The description of the simulation software-package PLANMARK

Infacs Leadership Technique Ltd. has brought to the marketplace a completely new marketing planning and simulation software package, PlanMark. It has been programmed using the software package Excel. It is suitable to plan the outlooks of companies in various industries like trade, services and manufacturing based industries in domestic and international markets.

The effects of marketing measures can be seen immediately

When using PlanMark, the students can immediately see the effects of the marketing measures they are plannning to use. The effects can be seen on the level of market segments, profit centers and the whole company.

Before the actual use of the PlanMark, it is important to do the preparatory tasks. By doing these tasks, the students will gain thorough knowledge of the company in question. Only after this, will the students have possibility to use the Planmark software package. When the changes have been done, the differences to the starting point will be seen straight away.

The starting point is the market segment

The important feature of PlanMark is the fact, that the starting point of the exercise is the market segment(s). The volumes and the prices can be changed, different marketing measures applied, and accordingly the results of the measures evaluated. These results can be compared to the numbers of the previous planning period. These numbers include the profit and loss account of the profit center and the whole business as well as cash flow of the previous year.

The specific steps are following:

1. Insert the volumes for each feasible market segment/factory combination.

2. Insert the prices and freight costs for each segment.

3. Insert the estimated(plan) exchange rates.

4. Insert the factory costs (variable and fixed).

5. Insert the sales office costs (You can also open one if you want).

6. View profitability of each market segment.

7. View profitability and cash flow of each factory and the whole business unit.

For further information, please contact Dr. Matti Haverila by E-Mail: Matti.Haverila@kolumbus.fi