Markstrat.5 - Why is there is a limit of 2 million units that you can produce of any given brand?

The Marketing Mix decision form will not let participants input production levels greater than 2 million units.

This upper limit was set to prevent incorrect inputs, such as if the participants enter production level in units instead of in thousands of units. E.g. inputing 200,000 instead of 200.

A limit at 2 million units seems reasonable given the segment sizes in a standard Markstrat scenario. However, it will be a problem is a team wants to produce in advance for several years, to benefit from the experience effect.

The mathematical model will adjust up to 2.4 million if demand goes beyond the 2 million limit.