Implementing Marketing Control with the Web-Based Profitability Analysis Package

Abstract

The Web-based Profitability Analysis Package enables competing participant teams to learn, identify and assess the underlying reasons for profitability or loss of each strategic business unit (SBU) within their brand portfolio during each decision period. This decision support package (a) extracts and presents the earnings per share of each competing firm as well as the main components of revenues and expenses for each SBU of each of the competing firms from the simulation results, and (b) identifies and flags the antecedents of each determinant of revenues and/or expenditures for each SBU. Competing participant teams use this package to exercise marketing control. The package enables users to monitor performance, identify deviations, understand the underlying reasons, take corrective action and thereby exercise marketing control.