Reflective Report: Business Strategy Game - FeetElite Analysis

This report provides a reflective analysis of the Business Strategy Game (BSG), focusing on the strategic decisions made by FeetElite, a simulated footwear company. It identifies and evaluates key decisions, such as brand advertising, celebrity endorsements, and product quality, and their impact on performance. The report analyzes the influence of various factors in the business environment using a PESTLE analysis and examines the impact of organizational culture using Schein's model. Furthermore, it explores how emerging technologies affect the future competitiveness of the business, highlighting the importance of adapting to technological advancements. The report concludes with recommendations based on the findings, offering insights into how businesses can navigate the challenges and opportunities presented by a dynamic market.

Reflective report about Business
Strategy Game

Table of Contents
INTRODUCTION...........................................................................................................................3
The Task..........................................................................................................................................3
Identification and evaluation of major strategic decisions made during the BSG simulation.....3
Evaluate the impact of a range of factors in the business environments and the decisions taken
in developing a competitive strategy...........................................................................................4
Impact of emerging technologies on the future competitiveness of the business........................7
Recommendations..........................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Business strategy is concerned with planning and determination of course of action
through which a company works on achieving its goals and objectives. Business strategy is
determined and developed on the basis of identification of factors affecting achievement of
organisational goals and objectives. Strategy of business plays very important role in its overall
growth and success and also enable company to perform better than its competitors. This report
is based on business strategy of FeetElite footwear company and will reflect on business strategy
game of FeetElite. In this report major decisions made by business during BSG simulation will
be identified and evaluated. Report will discuss about factors in business environment that are
considered in decision taken for developing competitive strategy. Lastly report will involve
critical analysis of impact of emerging technologies on future competitiveness of the company.
On the basis of identified changes and impact recommendations will be made in report.
The Task
Identification and evaluation of major strategic decisions made during the BSG simulation.
There were many companies that were taken in BSG simulation games. Each of them
revolved around certain strategies and criteria. Simulation done using three major tactics that are
internet segment, wholesale segment and private label segment. In this simulation game different
companies were taken and then analysed. The criteria for each and every country were taken on
the basis of investors expectation score, and best industry score. Both of these score were given
equal weightage i.e., 50-50%. According to both of these score FeetElite has best investor
expectation score i.e., 116 and best in industry score of FeetElite was second best after Ecofeel
i.e. 84. This score clearly helped in understand that earning per share of the company was raised
up. There are various kinds of strategic decisions made by FeetElite during the BSG simulation
game. Explanation of some of the most important strategic decisions taken by FeetElite during
this simulation game have been explained below:
They had focused upon spending a major proportion of their revenue in brand
advertising. Whether in terms of internet segment or wholesale segment they had always focused
upon spending a good amount on brand advertising. One of the strategic decisions taken by
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FeetElite was that they choose Jose Montana as a celebrity for brand endorsement. It was one of
the best decisions taken by them because it helped them in increasing their sales. This celebrity
endorsement was only done as a part of marketing strategy. As this company invest major
portion of their revenue on marketing as a part of their company. They had focused upon
marketing of their products and services majorly in order to gain competitive advantages in terms
of return on equity. They had focused majorly upon their sales in North America whether in
terms of internet segment, whether in terms of wholesale segment, ort in terms of private label
segment. Due to this their operational profit margin in North America was much higher as
compared to operational profit margin of other geographical locations. Another important
decision taken by them was that they focused upon maintaining overall quality of their products
and services. they had divided their materials into two types of materials first is standard
materials for people who prefer stylish products in lower price and another in superior in which
high quality stylish products were developed. They had chosen two types of materials because
their Industry-wide utilization of production capability had no impact upon material prices. This
had directly helped them in increasing their overall sales and profitability of the organization and
this had further helped them in in increasing their overall market value. From the competitive
efforts by the company results it is clear that that market share had been increasing continuously
after year 14 after celebrity endorsement and increasing marketing budget. But before year 14 if
market share is compared then it was much less As compared to year 14 and above.
Evaluate the impact of a range of factors in the business environments and the decisions taken in
developing a competitive strategy.
Business environment is not only concerned with single factors. It may comprise of
various kind of factors and influence on the FeetElite enterprise in its better ways. Different kind
of factors influencing the overall performance of organisation which directly helping to find
accurate result or outcome. These factors provide the opportunity for FeetElite and challenge to
the enterprise. Thus, environmental is multi-dimensional and becoming complex in nature. At
some point, each factor should be analysed by individually.
Pestle Analysis-
Political Factor- this factor play a significant role in identifying different way in which
impact on the game digital long term profitability in a certain country or market. FeetElite
Company is basically operating in market and expose itself to different type of political
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environment (Salunkem, Weerawardena and McColl-Kennedy, 2019). To achieve success in
dynamic environment which may require to diversify systematic risks of political environment.
FeetElite is closely analyse the different aspect such as political stability or importance of
business. At some point, it would be increased the level of corruption, especially level of
regulation identified in gaming services.
Economic Factor- this kind of factor is related to the inflation rate, saving rate, exchange
and foreign rate. In order to identify the aggregate demand & investment of FeetElite on the
gaming business. While micro environment factor such as competition norms can directly impact
on the competitive advantage of enterprise. FeetElite Company can use economic factor in which
represent the growth rate, consumer spending etc. when firm has been spending lot of money in
new innovation or business strategy. It may have increased rate of interest on the basis of
economic condition.
Social factor- In this factor, it has been identified the society culture and way of doing
things can directly impact on the culture of FeetElite business environment. It may have shared
the belief, attitudes of population which play a great role in which how it can design message for
purpose of marketing. Nowadays, it has been continuously changing the demand, preferences of
consumers. That’s why, FeetElite firm has been conducting a better service in order to upgrade
their gaming opportunities in marketplace. in this way, there are large number of people used a
new gaming services. Before launching firm has been analysing the need and then implement in
the organisation.
Technological factor- An advancement of technology is helping the FeetElite enterprise to
implement a new features in their products. So as, it may attract the different people those are
using a games (Bienhaus and Haddud, 2018). FeetElite firm should not only do some kind of
technological analysis but it may support the speed at which modern technology disrupts. The
speed of technology disruption may provide by organisation and increased the rate of
profitability or productivity.
Environmental factor- it is one of geographical condition exert influence on the decision as
to the type of FeetElite company in which introduce various games. This is because it may
attracts many people in particular to region on the basis of preferences and demand. Company is
basically focused on the consumption of good in people and then launch a new items. But at
certain place, company should consider climate, rainfall, humidity and different features.
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Legal Factor- This type of factor is related the legal aspect in which handle robust
performance of enterprise. A certain kind of legal framework should be included by enterprise in
order protect intellectual property right of organisation (Dayan, Heisig and Matos, 2017).
FeetElite Company should carefully evaluate a legal policies before launching a new gaming
services. Therefore, it is helping to gain competitive advantage. In most of cases, FeetElite
including data protection act, which means that protect or secure sensitive information in the
workplace. Therefore, each and every employees are following the regulations.
Schein’s model of organizational culture-
In order to identify the organisational culture of FeetElite firm so that it should use Edgar
Schein model. This kind of model will support in decision-making and also gained a competitive
advantage through effective culture or environment of enterprise. Edgar Schein believed that
company take some time to develop their culture as employee go through different changes,
adapt to external environment. Therefore, it can help for resolving problem of enterprise in
proper manner.
 Artefacts- it is the initial step of characteristic of FeetElite which can be identified, heart
and felt by individuals. In order to collect or gather suitable artefacts such as behaviour of
enterprise, mission or vision of firm. It come under artefact and go long way in deciding
the culture of workplace. At that time, it may use a proper idea about the way in which
take important decision and gain competitive advantage.
 Values- A deeper level of artefacts that would be contributed to the organisational
culture. Value of FeetElite is depending on the coherent alignment of business and its
competitive advantage (Dayan, Heisig and Matos, 2017). Each and every employees are
reacting to the complex situation and resolve problem in shape of culture. The actual
mind set of employees are associated with enterprise and influence culture of staff
members.
 Assumed culture- FeetElite is basically assumed a flexible culture so that it would
provide the better opportunities for their employees. Where they can perform different
tasks in step by step manner. Company would develop a belief and factors which stay
hidden and do not affect the culture of FeetElite (Dayan, Heisig and Matos, 2017). At
some point, employees come under an actual level of organisational culture. It means that
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followed a certain kind of practices. Such rules form as third level of enterprise culture or
environment.
On the basis of discussion, it has been summarised that culture model applied in FeetElite firm
and identify its overall working culture in the workplace. Company has been setup a specific
norms, standards and moral values. It may help for inspiring or motivating the employee to
maintain a culture in proper manner. As per pestle analysis, it is also identified the external
environment factors that can directly affect on the FeetElite in context of competitive strategy or
advantage.
Impact of emerging technologies on the future competitiveness of the business
Technological development is taking place at very fast pace and this has required that
businesses are ready and capable to adopt emerging technological in order to remain competitive.
Technological development is also likely to make significant impact on future competitiveness of
the company, because businesses able to adopt technology quickly will be able to succeed than
their competitors who cannot adopt technology (Vidhi, Shrivastava and Parikh, 2021). BSG
Simulation outlines that performance and ranking of FeetElite has decreased overtime and
emerging technology can be a factor behind decreasing performance and ranking of FeetElite as
compared to its competitors.
Speed of organisational functioning- This is one of the very important impact of emerging
technology which can affect future competitiveness of businesses. With use and application of
emerging technologies businesses can speed up their work which enables then to realise their
goals fast and this enables them to get ahead of their competitors as well.
Attracting customers- Emerging technological have created several ways through which an
organisation can attract customers. However, in addition to these technologies, emerging
technologies have also enabled businesses to create unique and more innovative ways to attract
customers towards business. This increases their performance in market and makes them more
competitive. As performance of a business improves and business attracts more customers,
competitors of the business find it more challenging to attract customers and grow their business.
This is why it is also a way in which emerging technology has impacted businesses and FeetElite
has also affected because of this.
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Cost- This is one of the very important reasons because of which technology has affected
competitiveness of FeetElite and several other functions (Armstrong, 2017). Emerging
technology is continuously working on identifying ways through which cost of organisation can
be reduced and this is why adopting emerging technology can reduce cost of organisation
making them better performers in market. This also enhances their competitiveness of the
business as they become able to provide high quality goods and services at lower prices.
Automization of processes and digitalisation of manual activities are few example of how
emerging technology can reduce cost. FeetElite is a footwear company and this is why using
robots for production for example is a way through which its cost can be significantly reduced
whilst increasing quality of the products.
Efficiency- This is also an element in which competitiveness of the company can increase or
decrease. As firms become able to efficiently work more efficiently, in such situation their
competitiveness increases. However, if company does not adopt or work on emerging
technologies, their efficiency can reduce as compared to their competitors and this is how their
competitiveness negatively affect because of emerging technologies. For example use of
emerging technologies enable organisation avoid and mitigate usual business related problems in
such situation, they can focus on productive activities leading to improvement in their
performance. At the same time cost and time involved also reduces. Automization of processes
and activities at business is example of how organisation becomes able to perform better.
Personalisation- In coming future personalisation will become one mandatory element for
success of businesses. This is because customers are increasing looking for personalisation and
customisation of their products and services. Emerging technology enables businesses to
customise their products and services and this is also a way through which they can outperform
their competitors (Bvepfepfe, khan Suri and El Asad, 2019). It is very important that for effective
personalisation and customisation business use emerging technology. For example, through
social media use businesses and FeetElite can communicate with customers and inform them
about products according to their choice and preference. Similarly if a business organisation is
not using emerging and advanced technology such activities are not possible for it. Ultimately
inability to cope with changing demand can reduce competitive capability of businesses.
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Effective customer support- Emerging technologies have also enabled businesses to improve
their customer service and customer support. It is highly important that businesses ensure
effective customer service because it is key for satisfaction of customers and also enable
businesses to create a better image and perception about their business in minds of customers.
This means that a business that provides effective customer support is likely to be preferred by
customers, than those who do not do so. Emerging technology such as artificial intelligence is an
example in which customers can improve their customer service which subsequently leads to
customer satisfaction and business becomes able to perform better than their competitors
((Thakur and Hale, 2017)). This is also a way through which competitiveness of business get
impacted through emerging technology.
Application of Big data- Big data is an emerging technology in which Big data trends can make
significant impact on competitiveness of businesses in future. emerging technologies in Big data
include self-service data preparation, the cloud, Internet of Things, data-as-a-service and
embedded analytics. These are technologies and such technology enables businesses to make
better decisions and better decisions lead them to perform better than their competitors. This is
how future competitiveness of business is likely to get affected by emerging technologies.
Use of algorithms- With emerging and advanced technology use of algorithms in businesses is
increasing and businesses are increasing using pricing algorithms to determine and set prices.
Use of algorithms in setting prices is increasing more in terms of online market and businesses.
Pricing algorithms enable businesses to better targeted prices and this has significant impact on
competitiveness of firm which is likely to increase in future and is also changing way in which
business compete.
Reduction in barriers to entry for business- Emerging technology has reduced barriers to
entry for firms and because of this existing firms face extreme competition. Digital businesses
are also giving string competition to businesses that are operating traditionally (Dau-Schmidt,
2017). For example, Digital business for a footwear company can give competition to FeetElite
and this is a way in which digital business does not faces much challenges to enter into and can
affect competitiveness of existing business organisation.
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Recommendations
On the basis of discussion, it is recommended that FootElite in order to become more
competitive and come at number in list, it is important that it uses emerging and advanced
technology. This is because a business that was at number one in terms of competition definitely
has some special and differentiation element. Using emerging technology can help FeetElite to
again perform at number one position.
Emerging technologies and their use for FeetElite in order to increase competitiveness
includes Online Marketing, business and personalisation. This can play very important role in
enabling FeetElite to attract customers and increase market share and at the same time becoming
more competitive. Along with this, use of Big Data is also recommended for FeetElite in which
company becomes able to make better decision on the basis of competitors and also on the basis
of industry factors (Waheed and Jianhua, 2018). Big Data enables to understand performance of
competitors and this knowledge enables to make strategies through which businesses can
outperform their competitors. This is why use of Big Data is recommended for FeetElite’s future
managers. Better decisions play very important role in sustainable growth and performance of
businesses because of which they remain competitive for long time.
CONCLUSION
On the basis of above discussion it can be concluded that several strategic decisions were
made during BSG simulation and impact of these business decisions was visible in terms of
business performance. Decisions involved decisions about price such as retail price and
wholesale price and impact of pricing decision was visible on how company performed during
BSG simulation. Later factors in business environment that were considered during competitive
strategy of business were also discussed and these factors included political, economical, social,
technological, environmental and legal factors. In this internal factors of organisation were also
considered and discussed in report. Lastly, report discussed about how emerging technology is
affecting and impacting future competitiveness of the company. Discussion leads to conclusion
that organisations that are able to adopt emerging technologies are likely to perform effectively
in competition than those who are not able to do so.
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REFERENCES
Books and Journals
Armstrong, P., 2017. Disruptive technologies: understand, evaluate, respond. Kogan Page
Publishers.
Bienhaus, F. and Haddud, A., 2018. Procurement 4.0: factors influencing the digitisation of
procurement and supply chains. Business Process Management Journal.
Bvepfepfe, B.S., khan Suri, A. and El Asad, A., 2019, February. Adoption of Emerging
Technologies in Supply Chain Operations for Cost Reduction and Enhancement of
Shareholder Wealth: A Case Study of UAE Organization. In International Conference
on Emerging Internetworking, Data & Web Technologies (pp. 437-446). Springer,
Cham.
Dau-Schmidt, K.G., 2017. The impact of emerging information technologies on the employment
relationship: New gigs for labor and employment law. U. Chi. Legal F, p.63.
Dayan, R., Heisig, P. and Matos, F., 2017. Knowledge management as a factor for the
formulation and implementation of organization strategy. Journal of Knowledge
Management.
Salunke, S., Weerawardena, J. and McColl-Kennedy, J.R., 2019. The central role of knowledge
integration capability in service innovation-based competitive strategy. Industrial
Marketing Management. 76. pp.144-156.
Thakur, R. and Hale, D., 2017. Special issue editors’ introduction: impact of social media on
businesses. The Journal of Business Inquiry. 17(1). pp.1-3.
Vidhi, R., Shrivastava, P. and Parikh, A., 2021. Social and Technological Impact of Businesses
Surrounding Electric Vehicles. Clean Technologies. 3(1). pp.81-97.
Waheed, A. and Jianhua, Y., 2018. Achieving consumers’ attention through emerging
technologies. Baltic journal of management.
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