Design of Geneshoes Business Simulation Game With System Dynamics Approach

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1 JURNAL TEKNOLOGI, Edisi Khusus No. 4: Teknik Industri, Tahun XVIII, Desember 2004, 1-10 ISSN Design of Geneshoes Business Simulation Game With System Dynamics Approach Akhmad Hidayatno 1 and Yosep Halim 2 Industrial Engineering Department, Faculty of Engineering, University of Indonesia Kampus Baru UI Depok 16424, Indonesia 1 akhmad@eng.ui.ac.id, 2 yosep_h2000@yahoo.com Abstrak Kecepatan perubahan dalam kompetisi di industri, memaksa suatu perusahaan untuk memperhatikan kapabilitas sumber daya yang merupakan kunci utama dalam membedakan dirinya dengan kompetitornya. Sumber daya manusia yang memiliki kapabilitas untuk cepat belajar dan beradaptasi terhadap dinamisme dunia bisnis dan industri. Permainan simulasi yang merupakan bagian dari metode pembelajaran ekperensial dapat digunakan untuk mempercepat proses pembelajaran manusia. Permainan simulasi bisnis dapat memberikan lingkungan yang interaktif, motivasi dan bebas resiko dalam mempelajari dinamika sistem di industri, selain juga dapat untuk melakukan uji coba keputusan berdasarkan teori yang telah didapatkan di perkuliahan. Dalam penelitian ini, kami merancang sebuah studi kasus dan diagram kausal-loop sebuah permainan baru berdasarkan dari permainan-permainan simulasi yang telah beredar di pasar dengan menggunakan pendekatan sistem dinamis Permainan simulasi yang digunakan sebagai landasan penelitian ini adalah management and Economic Simulation Exercise (MESE) miliki Hewlett Packard (HP) Corp. dan Construction Contracts in A Competitive Market (C 3 M) oleh khaled Nassar dari Bradley University. Diagram kausal dari kedua permainan ini dikombinasikan sedemikian rupa untuk menyusun sebuah permainan simulasi baru yang berbasis pada industri sepatu, yang diberi nama GeneShoes Simulation Game (GSG) Kata Kunci : Bisnis, Manajemen, Pembelajaran dengan mengalami, Permainan simulain dan Sistem dinamis. Abstract In this competitive industries that change rapidly nowadays, a company that wants to survive and succeed must concern on its human resources capabilities as one of its most important assets. The human resources must be able to learn quickly to adapt with dynamism in business world and industries. Simulation games as part of experiential learning methods could be used to accelerate learning process of human resources. Business simulation game can give an interactive, motivating, risk-free environment to learn the dynamics of system in business world and industries as well as to test decisions based on theory which has been studied. In this research, we design a case and causal loop diagram of a new business simulation game from existing simulation games. Design of business simulation game in this research was conducted with System Dynamics approach that can support comprehensive and integrated thinking process. Two simulation games that been used as basis in this research are Management and Economic Simulation Exercise (MESE) by Hewlett Packard (HP) Corp. and Construction Contracts in A Competitive Market (C 3 M) by Khaled Nassar from Bradley University. The design is initiated by making causal loop diagram of both simulation games. After that, a case and causal loop diagram of a new business simulation game, called GeneShoes Simulation Game (GSG) is designed. Keywords: Business, Management, Experiential learning, Simulation games and System dynamics. 1

2 A. Hidayatno and Y. Halim 1. Introduction Nowadays, company that wants to survive and succeed in competitive industries that change rapidly must concern on its human resources capabilities as one of its most important assets. The human resources must be able to learn quickly to adapt with changes in business world and industries. Many teaching and learning methods have been developed to accelerate human learning process. One of the most effective methods for business and management education is experiential learning. The use of experiential learning methods in education and training has many benefits beyond traditional forms of instruction [1]. Experiential learning is a participatory method of learning that involves a variety of a person s mental capabilities [2]. Through this method, learners will be involved actively in the learning process. Type of experiential learning that has been used widely is simulation game. Simulation game is a combination of two types of experiential learning methods: simulations that can imitate a behaviour or process, and games which is a competition activity. Integrating standard formal teaching methods with simulation games as a laboratory to test and reinforce relevance of theories can be a very effective teaching methods [3]. Teaching using a business simulation game can give an interactive, motivating, risk-free environment to learn the dynamics of system in business world and industries as well as to test decisions based on theory which has been studied. Design of business simulation game in this research was conducted with System Dynamics approach, which can support comprehensive and integrated thinking process and it can simplify complexity without losing essence of object that been observed [4]. This approach also appropriate to analyse mechanism, pattern, and tendency of system based on analyses of structure and behaviour of system that complex, changing rapidly, and contain uncertainty. Nowadays, there are so many simulation games that have been developed, such as Markstrat by StratX, Management and Economic Simulation Exercise (MESE) by Hewlett Packard Corp., Loreal Estrat Challenge by Loreal, Construction Contracts in A Competitive Market (C 3 M) by Khaled Nassar from Bradley University, StratSim by Interpretive Software, Inc., etc. This research aimed to get a case and causal loop diagram of a new business simulation game by analysing from the existing simulation games. 2. Research Methodology Originally, the word simulate meant to imitate or feign. Simulation generally involves some kind of model or simplified representation [5]. For an activity to be a simulation, in their terms, it must [6]: represent an actual situation drawn directly from real life, or an imaginary situation that could be from real life; and be operational. It must be an ongoing process with no predetermined end point. Game consists of interactions among players place in a prescribed setting and constrained by a set of rules and procedures [7]. For an activity to be a game, in their terms, it must [8]: involve overt competition of some sort, either directly between individuals or teams; and have rules. The players must operate under a set of arbitrary constraints specific to the particular game. Simulation games combining some representative aspects with a highly competitive and time and rule driven process [9]. In system dynamics, there are several diagramming tools that have often been used to capture the system structure. One of them is causal loop diagram. A causal loop diagram consists of variables connected by arrows denoting the causal influences among the variables [10]. The important 2 JURNAL TEKNOLOGI, Edisi Khusus No. 4: Teknik Industri, Tahun XVIII, Desember 2004, 1-10

3 Design of Geneshoes Business Simulation Game With System Dynamics Approach feedback loops are also identified in the diagram. Causal loop diagram symbols are shown in table 1 [11]. Table 1. Causal Loop Diagram Symbols Symbol Meaning The arrow is used to show causation. The item at the tail of the arrow causes achangeintheitemattheheadofthe arrow The + sign near the arrowhead indicates that the item at the tail of the arrow and the item at the head of the arrow change in the same direction. If the tail increases,theheadincreases ;Ifthetail decreases, the head decreases. Table 1. Causal Loop Diagram Symbols (continued) Symbol OR OR Meaning The - sign near the arrowhead indicates that the item at the tail of the arrow and the item at the head of the arrow change in the opposite direction. If the tail increases, the head decreases ;Ifthetail decreases, the head increases. This symbol, found in the middle of a closed loop, indicates that the loop continues going in the same direction, often causing either systematic growth or decline, behaviour that unstably moves away form an equilibrium point. This is called a positive feedback loop This symbol, found in the middle of a closed loop, indicates that the loop changes direction, causing the system to fluctuate or to move toward equilibrium. This is called a negative feedback loop. There are six phases in process of building a computer simulation model with system dynamics approach as shown in figure 1 [12] : 1. Problem definition. The first phase in the model-building process involves recognizing and defining a problem to study that is amenable to analysis in systems terms. 2. System conceptualization. The second phase in the model-building process involves committing to paper the important influences believed to be operating within a system. Systems may be represented on paper in several fashions, the three most commonly used are: causal loop diagram, plots of variables against time, and computer flow diagram. 3. Model representation. In the third phase of the model-building process, models are represented in the form of computer code that can be fed into the computer. 4. Model behaviour. In the fourth phase, computer simulation is used to determine how all of the variables within the system behave over time. 5. Model evaluation. In the fifth phase, numerous tests must be performed on the model to evaluate its quality and validity. These tests range from checking for logical consistency, to matching model output against observed data collected over time, to more formal statistical tests of the parameters used within the simulation. 6. Policy analysis and model use. In the sixth phase, the model is used to test alternative policies that might be implemented in the system under study. Figure 1. Phases in the model-building process In this research, we used MESE simulation game by Hewlett Packard (HP) Corp. and C 3 M simulation game by Khaled Nassar from Bradley University as basis to design a new simulation game with system dynamics approach. JURNAL TEKNOLOGI, Edisi Khusus No. 4: Teknik Industri, Tahun XVIII, Desember 2004,

4 A. Hidayatno and Y. Halim MESE or The Hewlett Packard Global Business Challenge (HPGBC) is a webbased business simulation competition that is aimed at senior high school students and undergraduate students. In this simulation game, we have a role as a manager and also a company owner that produces Echopens. In the simulation, we and our competitors will make five decisions that will affect the operations of our company. The decisions are [13]: 1. Set a price for the Echopens. 2. Decide how many Echopens should be produced. 3. Spend money on marketing efforts. 4. Invest in capital equipment for our factory. 5. Decide how much money to put into research and development. Each team s performance is measured by a measurement index, namely MESE Performance Index (MPI). The company (team) with the highest MPI at the end of simulation period is declared the winner We consider MESE simulation game as a basis in the designing because it has a comprehensive concept and touch many aspects in business and industry which are needed to illustrate system and dynamism in business world and industries. C 3 M is a four-team simulation game which helps in presenting concepts of market share and competitive bidding in construction industry. Four teams representing four local contractors play C 3 M. The contractors are competing for construction contracts of the local apartment of Transportation (DOT) over a period of 12 quarters [14]. Each quarter, the local DOT puts out a call for bids for a number of pay items. Each of the contractors has to make a decision on the value of the mark up it provides for each of these pay items in order to win more work and also to secure its market share [15]. The game only considers one pay item, namely cu.yd (cubic yard) of excavation. The player with the most profit is declared the winner [16]. We consider C 3 M simulation game as a basis in the designing because it has a simple concept to develop a more complex business simulation game concept. C 3 M also has a clear and understandable calculation concept that can be modified to meet our purpose in this research. This research consists of three main steps: 1. Making causal loop diagram of MESE simulation game. 2. Making causal loop diagram of C 3 M simulation game. 3. Making a case and causal loop diagram of a new business simulation game. Step 1: Making Causal Loop Diagram of MESE Simulation Game In making causal loop diagram of MESE, we start by defining the purposes of making the causal loop and then we study the collected data about MESE. Afterwards, we identify key variables in the simulation game. There are two types of key variables in the game. The first type is input variables which are decisions that we have to make in each period. The second type is output variables that we get from the company and industry report. After identifying the key variables, we make hypotheses about the behaviour and causation of the key variables and then we develop initial causal loop diagram using the input variables. Based on the initial causal loop diagram, we develop a more complex causal loop diagram using output variables from company and industry report until all of the key variables have been included in the diagram. During the development of the causal loop diagram, we also consider if we should add additional variables in order to clarify a causal relationship. Step 2: Making Causal Loop Diagram of C 3 M Simulation Game In making causal loop diagram of C 3 M, we start by defining the purposes of making the causal loop and then we study the collected data about C 3 M. Then, we identify key variables in the simulation game. There are two types of key variables in the game. 4 JURNAL TEKNOLOGI, Edisi Khusus No. 4: Teknik Industri, Tahun XVIII, Desember 2004, 1-10

5 Design of Geneshoes Business Simulation Game With System Dynamics Approach The first type is input variables which are decisions that we have to make in each period. The second type is output variables that we get from calculation concepts of the game. After identifying the key variables, we make hypotheses about the behaviour and causation of the key variables using the calculation concepts of the game and then we develop the causal loop diagram using the key variables. Building the causal loop diagram of C 3 M simulation game is easier than MESE simulation game because it has fewer key variables and more simple calculation concepts. Step 3: Making a Case and Causal Loop Diagram of A New Business Simulation Game In making a case and causal loop diagram of a new business simulation game, we start by defining the purposes of the business simulation game and then we develop a new case of simulation game by describing its characteristics. Then we develop initial causal loop diagram of the new simulation game using modified key variables and causal loop diagram of C 3 M as a basis. From the initial causal loop diagram, we develop a more complex causal loop diagram by referring to key variables and causal loop diagram of MESE. We develop the causal loop diagram until all of the key variables that have to be considered have been included in the diagram. 3. Results and Investigations Using research methodology that has been explained above, we start by making causal loop diagram of MESE. The purposes of making causal loop diagram of MESE are: 1. To get understanding of relationship of the key variables in the simulation game. 2. To get understanding about how the key variables interact each other in the system and affect company performance. From the study of the collected data, we have identified key variables in the MESE simulation game. The input variables are shown in table 2. The output variables of the simulation game that have been identified from company and industry report are shown in table 3 and table 4. Table 2. Input Variables of MESE Simulation Game Input Variables Price $/ Production Marketing $ Investment $ R&D $ After identifying the key variables, we develop the initial causal loop diagram start from the input variables. Figure 2 shows the initial causal loop diagram of MESE simulation game. From the initial causal loop diagram, we develop a more complex causal loop diagram using output variables from company and industry report. We develop the causal loop diagram until all of the key variables have been included in the diagram. Figure 3 shows the final causal loop diagram of MESE simulation game. We develop causal loop diagram of MESE Performance Index (MPI) separately as shown in figure 4 in order to simplify the diagram. There are two feedback loops in the causal loop diagram, increase of inventory loop and inventory balancing loop. Ending inventory of a company depends on the domination of one of the feedback loops. If the increase of inventory loop dominates, then the company will have a lot of inventories. If the balancing inventory loop dominates, the company will have a small number of inventories. After causal loop diagram of MESE simulation game have been developed, we move to step 2 by making causal loop diagram of C 3 M simulation game. The purposes of making causal loop diagram of C 3 M are: JURNAL TEKNOLOGI, Edisi Khusus No. 4: Teknik Industri, Tahun XVIII, Desember 2004,

6 A. Hidayatno and Y. Halim Table 3. Output Variables of MESE Simulation Game from Company Report Output Variables from Company Report Sales $ Cost Of Good Sold (COGS) $ Gross Margin $ Depreciation $ Layoff Charge $ Inventory Charge $ Interest $ Profit Before Tax $ Tax $ Net Profit $ Factory Capacity Capacity Utilization % Capacity Utilization Efficiency % Production Cost / $/ Beginning Inventory Employees Person Orders Received Sold Unfilled Orders Net Investment $ Factory Size Next Period and $ Income Statement Operation Reports Balance Sheet Cash Flow (Capital Investment) Ending Cash $ Ending Inventory $ Total Assets $ Loan $ Retained Earnings $ Capital $ Liabilities and Equity $ Beginning Cash $ Inventory Change $ Net Loan $ Table 4. Output Variables of MESE Simulation Game from Industry Report Output Variables from Industry Report Total Orders Total Produced Total Sold Total Capacity Total Inventory Industry Sales $ Average Price $/ Total Production $ Dollar Table 4. Output Variables of MESE Simulation Game from Industry Report (continued) Dollar Productivity Interest and Loan Compe tition Output Variables from Industry Report Average Production Cost Average Total Cost Total Employees (All Company) $/ $/ Person Total Capital Investment $ Industry Capacity Utilization % Prime Rate % Loan Limit $ Tax Rate % Tax Paid in Period (All Company) $ Tax Paid to Date (All Company) $ Market Share % MESE Performance Index (MPI) - Figure 2. Causal Loop Diagram of MESE Simulation Game: Initial Development 1. To get understanding of relationship of the key variables in the simulation game. 2. To get understanding about how the key variables interact each other in the system and affect amount of work (sales) that is secured by the contractor. From the study of the collected data, we have identified key variables in the C 3 M simulation game. The input variable of the C 3 M is bid price because the only decision required from the players is the bid price for a cu.yd of excavation. All of the key variables of C 3 M that have been identified are shown in table 5. 6 JURNAL TEKNOLOGI, Edisi Khusus No. 4: Teknik Industri, Tahun XVIII, Desember 2004, 1-10

7 Design of Geneshoes Business Simulation Game With System Dynamics Approach Figure 3. Causal Loop Diagram of MESE Simulation Game: Final Development Table 5. Key Variables of C 3 M Simulation Game Figure 4. Causal Loop Diagram of MESE Simulation Game: MPI Key Variables of C3M Simulation Game Relative Cost of Pay Item cu.yd excavation Bid Price $ Average Bid Price $ Price Factor - Market Share Factor - Amount of Work Secured by The Contractor (Sales) cu.yd excavation Total Work Secured by All Contractors (Total Sales) cu.yd excavation Profit $ Total Profit $ JURNAL TEKNOLOGI, Edisi Khusus No. 4: Teknik Industri, Tahun XVIII, Desember 2004,

8 A. Hidayatno and Y. Halim Figure 5. Causal Loop Diagram of C 3 M Simulation Game After identifying the key variables, we develop the causal loop diagram of C 3 M simulation game using the key variables. Figure 5 shows the causal loop diagram of C 3 M simulation game that has been developed. There are two feedback loops in the causal loop diagram, effect of sales in the preceding period loop and market saturation loop. Value of market share factor of the contractor depends on domination of one of the feedback loops. If effect of sales in the preceding period loop dominates. The contractor will acquire higher market share factor. If the market saturation loop dominates, the contractor will acquire lower market share factor. In the last step, we develop a case and causal loop diagram of a new business simulation game. The purposes of the new simulation game are: 1. To give understanding to the participants about system and dynamism in the competitive business world and industry. 2. To give understanding about how decisions of each team as an owner of a company will affect performance of the company. After defining the purposes of the new simulation game, we develop a new case of simulation game, namely GeneShoes Simulation Game (GSG). In GSG, we act as a manager and also a company owner that produces GeneShoes. GeneShoes is a revolutionary product that combines the latest technology in sport shoes. As the new owner and manager, have to make a variety of important decisions that will determine the company s performance. The decisions are: 1. Set a price for the GeneShoes. 2. Decide how many GeneShoes should be produced. 3. Spend money on marketing efforts. 4. Decide how much money to put into research and development. GSG is a four-teams game that will be played over 12 periods. All teams begin on an equal basis. Each period, each team will receive report that shows how our company and our competitors performed. The winner of GSG is determined by accumulated profit (retained earnings) from beginning until end of simulation period. The team with most retained earnings at the end of simulation period is declared the winner. Figure 6. Causal Loop Diagram of GSG: Initial Development 8 JURNAL TEKNOLOGI, Edisi Khusus No. 4: Teknik Industri, Tahun XVIII, Desember 2004, 1-10

9 Design of Geneshoes Business Simulation Game With System Dynamics Approach Figure 7. Causal Loop Diagram of GSG: Final Development After developing a new case of simulation game, namely GSG, we develop initial causal loop diagram of GSG using modified key variables and causal loop diagram of C 3 M as a basis. Figure 6 shows initial causal loop diagram of GSG. From the initial causal loop diagram of GSG, we develop a more complex causal loop diagram by referring to key variables and causal loop diagram of MESE. Figure 7 shows the final causal loop diagram of GSG. 4. Conclusion 1. The steps of designing of business simulation game can be supported by system dynamics approach. With the system dynamics approach, the relationship between decisions (input variables) and outcomes (output variables) can be mapped out. This map should be given at the end of the game to enhance the understanding of the players on what chain-of-effects occurred when they make their decision. 2. GeneShoes Simulation Game (GSG) is a business simulation game that illustrates system and dynamism in the competitive business world and industry. In this simulation game, we act as a manager and company owner that will compete with other three companies. Decisions that have to be made in this simulation game are pricing, amount of production, marketing expenses, and R&D JURNAL TEKNOLOGI, Edisi Khusus No. 4: Teknik Industri, Tahun XVIII, Desember 2004,

10 A. Hidayatno and Y. Halim expenses. The team (company) with most retained earnings at the end of simulation period is declared the winner. References 1. Feinstein, A.H., Stuart Mann dan David L. Corsun, 2002, Charting the Experiential Territory Clarifying Definitions and Uses of Computer Simulation, Games, and Role Play, Journal of Management Development, Vol. 21, No. 1, p Ibid., p Nassar, Khaled, 2003, Construction Contracts in A Competitive Market: C 3 M, A Simulation Game, Journal of Engineering, Construction, and Architectural Management, Vol. 10, No. 3, p Muhammadi, Erman Aminullah, dan Budhi Soesilo, 2001, Analisis Sistem Dinamis : Lingkungan Hidup, Sosial, Ekonomi, Manajemen, UMJ Press, Jakarta, p. xii. 5. Roberts, Nancy, et al., 1983, Introduction to Computer Simulation: A system Dynamics Modeling Approach, Productivity Press, Oregon, p Leigh, Elyssebeth dan Jeff Kinder, 2001, Fun & Games for Workplace Learning, McGraw-Hill Australia Pty Ltd, Australia, p Feinstein, A.H., Stuart Mann dan David L. Corsun, Op. Cit., p Leigh, Elyssebeth dan Jeff Kinder, Op.Cit., p Ibid., p Sterman, John D., 2000, Business Dynamics : System Thinking and Modeling for A Complex World, The McGraw Hill Companies, Inc., USA, p Roberts, Nancy, et al., Op.Cit., p Ibid., p Noer, Muhammad, 2002, Manual Simulasi: Management and Economic Simulation Exercise (MESE) dan The Hewlett Packard Global Business Challenge, Prestasi Junior Indonesia, hp 14. Nassar, Khaled, Op.Cit., p Ibid. 16. Ibid., p JURNAL TEKNOLOGI, Edisi Khusus No. 4: Teknik Industri, Tahun XVIII, Desember 2004, 1-10

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