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A Marketing Strategy Simulation Program
Roadmap is a software product for analysing the impact of spending, pricing, and new products on a company’s volume, share and profits.
Based on proprietary algorithms developed many years ago in Fortran, users are able to evaluate many complex scenarios based on broad range of inputs covering advertising and promotion spending, prices, availability/distribution of products, relative quality, etc. The results can be viewed at many levels- overall company, segments of products, specific products - and selected for the best forecast (absolute levels and % changes versus prior year) of sales, market shares, and profitability.
Leaving the original code almost untouched, the program has been brought up to date with Windows interface, spreadsheet grids for key inputs/outputs, real-time graphics, and rapid calculations for improved productivity.
The project has been developed with GINOMENU Studio Development environment using GINO graphics for all the charting features and Intel Fortran for the main development compiler. This has resulted in an easy to-use interface for non-technical users to get results and finalize strategy from the what-if scenarios in various numerical and graphical formats. The platform also makes it easy to add enhancements for future capabilities.