Supply Chain & Channel Management


The Supply Chain & Channel Management simulation is targeted at advanced supply chain (logistics) and channels courses at either the undergraduate or graduate level.


Teams become either suppliers or distributors of microcomputers. The decision content includes the fundamentals of marketing, manufacturing, distribution, finance and accounting within an international business setting.


6 decision rounds, with each round taking 3 to 3 1/2 hours per student.

This simulation focuses on the development and maintenance of business-to-business relationships between teams who become either suppliers or distributors of microcomputers. It gives students in-depth exposure to what actually goes into making supply chains work. Students learn to balance selfishness and short-term gain with the potential for greater reward in the long-term. They learn to negotiate, cooperate, and coordinate to achieve desired ends while focusing on win-win solutions.


You are about to start a new company that will enter the microcomputer business. You may choose to be either a supplier or a reseller in this industry. As a supplier, you will choose a plant location, build a factory and produce microcomputers for one or more resellers. As a reseller, you will buy microcomputers from suppliers and market them throughout the world. You will have limited financial resources and complete accounting responsibility. As the executive team, you will provide the seed capital to start your business. You will invest 2 million in the first quarter and another 1 million in each of the next two quarters. An additional 4 million will become available in quarter 4 from venture capitalists, for a total of 8 million. Your executive team has the next year and a half to get this company off the ground. Within this time frame, you should become a self-sufficient firm, earning substantial profits from your operations.


Grading is based on the balanced scorecard that measures profitability, customer satisfaction, market share in the targeted market segments, human resource management, asset management, manufacturing productivity, financial risk, preparedness for the future and wealth.

Students can play against their peers.