Strategy: Product Launch Simulation

B&B Enterprises Management Flight Simulator

$150 / seat

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Simulation Overview

Students take the role of top management of B & B Enterprises, a fictitious firm based on a variety of real cases. The game begins as a new product is launched. Students are responsible for marketing, pricing, and capacity expansion decisions to maximize their cumulative profit over the next 40 quarters.

The Story

The potential market is large, but as in real life key attributes of the market — including its size and price elasticity, consumer responsiveness to word of mouth, repurchase behavior, and other customer attributes — are unknown. Students also face a simulated competitor whose pricing, marketing, and capacity expansion strategies are unknown.

Learning Focus

  • Explore fundamental principles of corporate strategy, including the difficulties of coordinating strategy in a growth market
  • Develop intuition for product marketing concepts including competitive dynamics and market saturation
  • Introduce the dynamic connections between a product, its market, and its competitors

Topics Covered

  • Growth
  • Capacity
  • Marketing
  • Pricing
  • Strategy
  • New Product Introduction

Additional Information


1 to 3 hours including introduction and debrief

This simulation is by John Sterman and Forio

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