Reflective Report on Business Strategy Game (BSG) - F TEZRON

Reflective Report on BSG
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Table of Contents
1. Introduction..................................................................................................................................3
2. Vision and mission statements plus corporate objectives............................................................3
3. Situational analysis......................................................................................................................4
3.1 Macroeconomic analysis – environmental scanning.................................................................4
3.2 Industry and sector analysis.......................................................................................................7
4. Internal analysis...........................................................................................................................7
5. Implementation of the marketing strategy...................................................................................9
5.1 7 Ps.............................................................................................................................................9
5.2 Design, style and quality issues and TQM..............................................................................10
5.3 Celebrity endorsement and brand management.......................................................................10
6. Performance analysis – financing of company operations........................................................11
7. Corporate social responsibility and citizenship.........................................................................11
8. Recommendations for future strategy – milestones and leadership..........................................11
Reference list.................................................................................................................................13
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1. Introduction
The global industry of athletics footwear is increasing at a rapid pace. With the increase in the
demand of athletics footwear, this industry is emerging as one of the most successful and rapidly
growing industries around the globe (Cho et al., 2017). The rise in the demand of varied
designing and sustainable sports shoes, various new market entrants are entering the marketplace
with innovative sports shoes. As per analysis, the global athletic footwear industry had a net
worth of US$ 74 billion in the year 2014, which is forecasted to be reaching at the worth of US$
84.4 billion within the year 2018 (Merk, 2011). The anticipated growth from 2012 to 2018 in this
industry is 1.80 % CAGR (Merk, 2011). Athletic footwear is now available in different types.
For example, hiking shows, backpacking shoes, insert and normal sports shoes are the different
types of shoes currently available to almost every athlete around the globe. As per the forecasts
of the analysts, the segment of sports shoe is anticipated to be growing at a rapid pace throughout
the upcoming years.
This report has been prepared as the reflective report on business strategy game through the
synthesis of theory and practice and the critical evaluation of the process of decision-making.
The company that has been chosen for the business strategy game is F TEZRON and the entire
team has been operating according to the Belbin’s team roles. During the execution of the
business strategy game, my role as a team member according to Belbin’s team roles was the role
of the ‘Resource Investigator’.
2. Vision and mission statements plus corporate objectives
The vision statement of F TEZRON is as follows –
“To help the consumers in their athletic career with providing sustainable and suitable shoes that
will help them to have an outstanding performance throughout their athlete career”
The mission statement of F TEZRON is –
“To bring about innovation and inspiration to all the young athletes thriving to establish their
own identity”
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On the other hand, the corporate objectives of the company are the following –
 To preserve and improve the position of the company as one of the best athletic shoe
brands both in UK and around the globe
 To build a strong position in the global fitness market
 To enhance the innovation and intensity of the company for proving better experiences to
consumers
 To manage and direct the company in order to internationalize it
 To increase the gross margin of the company by 15% within the next year
 To continue the drive for the achievement of increased margins and better customer
recognition
3. Situational analysis
The situational analysis is going to give an idea about the external business environment of F
TEZRON. The external business environment of a company can be identified by conducting
macroeconomic analysis of the country in which a country operates (Mugurel-Alin, 2017).
The macroeconomic analysis of F TEZRON is as follows –
3.1 Macroeconomic analysis – environmental scanning
One of the most effective tools that can help a company in environmental scanning is the
PESTLE analysis. The PESTLE analysis of F TEZRON is as follows –
 Political environment – The political environment of a country might be comprising of
several factors such as political unrest, terrorist attacks, conflict among political parties,
etc. (Sekaran and Bougie, 2016). The analysis of the political environment of UK shows
that the country is having a stable political condition. The residents of UK have large
influence over the country’s inner workings, the government is practical and focusing on
betterment of its people, the administration is split into two parts – local and national
level. Brexit can have a negative influence over the economic climate of the country.
However, it did not bring about any political unrest in the country. Thus, the political
environment of F TEZRON is quite stable.
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