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LINKS Marketing Strategy Simulation
Revised April 2012

Randall G. Chapman, PhD

ii

LINKS Marketing Strategy Simulation

Copyright (c) 2000-2012 by Randall G Chapman

LINKS® is a registered trademark of Randall G Chapman. All rights reserved.

ISBN 1885837-39-9

LINKS Marketing Strategy Simulation

iii

Table of Contents
Chapter 1: Introduction ................................................................................................. 1 Why Use Simulations?..........................................................................................................1 What Will You Learn? ...........................................................................................................2 LINKS Overview....................................................................................................................3 What Is a Set-Top Box? ........................................................................................................3 What Will You Do Within LINKS? ..........................................................................................5 Analysis ..........................................................................................................................6 Planning .........................................................................................................................6 Implementation ..............................................................................................................6 Evaluation ......................................................................................................................6 Decisions and Decision Forms.............................................................................................7 Excel Spreadsheet Access To This Manual’s Exhibits ........................................................7

Chapter 2: Decision Variables and Perspective ........................................................... 8 Perspective and Definitions..................................................................................................8 Currency Conventions in LINKS...........................................................................................9

Chapter 3: Product Development Decisions .............................................................. 10 Set-Top Box Configurations ...............................................................................................10 Product Costs.....................................................................................................................11 Reconfigurations ................................................................................................................12 Patent Royalties..................................................................................................................13 Research and Development ...............................................................................................14 Product Development Decisions Form...............................................................................15

Chapters 4/5: Procurement/Manufacturing Decisions................................................ 17 Raw Materials and Sub-Assembly Components.................................................................17 Production ..........................................................................................................................18 Emergency Production.......................................................................................................19 Unfilled Orders....................................................................................................................20 Manufacturing Decisions Form ..........................................................................................21

Chapters 6/7: Distribution/Transportation Decisions ................................................. 23 Distribution Decisions...
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