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Four retailers compete aggressively for the same customers in a growing market.
The overriding challenge in this board-based simulation is to build and retain a profitable customer base. To be successful, you need a strong market position and the ability to defend it.
Critical decisions
At the start, the four retailers are "all over the place". As a management team, your job is to decide on your desired market position, and capture it in the most cost-effective way:
- Go for the high end of the market... or the low end?
- Pursue a unique niche... or attack a competitor's stronghold?
- Build capacity in advance... or wait for the demand to grow?
- Compete on differentiation... or on price?
- Defend your achieved position at all costs... or move to another?
Through this you learn what it takes to be "glocal": to adapt a global framework (corporate strategy) to local market conditions.
Who benefits from Livon™
Livon is designed for all employees who are expected to help sales and distribution organizations coordinate market investments and resources that promote a precise, consistent identity for the company.
It can also serve as a simple demonstration of what it means for a company to be "customer-driven." Here are a few applications:
- Any organization looking to reinforce its competitive advantages and capture greater market share.
- Business leaders who need to create a strong alignment between franchise, retail or other operations and the central sales and marketing strategy.
- Leaders that want to explore how to adopt and adapt a global strategy to a local or regional market.
- Smaller, independent companies looking to identify or strengthen its market niche.
- Business schools, corporate universities and academies - to deliver the big-picture framework to introduce and apply how to align marketing decisions with corporate strategy and policy.
Customer Quotations
"We can count on success only if our dealers earn money, so it makes sense for us to help them to do a good job in their local markets, and to make good use of the things we do at headquarters, [like] marketing campaigns, etc. For work of this kind, Livon is an outstanding tool."
Sales Manager, Toyota Sweden
"This helped me immeasurably in understanding market share, competition, and other areas not usually affiliated with store operations."
Product Manager, Largest brick manufacturer in the US
"I believe it was a useful reminder to all of us that every customer represents many years of business. It is in fact both simpler and less costly to keep a customer than to replace one that has gone somewhere else. Thank you for an interesting and useful experience."
Participant, IBM Australia
"This was the best training my company has ever provided. I was hesitant coming in, but then I was surprised at how engaging Livon was. It really worked well."
Marketing Manager, Global diversified industrial manufacturer
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Key Information |
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| Media: |
Board-based business simulation |
| Workshop size: |
4 competing teams totalling 12-20 participants. Multiple seminars can be run simultaneously. |
| Time: |
5 simulated years experienced in 1 day. |
| Facilitation: |
Certified Livon™ facilitators (or certify your trainers) |
| Languages: |
Standard translations currently available include Dutch, English, Finnish, French, German, Italian, Mandarin, Portuguese EU, Spanish EU, Swedish |
| Key concepts: |
Market share
Competitive attributes
Marketing investments and resources
Promotion
Profitability
Pricing
Market segmentation
Consumer behaviour
Customer profiling and targeting |
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