Abstract:

The System discussed in this paper was designed to provide the Management of NICOL, a French Chain-Stores Retailer, with a new aid in the analysis, evaluation and planning of marketing activities. The specific object of the project was the design of a complete simulation of the Retailer Store Wine Market that would enable Management to investigate, in a synthetic environment, the implications of alternative strategies and policies without making the commitment of resources required for comparable investigation in the real world.