CountryManager

Simulation Tour

Simulation Overview
In this presentation, we will:
Navigate: the simulation window.
View: main menus and sub-menus.
Discuss: strategy implementation through decision entry.
Demonstrate: analysis tools.
Examine: consolidated and country detail reports, and the
graphing option.
Lets navigate the simulation window

Navigating CountryManager
Main Menus
and Submenus.
Click Print to
print a copy for
your records.
Sidebar Notes

Navigating CountryManager
Navigation
Buttons
Period #
Industry Name
and User info.
Click for Brand
Equity Index
(BEI) after
advance.

Simulation Menu Overview

Next, we will:
View: main menus and sub-menus.
Discuss: strategy implementation through decision entry.
Demonstrate: analysis tools.
Examine: consolidated and country detail reports, and the
graphing option.

Lets view Main menus and Sub-Menus

Startup Menu
Learn about doing business in a global economy.
Start here with:
Briefing about your new job.
CountryManager Case (also
found in the student manual).
Glossary of terms.
Background as described on the
next slide

Startup: Background
View real-world background data about country markets
under consideration.
Basic economic and social
characteristics.
Basic political and demographic
information.
Use the Excel-based Country
Attractiveness spreadsheet to
record your analysis.
Background screens provide real-world data that
will not change as the simulation progresses.
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Startup: Background
To open and view a full report of in-depth information for a particular
country, click the country name link.

Decisions Menu
After reading country background information in the Startup menu, you will
enter your first decisionselect a scenario country for initial market entry.

Enter decisions each period:

Market Entry/Exit: enter/exit a
country market.
Distribution: sales force, promo
budget, promotions, distribution
channels.
SKU Pricing: select SKUs, set MSRP,
allowance.
Advertising: advertising campaign,
ad budget.
Production: build one local plant,
adjust capacity, source production.
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Analysis Menu
Evaluate data each period with tools, such as:
Budget Analysis: analyze
marketing budget allocation.
Distribution analysis: analyze
distribution expense allocation
against unit sales.
SKU Forecast: forecast next years
unit sales and effects.
Contribution Forecast: pro-forma
analysis of last, current, and next
years sales.

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Company Menu

Review your overall performance after advancing the

simulation.

Use Net Contribution as an

indication of your success in later
periods.
The Performance Summary
provides a helpful overview of
decisions and results.
Company reports appear after you
have entered a market and
advanced the simulation.
Net Contribution is a long-term goal;
it generally takes 4-6 years to become profitable.
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Environment Menu
Compare the economic outlook and business environment in
each country market.
Compare:
Key economic indicators.
Costs of production, sales and
distribution within each country.
Currency exchange rates.
Tariffs and shipping rates.
Sales by distribution channel across
countries.

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Consumers Menu
Review Consumer Buyer Behavior.
Compare:
Where consumers purchase
toothpaste in each country.
What is important to consumers
when deciding which toothpaste to
purchase.

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Competition Menu
Analyze Your Competition in Each Market.
Compare:

Sales, expenses, and profits.

Market share by country.
Competitor pricing info.
Sales force, distribution.
Key marketing expenditures.

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Simulation Menu
When ready
Click to:
Advance: the simulation to start the
next period, see your results, and
start the process all over again.
Replay: you may get a "do-over" to
replay the period, if allowed by your
instructor.
Logout: use this option to logout of
the simulation.

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Simulation Menu Overview

Next, we will:
Discuss: strategy implementation through decision entry.
Demonstrate: analysis tools.
Examine: consolidated and country detail reports, and the
graphing option.

Implement Strategy / Decision Entry

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Decisions: Enter/Exit a Market

Implement your strategy
through decisions.
First, enter a market.
After market entry, on
subsequent decision screens (for
that country) you will need to:
Select channels for distribution.
Establish promotion.
Select SKUs to sell.
Set price in local currency.
Advertise your brand.
The following slides show decision screens at the country level.
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Decisions: Distribution
Enter your Allsmile
distribution and
promotion decisions for
the selected country.

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Decisions: SKUs
Select products to sell
in this market:
Add SKUs to launch
for Allsmile.
Drop a SKU that is
already on the
market.
View data for a particular
country by using the dropdown menu.
This example shows SKU selection for Argentina.
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Decisions: Pricing
Make pricing decisions for
Allsmile SKUs
in this market including
the MSRP in local
currency and the
promotion allowance.
Remember to include room in
the MSRP for distributor
margins.

This example shows pricing decisions for Argentina.

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Decisions: Advertising
Adapt an existing
advertising campaign for
Allsmile

or, create a new ad.

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Decisions: Advertising Budget

Be sure to enter your
budget decisions

for each ad campaign.

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Decisions: Production Facility

Decide if you will build a
plant in one of the
scenario countries and, if
so, in which country.
You may only build one local
plant, so choose the location
carefully.

It will take one year before the new plant is ready for production.
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Decisions: Production Sourcing

Decide if you will source
product from the home
plant or the local facility.
If production exceeds
capacity of the local facility,
the remaining product will
ship from the home plant.

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Decisions: Production Capacity

You may change capacity
of the local plant, as
needed.
Click the Change Capacity
button, and enter a positive
number to increase capacity,
or a negative number to
decrease capacity.

Any change in capacity takes one year to become effective.

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Decisions: Decision Summary

Review your decisions in
the Decision Summary
before advancing to the
next period.
Here, you may check all your
decisions at once.

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Simulation Menu Overview

Next, we will:
Demonstrate: analysis tools.
Examine: consolidated and country detail reports, and the
graphing option.

Analysis Tools and Graph Options

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Analysis: SKU Forecast

Before advancing the
simulation, forecast
next years sales to help
evaluate your pricing and
expenditure decisions.
Enter your sales projections
here, then click Recalculate.

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Analysis: Contribution Forecast

After entering sales
projections (and before
advance) this forecast
displays projected income
and expenses based on
your decisions and
assumptions, if you meet
your projected sales.
If desired, adjust unit sales
figures here and click
Recalculate.

You may choose to have SKU estimates match the

market estimates or not, depending on your objectives.
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Simulation Menu Overview

Finally, we will:
Examine: consolidated and country detail reports, and the
graphing option.

Consolidated and Country Reports

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Consolidated & Country Reports

There are 2 levels of report
data available:
Consolidated (summary)
Country (detail)
The consolidated view
summarizes comparative
information for the region as
a whole.
Click a country link to open
a detailed country-specific
report and related graph.

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Graphing Options
Graphing options vary, per graph.
Click the Graph button
(when available) to change
graphing variables.

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Help Button
Having
trouble?

Click the Help button

on any screen for
context-sensitive
information.

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