An innovative business simulation game has been designed for ESCP Business School’s MSc in Energy Management students.
This unique game focuses on customer value and profitability in the automotive industry, equipping students with the skills and knowledge to drive sustainable innovation in the sector.
The simulation ‘Customer Value Challenge’ provides a comprehensive exercise that accurately replicates the complexities of organisational decision-making within a competitive marketplace.
Using ‘Customer Value Challenge’ simulation and working in teams of 4-6 members, participants will act as the executive leadership of a car manufacturer company participating in a ‘four car ranges’ market.
As executives, they will analyse their company’s position and make crucial decisions for successful management. This includes determining the car range mix, conducting customer analysis, managing plant capacity, overseeing engineering and marketing investments, establishing a financial structure, and more.
Furthermore, participants will be required to improve their company’s environmental and social performance over time, in addition to financial profits.
Learning objectives
The primary objective of the course is to provide participants with an integrating experience that demonstrates the dynamic interaction of management skills. It draws upon an array of managerial and organisational disciplines such as marketing, operations management, corporate finance, etc.
The course also aims to:
- Understand the leadership challenges in building and sustaining a high-performance executive management team in a complex organisation
- Develop analytical and operational skills and perspectives needed at the general manager level to formulate and implement effective strategies in a dynamic and competitive environment
- Gain insight into the challenges and requirements for effective management
Simulation structure
The simulation has each team operating a directly competing company in two different markets (region 1 & 2). The complete simulation takes place over three full days, and the teams ‘run’ their companies [make all operating decisions] over seven-years; the simulation has supporting instructional modules and feedback/discussion sessions. Teams submit their decisions for each operating cycle simultaneously and receive prompt feedback from the simulation faculty on the performance of their company in the context of the other competing companies and then proceed to prepare their decisions for the next operating cycle.
Feedback from participants at all levels confirms the effectiveness and impact of simulation exercises as powerful learning events. Follow-up studies and surveys consistently reinforce the positive effects on strategic decision-making in real-world scenarios, teamwork, and leadership competences.
