Business Simulation Analysis and Strategic Recommendations Report

This report analyzes the Limitless Company business simulation, encompassing both strategic and reflective components. Part A focuses on the company's strategy, including its vision, core values, and mission statement. It delves into competitive analysis using Porter's Five Forces, market share, and product/price analysis, comparing Limitless to competitors like I-tune, V-connect, and G-mobile. The report examines the company's performance results across several years, evaluating financial performance and strategic decisions in areas like HR, logistics, and product development. It also includes future plans and recommendations for improved performance and profitability. Part B presents a reflection report, summarizing the learning gained from the simulation, identifying key events, and reviewing relevant theory and industry practice. The report applies these theories and practices to the Limitless Company scenario, offering discussion and recommendations for future strategies. The report concludes with an overall assessment of the simulation experience and its implications.

Business Simulation

INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
PART A – Strategy..........................................................................................................................1
Vision or Strategy........................................................................................................................1
Competitive analysis....................................................................................................................2
Performance results.....................................................................................................................6
Performance analysis...................................................................................................................8
Future Plans and recommendations.............................................................................................9
PART B - Reflection Report..........................................................................................................10
Executive summary...................................................................................................................10
Introduction................................................................................................................................10
Identified Event.........................................................................................................................11
Review of relevant theory..........................................................................................................11
Review of industry practice.......................................................................................................12
Application of theory and practice............................................................................................13
Discussion..................................................................................................................................13
Recommendations......................................................................................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Business simulation is being used for the preparation, schooling or study of businesses. This
can be focused on the scenario, or matrices. Most business simulations are being used to practice
and improve the company expertise (Aithal, 2016). The learning goals includes the strategic
thinking, decision making process, creative thinking, financial analysis, problem solving, market
analysis, operational activities, teamwork skills. Recently, the business games industry has
seemed to have implemented the term business simulation game, rather than just playing games
or simulation. The term simulation is often considered too educationally materialist. Simulation
further refers to the activities where there is an investigation for an optimal level for some
problem, whereas it's generally not the aim of an interactive learning. The term game, on the
other hand can indicate wasting so much time, not having to take things to the extreme and
participating in a workout designed simply for pleasure. The simulation game idea also seems
deliver the best mixing and balancing between some of the two. Simulation game play is also the
expression used by the community for educational games. Limitless is the manufacturing or
distribution company in the multiple locations.
This assignment is based on the simulation and it covers separate two topics whereas part
A is all about the business strategy which covers the several topics such as vision and mission,
review each year’s performance with the help of competitive analysis as well as performance
analysis. It includes the evaluation of financial performance of the company throughout the years
and how they implement business strategic decisions in terms of HR, logistic, accounting,
product development etc. In addition, it covers the future plan along with recommendations to
improve the overall performance as well as maximise their profit margin. Along with it, second
part includes the reflection study that what individual learn from comparing companies
performance and it also cover the events in their simulation team.
MAIN BODY
PART A – Strategy
Vision or Strategy
Vision: A vision is a strong statement that lets people know how company view
their business's future and how much it relates to the surroundings (DiPaola and Wagner, 2018).
Ultimately it will help reinforce the idea they are delivering to the customers. There are several
1

core values of the Limitless Company which required evaluating the importance of these values
and formulating a Mission statement to achieve the success. Vision of the Limitless Company is
to socially responsible, Smartphone as basic need and highly reliable.
Values: Core values of Limitless Company are to become the leading organization which
captures the entire world through maximising their sales.
Mission: Is to become most trusted brand among the customers and along with it they are
loyal for this brand too. People acknowledge this company’s product with most reliable who
fulfil their basic needs.
Human Resources (HR): Limitless Company should focus on their human resources
because they are essential for it. Human resources required achieving the business goals &
objectives through providing effective training to improve their performance. Management of
Limitless provide the essential technical training to their staff to make sure that employee able to
perform their task. In addition, also motivate their people to perform out of the box which
increase their productivity. Limitless make sure to develop as well as empowering their
employees through providing effective workshops or training session to encourage them to
maximise individual employee performance as well as productivity.
Culture: Organization culture should be very positive, friendly or comfortable which
motivate individuals to come office regularly which reduces the absenteeism. Taking into
account the assumption that inspiration acts as the key to achieving productive and efficient
employee efficiency is provided by the Limitless Company (Albort-Morant and Ribeiro-Soriano,
2016). Therefore, this mobile organization's corporate culture continues to rely on trying to fix
workplace satisfaction so that they can function equally and transparently. It encourages the idea
of fairness and uniqueness at all occasions within the firm's premise. The organization has
created a culture that promotes strategic development in order to comply with the global market
requirements and wants of customers.
Competitive analysis
Porter’s five force model: This competitive analysis model is used by the Limitless
Company in order to evaluate the competitor’s effect in the specific industry (Burger and Luke,
2017). This analysis also used to measure the rivalry performance and their review their own too.
Further discussions are as follow:
2

Threats of New Entrant: There are low threats of new entrants for Limitless Company in
the initial phase in the perspective of the Smartphone industry where technical expertise is
needed by the organizations to work effectively within this industry. However, because as time
has progressed, the importance of this dimension has been observed to have risen as the
organizations have acquired understanding of the skills. Furthermore, they now have the means
by that they will enforce the very same inside the corporation's boundaries. In the period of
history, this has raised the difficulty for Limitless Company, exerting pressure on it to exploit its
differentiated plan.
Bargaining power of Buyers: The bargaining power was agreed to be strong in
comparison to the early phase of Limitless Company because there were a large proportion of
replacements at the time. Over time, it also been established that the company has succeeded in
maximising consumers ' purchasing power by utilizing strategy of differentiation effectively to
grow Smartphone capable of disrupting the market. It had helped the organization to increase a
sense of faith in the consumers towards the enterprise.
Bargaining power of Suppliers: Supplier's Bargaining Power: In the initial stage of
Limitless Company, it was recognized that suppliers' bargaining power was weak due to low
number of supplier in the Smartphone industry (Grant, 2016). Currently it is observed that, there
are several suppliers in the spotlight which increase the bargaining power of suppliers in
Smartphone industry. Limitless Smartphone Company maintains good relation with vendors
which helps in minimizing the force of this factor.
Threats of Substitutes: In the early stage of Limitless Company, there are huge threat of
substitute because they are new in Smartphone industry. Still they have threat of Substitute in
the Smartphone. The possible explanation has altered with the passing of time but the bargaining
power is still high. Today, the primary explanation for the high degree of replacement danger to
Limitless Company of vast numbers of rival companies working within the boundaries of the
mobile industry. Nevertheless, following the substitutability, the organization involved was able
to sustain its revenue success with the aid of its experienced and professional employees.
Competitive Rivalry: A number of firms are currently competing directly with Limitless
Company in the Smartphone market. In this context, it was found that the corporation is rival
by many large organizations such as I-tech, G-Mobile, V-connect etc. However, Limitless
Company get the success over the time and it allowed the company to contend with both past and
3

present intense competition in the Smartphone market. This has been reduces the threat for the
company.
Marker share: It is the contribution of the company of a given entity where marketers will
be able to turn sales forecasts through evaluating shares of the company, because that would
demonstrate how expectations will be accomplished by competition or by the purchase of
competitor shares (Bell and Mladenovic, 2015). In required to bring out all activities in a
comprehensive way, it is very important for businesses to gain a massive market share. Limitless
company is a new Smartphone manufacturing or distribution business that sells mobile phones in
several countries whereas Netherland is the home country and others are Japan, UK, and China
etc.
In 2020, there are major three competitors such as I-tune, V-connect and G-Mobile, further
it is observed that on the basis of customer focused, segment demand was 384000. For the year
of 2021, segment demand was 276480 which reduce in comparison to previous year which affect
the market share of the company. In 2022, total segment demand was 276480, 304128 in 2023
which was similar in the 2024. Segment demand was similar till 2027 but in 2028, total segment
sales were 319334.4 and it is similar in 2029. From the overall analysis, it has been concluded
that in Netherland country demand of Limitless Company’s product is fluctuated but generally it
is increasing.
Greater production and business growth in various nations reveals that ITech coats a massive ma
rket area, but the enterprise can't do it properly, which is why it doesn't meet consumer demand.
Product and Price analysis: In the market analysis, quantity or price assessment in
terms of customer response is very essential (Aithal, 2017). In specific, the price and quantity
evaluation is incomplete without analyzing its various estimated cost and the requested benefits.
These are key factors that must be taken into consideration by all companies seeking to meet
customer demand. As per the projections of Limitless Company, the total segment demand on
the Dutch market in 2020 was roughly around 240000 on the basis of quality and 1800000 on the
basis of price. In 2021, segment demand according to price was 1377000 and as per quantity it
was 172800, in the 2022 both factors are similar with previous year segment demand where price
demand reduces and product quality demand increases. Segment demanded for the Quality was
190080 and for price it was 1514700 that were similar till 2027. In the year of 2028, demanded
4

segment for price was 1590435 and fir quality was 199584 that are also similar in 2029 and the
overall demand is reduces over the period which affects the company’s performance and reduces
overall demand which further minimise the profit margin of Limitless Company.
Competitors: At the time of formulating any strategy in context of the organization, it is
very essential to evaluate their competitor’s performance and strategies to gain knowledge
(Ceschi, Dorofeeva and Sartori, 2014). It is very important that the companies acquire
knowledge of the competition that prevails within the industry concerned in order to create and
implement effective strategies in accordance with it. In this interaction, it has been recognized
that throughout the limits of the Smartphone industry, there are a few rival companies for the
Limitless Company which affect the overall operational level or further impact the production as
well as profit margin. It is the long term threat for the sustainability of business. I-tune, V-
connect or G-mobile are the major competitors of the organizations, so Limitless Company need
follow effective approaches in order to create a competitive advantage and over rivals operating
inside the same industry. This will enable the corporate entity to build its efficient customer
picture and to adjust itself according to the market demands.
Competencies and capabilities: It is crucial for firms to have adequate skills and
capabilities because once they carrying out operational activities on the marketplace to
get growth and for development or growth potential (Aoyama, 2016). Via the aid and appropriate
implementation of these, a company can ensure that it will be capable of dealing with all of the
other challenges that may occur in the future over time within the limits of the global
marketplace. It was accepted, in compliance with Limitless Company which has some strengths
as well as skills and knowledge. They are essential to the successful carrying out of the operating
performance according to the specifications. Further discussion is mentioned below:
Large market share: Limitless Company is overall design to bring out its business
processes across different regions (Cotter and Fritzsche, 2014). This serves as among the most
influential skills and knowledge that make the company expand its presence among the public.
As a consequence, the Limitless Company will be able to deliver its mobile phone a
larger audience those are from entire globe. By trying to serve a large global market
area, Smartphone Company aims to increase its profits margin and gain long-term profitability to
create a competitive advantage on the consumer market.
5

High demand of products: As per the information, this has been stated that the overall
Smartphone delivered by Limitless Company is high inside the limited countries where
organization currently operating. This behaves as proficiency for the company. However, it is
found that in the industry the organization is unable to satisfy the desires and demands of
customers. This has the potential to have long-term adverse effects on the company, contributing
to a reduction in its consumers' loyal base. This is vitally necessary for this organization to grow
and formulate strategies to successfully exploit its level of competence. This can help in making
sure those customers ' needs and expectations are met as soon even though when it arises in the
marketplace. The company would be able to pump up its market share with the aid of such
strategic decisions with derive high fulfilment from its consumer base.
Performance results
With the help of different financial statements organization able to evaluate their business
performances which further helps in making strategic decisions and implement accordingly to
maximise it revenue as well as overall performance. Below mention analysis based on Limitless
Company which help the owners to evaluate their performance.
 Balance sheet: A balance sheet is a report which contains the financial information related
to their assets, liabilities and equity shares of a company (Borko and Et. Al., 2015). Such
three parts of the balance sheet provides creditors an indication of what the corporation
owns and owes, and also the sum the owners have spent. In context of Limitless company, it
has been observed that value of assets and liabilities in 2019 was € 521.187.000,00 where
cash and bank account balance was 519.487.000 and Long term liabilities was 8.000.000. In
2020, cash balance was 517.984.000 and long term or short term liabilities are 8.000.000. In
2021, values of balance sheet were indicating that cash is 453.542.167, issues capital was
250.000 and premium reserve was 512.250.000. In the year of 2022, cash at assets side is
402.678.156 and long term liability was 5.250.000. Total balance sheet value is
€ 476.812.147,24 in 2023, € 357.540.797,75 in 2024, € 269.803.824,94 in 2025 and other
side, cash balance in 2026 was 0 and overdraft value is 71.549.177. Company’s liquidity
decreases over the time which is not beneficial for the organization, management of
Limitless Company should formulate effective strategies to maximise their liquidity as well
as profitability. In 2029, assets values are € 198.177.439,20 which include the cash balance
of 0 and Overdraft facility in liabilities side is 620.386.232.
6

 Cash flow statement: The cash flow statement used to tests how well a corporation is
handling its financial balance, which indicates how well the firm is raising cash to pay its
debt commitments and cover its operational costs. The statement of cash flow enhances the
balance sheet and statement of profit, which is a required component of the annual reporting
of a company. In the financial statements of Limitless Company, it was observed that in
2020 total income of the company was € 0,00 but the total expenses are € 1.503.000,00
because in the initial stage of the company owners have to bear the loss for few years. In
2021, total income of Limitless Company was € 500.000,00 and total expenses was
€ 63.941.833,33. Cash flow statements of the company indicate the more expenses which is
greater than total income till 2026. In 2027, total income and expenses both are same that
was € 511.218.302,31 which is the break event point of the company in terms of flow of
cash where cash inflows and outflows are the same. It is no profit no loss situation for the
Limitless Company. It was continued in 2028 and 2029 as well which means cash inflow or
outflow of the company is same. In 2029, total expenses are € 532.658.284,57 which include
the rental cost of € 2.034.000,00 and general maintenance cost is € 25.000,00.
 Income statement: It is also called a profit and loss statement which is used for company
management that indicate the revenue, expenditure and net income or loss over a period of
time (Farrell, 2015). The income statement is among the most important or
essential financial statements which published by companies. In this statement, profit and
losses of the company recorded at different stage and it provide better understanding for the
management of Limitless Company to make their strategy to improve their performance. In
the year 2020, gross profit of the company was € 0,00, operating expenses was € 373.000,00
and net loss for the year was € -553.000,00. In 2021, the gross of the company was €
116,620,482.60 and operating expenses are € 249,271,441.87 which indicate the net loss for
the year that was € -212,922,246.77. Operating income of the company is negative that is € -
132,650,959.27 in 2022 which result the net loss of € -212,922,246.77. In the year 2023,
gross profit of Limitless company was € 116,620,482.60 and operating income was € -
132,650,959.27. for many years, company get the same gross profit and negative operating
incomes due to regular loss which company face because in the initial phase organizations
does not generate profit. In the last year that is 2029 where total sales were €
7

313,269,305.00, operating income was € -132,650,959.27, net interest payable was €
80,913,856.30 and income before tax is € -212,922,246.77.
Performance analysis
To find any contradictions within its operating trends, it is necessary for every company to
continuously review and assess its company's performance. It is essential to perform a
comprehensive study from each and every component of the organization in an effective way.
These considerations include primarily the analysis of the organizational plan together with the
review of the core business strategies. It has already been measured in this respect that key
strategic decisions appear in relation to marketing, human resources, accounting, logistics
product development and much more.
According to the available market information in context of Limitless Company, market
demand for the mobile phones which developed and sold by this organization is very broad.
Because of some unsuccessful approaches, company unable to achieve huge success in the
market. Throughout the period of production, Limitless Company unable to generate profit
which indicates the failure of business plan. With transformation of time period, the various
mobile phone companies’ performance has bowed down and making assumption in the strategies
was significantly decreases the profits.
In context of Limitless Company, there are many rival businesses which are directly
competing with the selected company such as V-connect, G-mobile etc. The tactical plan of
action taken by such competitors is recognized to be very markedly different from this enterprise
(Han, Hao and Huang, 2018). It is established in this relationship that the mobile phone standard
developed and delivered on the marketplace by Limitless Company which is unsurpassed. No
single company can give it a stiff competition because of this. All of those skills will also allow
an organization to earn high profits by 2022. It is stated that Limitless Company also face
challenges in attaining high income from the start of 2022. This would have a significant effect
on this organization's competitive edge. Limitless mobile phone manufacturing company
implement several changes from the beginning in 2019 to the end of 2029. As a consequence, it
may be seen that there are a range of problems facing the organization. These problems include
the decline in production units, non-compliance with consumer expectations and demands, etc.
They are all recognized to have a serious long-term impact on performance or profitability.
Consequently, it often means reduction in the entity’s sales and productivity.
8

Limitless Company should focus on management tend where number of different aspects
used to make key decisions. These dimensions consist of business activities such as logistics,
administration, communications, human resources, research, accounting, product creation, and
much more. Since there is no information is provided in sense of marketing, it was expected that
company does not implement any effective marketing strategy for the promotion of their goods
and services to maximise it demand. Based on the performance of the workforce, it is recognized
that human resources management (HRM) policies of Limitless Company is very successful
which can be seen with the careful monitoring of the workforce by the top management.
As the distribution of mobile phone of Limitless Company in the several locations, it is
essential for the management to take effective strategies in relation to logistics. It was recognized
that perhaps the company was unable to meet customer needs in their host country that is
Netherland (Iyamu, Nehemia-Maletzky and Shaanika, 2016). This would imply that the
objectives of logistics functions were not so effective. It is decided in compliance with the
accounting domain that now the company has released comprehensive final report. It indicates
the help which provided by employees to operating within the finance department to establish the
company's actual and appropriate financial position in the industry. Furthermore, it can be seen
that neither decision in regards to product development has also been made by this company
because no improvements in the designs have arisen in the last ten years. Limitless Company
follow the differentiation strategy but after facing loss throughout the year, management need to
change their strategies to improve overall performance.
Future Plans and recommendations
From the overall analysis of Limitless Company and its business performance, it is
observed that company's performance is very low in the market in comparison to its competitors.
Before introducing any product in the market, company should prepare proper plan along with
effective strategy which helps in achieving success that is essential for organisation. There are
some future plans for the Limitless Company and recommendations to implement it successfully
and it include some recommendations for the next 5 years to improve overall performance:
Future Plan:
Effective market research: It is suggested that Limitless Company should conduct
regular market research to fully exploit the opportunities that can help the company to gain
9

the attention of maximum consumers and also try to meet their demands and expectation on
time.
Recommendation: It is proposed that Limitless Company should hire some
professional people who have strong analytical skills because it helps the organization to build
effective strategy and analyse the market trends (Marr, 2016). Also grab the opportunities which
provide the growth and it is only possible through carry out market research properly. Such
people could empower the corporate performance with knowledge about the top factors within
the mobile phone industry.
Build strategies with effective plans: It is also suggested that Limitless Company should
focusing on their efforts during the next 5 years to increase its manufacturing capability so
they can manufacture more units as per the current demand of customers and host markets.
Recommendation: Limitless Company is recommended to just use innovative technologies
or product creation strategies to maximize the quantity of items manufactured by the
organization and improve efficiency and productivity. It will allow the company to meet and
fulfil the marketplace demands by customers. Implementation of long term strategy in context of
Limitless Company is beneficial to achieve their business goals & objectives.
PART B - Reflection Report
Executive summary
This study is based on the reflection report which contain several information of Limitless
Company which is Netherland based Smartphone manufacturing or distributing company in the
global market (Perotti, 2014). This reflective report discusses the findings on professional
development, and how learning in the context of MBA is separate from collaborative work and
how it helps in improving overall individual performance and develops required skills and
competencies.
Introduction
Professional Development is being defined as a learning which is conducted by the
organizations or individuals to generate money for the purposes of maintaining professional
impression and it includes academic degree which provide learning opportunities, increase
several skill such as participation in the group discussion, communication etc. There are different
things that I learned at the time of completing this report that is teamwork in comparison to
10