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Executive at …. Staffordshire University
April Training Executive Ltd.April House, Tarvin Road, FrodshamCheshire WA6 6XN 01928 735868
Level 3 Undergraduate Programme
April
TRAINING
Business Simulation 2011
EMC plc
Welcome to Executive
A Real Time Simulation based on the European Automotive Industry
April
TRAINING
To provide practical and relevant experience in the operation of a business team to achieve strategic business challenges and deliver impressive business results in a challenging market and economic environment.
Our Aim is :
PLANNING – Preparing a Strategic Plan, agreeing responsibilities
DECISION MAKING – Making five sets of business decisions as a team and to deadlines
REVIEWING AND REPORTING – Assessing your progress during each year of the simulation and submitting an individual report at the end of the module
PRESENTATION – Some teams MAY be asked to make a presentation on their experience at the end of the module
The Simulation in Overview…
You will be working in a team environment to manage an automotive company trading in the European car market. The module will comprise the following elements :
1. Critical thinking
2. Business review and financial analysis
3. Environmental and business analysis
4. Portfolio and market management and development
5. Stakeholder expectations management
Learning Objectives (1)
Learning during the module will include :
Learning Objectives (2)
6. Managing across the market and business value chains
7. Managing unexpected events
8. Managing financial investment and performance
9. Understanding the impact of business decisions on company performance and results
10. Working in a team environment under strict deadlines and reporting pressure
Learning Objectives (3)
Module Structure
5 leagues
Up to 9 companies trading in each league
You are taking managerial responsibility for EMC plc as it enters FY 2011/2012. The company has been trading for many years already
In a period of significant market turbulence
The marketplace replicates what is happening in the real environment today
External business issues will crop up from time to time
Briefing documents have been provided
Alpha Beta
Delta Gamma
Epsilon
Leagues in the Simulation Module
Share Price Return on Capital Employed Current Ratio Capital Gearing Ratio Market Position & Share (total) Gross Profit % Output per worker per annum
Assessed Performance Measures
Business Plan
Unique company name, logo and strap line The company mission/vision statements Choice of target market Summary of competitor analysis to identify
problems or threats and opportunities Overall target markets and strategic rationale Financial objectives
You will be required to prepare your business strategy and plan in not more than 7 ppt slides (plus a header page)
WE WILL PROVIDE A SET OF TEMPLATES FOR YOUR USE
Management Roles Available…. Chief Executive Officer Strategic Planning Executive Manufacturing Executive Finance Executive Technical and Engineering Executive Sales and Dealer Network Executive Human Resource Executive Marketing Executive
Key Stakeholders
Customers
Employees
Suppliers
Shareholders
Governments
Local Communities
Simulation Module Schedule
A full timetable can be found on page 7of the Handbook
THE SIMULATION
The Marketplace
All your production facilities are situated in the UKand cannot be relocated to other European locations
How the market is segmented
Under 25
25 to 40
41 to 55
Over 55
CITYe.g. Mini
MEDIUMe.g. Astra
LARGEe.g. Jaguar X
LUXURYe.g. BMW 6
1 2 3 4
5 6 7 8
9
13 14
11
15
12
16
Platform
Age Group
10
Your products will be targeted at one of these sector numbers
Market sector share %
of the total market when you takeover EMC plc
Market Forecast for 2011/12 is 12-15m new car sales
Size
Citye.g. Mini
Mediume.g. Astra
Largee.g. Jaguar X
Luxurye.g. BMW 7
% of total market
37.25 38.97 18.72 5.06
What’s it all about?
Marketing and Image Managing Finance
OperationsPeople and Teams
Annual Business DecisionsProducts (Models)
Names, Market Sectors, Specifications, R&D, Price
People Number to be Employed, Pay
Plant No. of Factories, Level of Automation, Output Capacities
Promotion Advertising Customer & Dealer Incentives Sponsorship
Finance Loans, overdrafts, credits terms for customers and
suppliers, financial investments, share trading
Starting PositionFirst year of trading is year 3 of the
simulation Inflation will be 5-6%Company has a debt of £800m – You MUST
begin repaying this immediately at a rate of £100m per annum
Company has invested £425m in a new model – you will be responsible for its launch in your first year of trading
The company has offered 500,000 shares for sale to the General Public
Gilts can be purchased with an interest rate of 14.48% for 5 years
To begin running the Simulation
You will receive an email containing a team number, a password and a link similar to:
http://executive.trainingsimulations.co.uk//PlayerLogin/index.php
Click on the link to run the simulation
Introductory Screen
Enter your serial no. and
game name here and press Next
Then…
Select your team number from the
drop-down menu, enter your
password and press
Enter the Simulation
Click here to go straight to the
decision-making screens
Click here to view Cost &
Data Sheet/Reports
Screen 2
to view and print/save the Cost & Data sheet.
To print or save a
report click on the
relevant icon here
Press the button
Note: This can be accessed at any time via the Results option on the quick navigation panel
on the left-hand side of the page
Decision Screens 1
Enter the name, size, age group target and price for the
model. Press Decisions to move to
further options
For information on individual decisions,
click on the question mark.
General is provided oneach page
Model Designs Decisions
Select a body style and engine sizefor the model by
choosing the appropriate
checkbox
You can select morethan one option permodel, if you wish
Press once you are happy with
your choices
Pick other options that can be made available on your
model
Select as many or as few as required. Prices canbe found on the Cost &Data Sheet
Model Options Screen
Press to continue, or to change your earlierinputs. returns you
to the overview screen
Choose any R&D projects that you
wish to apply to thismodel
Research & Development Projects
Follow this procedure for all subsequent models,
and then press
to enter Company Decisions
Once you’re happy with your decisions for that
model
PRODUCTION
Enter the workforce
to be allocated to each model
Insert any automationexpenditure, the targetfactory output and the
weekly wage to be paid.Select
Marketing, New Model &Market Research
If you wish to launch a new model next year, invest here
Purchase market research/data on competition
Invest in advertisingto raise the profile of yourcompany &products
Notification of the number of factories needed to house the workforce employed
FINANCE
Enter :
The amount you wish to borrow
The dividend to pay
Shares to be issued
Number of credit & debit days
Decide if the company will investin gilts
Invest in your competitors’ companies by purchasingand trading shares (fromyear 2)
Once all Model and Company Decisions are entered, press
to view a forecast of your results.
Note: All Model and Company Decisions must show a green light before proceeding
Next…
Changing DecisionsThis reportgives a predictionof the results that MAYbe achieved withthis set of decisions
To return to the decisionscreens and makeamendments select
Finally
Once the team is happywith the decisions made, select to submit them to the simulation for processing.
IMPORTANT
ONCE THIS BUTTON HAS BEEN SELECTED YOU WILL NO LONGER BE ABLE TO CHANGE OR ACCESS THE DECISIONS FOR THE YEAR/ROUND
In summary…. The business simulation activity lasts for 2
months
It covers a wide range of business and project management skills
It is a competitive activity – you need to make good business decisions
The deadlines are critical events and MUST be met
Your group tasks are detailed in the briefing notes
If you have any questions….
Please post all queries on the Blackboard facility
Please refrain from posting several individual questions - collate them for your team
We will respond quickly to your questions
Please direct ONLY simulation-related queries to Julio Faria
April Training Executive LtdApril HouseTarvin RoadFrodsham
Cheshire WA6 6XN
Tel : 01928 735868Email : [email protected]