BUSINESS SIMULATION GAME INSTRUCTIONS

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1 BUSINESS SIMULATION GAME INSTRUCTIONS Introduction Welcome to the exciting world of operating a business. The challenge will be in making the correct decisions for a television (TV) company over six (6) time periods beating out the competition and making a profit for the company. The organization is depending on you to lead them into the future. Are you up for the adventure? Product Line The TV company manufactures and sells five (5) different screen sizes of televisions. The color monitor screen sizes are the 3-inch screen, the 13-inch screen, the 20-inch screen, the 27-inch screen, and the 52-inch screen. The following are the advertising descriptions used to sell each size of TV. 3-inch TV: 13-inch TV: 20-inch TV: "The personal hand-held TV is the perfect device for that person who cannot miss their favorite program or the news. The 3-inch color monitor brings the big picture to the small screen. Included with the purchase is headphones that will allow you to listen to your program without disturbing others. Also included is an AC adapter/charger that allows you to plug into any electrical outlet to watch or simply charge the batters for 6 hours of entertainment before having to recharge the batteries. The futuristic design will make people think you are from the 24 th century. This flat screen jewel will add style to your smallest space. The TV cabinet comes in the colors of red, orange, yellow, blue, or green. Also the unique TV cabinet design allows the TV to be hung from underneath a self for those extra tight spaces. The perfect accessory for dorm rooms, kitchens, garages, or even children s bedrooms. The TV is cable ready and comes with a standard remote. You will love the picture and features of this stylish 20-inch flat screen TV. The unique screen design reduces reflections and glare by over 60% producing incredible image accuracy and allowing wide viewing angles. The TV can be programmed to turn on or off at preselected time periods using the simple remote. Wake up to your favorite morning show or fall asleep watching a movie without the worry of turning the TV off. The TV is cable ready and has front and rear AV jacks for connecting a VCR, DVD, camera, or video game. The TV cabinet comes in the colors of black, silver, or gray.

2 27-inch TV: 52-inch TV: This TV is loaded with accessories for everybody in the family. The screen design produces sharper edges and better depth giving corner-tocorner detail when watching your favorite program. The crisp, vivid picture will take your breath away. The picture-in-picture (PIP) feature will allow dad to watch two ball games at the same time. The parental control V-chip will allow mom to use the TV rating system to block particular programs so kids cannot watch them. And kids will love the front AV input design allowing them to hook up their gaming system in a jiffy. The TV is cable ready and comes with an easy-to-learn remote. The TV cabinet comes in various simulated wood colors to match any home decor. The granddaddy of TV s, the ultimate home entertainment system. Each time the TV is turned on, the electronic digital convergence provides a flawless color combination and a consistently perfect picture giving the viewer a sense of realism. The four separate speakers provide surround sound enhancing the audio portion of the program. The viewing experience becomes truly cinematic. The TV is both cable and satellite ready and can access up to 999 channels. The only challenge will be what to watch! The universal remote allows you to control not only your TV, but also any other video or audio components eliminating various remote controls. Home theater versatility at its best. Decisions 1. PRODUCTION How many of each product will you produce? The objective is to have enough inventory on hand to meet customer demand. But at the same time, not have too much inventory left over tying assets up in the warehouse. If you do not produce enough televisions to meet customer demand, the company will have a stockout, which will cause you to have unhappy customers. A stockout will cause you to lose sales because customers could not get the product when they wanted it and they will buy from one of your competitors. On the other hand, if the company has left over inventory at the end of the time period, the company will be charged an inventory carrying cost (storage, handling, insurance, etc). Production cost and inventory carrying cost for each product can be found on the Information Page. 2. PRICE What price will you charge for each of your televisions? If you price your product too low, the customer will view your product as Low Quality, and probably not buy it. If you price your product too high, the customer will view your product as Not Worth It and not buy it. However if you price your product within the price range the customer expects to pay for the product, the customer will see your price as being Great and the more televisions you will sell. 2

3 Once you have your price within the price range the customer is expecting, you do not know whether your price is at the low end or high end of the price range. If your price is at the low end of the expected price range, you take the risk, and slightly increase your price, customers will think your price is still Great and keep buying letting you increase your revenue without demand suffering. However if your price is at the high end of the expected price range, you take the risk, and slightly increase your price, customers will no longer see your price as being Great decreasing demand and revenue. All prices must be in whole dollar amounts. For example, $109 or $525 or $973. Do not use cents when making your pricing decisions, such as $ If the pricing decision is not a whole dollar amount, the price will be rounded to the nearest whole dollar. 3. DISTRIBUTION Where will you distribute each of your products for customers to purchase? You have four (4) types of outlets that you can distribute your products through to reach the customer. The types of outlets you can choose from are Discount Stores, Department Stores, Electronic Stores, and TV Specialty Stores. Customers will associate certain televisions with certain outlets better than the other outlets and more customers will go to a certain outlet looking for your television than other outlets. The goal is to find out which outlet the customer prefers to shop for your televisions. If you choose the wrong outlet, customers will Hate the location. However if you choose the correct outlet, customers will think the location is Perfect. Choosing the correct outlet for your products will greatly increase your sales. Below is a brief description of each type of outlet. Discount Stores: They provide little or no service in the selling process. The customer must totally decide whether to by a product based on the information provided on the packaging, display, and their understanding of the product. Price is usually important to the customer but not the only variable used in buying the product. The stores usually stock one or two sizes of televisions more than they do of the other sizes. Department Stores: They provide some service in the selling process. The customer is allowed to shop on their own but a salesperson is always available to answer questions and provide demonstrations. More floor space is given to certain sizes of televisions more than other sizes to meet the needs of various customers. Sometimes value can be more important than price to customers but not always. Electronic Stores: They provide some service in the selling process. The customer is allowed to shop on their own but a salesperson is always available to answer questions and provide demonstrations. These stores are usually stocked with numerous types of gadgets including televisions. Sometimes price can be a factor for customers, and sometimes price is not a factor for customers. 3

4 TV Specialty Stores: They provide full service in the selling process. The salesperson asks detailed questions to match the customer s needs with the right product. Also the salesperson provides plenty of information and material to help the customer to make a decision and gives extensive demonstrations on how to use the product. Price is not as important if the customer gets exactly what they want and feels they are getting value. Theses stores stock a wide variety of televisions but sales efforts are focused more on a few sizes of televisions than other sizes of televisions. To avoid channel conflict, you can only distribute each product through one (1) type of outlet. In other words, a company could not distribute the 3-inch television through all four (4) outlets: Discount Stores, Department Stores, Electronic Stores, and TV Specialty Stores. You must decide on one (1) outlet for each of your products. Below is an example. Product 3-inch 13-inch 20-inch 27-inch 52-inch Outlet Discount Stores Department Stores Electronic Stores TV Specialty Stores Discount Stores If more than one (1) outlet is chosen to distribute a product, the first outlet listed will be used. 4. ADVERTISING EXPENSE How much will you spend on advertising to inform and persuade the customer to purchase your televisions? A minimum amount must be spent on advertising before customers are persuaded to seek out your product. If a minimum amount is not spent, customers will buy from your competitors and the company s customer satisfaction level will decline when customers realize that they could have bought your brand. On the other hand, once you have spent a certain amount, no matter how much more you spend on advertising, the company will not attract any more new customers. Also too much advertising could annoy customers and turn them away because they are Sick Of Them. Also the amount you should spend on advertising will fluctuate based on the economy. When the economy is doing well, the customer will expect you to spend more on advertising. But when the economy is doing badly, the customer will expect you to spend less on advertising. Advertising expenditures must be done in whole dollar amounts. For example, $109 or $525 or $9,730. Do not use cents when making your decisions, such as $ If the decision is not a whole dollar amount, the number will be rounded to the nearest whole dollar. 4

5 5. PUBLIC RELATIONS (PR) How much will you spend on public relations to develop a favorable company image and brand name in the customer s mind? Again, a minimum amount must be spent on PR before customers begin developing a favorable image toward your company and brand name. If a minimum amount is not spent, customers begin developing a more favorable image toward your competitors and their brand names resulting in fewer sales for you. But after you have spent a certain amount, no additional expenditures will increase the customer s image about the company and brand name. Also too much PR will give the customer the impression that you are kissing up to them and they will think it is Overkill. Also the amount you should spend on PR will fluctuate based on the economy. When the economy is doing well, the customer will expect you to spend more on PR. But when the economy is doing badly, the customer will expect you to spend less on PR. PR expenditures must be done in whole dollar amounts. For example, $109 or $525 or $9,730. Do not use cents when making your decisions, such as $ If the decision is not a whole dollar amount, the number will be rounded to the nearest whole dollar. 6. RESEARCH & DEVELOPMENT (R & D) How much will you spend on research and development to improve your product line? Keeping ahead of your competitors is crucial. R & D expenditures will keep your product on the cutting edge and make your product more desirable than your competitors. The customer will expect you to spend a steady amount on R & D to keep your product desirable. If not enough money is spent on R & D, your competitor s products become more desirable than your products. At the same time, if too much is spent on R & D, the improvements on your product become Too Fancy for the average customer and it will turn the customer away. After a certain amount has been spent on R & D for a product, the company will experience a breakthrough and demand will increase for the product. Examples of an R & D breakthrough could be a better sound system, improved picture quality, or longer durability. But once you have a breakthrough, you should not let your guard down. Having a competitive edge in the market could be fleeting because competitors will soon copy your ideas for their products. Also after a certain amount has been spent on R & D for all products, a company will experience a major breakthrough that will reduce production cost for all its products. Examples of a major R & D breakthrough could be lower labor cost, lower material cost, or lower overhead cost. R & D expenditures must be done in whole dollar amounts. For example, $109 or $525 or $9,730. Do not use cents when making your decisions, such as $ If the decision is not a whole dollar amount, the number will be rounded to the nearest whole dollar. 5

6 7. MARKETING RESEARCH Will you spend money on marketing research to obtain information to help your company make better decisions? Each company will have the option of purchasing information from a national marketing research firm. The following is a list of research activities that can be performed and the cost of the activity. a) A survey of customers on what they think about your pricing, location, advertising, PR, and R & D decisions for each of your products. The report will give you the most common comment made about a decision. If you receive a comment with an exclamation point after the comment, your company has made the best decision possible. If you receive the comment none, the research company could not find enough comments about the item. COST PER ORDER = $25,000 b) Also a competitor information report can be purchased. The report will show Competitors Prices for the Time Period, Competitors Advertising Expense for the Time Period, Competitors PR Expense for the Time Period, Competitors R & D Expense for the Time Period, and Competitors Location Decisions for the Time Period COST PER ORDER = $25, CAPACITY How big of a factory or plant will you build to produce your televisions? The factory must be built in one hundred (100) unit increments and the smallest factory you can build is five hundred (500) units. Also, the amount of factory capacity you allocate for each product must be in one hundred (100) unit increments as well. For example, a company builds the smallest factory allowed, or 500 units, and means the company can produce up to a total of 500 televisions. However, each product must be allocated a 100 unit capacity. Product 3-inch 13-inch 20-inch 27-inch 52-inch Total Capacity 500 units Now let s say the company would like to expand operations and increases the factory by. The additional cannot be divided between the products and must be allocated to only one of the products. 6

7 Product Capacity 3-inch 13-inch 20-inch 27-inch 52-inch Total 200 units 600 units Now let s say the company would like to expand operations again and increases the factory by 200 units. The additional 200 units cannot be divided between the products and must be allocated to two of the products. Product 3-inch 13-inch 20-inch 27-inch 52-inch Total Capacity 200 units 300 units 800 units Once a company increases the size of its factory, a company cannot reduce the capacity of its building. Using the information above, this company would have a total capacity of 800 units for the rest of the game and the 20-inch TV would have a capacity of 300 units for the remaining part of the game. 9. FINANCING How will you finance the building of your factory? Each 100 unit increment will cost a company $10,000. Therefore, the smallest factory (500 units) would cost $50,000. However, a company will have several options of how they would like to finance their factory. a) Capital Loans: A company can obtain a loan from a financial institution. The loan is issued in $1,000 increments, such as $3,000 or $40,000. The financial institution expects the company to pay 5% of the total outstanding loan(s) plus 5% interest on the total outstanding loans each time period. For example, a company decides to take out a $50,000 loan to pay for its factory. The payment would be calculated as follows: $50,000 outstanding loan x 0.05 payment = $2,500 $50,000 outstanding loan x 0.05 interest = $2,500 $2,500 payment + $2,500 interest = $5,000 time period payment 7

8 b) Stock: A company can sell shares of stock to raise money. Stock must be sold in blocks of 100 shares at a time. However, the price of the stock will fluctuate with the economy. When the economy is doing well, the stock price will increase. When the economy is doing badly, the stock price will decrease. Also stockholders will expect the company to pay them dividends each time period whether the company made money or not and will expect a higher dividend per share as time goes by. To start the game, the price of stock is $20 per share and the stockholder expects a $2.00 dividend per share. For example, a company decides to sell $50,000 worth of stock to pay for its factory. The dividend payment would be calculated as follows: $50,000 / $20 per share = 2,500 shares of stock 2,500 shares of stock x $2.00 per share dividend = $5,000 dividend payment per time period c) Bonds: A company can sell bonds to raise money. Bonds must be sold at $1,000 per bond. Also bond holders will expect the company to pay them 10% interest on each bond. The bond interest rate of 10% will remain constant throughout the game. For example, a company decides to sell $50,000 worth of bonds to pay for its factory. The bond interest payment would be calculated as follows: $50,000 / $1,000 bond = 50 bonds $1,000 bond x 0.10 interest rate = $100 interest per bond $100 interest x 50 bonds = $5,000 bond interest payment per time period A company may pay for their factory and any expansion by using only one method of financing or a combination of financing options. For example, a company may use nothing but capital loans, or sell only stock, or issue only bonds. However, a company may use a combination of financing methods. For example, a company decides to build a $50,000 factory. The company could take out a $10,000 capital loan, sell $20,000 worth of stock, and issue $20,000 worth of bonds. If a company ends a time period with a loss, a financial institution with issue the company an Emergency Loan to cover the loss. The emergency loan will be rounded to the nearest $1,000. For example, a company had a loss of $28,139 for a time period. An emergency loan of $29,000 would be issued to the company, and the company will be expected to make payments back to the financial institution for the remaining part of the game. However for an emergency loan, the financial institution will expect the company to make payments of 10% of the total emergency loan amount and pay 10% interest on the total emergency loan amount. For example, a company needs a $29,000 emergency loan. The payment would be calculated as follows: 8

9 $29,000 emergency loan x 0.10 payment = $2,900 $29,000 emergency loan x 0.10 interest = $2,900 $2,900 payment + $2,900 interest = $5,800 time period payment 10. SALES A company may put each of its products on sale once during the game. Putting a product on sale will automatically increase sales of that product for the time period, as long as other factors are in line. For example, a company can t charge $1,000,000 for a 52-inch TV, put it on sale, and expect to make a bunch of money. The product s price will automatically be reduced by a certain amount based on market factors to represent a sale. Examples of market factors are the economy, prices of competitors, are competitors having a sale also, and other product decisions such as location, advertising, PR, and R & D. 11. ECONOMY A company can judge the state of the economy by the economic forecast. The beginning economic forecast to start the game will be handed out by the instructor. When the economic forecast is greater than the beginning economic forecast, a company can assume the economy is getting better or is doing well. However when the economic forecast is less than the beginning economic forecast, a company can assume the economy is getting worse or is doing badly. Also the estimated demand tells a company how many people are in the market looking for a TV. However the estimated demand does not mean that many televisions will be sold. If companies do not make good decisions in selling their products, the customer will postpone their purchase to a future date. FEEDBACK At the end of each time period, each company will receive a report on how well they performed. Each company will receive the information below to help them analyze the decisions they made and what decisions need to made for the next time period. Income Statement A simple income statement showing sales, production cost, expenses, and profit/loss for the time period. Inventory The report will show the beginning inventory, units produced, units sold, and ending inventory for the company. Product Information The report will show the completed sales for each product to help a company keep track of how many sales they have done during the game. Also the report will show the production cost per unit for each product. If a company has a major breakthrough, these numbers will change so pay attention to these numbers. In addition, the report will show the number of R & D successes a company has completed for each product. The more successes a company has, the more demand a company can expect for its products. And last, the report will show the number of unhappy customers there were for each product. A zero 9

10 means the company met demand. But if a number appears such as 27 for the 3- inch TV, the company had a stockout. The company did not produce enough of the product and 27 customers could not buy your product making them unhappy. So the 27 unhappy customers bought a 3-inch TV for one of your competitors. Industry Report The report will show the period profit for each company, the overall profit for each company, and the overall rank of each company in the game. J. D. Powers Customer Satisfaction Report The marketing research firm, J. D. Powers, will provide an industry report showing the satisfaction level of customers for each product sold by each company. The satisfaction level can range from 0% to 100%. The higher the satisfaction level, the more customers approve of the way you are operating the business (i.e., the decisions you made). Market Share Analysis The report will show the percentage of total market sales each company got for each product for the time period. Economic Forecast The report will show the estimated total market demand for TV units for the next time period. The estimate is the potential TV s that could be sold during the time period and gives a company some indication of how well the economy is doing. But if all the companies do not make good decisions in trying to sell their TV s, customers may postpone their purchase to a future date. On the other hand, if all the companies make excellent decisions in trying to sell their TV s, more customers may enter the market now and buy rather than waiting later. Also the report will show the present capacity the company has for each of its products. Financing The report will show the total amount of capital and emergency loans a company has. Also the report will show the total shares of stock sold and value of the stock. The present stock price and present dividend will be given as well. In addition, the report will show the total number of bonds sold and value of the bonds. Decisions Form Instructions Step 1: Write the number for the time period the decisions are being made for such as 1, 2, 3, etc., on the Time Period line. Then print the name of your company on the Company Name line. Step 2: Write down the number of units you want to produce of each product, the price you want to charge for each product, and the type of outlet you want to distribute each of your products through on the lines provided. If you would like to put your product on sale, print the letter Y after the price. 10

11 Step 3: Write down the amount you want to spend on Advertising, PR, and R & D on the lines provided. Step 4: Write down the capacity level for each product. Remember, capacity must be in 100 unit increments. Only write down the capacity level for each product if you are expanding. Step 5: Write down how you would like to finance your factory. For a capital loan, write down the dollar amount you would like to obtain from a financial institution on the Capital line. Remember, loans are made in $1,000 increments. To sell stock, write down the number of stock shares you would like to sell on the Stock line. Remember, stock must be sold in blocks of 100 shares. To sell bonds, write down the number of bonds you would like to sell on the Bonds line. Remember, bonds are sold in $1,000 denominations. The only time you finance is to build or expand a factory. You do not finance to pay for expenses or losses. Step 6: Order Marketing Research, if you like, by writing down the numbers (1 and/or 2) on the line provided to indicate what research reports you want to buy. If you do not want Market Research, leave the line blank. Step 7: Make sure the answers are clearly written. If the answers are not clearly written, a best guest method will be used when inputting variables. Step 8: NO LATE DECISIONS WILL BE ACCEPTED! Late decisions will slow down the progress of the game. Therefore if a decision form is late or not turned in, the decisions from the last time period will be used for the present time period. Step 9: A sample Decisions Form has been provided as a reference and a blank Decisions Form has been provided. Please make copies for your game decisions. 11

12 INFORMATION SHEET Production Carrying Product Cost per Unit Cost per Unit 3-inch $34 $6 13-inch $28 $5 20-inch $48 $8 27-inch $97 $17 52-inch $385 $69 Marketing Research: Financing: Customer Comments for the Time Period: $25,000 Competitor Report for the Time Period: $25,000 Capital Loans - $1,000 increments Payment per period = 5% of total outstanding loans Interest payment per period = 5% of total outstanding loans Stock 100 shares at a time $20 per share to start game $2 dividend per share to start game Bonds - $1,000 per bond Interest payment per period = 10% per bond Emergency Loans Nearest $1,000 Payment per period = 10% of total outstanding loans Interest payment per period = 10% of total outstanding loans 12

13 DECISIONS FORM (SAMPLE) Time Period: 1 Company Name: XYZ Corporation Product 3-inch TV 13-inch TV 20-inch TV 27-inch TV 52-inch TV PRODUCED ,005 PRICE (Y) = Sale Y Y 8,999 LOCATION 1 = Discount 2 = Department 3 = Electronic 4 = Specialty ADVERTISING ,000 10, ,233 25,000_ PR 1,550 20, ,692 45,000_ R & D 13,200 1, , ,500_ CAPACITY FINANCING: Capital 10,000 Stock 600 Bonds 45 MARKETING RESEARCH: 1 and 2 1 = Customer Comments 2 = Competitor Report

14 DECISIONS FORM Time Period: Company Name: Product 3-inch TV 13-inch TV 20-inch TV 27-inch TV 52-inch TV PRODUCED PRICE (Y) = Sale LOCATION 1 = Discount 2 = Department 3 = Electronic 4 = Specialty ADVERTISING PR R & D CAPACITY FINANCING: Capital Stock Bonds MARKETING RESEARCH: 1 = Customer Comments 2 = Competitor Report

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