The coffee sector is one of the most mature and competitive markets. Over the years, companies have had to adapt to social changes, innovate in varieties, formats and packaging, and manage narrow margins where small details make the difference.
Coffee Time, CompanyGame’s simulator, offers a unique learning experience that allows participants to manage a coffee-producing company, making strategic decisions in the key areas of marketing, operations, and finance.
A realistic simulation environment
The simulator reproduces competition between several companies in the sector, where each decision directly impacts the ability to sell, produce, and position themselves in the market. Key elements include:
- Sales forecasts: A critical strategic decision that determines production planning. Forecasts that are too optimistic generate excess costs, while insufficient forecasts limit sales.
- Processing plant: Initial capacity of 170,000 units, with the possibility of expansion depending on growth needs.
- Distribution channels: Point-of-sale coverage and channel presence are decisive factors for competitiveness.
- Product range and packaging expansion: Allows the incorporation of new varieties, formats, and packaging quality levels—balancing product attractiveness and cost.
Key decision areas
Participants make decisions in multiple areas that directly affect Company Value, an indicator that reflects the sustainability and profitability of the business:
- Price and sales: Pricing, channel discounts, and promotional budget at the point of sale.
- Brand: Promotion budget and media prioritization (mass advertising, social media, public relations, sponsorship).
- Product: Portfolio expansion and packaging selection.
- Production: Factory capacity adjustments and production planning based on sales forecasts.
Each decision has a direct impact on indicators such as operating margin, product value, market share, distribution coverage, and brand value.
Competitiveness and results
The simulator highlights the importance of competitiveness factors including distribution, product, brand, and price. Participants must continuously assess their position relative to competitors and adjust strategies to maximize Company Value, a global indicator that combines economic, operational, and strategic performance.
Company Value reflects not only past results, but also the company’s ability to remain sustainable and profitable in the short, medium, and long term. Strong performance requires decisions aligned with overall strategy, risk assessment, and adaptation to competitor movements.
Learning by doing
Coffee Time not only enables the application of theory, but also helps develop key competencies such as:
- Strategic planning
- Marketing and sales management
- Production optimization
- Decision-making under uncertainty
- Performance assessment and strategy adjustment
At CompanyGame, we believe the best way to learn is by experimenting in a safe yet realistic environment, where every choice has tangible consequences and every period is an opportunity to improve.