Menschen sitzen an Tischen im Plenum

Business case at Continental

Continental Tire Management Meeting

Ein Auto mit Reifen von der Marke Continental

Development of a business case for the Continental Tire
Management Meeting

Continental AG commissioned MARGA Business Simulations to develop a customer-specific business case for the tire division’s management meeting.

Eine Frau zeigt auf den Bildschirm eines Computers

Development of the
scenarios and train-the-trainer

The two scenarios “2Wheel” (Radial, Moped, Scooter Tires) and “CST” (Commercial Specialty Tires) were developed in close cooperation between Continental and MARGA. For this purpose, both the market side and the asset and controlling structure of Continental were mapped in the scenario. Four companies are active in each scenario: Continental as company 1 and three competitors. The basis for the market environment within the simulation are prices, quality levels, advertising and sales expenses. The simulated companies in both scenarios are active in three global markets with three different products. The aim of the business simulation is to successfully manage Continental within the given market environment and to maximize the economic value added.

The scenario development and test runs were followed by the train-the-trainer phase: around ten Continental employees were introduced to the MARGA software and the scenarios to support the trainers of the MARGA Business Simulations during the company event.


Vier Personen stehen vor einer Leinwand, auf dem das Logo Continental abgebildet ist

MARGA @ Tire
Management Meeting

The Continental Tire Management Meeting (TMM) took place in Riga, Latvia, on June 1 and 2, 2016. Around 275 international participants from the Tire division spent two exciting days at the conference.

After the lunch break on the first day, it was time to start with the business case. The MARGA trainers explained the tasks and objectives of the business simulation and introduced the software. Then the participants, equipped with computers, started their teamwork.

The 44 teams (22 teams in each scenario) had been put together in advance according to their work areas, regions and functions. They analyzed the initial situation, developed a sustainable


Die MARGA Awards stehen aufgereiht auf einem Tisch

The winning teams

The second day of the conference ended with the award ceremony and the conclusion of the Tire Management Meeting. The two winning teams from the 2Wheel and CST scenarios were honored on the plenary stage. Both teams had significantly increased their Economic Value Added and achieved the first rank in their respective competition group.

The MARGA business case inspired the participants and contributed to the success of the TMM 2016.

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