CountryManager teaches international marketing concepts in a rich, realistic setting. Students explore market entry and market attractiveness, STP, and the Four Ps, all in an international context. The simulation and supporting materials are co-authored by Larry Feick (University of Pittsburgh), Marty Roth (University of South Carolina) and Interpretive. CountryManager is an excellent complement to traditional teaching methods, allowing students to apply business concepts in a dynamic, integrative environment.
The Case. Groups of 3-5 students experience market entry and expansion as a category manager for Allstar Brands, a major consumer products company. The U.S. market has matured, and Latin America has been identified as having the best potential for future growth. The toothpaste brand management team must decide which of six countries is the most attractive for their Allsmile brand and then how to expand their presence throughout the region. Local or regional strategies can be developed and implemented using customized and/or standardized marketing programs. Countries being considered for expansion include Argentina, Brazil, Chile, Mexico, Peru, and Venezuela. All economic and cultural data are periodically updated to keep the simulation fresh and current.
Decisions in CountryManager include:
Market Entry: Which countries to enter and in what sequence.
STP: Choice of segmentation, target market(s), brand positioning objectives.
Distribution: Choice of channel partners and promotional support.
Pricing: MSRP by SKU in local currency, channel discount and slotting allowances.
Advertising: Budget, theme, and cultural / language adaptation considerations.
Product: Choice of SKUs, including consideration of localized vs. standardized strategy.
Manufacturing Location: Import or local production facilities and choice of country for plant (manufacturing and transportation cost, tariff issues).
Student performance can be compared on a number of metrics including a brand equity index, standard marketing success measures, as well as an instructor-weighted balanced scorecard. All Interpretive simulations include a pre-simulation quiz and peer review.
Covers Marketing
Advanced Level
Benchmark Competition