- Strategy and business policy: developing and implementing generic strategies ("classic" differentiation, "green" differentiation and cost leadership), growth strategies (specialization and diversification), and growth modes (outsourcing, marketplace, alliance and merger).
- Marketing: managing marketing mix (product quality, sales force management, advertising, brand management, "green" accreditation, quality accreditation ...).
- Production: managing raw materials and finished products inventories, production capacity (investment and divestment), carbon emissions (quota, emission trading and carbon tax), and employees (through competence and social development actions).
- Finance, accounting and cost management: managing cash, financing and investment needs (through short term and long term loans, discounted receivables, and “green” loans), and product cost.
Using the Artemis business simulation, participants manage a manufacturing company facing both the traditional requirements of shareholder value creation and the societal need for sustainable development. In this advanced business simulation, the "Artemis Company" may pursue either a cost leadership strategy or different differentiation strategies ("classic" differentiation or "green" differentiation). In the first set of decisions, the “Artemis Company” may also choose to extend its product range and launch a new product complying with sustainable development requirements. This latter must be manufactured in new generation plants with less carbon emissions and which are less power consuming. Regardless its manufacturing capacity, the "Artemis Company" may decide whether to make or buy (by outsourcing the production of its products to another company). Throughout the business simulation, companies are confronted with the enforcement of more restrictive regulations on carbon emissions. Accordingly they have different options to manage their carbon emissions quotas: they may trade them on a carbon market or restructure their manufacturing facilities to comply with the new regulations.
The "Artemis Company" implements its strategy through several decisions regarding
- manufacturing (number of finished products, raw materials procurement, R&D, investment, quality, amortization ...),
- selling and distribution (sales force, communication, promotion, and sales price),
- finance (short term and long term debt, discounted receivables, and cash management),
- sustainable development (use of recyclable raw materials, sustainable development investment, social investment, buy/sell of carbon emissions quotas and "green" loan),
- partnering (outsourcing, alliance, and merger).