Sabre Simulation Guide
TOP 10 TIPS
1. Read the manual guide
2. Start early as you can
3. Round 1 and Round 2 are most important
4. Have a long term vision and plan
5. Use excel file to support calculation for all rounds
6. Update products
7. Higher quality with good prices
8. Strong promotion and sales
9. R&D
10. Finance support
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SABRE - “Strategic Allocation of Business Resources”.
You will manage 6-10 rounds (quarters or years)
Try to get the best Financial Performance, Sales, profit, Stock prices, EPS
Understand the details of each market segment
Invest in R&D and update, launch new products
Strong invest in Advertising and Promotion is also the key to win
Spending for Sales force and channels to increase sales and profit, balance with Ads, Promo and Sales
KEY To WIN
Again, get the best Financial results, good sales, and profit, top market share, profitable products
Products should have
- Good attributes or specification to meet demands, of each segment, and close to the Ideal spots
- Good customer awareness, higher spend for ads and promo
- Good sales force and distribution channels
- High production capacity to meet increasing demands, lower production cost
- Control production cost, lower by higher capacity and production volume
- R&D to lower cost
- Control capacity, sales volume, production cost, balance with sales and profit
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KEY DECISIONS
Studies (Market Research) • Reports are free, but which Studies should you purchase? • How much information is needed to make good decisions? Sales Force • How many salespeople should you allocate to each channel? • How much should you spend on sales force training? Product Planning • Which products should be placed in the marketplace for sale? • How much product should be produced to satisfy customer demand? • At what price will each product be sold? • What should be the quality and quantity of advertising? • How should you distribute the advertising budget among the various media? • How and where should you best position product offerings? R&D Projects • How much should you invest and into which projects? • What cost per unit is needed to make a solid profit? • What segments should the development efforts target? • What characteristics will be best for the market, given the trends?
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TIPS FOR DECISIONS
For Sales Force
For Product
For Production
For Advertising
For Pricing
For R&D
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TOP 18 TIPS TO WIN SABRE
1. Market awareness
This study lists each product’s market awareness for all companies. Without market awareness,
products do not sell, as customers are reluctant to buy products with which they are not familiar.
Awareness is achieved through advertising.
2. Purchase intent by segment
Sometimes called “Preference” rather than “Purchase Intent”, this study shows what customers
would have purchased, based solely on how well each product’s perceived attributes match each
segment’s needs. Think of it as the result of a focus group to which you show the products, show
the ads, and have them choose. That process eliminates awareness, sales force and inventory from
the selection and reflects what one would expect each segment to choose. This study should be
used in conjunction with Study 3, Market Share by Segment. Any discrepancy between the two
studies would indicate there has been a breakdown in marketing execution (i.e. advertising, lack of
effective sales force supporting the channels, or lack of stock).
Purchase Intent is a function purely of R&D and positioning, but not awareness, sales force, or
stock. The gap between purchase intent and market share is attributable to those 3 areas
(awareness, sales force, or stock).
3. Market share by segment
This study indicates what customers in each segment actually purchased.
4. Purchase intent by channel
Sometimes called “Preference” rather than “Purchase Intent”, this study reveals purchase
intentions by customers in each channel, based on how well a product meets their needs, and
their channel purchase preference. It should be used in conjunction with Study 6, Market Share by
Channel. Any discrepancy between the two studies would indicate there has been a breakdown in
marketing execution.
5. Sales force effectiveness by channel (or Channel Coverage)
This study also shows the overall effectiveness of your sales force by channel. Effectiveness is
primarily a function of the size of the sales force but is also affected by the experience and level of
training of the staff. In some simulations, there are richer dynamics in the channels related to the
relative sizes of the average store or outlet. This affects the ability for outlets in channels to carry a
large number of brands, and the level of support required by that channel. In simulations with
those dynamics, a more detailed picture of coverage in each channel is provided on a per product
basis in this study, and the study is called “Channel Coverage”.
6. Market share by channel
This study shows how much product is actually sold through each channel.
7. Purchase habits by channel
This study shows the market channels through which each segment will purchase.
8. Segment media preferences
This study shows the media sources from which each segment obtains information about the
products.
9. Market forecast
This study provides the actual and potential size of each segment for the current period, plus the
projected growth rate and potential size for the upcoming period. If a segment is poorly served
there can be a significant discrepancy between potential market size and actual market size. For
example, a product that has stocked out can slow the growth of the market as some consumers
postpone purchasing (causing pent up demand), rather than purchasing substitutes. Conversely, if
several products are close to the ideal points, the market will grow faster than anticipated, due to
the quality of the product offerings.
10. Sales force experiment
This study reports the percent change in demand for all products if you were to increase your sales
force by a certain factor (usually 2). Demand differs from market share in that it does not include
the effect of you or your competitors producing too few products. Note that a +10% change in
demand means the demand for your product will increase by a factor of 1.1. It does not mean
that you should add 10 percentage points to your market share to obtain the result of the
experiment!
11. Advertising experiment
This study is the same as for the Sales Force, except that the Advertising budget is adjusted and
the percent change in demand is reported.
12. Competitive advertising estimates
These are estimates of the competitors’ advertising levels. Lagging or leading in this area could
mean you are investing either not enough or too much in advertising. (Comparing these thirdparty estimates of your own spending can help you assess their accuracy.)
13. Competitive sales force estimates
Like the previous study, this one shows what other companies are estimated to be spending on
their sales force, so you may gauge your response accordingly. This study also includes a
performance index which estimates the level of training of each competitor’s sales force.
14. Product attribute perceptions
Customers compare all the products on the market to assess their similarities and differences.
This data is used to determine customer perceptions of the products. Each attribute of each
product is placed on an arbitrary scale. Are your products perceived as being too fast or too slow
in speed? Too high or too low in price? This study will tell you where you are positioned in the
purchasers’ minds, and what each segment ideally wants. The perceptual map (Study 17) is drawn
from these values.
15. Attribute importance by segment
For each segment, this study estimates the importance of each of the attributes in the purchase
decision. This information is useful to assess the significance of the distances seen in the
Perceptual Map and will help identify which attributes must be correct to meet a segment’s needs.
17. Perceptual map
This study plots pairs of attributes on a perceptual map to show each product’s perceived position
in the marketplace, as seen by the purchasers. An example of the Perceptual Map is shown in
Figure 13. The symbols on the plot denote products, and the numbers denote the segments.
The Perceptual Map will usually show a cloud of points comprising each segment, indicating the
distribution of ideal points within the segment’s members.
18. Conjoint study
SABRE presents results similar to those obtained if a sample of a population of purchasers were
presented with a conjoint study. In such a study, the participants are asked to respond to some
hypothetical product offerings, typically by scoring, sorting, or selecting from a set of choices. The
relative response to the various hypothetical products can then be interpreted to gain significant
insight into the respondents’ product preferences.
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The Best FREE Guide with Helpful Tips to win Sabre Simulation
Free Support for Round 1 and Round 2
Email: sabresimulationguide@gmail.com
Blog: https://sabresimultiontips.blogspot.com/
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The Best FREE Guide with Helpful Tips to win Sabre Simulation
Free Support for Round 1 and Round 2
Email: sabresimulationguide@gmail.com
Blog: https://sabresimultiontips.blogspot.com/
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The Best FREE Guide with Helpful Tips to win Sabre Simulation
Free Support for Round 1 and Round 2
Email: sabresimulationguide@gmail.com
Blog: https://sabresimultiontips.blogspot.com
