Comparative Static Analysis with the Complete PPA Package: A Strategic Market Planning Tool

Abstract

The COMPETE Product Portfolio Analysis (PPA) Package (Version 2.00) is used by participant teams in the marketing simulation COMPETE (Faria, Nulsen, and Roussos 1994) to formulate and implement a coherent marketing strategy and to control their marketing program. This package establishes inter-period scale anchor and circle position and size comparability in the growth share matrix (GSM) and growth gain matrix (GGM) displays generated. The inter-period comparability facilitates comparative static analysis of brand trajectories on the GSM and GGM displays used by the competing participant teams in strategic market planning.