Preview

It is lovely Sunday morning in TAPMI, a group of friends (all of them placed)

planned for an outing to enjoy nature, which surrounds this beautiful campus. At 9:30
am, a mail is received from Prof. Natarajan, conveying about the Simulation game,
which is to be played from tonight. The manual of the game is to be collected from
library immediately. A file has also been sent where students were divided into teams
of 5. The group of friends was divided into rival teams. These friends liked healthy
competition and were eagerly waiting for this simulation game to start. They went
ahead with their trip, enjoyed the waterfalls in hanuman kundi, then went to Malpe
beach to relax and sit till the sunset, returned back to campus by 7PM. They collected
their manuals and started reading about the game.

Background
Pedagogical games are a particular type of simulation for which the main objective is
to learn and to practice concepts, techniques, and decision-making process. The
simulation model used in a business game represents a business situation in such a
way that the learning of concepts, techniques and decision-making processes can be
transposed onto real business situations.
In a typical business game, several companies are in competition in a given industry,
and each company is managed by a group of students. Each group makes decisions
about various aspects of their companys management for a given period of
simulated time, which may run from one month to one year. When all groups have
independently made their decisions, they are entered in a computer-based simulation
model. The results of each company are returned to the corresponding group. Often
information may be purchased, including information on competing companies. The
game is, thus, played over several simulated periods in which each team tries to
maximize its objectives (for instance, sale, market share, or profits).

We are looking at industry

containing three
the rival team

teams. One of
Albatros
perspective has
been captured in this game.
The Team consists of
Marketing, Operations and Finance majors, which is ideal for a good business
strategic decision-making. The first step is to read the manual and understand the
rules of the game. The manual contains all the information about the products,
customers, supply chain, Research & Development, Advertising & Marketing
Expenditures, and Financials etc.
Once all of the team members are thorough with the manual, they are asked to
experience the simulation, as the decisions needs to be taken quickly. All the tabs, Ins
& Outs of the pages within the simulation game needs to be seen.

Problem Description:

INTRODUCTION
Strategy Simulation is a course in the MBA program which is a
simulation game involving a real life industry with multiple
competitors. To play this game one needs to analyze a lot of
information on market statistics and take decisions on the basis of
the data provided. The objective of this game is to maximize stock
price index (SPI) and be the leaders in their respective industries. To
take informed decision proper understanding of perceptual maps,
features of product, financial statement, company performance,
market share, revenue is very important. Thus it is important to
have proper representation of these data so that the player finds it
convenient to make his decisions.
All the Teams started with Share price index of $1000. The budget at
period 0 was $500 for all the teams. Each team started off with two
products, which was given by default. Currently we are in the period
3 of the game making decisions for the next period and thus we can
view the details of the previous 3 periods. The segments that we are
targeting in this game include high earners, shoppers, professionals
and explorers. There are three companies competing in the same
market and our company Albatros has two products currently-Move
and Most.
In this game there are the following tabs:
Login: This is the first and the register and login page where the
user is validated.

Team Info/ About Us: This gives us the information about the team
members.

Home page: This page contains links to all report and decision
making pages and shows the array of options where the player can
visit to check details.

Consumer and survey panel: The shopping habits, brand awareness

and purchase intensions of the customers over a period are given
here which shows the buying intention.

Data multidimensional Scaling: This gives the marketer a positioning

of his product in the minds of the customer in comparison with the
ideal values.

Consumer Report: The segment size, the units sold to the segments
and the market shares are presented here.

R and D Report: This contains the status and features of the product
in the development stage.

Financial Report: This gives us details about profit and loss

statement and brand contribution period wise.

Industry Dashboard: This provides Industry Information on SPI, Retail

sales of all the firms in the Industry as well as the Market share.

Company Dashboard: This gives details about company & product

contribution, production plan and distribution coverage.

FAQS: This contains a few frequently asked questions with solutions

about the game.

OBJECTIVE
To provide real time user experience with seamless transition
between functionalities.
Apply the learning from MDSS into a real time and practical
project.
Improve the existing simulation game project by providing
features that would provide better convenience and
functionalities.

Cons
ume
r
Surv
ey &
Pane
l

Financial
Report
Research &
Developme
nt
Multidimensional
scaling

Consumer
Survey

Blue Print of
Com
pany
Dash
boar
d

T
e
a
m

Industry
Dashboard

the Model

Model & Functions Used

D a ta b a s e

A p p lic a tio n

E x c e l s h e e ts
w ith d a ta
w ith
in fo rm a tio n
o d m a rke t
s t a t is tic s

Fu n c tio n s
used
V lo o k u p ,
P iv o t t a b le ,
Fre e z e
p a n e s , S lic e r,
D a ta
v a lid a tio n ,
Nam e
M a n a g e r,
Now

U s e r In te rfa c e
In te r a c tiv e
c h a r ts , P ie
d ia g ra m s
M a c ro s , D ro p
dow ns,
H y p e rlin k s

FUNCTIONS
Pivot Table
Offset Function
Match Function
Name Manager
Data Validation
Macros
Indirect Reference
Slicers
Charts & Graphs
Hyperlinks
Linked Images
VB scripting
Conditional Functions
Algebraic functions (SUM, RANDOM)
VLookup Function
Index, CHOOSE, NOW function
Grouping
Freezing Panes
Comment / Inline image

As we go to the model, each function will be mentioned. Where and

how it is being used will be shown for each explained Excel tab.

LOGIN PAGE
This is the first page that is displayed in the simulation game. This
page contains a brief description about the functioning of the game
and has the option of viewing the details of the team, registering as
a user and logging in and proceeding as a registered user and thus
entering into the home page. This page also generates the current
date and time taking from the system. This is done using the Now
function. For the functioning of the buttons the Macro function has
been used. The buttons present in this page are:
1) About Us
2) Register
3) Login

About Us
Upon selection of this button we get directed to a new page where
we get to see the detail of the team with the names of every
member. When we take the cursor on an individual members name
a comment box pops up with that persons roll number and picture.
This page also has a button to return back to the login page.

Register
When a new user wants to register himself he needs to click on the
register button and enter his details of username and password in
the dialog box. The user needs to enter his name and password in
the text box and click on Register. These details get stored in the
users sheet and thus now the user gets registered. To further
proceed in the game, the registered user needs to just login with
those details.

Login
The login button is for a user who is already registered from before
and wants to enter the home page to play the game. However if the
user still clicks on login without being registered and enters his
details a pop up box appears with the notification User Id

unavailable, please register. Then it gets directed back to the login

page so that the user can register self and then login.

If a user is registered and commits an error while entering the

password the system will again pop up a box with the message
Incorrect password. For the convenience of the user when only the
password is wrong the box with the details have user id intact and
the user only needs to rectify the password to proceed.
When the user types the correct user id and password it matches
the details from the user sheet and shows Login Successful. After
this the user is directed to the Home page from where on he can
start playing the simulation game.

Industry Dashboard:

Data representation:
The Industry Dashboard shows two types of data i.e. individual firm
results and entire industry results. The individual firm results show
the individual revenues, net contribution and share price index of
each firm. The industry results show simultaneous data about the
SPI, retail sales, market share and top selling brands of all the firms
of the industry. Thus, this can be used to compare data of different
firms and for data analysis. For individual firm, the user can select
the firm (L, M, N) and period 0,1,2.

Excel Working:
The individual chart shows the option to select the firm and the
period for the data is to be selected. This can be selected using a
slicer. The screen shows a table of data of the firm selected for a
given period. This table is then represented with a chart. Similarly,
for the industry results, the period is selected from a list created by
data validation. Once the period is selected, the data for all the
firms for the given period is showcased. Once the firms and the
period are selected, the charts are created and displayed using
Name Manager.

Data Market Report:

Data representation:
The Data Market Report shows product wise data for a given market.
The first table shows the market sales, volume, retail price, cost,
etc. for each product of the market. The second table shows the
characteristics and features of each product of the market. It is also
possible to view the collated data for each product of the market for
the purpose of data analysis.

Excel Working:
The Data Market Report has two static tables for each product of the
sonite market. These two tables can be collated for data analysis
using Power View. The Power View will combine the two tables and a
new collated table will be displayed in a new sheet.

Consumer Survey Report:

Data Representation:
The Consumer Survey shows key perceptions by the consumers like
Purchase intentions and Brand awareness of all the products in the
market. This also shows the Shopping habit of all the consumers
location wise. The survey also reveals the market share of all
products in percentage units and total units sold consumer segment
wise. The last graph shows about the relative consumer segment
size. The information is available for all the past periods.

Excel working:
Indirect reference and name manager has been used to create a link
between each period data and main consumer survey report. A data
validation tool is used to create a cell to select the period. When
there is a change in data, the chart automatically updates the same
in main report.

Period 1:

Period 2:

Period 3:

The R & D Report:

Data representation:
The R & D Report shows the R & D result generated for a new
product or an already existing product in terms of its characteristics.
i.e. features, design, battery, display, power, current base cost,
minimum base cost. A chart is generated for every selection made.
The user can select the product and the period.

Excel Working:
A slicer is used to select the product and period based on which the
table is generated. The options available are POMORE and POMOST
for periods 0 and 2. The chart is then generated based on the table.
VLOOKUP function is used to generate this table based on the slicer.

FINANCIAL REPORT
The process of evaluating businesses, projects, budgets and other finance-related
entities to determine their suitability for investment. Typically, financial analysis is
used to analyze whether an entity is stable, solvent, liquid, or profitable enough to be
invested in. When looking at a specific company, the financial analyst will often focus
on the income statement, balance sheet, and cash flow statement. In addition, one key
area of financial analysis involves extrapolating the company's past performance into
an estimate of the company's future performance.

Financial analysts often assess the following elements of a firm:

1. Profitability - its ability to earn income and sustain growth in both the short- and
long-term. A company's degree of profitability is usually based on the income
statement, which reports on the company's results of operations;
2. Solvency - its ability to pay its obligation to creditors and other third parties in the
long-term.
3. Liquidity - its ability to maintain positive cash flow, while satisfying immediate
obligations;
Both 2 and 3 are based on the company's balance sheet, which indicates the financial
condition of a business as of a given point in time.

4. Stability - the firm's ability to remain in business in the long run, without having to
sustain significant losses in the conduct of its business. Assessing a company's
stability requires the use of both the income statement and the balance sheet, as well
as other financial and non-financial indicators. etc.

The financial report of the section can be accessed from the Home page:

Financial Report is hyperlinked to the Financial Dashboard page, which further

displays the financial data for the periods 1 to 3.
The screen looks as follows:

Period 1, 2 and 3 are hyperlinked to their respective pages where detailed information
regarding each of the periods is shown.

Period 1 gives us the details of the Profit & Loss statement and Brand Contribution of
2 of our products i.e. MOVE & MOST.
Graphical description of EBT via Column Chart and Revenue contribution of both the
products is shown via Pie chart.
Period 1 is depicted as follows:

Also, each page of the period 1, 2 & 3 has a hyperlink Bank which redirects back to
the home of the Financial Report page.
The period 2-sheet illustration makes use of Pivot table to depict all the financial costs
involved along with the revenues and profits. Also, a second pivot table is inserted to
compare the performance of the 2 products across the periods. By making use of Pivot
table, we can effectively compare the various results across periods and make the
necessary changes required to our strategy. Pivot table helps us to clearly analyse the
data in concise form.
In the same sheet, we have also made use of Slicers to compare the individual costing
across the periods. The slicers have also been used to compare the performance of the
2 products across periods.
The Pivot table charts have also been inserted to analyse the data in graphical form.
Period 2 sheet is depicted as follows:

The period 3 sheet illustration makes use of Pivot table to depict all the financial costs
involved along with the revenues and profits. Also, a second pivot table is inserted to
compare the performance of the 2 products across the periods. Also, for period 3 we
can enter the production decisions in the Decide tab and the same would be reflected
in the results dynamically. Pivot table helps us to clearly analyse the data in concise
form.
In the same sheet, we have also made use of Slicers to compare the individual costing
across the periods. The slicers have also been used to compare the performance of the
2 products across periods.
The Pivot table charts have also been inserted to analyze the data in graphical form.
Period 3 sheet is depicted as follows:

COMPANY DASHBOARD
This page helps the player to get an overview about the
performance of their products in the market and also helps the
user take informed decision based on the data provided. The
representation of the data is very user friendly for the easy
understanding of the player. Like the rest of the tabs this one also
has a home button, which takes us to the home page. Moreover
the pictorial charts makes the data look attractive and thus
makes this game more interesting. This is done by using the
slicer function, that is by taking data from the table and making
relevant slicers for the respective charts. This page also has a
button to return to the Home Page, which is done by using a
Hyperlink.
This dashboard contains:
1) Market and Product Contribution
2) Distribution Coverage
3) Inventory Statistics

Market and product Contribution

Here we can see the period wise details aligned in the graph which
will give us information about the profit and loss accounts like
product contribution, revenue, earning before tax, contribution
before marketing, contribution after marketing, inventor. We have
the option of viewing this data according to the individual products,
which we may want to check. This is an important function to see
how the company is doing overall and how each product doing in
the particular periods, to know if there is an improvement over the
periods in terms of revenue, margin etc. Apart from that the
expenditure on advertising research, advertising and commercial
team can also be checked over the individual periods depending on
what we wish to view. We can select the detail we want to view and
also the product for which we want to view by clicking on the
respective details.

Distribution Coverage
This chart contains the details regarding the distribution channels
and the percentage of stores covered by the particular product. The
types of stores are specialty, online and mass merchandiser. Thus
we can see the percentage of these stores covered both period wise
and product wise. This is an important decision to decide if we need
to increase the commercial team size or not to have proper reach
and distribution of the products. The period wise details tell us how
we have improved on the coverage after investing on the sales
team.

Inventory Statistics
Here we can see the inventory details like units sold, production
plan, actual production, inventory left and beginning inventory etc.
these details can be viewed by selecting the respective detail and
also selecting the product whose details we want to view. Thus from
here we can check the details for individual periods for every
product. This helps us to take decision regarding the production plan
for the next period, which we do by taking into account the
inventory remaining and the units sold which help us predict the
demand for the next period.

DECISIONS PAGE
Now we have currently completed the third period and are supposed
to make decisions for the fourth period. Thus after reading and
analyzing data of three periods by observing the data and charts in
the individual departments it is important to be able to predict the
requirements for the next period and decide what will be suitable to
make profits for the company and be a leader in the industry. Once
the decision-making is done we need to click on the Submit button,
which will take us to the Proforma Cash Flow Sheet. This page also
has a button to return to the Home Page, which is done by using a
Hyperlink. The primary decisions that we need to make are:
1) Production Data
2) R and D
3) Advertising Budget

Production Data
Here two decisions need to be taken regarding the production. One
is the quantity of goods that needs to be produced in the next
period. This is done keeping into account what amount is sold in the
period before, what is the trend in demand by observing the sales
over the periods and the current inventory. The other is that of the
price at which we want to sell the product. This decision needs to
check how the product is doing in the market, which segment it is
targeted to and the competitors pricing. There are two products
currently in the company and thus we have to enter for both Move
and Most. After arriving at the numbers it needs to be entered in the
specified boxes.

R and D
The decision that needs to be taken here involves what
specifications need to be there in the product being developed. Here
we need to enter these attributes viz. design, display, power,
features by deciding which segment we are going to target our new
product. The new product will thus have the mentioned features.
The amount to be invested with the name of the product also needs
to be entered. After arriving at the numbers it needs to be entered
in the specified boxes.

Advertising Budget
Depending upon how much we are producing, the current brand
awareness and purchase intentions of the existing products and
requirements we make this decision. The advertising amount is
dependent upon the awareness of the product, the research amount
depends on the opinion of the product and the commercial team
depends on the coverage we are targeting to achieve. Analyzing
these data from the consumer panel we take a call. After arriving at

the numbers it needs to be entered in the specified boxes.

Application & Conclusion

As concluded, Excel 2013 is a very strong tool to analyze and make
decision in strategy of a business. From top management to lower
management, all uses Excel to strategize. Particularly in our case,
where there are hundreds of parameters, number of complexities
and lots of circularities, Excel 2013 has simplified the decisions and
created a lot simpler picture for strategizing.
We created one home page, to which all the reports, surveys,
decision-making criteria, FAQ, Manual, and decision-making tab is
connected. It is also easy to toggle from one page to another by just
clicking Home tab in every Excel. Analyzing all the reports, a person
can directly take operations, marketing & finance decisions in one
excel. Immediately the decision can be submitted and after
execution we will be able to see the results of our decision for that
particular period. Automatically all the graphs in reports and surveys
will change according to the latest updates. The circularity
maintained in our case has been very good.
Case1:
Another area where this can be used is other simulation like blue
ocean strategy simulation, which is taught in B-schools like Harvard
& Stanford. Similar to above case, but parameters and criteria would
change. All the functions used above will be used to maintain the
circularity.
Case2:
This Model also can be used for financial strategy planning, where
decision on acquisitions and mergers are taken. There is a decision
to acquire a company or not based on our requirements and
potential gain from the acquisition. There are set parameters and
criteria for the decision. There is various markets informations and
companys information for the decision to be made. For a course like
Mergers & Acquisitions, similar type of model can be used to come
up with the decision to acquire/ merge/ reject.

References & Hyperlinks

VLOOKUP: https://www.youtube.com/watch?v=-hJxIMBbmZY

MATCH: https://www.youtube.com/watch?v=-hJxIMBbmZY
PIVOT TABLE: https://www.youtube.com/watch?v=962r5nH7CHw
SUMIF (): https://www.youtube.com/watch?v=tHMq7xv0-oo
COUNTIF: https://www.youtube.com/watch?v=CiukwcCjP4I
MACROS: https://www.youtube.com/watch?v=43U7dBsmxZI
CONDITIONAL FORMATTING: https://www.youtube.com/watch?
v=LOaezdoyJDE
IF: https://www.youtube.com/watch?v=OMu7LTGHMVc
OFFSET: https://www.youtube.com/watch?v=bxUnOGo3z54
ISNUMBER: https://www.youtube.com/watch?v=_nNt3edFhuQ
DATA VALIDATION: https://www.youtube.com/watch?v=2UDRmhU0Jw
AVERAGE: https://www.youtube.com/watch?v=BcrBeWjXyzw
MAX/MIN: https://www.youtube.com/watch?v=xTATum0glw4