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Lanzones: An Agribusiness Marketing Simulation
Author(s) -
Salvacruz Joseph C.,
Bobst Barry W.
Publication year - 1998
Publication title -
applied economic perspectives and policy
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.4
H-Index - 49
eISSN - 2040-5804
pISSN - 2040-5790
DOI - 10.2307/1350013
Subject(s) - agribusiness , marketing , profit (economics) , business , marketing strategy , marketing management , economics , microeconomics , agriculture , geography , archaeology
Abstract “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.