DRYRUN MARKETING MANAGEMENT
Dryrun Marketing Management is a sophisticated business simulation where leaders and future leaders can practice marketing management in a challenging environment.
Participants test how to design and implement marketing strategies to achieve financial and marketing goals.
Dryrun helps to understand the relationships between marketing and other activities, innovation, production, sales, finance, top management, etc.
Dryrun Marketing Management at a glance
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Dryrun models a set of competing companies operating in a B2C market (connected objects) and a B2B one (industrial drones).
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Each team of participants will manage the marketing activities of one company for up to 10 years.
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They analyze available market, competitive, and internal data to design a marketing strategy that will enable the company to achieve its financial and marketing goals.
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They allocate resources across markets and segments, design new products, and make marketing mix decisions.
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Participants may also launch strategic initiatives to reduce costs, improve the company’s operational efficiency (marketing, sales, production, …), or break technological barriers.
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Key words : Segmentation, Targeting, Positioning, Market studies, Competitive data, Profitability, Resource allocation, Product development, Pricing, Communication, Distribution, Strategic projects.
The Dryrun Marketing Management process
Participants go through 6 to 8 (max 10) decision cycles with increased responsibilities each year.
Each cycle includes 3 steps.
Step 1 – Situation Analysis
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Dryrun provides an extensive set of internal reports and market research studies to analyze each year.
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Company, Competitive, Market, and Customer data.
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Identify market opportunities and competitive threats.
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Use strengths to grab opportunities or fight threats.
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Anticipate and adapt to the moves of competitors.
Step 2 – Decision Making
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Marketing mix decisions : Pricing, Communication, Distribution.
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Sales forecast for production capacity & planning.
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Allocation of resources across markets, segments, offerings, and activities.
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Offering Portfolio & Product Roadmap to design new products and create and/or upgrade offerings.
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Corporate initiatives to improve the company’s capabilities.
Step 3 – Coaching & Debriefing
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Extensive debriefing slide decks are generated automatically after each run.
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The debriefs cover the market evolution, the strategy formulated by each team, and how this strategy is executed.
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The debriefs include marketing and financial results.
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The instructor can publish these slides and/or use them to coach teams.
Learning Objectives
Dryrun Marketing Management provides learnings in strategic and operational marketing.
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Conduct a situation analysis. What are our strategic options? How to anticipate competition.
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Set objectives. Where to lead the company? What is an achievable revenues & profit growth?
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Formulate a marketing strategy. What attractive segments to target? What differentiating positioning to adopt? How to allocate resources across markets, offerings, and activities?
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Execute the marketing strategy. Which innovative products to develop? Which marketing mix to adopt? What company's competencies to we need to improve?
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Monitor data. How to interpret data and adapt to the new situation? What are the financial consequences of our decisions.
