Date post: | 31-Mar-2015 |
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What is Mike’s Bikes?
• Single-player version (SoloMike)– Stand alone single player simulation– Ideal for teaching students the Mike’s Bikes interface quickly
• Multi-player version (NetMike)– Multi-player online simulation– Students able to connect from anywhere– Used predominantly in Marketing, Strategy, Management
Accounting, Organizational Behavior, Intro to Business & Capstone classes
– Has also been used in Engineering Management, Business Communication, Entrepreneurship, Managerial Economics & Operations Management.
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It works for ..Team competition
..Leadership development
..Undergrads ..MBAs
..Management Development
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Why Mike’s Bikes?
• Fun to teach.• Interactive learning environment.• Complete environmental control.• 24 hour customer service.
• Fun to learn. • Learning by doing.• Competitive worlds.• Cross-functional management experience.
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Overall Strategy
operatingdecisions
investment decisions
Current ProfitECONOMIC CONDITIONS
COMPETITORS’ ACTIONS Demand Supply
BUSINESS STRATEGY
MarketingStrategy
Operations Strategy
Finance Strategy
Product Development
Strategy
Future Profit
Accounting
Shareholder Value
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MARKETING DECISIONS
Marketing Strategy
• Decide on a Marketing strategy (target segments, niche marketing, price/differentiation strategy, etc)
Pricing Strategy
• Develop a pricing strategy (eg, high price/low volume, low price/high volume)
• Decide on the price of your bikes based on an evaluation of your manufacturing costs and industry standards.
Advertising/PR expenditure
• Recognise which advertising media your market segments respond to (all these data can be found in the Help manuals).
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MARKETING DECISION SCREENS
Marketing Strategy
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MARKETING DECISION SCREENS
Advertising/PR Expenditure
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OPERATIONS DECISIONS
Managing Plant Capacity
• Balance demand with supply and ensure that you have sufficient capacity (note: capacity purchase takes two rollovers to complete)
Quality Systems
• Invest sufficiently in Quality systems to complement your marketing strategy
Labour
• Try to ensure that your workers receive salaries and get sufficient training.
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OPERATIONS DECISION SCREEN
Managing Plant Capacity Quality Systems
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FINANCE DECISIONS
Financing your Firm
• Decide on how you wish to finance your firm’s operations, what percentage of debt/equity
Investor Relations
• Investing in Investor Relations will ensure that your investors are in the know and do not sell your shares hastily, thus causing fluctuations in your share price.
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FINANCE DECISION SCREEN
Equity Financing Debt Financing
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PRODUCT DEVELOPMENT DECISIONS
Developing New Products
• Identify potential synergies (eg, distribution channels) and plan the expansion of your product lines carefully
Investing in R&D
• Be sure to invest sufficiently in Development Projects
• Consult the Perceptual Map for data on segments
• Any projects that have less than 90% success rates will be scrapped
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PRODUCT DEVELOPMENT DECISION SCREEN
Developing New Products
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REPORTS
Financial Reports
• After each rollover, flick through all the reports to find out how your firm performed.
• If you require further information, the Help files are the best source.
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Competing through
For control of
Two distribution channels
Two market segments
Overview of Single-player version
Two manufacturers
Real Cool Cycles
MountainTop Cycles
Bike Stores
Department Stores
Adventurers
Leisure
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EXAMPLE OF REPORTS
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Single-player version Perceptual Map
Adventurers
Leisure
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Style/Design
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Multi-player version Course Overview
Course
World
Firm
Users
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Three distribution channels
Five market segments
Overview of a Multi-player version World
Five manufacturers
Competing through
For control of
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Multi-player version Perceptual Map
Racer
Adventurers
Commuter Leisure Kids
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The Multi-player version Scenario (Richer than SoloMike)
• Same decisions and model as SoloMike.
• NetMike has two distinct phases over a period of 6-12 years– A growth phase (new products & strategy implementation) – A mature market phase (product life cycle management)
• All companies start out identically.
• No randomness in the model.
• Offline mode allows forecasting.