Lanzones: An Agribusiness Marketing Simulation

“Lanzones” is a dynamic simulation of marketing by a fruit grower in a Southeast Asian country. It requires agribusiness management students or trainees to undertake a series of profit‐seeking marketing decisions. The lanzones farmer must determine the appropriate marketing strategy for his crop, considering the interplay between environmental and competitive variables in the marketing environment. The game allows participants to apply their knowledge and skills in forecasting, demand analysis, statistical analysis, market assessment, marketing strategy formulation, pricing, distribution, and financial accounting.