A decision support system for designing business strategies - an application to soft drink business

This paper deals with a decision support system of planning business strategies for demand chains. To describe the complex behavior of each element in the demand chain, an agent based modeling approach and methodology of virtual market are introduced to develop the simulation model. The proposed model is applied to softdrink vending machine business as an example. Demand characteristics of soft drinks through vending machines are investigated based on the methodology by simulation studies.