Cranfield Business Simulations
EuroShop
Meeting customer needs . . . linking business functions.
The EuroShop simulation has been designed to illustrate the relationships between the
different functions of a business, e.g. merchandise procurement, marketing, distribution,
service, finance, and the interfaces in a competitive market place. It attempts to reproduce
carefully selected key conditions that are frequently met in a real-life situation. In learning
by doing, the simulation emphasises the difficulties and opportunities required for the
integration of diverse company functions.
Structure
The simulation provides the opportunity of
managing a company, operating in a European
market, which buys a range of related products
from a wholesaler and then sells them to the
public through its own retail outlets, in competition
with several other competitive companies. As a
Management Team you take a series of decisions
to improve the profitability of your company. All
decisions are interactive, in that the decisions of
any one team will impact on the whole market
place and on the performance of competitors.
Decisions will have both short term operational
and long term strategic dimensions.
The ultimate success of your company will be a
reflection of the quality of your management, of
aligning the different functions of the business to
serve the customer, and your judgement in
positioning
yourself
successfully
in
the
competitive market-place.
All companies start from a position of equality in
terms of past performance and resources. A
series of decisions is taken against a changing
business environment.
+44 (0)1234 754427 | k.l.valverde@cranfield.ac.uk | www.cranfield.ac.uk/som/cced
Cranfield Business Simulations
Benefits
“Take a step back and think about what we are
doing, rather than just doing!”
Developing a deliverable strategy;
Marketing
Euroshop gives exposure to many of the
challenges facing business managers, serving
customer needs whilst facing demanding
commercial pressures, and carrying all parties
with you along the value chain.
“You don’t need to be an expert to influence and
drive others.”
Influence, persuasion, communication
The simulation also allows for the exploration of
team and individual behaviours. Observers of the
teams can see and feed back on behaviours
within the teams. This can be done within the
context of models that the organisation may
already use, such as MBTI, or by introducing
models and concepts of behaviour before the
simulation begins.
“Some of the most enjoyable sessions on the
programme, it simulated real life situations.”
Application of Theory & Knowledge
“Excellent tool to understand supply and demand,
finance and competition.”
Economics; Cash & cost management
Strengths of EuroShop
“A huge appreciation of the different skills and
personality types of fellow team members. It has
changed my thinking.”
Behaviours
Depending on the objectives, the Euroshop
simulation can run face to face over 1 or 2 days,
or as a series of inter-modular decisions taken
over a longer period via the internet. Pre-reading
is advisable. Decision making periods vary
between 1 and 2 hours.
You are advised of economic
conditions and supplier offers and
more in “The Journal”, available at
the beginning of each new period.
Supplier
determines
Cost
FINANCE
Start with equal
resources and
same market share
Outlet
Manager
6 Sales people
Quality
Outlet
Manager
6 Sales people
MP3
(1 space units)
Games Console (5 space units)
Notebook PC (10 space units)
You determine quantity
Consider the impact of buying at the
right time, at the right price……whilst
managing the finances..!
Outlet
Manager
6 Sales people
Total shelf space in
each outlet =
30,000 space units
All products are related but
independent of each other
Perceived Price –
(discounted)
Consumers
Why do they buy from you?
Quality
Attractiveness
It’s our simulation. But it’s your business.
+44 (0)1234 754427 | k.l.valverde@cranfield.ac.uk | www.cranfield.ac.uk/som/cced