Nermin Khalifa, Mona Abd Elghany, Marwa Abd Elghany
Today’s global environment is a very competitive one. Egypt as well is trying to drive its economic growth to achieve success in global supply chains. Therefore, most of industrial zones there are seeking how to optimize the performance of their firms and accelerate their success. Sterman developed a Beer Game which presented a symbolic supply chain and illustrated the effect of bullwhip effect and information delay along its performance. This paper describes the Beer Game simulation which incorporates more variables that address existing deficiencies facing industries especially in developing countries. It focuses on a mass customization strategy to deliver tailored products to the international and local markets. The proposed design of beer game is based on empirical studies conducted in developing countries to indicate barriers facing these industrial zones for participating in global supply chain.