Fine-tuning developed strategies on planned scenarios in wargaming
In order to ensure the adaptation and alignment of best-fit strategies across the region for one of its pharmaceutical products, the client, a global pharmaceutical manufacturing and marketing company, engaged Synovate to conduct a wargaming exercise, by which key stakeholders (Regional Directors and key Country Managers) from the client side come together to formulate and test market strategies on pre-planned scenarios.
Synovate conduct in-depth interviews with key management personnel from the client side in order to determine key topics to cover, and to identify relevant variables and parameters to create a set of realistic scenarios for the wargaming exercise. A comprehensive gaming manual detailing the objectives of the exercise, and describing 'virtual' market situations was developed based on real market data gathered from client's various offices, and distributed among participants prior to the three day workshop.
Synovate divided into several teams, each representing a separate entity, and proceeded to address issues and variables for each of the planned scenarios. Each team was tasked with the developing of strategies it deemed best fitted to the dynamic market environment. Each strategy was then flushed out and scored by a group of panel judges to determine the feasibility and strength.
Critical issues and key learnings arising from this exercise were documented and analyzed, prior to the recommendations of actionable plans for the client going forward.
This exercise helped our client to address and resolve conflicting issues, and to align internal objectives to ensure flexibility in dynamic markets. Market analysis and strategy development frameworks act as secondary take-aways for participating Managers.