International Marketing Simulation
Recommended for: International Marketing, International Business
Main Decision Areas: Market Entry, STP, Distribution, Pricing, Advertising, Product, Manufacture Location
Level: Advanced
Competition Type: Benchmark Competition
Duration: Up to 10 periods (simulated years)
Authors: Martin S. Roth, Lawrence Feick, Stuart W. James, Michael Deighan
International Marketing Simulation, CountryManager, explores market entry, segmentation and targeting, along with the 4Ps in an international context. This simulation provides valuable experience for marketing students who wish to explore the launch of a product into a new country. Two scenarios are available for different regions, Latin America or Asia. Students will take the role of Country Manager for their company, specifically marketing their company’s toothpaste brand in these countries. They will encounter international, regional and local competitors, and through research and strategy, determine the best course of action to establish a presence in these markets.
By using our International Marketing simulation, your students will gain a practical understanding of marketing components and how various factors interact and affect one another. By analyzing information, making decisions, and observing the results, students will experience firsthand the challenges and rewards of international marketing.
The objective of International Marketing Simulation is for students to experience international market entry and expansion by playing the role of a category manager for Allstar brands.
CountryManager is designed to help the instructor introduce students to the experience of market entry and to wrestle with the issues that arise. During the course of the simulation, they will explore the following topics:
Use market research effectively
Create a regional marketing plan
Monitor implementation of the plan
Evaluate country market opportunities
Identify steps in market entry
Distinguish standardization/localization
Define “segment” in marketing terms
Identify segments in CountryManager
Match target segments with SKUs
Advertise to target segments
Describe flow of goods from manufacturer to consumer
Identify differences among channels
Understand effect of MSRP and discounts on retain price
Choose appropriate mix for channel
Evaluate plant location in the region
Understand impact of exchange rates on costs and profitability
Interpret country and regional contribution statements
Allocate responsibilities fairly
Complete assigned tasks on time
Communicate problems and plans
Collaborate with other team members
International Marketing simulation and assignments give you the opportunity to assess students’ understanding of international marketing and their ability to apply their knowledge in a dynamic simulated business environment.
We suggest a combination of quizzes, individual and team assignments, along with simulation performance to ensure an equitable assessment of student performance:
The CountryManager mini-cases were designed to challenge your student’s critical thinking, problem-solving and analytical skills. Related to the simulation, these incidents provide topics for in-class discussion, homework, quizzes or even exam questions that will spur conversations about the challenges of doing business internationally.
Simply fill out the Request a Demo form and we’ll gladly send out your information within 1 business day. With a Faculty Access, you will be able to demo the simulation and review all of the resources that come with the simulation.
We’ve found the best way to determine if a simulation is a good fit is to do a walk-through of the simulation with us. We will gladly set up a live walk-through-just fill out our Request a Demo form.
Simply fill out the Request a Demo form and we’ll gladly send out your information within 1 business day. With a Faculty Access, you will be able to demo the simulation and review all of the resources that come with the simulation, which include:
Get a personalized walk-through of the simulation with us:
We’ve found the best way to determine if a simulation is a good fit is to do a walk-through of the simulation with us. We will gladly set up a live walk-through of any of our simulations-just fill out our Request a Demo form.
To review the cases and watch videos please log in with your instructor account. If you do not have an instructor account, please request a Demo Access by following this link: Request a Demo