Strategic Management Simulation - ULMS774

Student Id - 201554656
ULMS774 - STRATEGIC MANAGEMENT SIMULATION
Executive Summary:
This paper evaluates Manson Sports short and long-term strategy and
operational efforts in the Business Simulation Game. It describes in detail
the below situations:
1) It explains the five rounds of the strategy game and our understanding
and formation of strategies.
2) To take our organisation to the highest point as compared to the other
nine teams, and our use of differentiation strategy and tactics to enhance
the organisation's long-term competitive advantage.
3) The company's strategic position at the end, focusing on the sources of
sustainable competitive pros and cons.
4) Lessons learned from simulation involvement in establishing and
maintaining competitive strategy and tactics.
5) Creating an implementation plan and discussing the consequences and
results of each cycle.
6) Evaluating the strategy using SAFe Criteria.
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Student Id - 201554656
Content:
1. Introduction.....................................................................................
.......................3
2. Round by Round Analysis & Outcomes
 Round
1..........................................................................................
.............4
 Round
2..........................................................................................
.............5
 Round
3..........................................................................................
.............6
 Round
4..........................................................................................
.............7
 Round
5..........................................................................................
.............8
3. Strategy Evaluation
.............................................................................................10
4. Conclusion
......................................................................................................
......11
5. Bibliography....................................................................................
......................12
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Student Id - 201554656
Introduction:
This reflection report will summarise a business simulation game in which
our group has recently participated. First, Each group had five members
and was assigned to a firm. After discussing it with the team during the
first round of the game, we titled the firm assigned to us as Manson Sports
ltd, dealing in 4 products: Tennis Rackets, Ice Hockey Stick, Skateboard,
and Inline Skates. Later, we began by creating our strategy statement.
When launching a new company or organisation, it is vital to establish
clear goals, beliefs, and focus areas. “Strategy is the long-term direction
of an organisation” Creating a strategy statement that depicts an
organisation's plans helps employees carry out their jobs within the
company [ CITATION Joh14 \l 1033 ]. The two strategy statements we
discussed and used to develop the Differentiation approach listed below.
 "Advantaged access to new and evolving technology."
 "Excellent brand recognition"
So we began the game by first comprehending all of the criteria and
decisions that we needed to make, and then we began by developing our
mission and vision statements.
The company's objective was to be one of the world's leading sport’s gear
retailers in the United Kingdom, “offering a wide range of upscale items
and cutting-edge technology”. Furthermore, “we aimed to be the most
well-known sports and fitness centre in the country”. We choose our goal
and vision after reading about the increasing purchasing power of
families, who may be willing to spend more money on high-quality
products. We decided to focus on the differentiation approach following
our mission and vision. The differentiation strategy's goal is to generate
products or services that are viewed and distinguishable by the industry
and customers. The foundations for establishing a differentiation strategy
are customer needs, competition, product and service levels. As a result,
the differentiation strategy is a practical competing strategy that enables
the firm to earn profits above and beyond the industry standard
[ CITATION Ian97 \l 1033 ].
We could not make any purchase or marketing-related decisions in this
round due to time constraints and misunderstandings, so the system
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Student Id - 201554656
computed it for us. This round's outcome was neither positive nor
negative.
Decisions made:
We began with a solid understanding of the game and made appropriate
decisions.
We concentrated on minimising stock levels because it was a significant
expenditure for us. To cut these expenditures, we decided to raise
demand, to lower the price of our products. According to the law of
demand, the quantity desired is inversely proportional to prices
[ CITATION Joh09 \l 1033 ]. We also changed our distribution channel from
the factory to the regional centre to save up costs.
According to the analysis, Kansas Inc. had all of the characteristics we
were searching for in a supplier. This provider was dependable, flexible
enough to deliver on time, have good product quality, and offers good
value for money. While keeping stock levels to a minimum, we also
implemented adequate checks on Tennis Rackets to ensure product
quality.
We decided to exploit social media's prominence to particularly target its
market for marketing because it is less costlier than other advertising
networks and can reach a larger proportion of its target audience. By
utilising diverse marketing methods, we hoped to sell all of our offerings
as high-quality sports gear at premium prices. Then, we predicted
demand growth and computed the break-even point using past demand
data and new prices. The break-even point is perhaps the cost of
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