This programme is not about winning or losing. It is about applying and imbibing marketing concepts and processes, and gaining experience. What you learn and retain matters.
The brands in Destiny are not equally well endowed. Some are inherently stronger than others. Some businesses/brands are expected to grow faster than others. When it comes to evaluation, there is the realization too that the fate of your brands is shaped by many factors that are not entirely within your control.
In a scenario where brand by brand performance comparisons don’t apply, benchmarks based on a metadata of prior simulation runs form the basis for assessment. Brand and team performance is benchmarked against historical results on key health measures including market share, revenue and operating income.
The quality of negotiations, efforts in developing long term business partnerships, and the extent to which partners leverage their complementary resources and capabilities to capitalize on marketplace opportunities, contribute to overall assessment.
The health of the company and its brands at the end of the game is also an important consideration. End game tactics where assets are milked in Y4 to boost profitability at the expense of brand health do not reflect well on the management’s motives and values.