Dr. Rajagopal PhD FRSA Professor

Dr. Rajagopal has developed a small program in Excel using complementary random numbers on various variables affecting marketing strategy of a competitive firm. Annotations for variables and interrelationship of variables are provided in the supporting Excel file. This simulation exercise has been named as BESTMARK (Business Enterprise Strategic Transitions in Market). I hold the copyright of this simulator (pending patent). This simulation is played in teams and results are presented in the classroom. While playing simulator, if students change the value of one variable (e.g. price) all variables such as volume of sales, inventory cost, market share and profit also changes. It is necessary to optimize the market share and profit using the best combinations. This simulator is operated in individual computers and Android mobile devices. Further upgrading process of the simulator is in progress.  This exercise is administered in graduate courses of marketing strategy, competitor analysis and sales management.

Dr. Rajagopal has also developed a simulation game on marketing strategy based on the principles of Chess. The game can be played in reference to the corporate cases. The concept of the simulation game has been demonstrated to the Faculty in a seminar and the game has been tested in the course. The automation of the game in LAN/Windows NT environment is on. The game has been titled as Strategic Moves: The Business Chess (A Game to Build Logical Aptitude for Business Decisions)”. The game is useful for the students of Masters Program to refine their skills in building marketing strategy under competitive situations.

Preamble

A marketing strategy is composed of several interrelated elements. The first and most important is market selection: choosing the markets to be served. Marketing Runway is a game of developing competitive strategies to meet the challenges of a competitor. This board game is played between two competitors in fray to become the market leader. This game outlines the manner in which the managers can thrive on developing marketing strategy in reference to the 11-Ps marketing mix to attract and satisfy the target market(s) and accomplish an organization's objectives.

 The Challenge

 Most companies are able to forge a marketing strategy, but have difficulty implementing it. Marketing practice has two components-structural and human.  The structural practice is an outgrowth of rationale and strategic insights in developing marketing strategies while human engagement in marketing is driven by emotions and tactics for quick results in markets. To compete in an aggressively interactive environment, companies must shift their focus from driving transactions to maximizing customer lifetime value. That means products and brands must be made subservient to customer relationships. How do you like to proceed against your competitor-rationally or emotionally?

This game is conceived, designed, and developed by Dr. Rajagopal, Professor, EGADE Business School, Mexico City  (Copyright Author)