Cranfield Business Simulations
EUROSHOP
This simulation has been designed to illustrate the relationships between the different
functions of a business, e.g. procurement, marketing, distribution, retailing, finance, and
the interfaces in a competitive market place.
The simulation does not attempt to reproduce all the conditions that may be met in a reallife situation. To do so would result in a model too complex to be of any immediate value,
but the simulation is sufficiently realistic to emphasise the need for the integration of
diverse company functions.
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 the different functions of the business, and your judgement of the competitive marketplace.
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.
Benefits
Euroshop is an exposure to many of the challenges facing business managers, in both
commercial and behavioural terms. The simulation can extend over 1 or 2 days or as a
series of inter-modular decisions over a longer period via the internet, depending on
objectives, with a pre-read advisable. Decision periods vary between 1 and 2 hours.
The complexity of the simulation means that it fully explores the nature of interpersonal
relationships within the team environment.
It’s our simulation. But it’s your business.