Online Marketing Control with the Strategic Business Unit Analysis Package
AbstractThe Online Strategic Business Unit (SBU) Analysis Package enables competing participant teams to assess the contribution of each SBU within their brand portfolio to the overall profit or loss of the company. Participants enter regional sales force time allocation and advertising expense as well as product RD& expenditure. The SBU sales revenue and cost of sales are extracted from the simulation results. Other SBU operating expenses are computed from regional operating expenses and company-wide salesforce salary and commission decisions extracted from the simulation results. Based on these inputs, the SBU Profit or Loss is computed. Cell comments clarify input variables used and calculations made.
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