Introduction  

This is a modern business simulation aimed to test your knowledge in real-life situations.  The following topics will be covered:

• Strategy: strategic planning, feasibility study, BP, fusion and acquisition.
• Finance: financial analysis, financial planning, ROE, terminology, ratios, financing, company valuation.
• Marketing : market research, positioning, segmentation, branding, value, PLC.
• Production: organization and planning, technology issues.
• Intrapreneurship: creativity, feasibility study, business plan and implementation.
• HRM: selection, organization, motivation, evaluation and reward system, training.

How does ESRA 2010 differ from other business simulations available on the market? What is our USP?

ESRA 2010 is the only business simulation that includes qualitative elements. As in real life, everything is not simply a matter of numbers or go/don’t go decisions.  We have brought in qualitative decisions, such as HR aspects (an evaluation and reward system, for example). The trainer evaluates these decisions, and the evaluations are plugged back into the simulation software.

 Creativity has become a key issue in this highly competitive world for several reasons:  it is  increasingly difficult to build a technologically competitive advantage, everyone knows marketing, and countries with lower wages are entering the market with improved products. Thus, being able to think creatively is more important than ever. Simply take a look at the automobile industry: as quality and technology are less a factor of differentiation among competitors, the difference lies in creativity.

In ESRA 2010, participants have the possibility to come up with new ideas. They are incorporated in the simulation and can change the market completely. ESRA 2010 is therefore a dynamic  -- as opposed to a static -- business simulation.

What's more, the fictitious but very plausible product which is used allows the participants to think out of the box.

Plus, over  600 variables are included in the algorithms, making ESRA2010 one of the most realistic business simulations.

What does ESRA 2010 mean?

ESRA stands for two things: Economic and Strategic Ratio Analysis and Electric Stress Relief Appliance, which is the name of the fictive product on which the simulation is based.

Why 2010? Because participants have to manage their company until  2010.

7 companies
There are 7 competing companies.
Participants are divided into 4 teams. Each team will manage 1 company.
The 3 other companies will be managed by the computer.

3 years

Participants will get data about the market and all of the company annual reports from the years 2002, 2003 and 2004.

They will have to request other data from the instructor. Some data come with a cost: marketing studies, specialized publications, trends…

Participants will have to:

1)      Act as consultants and evaluate the company in the years 2002, 2003 and 2004.

2)      Make 60 quantitative decisions and write a qualitative report for HRM and sales and marketing for the year 2005 .

3)      Make 60 quantitative decisions and write a qualitative report for HRM and sales and marketing for the  year 2006 .

4)      Make 60 quantitative decisions and write a qualitative report for HRM and sales and marketing for the year 2007.

5)      Write a business plan for the years 2008-2010.

6)      Present their business plan.