Reflective Business Report

Running head: REFLECTIVE BUSINESS REPORT
Reflective Business Report
Name of the Student
Name of the University
Author Note

2REFLECTIVE BUSINESS REPORT
Table of Contents
1. Introduction – Vision and Mission Statement....................................................................3
1.1. Vision and Mission of Awesome Air Shoes................................................................3
1.2. Company Logo of Awesome Air Shoes..........................................................................4
2. Situational Analysis – Macroeconomic Analysis, Industry and Sector Analysis...............4
2.1. Macro-environment Analysis using Porters 5 Forces Analysis..................................4
2.2. Macro-environment Analysis using Porters Generic Forces.......................................6
3. Internal Analysis.................................................................................................................7
4. Marketing Strategy.............................................................................................................8
4.2. Competitive Positioning..............................................................................................8
4.3. Marketing Mix.............................................................................................................9
5. Performance Analysis.......................................................................................................10
6. Corporate Social Responsibility and Citizenship.............................................................10
7. Future Strategic Recommendations..................................................................................11

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1. Introduction – Vision and Mission Statement
The Business Strategy Game or BSG as it is commonly known is nothing but an
online simulation game that demonstrates the actual circumstances in which the
international footwear industry is seen to be operating. The entire class that we happen to
belong to, is one that was divided into two industrial area groups, with each group
comprising of six companies. All of the companies were to devise a strategy for the
selling of shows in four major geographic regions that is North America, Latin America
and Asia Pacific, Europe and finally, in Africa in order to gain a competitive advantage or
edge over its rivals in the market and thus be in a position to procure huge amounts of
profit. The company for which our group decided to devise a marketing strategy is
Awesome Air Shoes in the four regions that have been mentioned, namely, North
America, Latin America, Europe, Asia and Africa and the country of marketing
expansion is North America. This reflective report provides a detailed situational analysis
of the target market, followed by internal analysis, marketing strategy, performance
analysis in addition to corporate social responsibility and citizenship and future strategic
recommendations.
1.1. Vision and Mission of Awesome Air Shoes
2. Vision: “Our customers will wear the best shoes at the best price”.
3. Mission Statement: At Awesome Air Shoes, we value customer trust, care very much
for employee respect and are committed to creating a unique digitalized shopping
experience.

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1.2. Company Logo of Awesome Air Shoes
2. Situational Analysis – Macroeconomic Analysis, Industry and Sector Analysis
2.1. Macro-environment Analysis using Porters 5 Forces Analysis
The following was observed when Awesome Air Shoes in North America, Asia, Africa,
Europe and Latin America was analyzed using the Porters 5 Forces Analysis
Competitive Rivalry – There are many competing forces that Awesome Air Shoes has
to deal with in the countries of North America, such as USA and Canada as well as
in the European, Asian, African and Latin American countries country of America,
that provide the same target customer base as that of the company with high quality shoes
at affordable prices along with a digitalized shopping experience. Awesome Air Shoes is
a company that specializes on the provision of comfortable footwear to its customers, but
it needs to focus on adding a number of other unique features to its shoe products as well,
in the form of exclusive designs and colors in order to make such shoes really stand out in