Marketing Strategy Simulation

StratSimMarketing is a comprehensive marketing strategy simulation based on the automobile industry that demonstrates the impact of marketing decisions on the other functional areas of the business. Marketing strategy is at the core of all decisions in the simulation. Teams target consumer segments and B2B opportunities based on market attractiveness and core competencies, using advanced marketing research techniques such as conjoint analysis, perceptual mapping, and concept testing to identify their customers’ needs and interest.


Marketing Strategy
Marketing Management




Thomas Kinnear, Stu James
Mike Deighan


Much of the complexity of the automobile industry has been simplified to allow participants to focus their time and energy on strategic issues. However, we’ve retained as much realism as possible to make it easier to quickly understand the overall environment.

Our marketing strategy simulation, StratSimMarketing, addresses the following issues:

  • Planning & Analysis

    • Identify strategic options
    • Write a strategic plan
    • Monitor implementation of plan
    • Analyze competitive performance

  • Marketing Research

    • Define marketing research
    • Identify tools for conducting research
    • Use tools to measure customer value
    • Understand Conjoint analysis

  • Marketing Mix

    • Set price and dealer discounts
    • Identify ways of informing customer
    • Estimate impact of marketing decisions
    • Manage distribution of products

  • Marketing Environment

    • Distinguish internal/external factors
    • Define and use SWOT and PESTEL analysis
    • Identify market opportunities
    • Respond to a changing environment

  • Finance & Operations

    • Manage Plant capacity growth
    • Analyze financial performance
    • Evaluate investment options
    • Fund capital investment

  • Teamwork

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

Business Case

Students assume the role of the marketing team taking over one of five companies competing in the domestic automobile industry. Some companies are positioned as high-end niche producers while others are more value and volume driven. Each company begins the simulation with three vehicles and then must decide how best to improve their sales through improved performance in current markets and/or entering new markets. Optionally, students may compete in the B2B market and/or negotiate license agreements with other firms in the simulation.


Request Instructor Access to read the full StratSimMarketing business case!


Decision Periods (years)






Incidents (mini-cases)

Assessment Tools

The Marketing Strategy simulation, StratSimMarketing, combined with the quizzes and assignments give you the tools to assess your students’ understanding of the concepts of strategic marketing. The following grading rubric works best to assess your students’ knowledge and understanding, providing a thorough assessment.

Simulation Results0%

E-book Bundle

Interpretive and Wessex Publishing have bundled books and sims together in an affordable package!

Enhance your student’s learning experience and save them money at the same time!

Framework Marketing Strategy Bundle

StratSimMarketing simulation and Capon’s Marketing Framework e-book for one discounted price!

Complete Marketing Strategy bundle

StratSimMarketing simulation and Managing Marketing in the 21st Century e-book for one discounted price!

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