Open Strategy — Calibrated Openness at Chimiq Distribution
A four-round, advanced strategy and management-control simulation set inside Chimiq Distribution SA, a Lyon-based specialty-chemicals distributor…
About this simulation
Simulacion Express de 90 minutos, 4 rondas, nivel avanzado, sobre investigacion de mercados para disenar y fijar el precio de un producto nuevo con analisis conjoint. Ciclos Urdin (Eibar) lanza su primera bicicleta electrica frente al lider del segmento.
Los participantes disenan el estudio: metodo (encuesta autoexplicada, conjoint hipotetico o conjoint incentivado de respuesta dual), atributos (la ficha de ingenieria o la voz del cliente) y muestra (panel por cuotas, panel reducido, clientes de distribuidores o seguidores de la marca).
Despues leen utilidades parciales por segmento con sus intervalos, disposicion a pagar e importancias, y usan un simulador de cuotas logit para configurar la bicicleta por componentes, fijar el precio y dimensionar la serie de lanzamiento.
El mercado responde: ventas frente a prevision, la bajada de precio del rival, una segunda version con riesgo de canibalizacion y un plan de produccion para 2029 calibrado con ventas. Cada ronda separa lo que se sabe de lo que hay que suponer y plantea una tension para el debate; al final se comparan las estimaciones del estudio con lo que el mercado valoraba de verdad.
Se mide el beneficio de dos anos, la precision de las previsiones y la cuota del segmento.
What participants learn
After the session, participants will be able to:
- Choose a research method and sample whose precision, bias and cost match what the launch depends on, and explain what a cheaper study would get wrong
- Analyze part-worth utilities as willingness to pay and trace how the study design and the sample distort them
- Use a share simulator to configure and price a product against a rival and to build a launch forecast that can be defended
- Evaluate a response to a competitor's price cut and a second version net of cannibalization, announcing only reference prices that were actually charged
- Judge market research by its return, comparing what it changed in profit, share and forecast accuracy with what it cost, and recalibrate the model to actual sales
Prerequisites
- Part-worths at textbook level
- Margin arithmetic: price, VAT, dealer margin and unit cost
Who it is for
An advanced simulation for participants used to working with the main frameworks and trade-offs of the subject, designed for executive education and experienced professionals.
How a session runs
- The instructor creates a session from the Eureka dashboard and invites the participants.
- Participants play 4 rounds. In each one they submit their decisions and the simulation calculates the results. The first round opens with: Lunes 10 de enero de 2028: qué estudio, sobre qué atributos y a quién.
- The simulation can be run in English, Español.
- The instructor follows each participant's progress and results from the dashboard, and uses the class results for the debrief.