Learn marketing with the Customer Value Challenge

Compete with a marketing mind. Four range of cars, four customer profiles: in this marketing-oriented business simulation, identify customer perceived value and find a balance between your value proposition and profitability.

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Listen to your potential customers

and design a value proposition that matches their profile.

Explore the impacts of your investment choices

Explore the impacts of your investment choices.

Confirm your profit equation in a challenging environment.

Spice it up with our ‘Global Leadership’ or ‘Finance’ options.

What is this business simulation about?

Find a balance between your value proposition and profitability

Four ranges of cars, four customer profiles: in this marketing-oriented business simulation, identify what your customers value, and find a balance between your value proposition and profitability.
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From their analysis of the customers preferences, they will design, manufacture and bring to the market four car ranges: Low cost, Family, Eco-Friendly & Image.

They will tackle the three components of a business model

Build a value proposition for each customers’ segment, visually adapting the value curves for marketing and engineering propositions.
Review the company’s internal value chain, and
Validate the profit equation, the financial outcome of the two preceding components.

Best for

University — Strategy, Marketing and capstone courses at advanced undergraduate and graduate levels.
Corporate — newly appointed managers, middle and high potential managers.

Duration

From 8 to 24 hours playing time; Can be spread over multiple days, weeks, or months. Available in multiple versions: one, two, four products.

Logistics

From 12 participants; Online, face-to-face or blended facilitation: Participants & professors have access to videos, study material to understand the rules of the game autonomously.

What are the learning objectives?

Understand customers and market dynamics

Players will look at a diverse product portfolio through the lens of segmentation and positioning, how to manage their product life cycle and how to manage their product mix, thanks to concepts such as the McKinsey Matrix and running competitive analyses.

Design and deploy a company strategy

How to build unique value propositions, cater to clients’ expectations, structure costs/expenses, analyze market results and decide on their company’s next investments in a highly competitive environment.

Know which metrics to look at

thanks to our interactive dashboard showing a large array of information, such as cash flow breakdown, income statements and other fundamental metrics, such as ROCE. Players will visualize critical information and understand how to tap into it to make sound decisions.