2nd ICAI 2022

International Conference on Automotive Industry 2022

Mladá Boleslav, Czech Republic

is designed for advanced knowledge level and the prerequisite is the completion of basic courses in management, marketing, business economics, accounting, microeconomics and macroeconomics. The product is suitable for teaching in the master’s degree. The simulation includes a standard market environment, of course with a certain degree of simplification. Students analyse data and information from both the immediate environment of their company and the general environment and also analyse the internal environment of the company for managerial decision-making, subjects, including mathematics in the usual managerial activities. The explicitly set goal is to increase (at least maintain) market share, share value, rating, value of the company’s perception of customers, profitability indicators, further maintain an adequate level of indebtedness, expand the product portfolio, innovate existing products. Everything is designed for the level of creating strategic plans, ie for a longer horizon (Deighan et al., 2022, Jakubíková, 2013, Kotler, Keller, 2013) During the simulation, the usual phenomena occur, such as a change in customer preferences, economic stagnation, fluctuations in fuel prices, rising labor prices, increased inflation, etc. These anomalies are then incorporated into medium and short term plans to work with the product portfolio, modify pricing strategy, expand or narrow the structure of their distribution networks and, last but not least, adjust their marketing communications. Product portfolio management respects diversification in relation to the product life cycle (Jakubíková, 2013, Kotler, Keller, 2013, Krajcik, Blumenfeld, 2022). StratSim simulation covers the following specific areas: • Management of the technological profile of production and the level of production lines of the carmaker • Management of the development centres for new cars and upgrades existing cars • B2C and B2B market management • Distribution network management • Car production management and decision-making on expanding the factory’s production capacity • Complete financial management of the carmaker They also have market and marketing research tools to test customer segments, designed car prototypes, market conditions, including advanced tools such as Perceptual Mapping and Conjoint Analysis. Project teaching puts the teacher on a different level. The necessary preparation before starting the project seems essential (Dömischová, 2011, Coffey, 2022, Deighan et al., 2022). Emphasis is placed on clarifying the philosophy of simulation explaining the functionalities of the program. At the moment, the pedagogue changes into a coach, whose task is to lead students to the answers in a mutual discussion, how to implement a situational analysis of their company, how to evaluate the obtained data, how to incorporate them into strategic plans and how to refine them into operational plans. It

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