CountryManager

International Marketing Simulation

Country Manager focuses on the issues of international market entry and expansion. In CountryManager, students will learn the importance of targeting consumer segments and how to best position brands for the chosen segments. Students will gain experience in market entry, segmentation and targeting, along with the 4Ps in an international context. Two scenarios are available for different regions: Latin America or Asia.

CLASSES

International Marketing
International Business

DIFFICULTY LEVEL

Advanced

AUTHORS

Martin Roth, Lawrence Feick
Stuart James, Michael Deighan

OBJECTIVES

The objective of CountryManager is for students to experience international market entry and expansion by playing the role of a category manager for their company.

During the course of the International Marketing simulation, they will explore the following topics:

  • Planning & Analysis

    • Use market research effectively
    • Create a regional marketing plan
    • Monitor implementation of the plan

  • Market Entry

    • Evaluate country market opportunities
    • Identify steps in market entry
    • Distinguish standardization/localization

  • Financial

    • Evaluate plant location in the region
    • Exchange rates
    • Country and regional contribution statements

  • Market Segmentation

    • Define “segment” in marketing terms
    • Identify segments in CountryManager
    • Match target segments with SKUs
    • Advertise to target segments

  • Distribution

    • Flow of goods from manufacturer to consumer
    • Identify differences among channels
    • Effect of MSRP and discounts on retail price
    • Choose appropriate mix for channel

  • Teamwork

    • Allocate responsibilities fairly
    • Complete assigned tasks on time
    • Communicate problems and plans
    • Collaborate with other team members

BUSINESS CASE

Students take on the role of Country Manager for a multi-national consumer products company , specifically marketing their toothpaste brand in the countries in their region. The domestic market has matured, and the head of the Consumer Healthcare Division of a major consumer products company has identified a region as the best potential source of future growth. By playing the role of a country manager, students will decide how best to enter this potentially lucrative market.

 

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10

Decision Periods (years)

2

Scenarios

13

Assignments

4

Marketing Cases from IMD

ASSESSMENT TOOLS

Combining our International Marketing simulation, CountryManager, with our quizzes and assignments gives you the tools to assess your students’ understanding of the concepts of international marketing. The following grading rubric works best to assess your students’ knowledge and understanding, providing a thorough assessment.

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