A business game simulation : rubber industry

A business game simulation : rubber industry
การสร้างแบบจำลองเกมการจัดการธุรกิจ : อุตสาหกรรมยางพารา

Somkao Runglertkrengkrai, Assoc. Prof., D. of Business Ad., F. of Management Sci., PSU.
Yupawadee Somboonkul, Asst. Prof., D. of Business Ad., F. of Management Sci., PSU.
Saovanee Chulirachaneekorn, Asst. Prof., D. of Business Ad., F. of Management Sci., PSU.
Wiwat Lee, D. of Business Ad., F. of Management Sci., PSU.
Jirawan Samangsri, D. of Business Ad., F. of Management Sci., PSU.
Corresponding e-mail : rsomkao@ratree.psu.ac.th
Published : Songklanakarin J of Soc Sci & Hum 2000, 6(1) : 49-63
Key words : management, business game, simulation, rubber industry

This research aimed to 1) determine factors affecting management in marketing, production, finance, operation, strategic management and etc. for rubber-manufacturing and exporting firms in Thailand, 2) simulate the situation where firms in rubber industry operate, and 3) develop a computer software for a management-game simulation. Songkla was a province to be selected for a study area where firms manufacturing and exporting Sheets, Blocks, and Latex Concentrate were located. Sim-ple sampling was applied to provide 14 samples which were 30 percent of population. Questionnaires were main tool to interview top executives of various firms. In addition, observation and study tours were also conducted. Data from questionnaires were grouped and analyzed by using the SPSS/PC+ (Statistical Package for Social Science).

This study found that the rubber-manufacturing and exporting firms in Thailand would pri-marily process Sheets, Blocks, and Latex Concentrate and sell to the final product producers in the United State of America, China, Japan, Taiwan, and Western Europe. The world competitive producers of natural rubber are Indonesia, Malaysia, Vietnam, and Sri Lanka. The final products from natural rubbers are auto tires, footware sole, medical instruments and etc. Because of a very high competition in the world market, the firms should adjust and develop themselves in order to gain competitive advantage. Growth was main corporate strategy followed by functional strategies in marketing, human resources, production and finance, respectively. A manage-game simulation was developed by utiliz-ing the basic data from this research. Moreover, a computer program was also developed by using the MS-FoxPro for Windows, Visual Basic Version 5.0, and MS-Access 97 as tools for writing programs. A game simulation was then run with the cooperation of students from Faculty of Management Sciences, Prince of Songkhla University. In addition, two manuals were written for both instructors and game players, as well.

BACK