Online Budgeting and Marketing Control with the Proforma Analysis Package

Abstract

The Online Proforma Analysis Package enables competing participant teams in the marketing simulation COMPETE to operationalize the Iceberg Principle, prepare marketing budgets, and allocate their limited marketing resources effectively and efficiently. Participants use the Proforma Analysis Package to generate a set of proforma statements, preview the projected results, modify the marketing budget if necessary, and finalize their marketing decisions. Later, they use the Proforma Analysis Package and Web-based simulation results to monitor and graph their actual v projected results, identify deviations, calculate performance indices, understand the underlying reasons for the deviations, and take corrective action, thereby exercising control over their marketing programs.

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