within the simulation enables the participants to forecast their brand’s positioning and input possible reactions by competitors. Based on this analysis, the players create their strategy and value proposition, and implement them through a series of executional investments. The simulation illustrates how a well-designed and executed value proposition can elevate their brand value and how reactive value propositions can destroy that value.

Learning Focus

• Understand how a value proposition is linked to business strategy and brand value.
• Connect a value proposition to the market category.
• Develop actionable value propositions and use them to drive execution.
• Link the value proposition to a brand’s performance and competitive advantage, distinguishing positional vs. parity customer benefits.
• Consider competitive dynamics in developing a value proposition.
• Consider the systems nature of value propositions and understand how they are driven by-and drive-brand and category dynamics.

Topics Covered

• Business-to-business marketing
• Defining marketing strategy
• Value proposition
• Core competencies
• Marketing
• Marketing management
• Marketing strategy
• Competitive advantage
• Corporate strategy
• Robotics
• Systems theory

This simulation is WCAG Compliant for the participants.

Each simulation comes with a Teaching Guidebook for the facilitator along with 1:1 facilitator training and free trials.

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This simulation is by Marta Dapena-Baron, Harvard Business School Publishing, and Forio