Positioning Strategy Game: Round 1 & 2

Dr. Samuel Prasetya, Dean of the Faculty of Business and Social Sciences, continues to use innovative methods to spark the interest of his students. Book learning is, at times, necessary but the real learning comes from using this learning in ‘real life’ situations. This time, Dr. Sam adapted the Positioning Strategy game from Mr. Geoff Fripp, MBA from the University of Sydney in Australia, who have years of experience in the marketing fields.

IULI semester 1 IBA, MGT, HTM and INR along with semester 3 INE & IBA have been split into 9 groups for an exciting marketing game;

  • group 1: Bening (INR 1), Estrella (HTM 1) & Yohanes (INE 3)
  • group 2: Iqbal (IBA 3), Alexandrina (INR 1) & Devia (MGT/AVM 1)
  • group 3: Mustika (IBA 1), Deinera (INR 1), Devara (IBA 1) & Clara (HTM 1)
  • group 4: Haqly (INE 3), Fadel (IBA 1) & Nadhif (MGT/AVM 1)
  • group 5: Natasha (IBA 1), Dimo (MGT 1) & Filbert (HTM 1)
  • group 6: Aryo (INR 1), Reihana (INR 1), Sam (INR 1) & Wilbert (HTM 1)
  • group 7: Imam (IBA 1), Maganitri (IBA 1) & Chacha (IBA 1)
  • group 8: Safrini (HTM 1), Erlangga (INR 1) & Daud (INR 1)
  • group 9: Putri (HTM 1), Joy (INR 1), Elok (INR 1) & Raditya (INE 3)

The students have to focus on the segmentation, targeting and positioning  of 3 products. Evaluation will be based on most accumulated profits, most sales (units) & most revenues. Obviously, there is a balance between these targets and the students with the most focus and flexibility will be the winners, or will pure luck play a part?

The top 3 results after round 2 were;

  • highest sales: (1) group 7, (2) group 9 and (3) group 6
  • highest profit: (1) group 9, (2) group 4 and (3) group 3
  • highest accumulated profit: (1) group 9, (2) group 6 and (3) group 8
  • best overall performance: (1) group 9, (2) group 6 and (3) group 8 (MiE/SaP)
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