Reflective Report on Business Strategy Game Simulation, ARU 2020-21

This report details a business strategy game simulation, focusing on the strategic decisions made by a company named Comfy and Cozy Shoes across multiple years of operation. It analyzes the impact of these decisions on various aspects, including market share, retail prices, and brand reputation. The report evaluates the macro, meso, and micro environments, utilizing tools like STEEPLE analysis and the BCG matrix to assess external and competitive factors. It also examines the impact of emerging technologies on the future competitiveness of the business. Furthermore, the report explores the team dynamics and the application of Belbin's team role theory in the decision-making process. The report covers the company's mission, vision, and objectives, providing a comprehensive overview of the business strategies employed and their outcomes within the simulation, offering valuable insights into business development and strategic planning.

Business Strategy: Reflective report
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Project deadline: 14:00 on .......... 2021
Project: 011
Module: MOD003337
Lecturer: Your lecturer’s name here
Semester/Trimester: 2
Academic year: 2020-21

Table of Contents
Executive summary.........................................................................................................................3
INTRODUCTION...........................................................................................................................4
Mission........................................................................................................................................4
Vision...........................................................................................................................................4
Values..........................................................................................................................................4
Corporate objectives....................................................................................................................4
TASK 1 Identifying and evaluating the major strategic decisions made during the BSG
simulation (Year-by-year evaluation)..............................................................................................5
Year 11.............................................................................................................................................5
The decisions are taken as an organization..................................................................................5
The outcome of the decisions......................................................................................................5
Year 12.............................................................................................................................................5
The decisions are taken as an organization..................................................................................5
The outcome of the decisions......................................................................................................5
Year 13.............................................................................................................................................6
The decisions are taken as an organization..................................................................................6
The outcome of the decisions......................................................................................................6
Year 14.............................................................................................................................................6
The decisions are taken as an organization..................................................................................6
The outcome of the decisions......................................................................................................6
Year 15.............................................................................................................................................6
The decisions are taken as an organization..................................................................................6
The outcome of the decisions......................................................................................................6
Year 16.............................................................................................................................................7
The decisions are taken as an organization..................................................................................7
The outcome of the decisions......................................................................................................7
How these decisions are taken in the team..................................................................................7
TASK 2 Evaluate the impact of a range of factors in the business
environments.............................................................................................................................8
Macro-environment (External Environment)..............................................................................8
Meso-environment (Competitive Environment)..........................................................................9
The BCG Matrix........................................................................................................................10
Micro-environment (Internal Environment)..............................................................................11
TASK 3 The impact of emerging technologies on the future competitiveness of the business....12

CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
Books and Journal......................................................................................................................14

Executive summary
Business strategy game simulation is a game which helps to understand the strategies which are
used in a business process. This game was introduced to improve decision making skill in the
students which is very essential for each individual. This game helps the students to go through
various business conditions in order to take effective decisions for the company they were
operating in the game.

INTRODUCTION
Business strategy games very essential for a student to enhance their decision making skills
under various conditions of a business (Cudny, Comunian and Wolaniuk, 2020) This report
contains a business strategies game simulation in which a company comfy and cozy shoe is
operating their business in four countries that is North America Asia Pacific Europe Africa and
Latin America. It is required to create vision mission and objective for the company after which
team needs to provide various business strategies which are taken on a yearly basis. Later this
report also contains full business strategy which is required in a business.
Mission
The company works with the mission to fulfill the dreams Expectations and desires of client with
the proper research with the help of satisfied and motivated staff by generating positive results
for the company with complete sustainability.
Vision
The company has a vision to create a brand image in the Global market by supplying their
products and services all over the world. They want each individual in the world can have the
cozy and comfortable experience footwear’s provided to them.
Values
The values of the companies to provide respect for choice needs and wants of people and work in
ethical manner by providing quality products and services to the customers. Company has great
entrepreneurship work with complete integrity to ensure long life of business.
Corporate objectives
There are several objectives which need to be focused by the company comfy and cosy shoes to
achieve the goals (Demartini and Taticchi, 2021). These objectives are given below:
 To increase the Global presence of the company all over the world.
 To provide innovative and a good quality product to the customers to increase the brand
image in the market
 To conduct a deep research on the need want and demands of the customers for the future

strategies
TASK 1 Identifying and evaluating the major strategic decisions made during
the BSG simulation (Year-by-year evaluation)
Business operations depend on various strategic decisions which are made in a business. In this
business strategy games simulation I have taken several strategic diseases for the benefit of the
company. The game is played on weekly basis which shows in the report as one week is equals
to one year. The strategic decisions on yearly basis are given below:
Year 11
The decisions are taken as an organization
The decision has been made to decrease the search engine advertising from 1000 dollars in the
internet segment (Jelassi and Martínez-López, 2020). It is decided to spend more on advertising
of brand in the wholesale segment that is by $4000.
The outcome of the decisions
The above decision had increase the retail price of the product from 67 dollars to $74 and shows
decrease in online orders and market share from 8.3 % to 6.7 %
Year 12
The decisions are taken as an organization
By considering the previous outcomes company decided to increase the investment on search
engine advertising again by 250 dollars and spend $3000 more than before on the brand
advertisement. Apart from this the company has decided to update its after sale services by
accepting replacements in case of severe damage in the product (Kim, 2020).

The outcome of the decisions
The above decision increased the retail price in the twelfth year from 74 dollars to $80 and also
shows its impact on a security which has been increased from 5.2 to 5.6 stars. It also enhances
the market share of the company in internet segment from 6.7% to 7.4%.
Year 13
The decisions are taken as an organization
From the previous strategy the company learns the value of search engine advertising and
decided to spend 6000 dollars on search engine advertising in this year. The company also
decided to star celebrity appeal for the product which helps the company establish a brand image
and get more sales than before.
The outcome of the decisions
This is strategy shows its impact on brand reputation which has increased from 64 to 70 prior
Year image. It also increases the retail price of the product from 87 dollars to $93.
Year 14
The decisions are taken as an organization
In this year the company spends $10,000 on search engine advertising and $23,000 on brand
advertising. The company has also decided to take various measures to improve the quality of
their products.
The outcome of the decisions
The outcome of this strategy is that the retail price of the products has been increased from 87
dollars to $93 and it shows there reserve and online orders and pairs sold which has increased
from the investment.

Year 15
The decisions are taken as an organization
In this year company decided to spend 11500 dollars on search engine advertising and $27,000
on brand advertising.
The outcome of the decisions
The above decision has shows at our come on the retail price of the products which increases
from 93 dollars to $95 and increase the reputation of brand from 69 to 74. But it has decrease the
market share of the company which has decreased from 7.5 % to 7.3 % if talked about from year
10 it has been decreased from 8.3 % to 7.3 %.
Year 16
The decisions are taken as an organization
Being disappointed from the previous results company has decided not to invest more on search
engine advertising rather they spend $28,000 on brand advertising with celebrity appeal.
The outcome of the decisions
The strategic decision shows its negative impact by decreasing the retailing price from $95 to
90.5 dollars. It has also decreased the market share of the company from from 7.3 % to 6.4 %.
How these decisions are taken in the team
To take all this decisions the teams require a lot of efforts and their behavior needs to be
maintained by the organization (Kwon, Kim and Lee, 2020). In order to manage and maintain the
behavior several behavior models are used such as Belbin’s team role theory. The theory is
explained below:
Belbin’s Team role theory
Shaper: This role has been played by the leader of the team and which he shapes the mind of the
team members towards the strategic decisions which has been taken by the the company. To take
all these decision later has successfully completed his role of shaper

Implementer: The role of implementer is played by teammates and all the teammates have
effectively implemented the strategies which are formulated by the higher authorities for the
success of business.
Completer/finisher: Completer are the skilled teammates who check on the quality of the work
which has been performed by new teammates to ensure the quality of the product and efficiency
of the strategy (Lanzolla and Markides, 2021).
Co-ordinator: Co-ordinator is the leader of the group who established a proper coordination
between all the teammates which helps the company to accomplish the execution of strategies in
effective manner.
Team worker: Team workers are those workers who are responsible for effective execution of
strategic decisions and works as a backbone of the company. For this business strategy
simulation game all the team members are actively participating in each and every activity of the
game.
Resource investigator: These are the team members who have good negotiating skills with a
good network to acquire business resources and helps in purchasing field of the game.
Monitor-evaluator: These are the critical thinkers in the game who helps in critically analyzing
the strategic decisions and helps to ascertain the risk factor (Misra and Sharma, 2020).
Specialist roles: This role has been played by the person in the team who has some specility in
various fields such as technical who takes the charge for all the internet based activities in this
business.
Plants role: Plant role is played by the innovative members of the team who provide innovative
ideas in this business strategy simulation game.
TASK 2 Evaluate the impact of a range of factors in the
business environments.
There are so many environments of a business which has their impact on the business
either directly or indirectly such as internal environment; external environment and competitive

environment. A business to have a sustainable business should make decisions considering these
business environments (Müller, Buliga and Voigt, 2020). These factors are classified into three
main categories which are explained below:
Macro-environment (External Environment)
To analyze external environment comfy and cozy shoe company there are so many
models which can be used. To analyze the external environment of comfy and cozy shoes
company STEEPLE analysis is used because it covers all the factors which are required to
analyze an external market of a business. It is explained below in detail:
Social: Comfy and cozy shoes company deals in various countries and involves employees of
various cultures (Rahmawati and Rahadi, 2020). The company has good cultural environment
and also provide various corporate social responsibility services which make social environment
beneficial for them.
Technological: The Company uses advanced technology for their business as they are involved
in online services and search Indian branding for their products which shows their technological
advancement and makes the business environment favorable to them.
Economical: North America has good economic stability as the country is good in in
employment rates and economic growth. It is favorable for company and posing shoes company
to establish their business North America as they are getting good economic conditions in this
country.
Environmental: The company e uses products which are good for environment and take various
measures towards the environmental issues.
Political: North America and Asia Pacific both the countries have a good political stability
which is good for the business of comfy and cozy shoes. This political stability helps the
company two more expand their business through various sources.
Legal: As the company operates in so many e countries there are various legislations which need
to be followed by the company and take care of all the legislation according to the country in
which they are operating. A good stability of the company shows that the company's fulfills all
the legislations which are applicable on them (Sheehan, 2020).

Ethical: To sustain in the market it is essential to work in ethical manner and company provides
good products and services to their customers and takes ethical decisions in the organization.
Meso-environment (Competitive Environment)
There are various models which are available with the company to assess the competitive
environment for them. The models which are used by the company to assess the competitive
environment are porter's five Force model and BCG matrix. Both the models are defined below
in detail:
Porter’s Five Forces
Bargaining power of Suppliers
Bargaining power of suppliers is high for the company because they have so many companies in
the market who demands their product. Suppliers bargaining power is also high because country
and cozy company is not involve in mass production which requires less amount of raw material
from suppliers and compared to other competitive brands (Sheehan, 2020).
Bargaining power of buyers
Bargaining power of buyers is also high in case of comfy and cozy shoes company because there
are so many competitors available in the market for buying shoes products.
Threat of new entrants
The company is operating online as well as physically in four countries which makes them
unique from new entrance. Their experience in the industry cannot be gained buy a new entrance
and they take some years to compete with the company. Hence the company has low threat of
new entrants.
Threat of Substitute products
There are various substitutes available in the market for the company but the company provides
cozy as well as comfortable experience to their customer which helps the company to be unique
from their substitute products
Competition Rivalry

The company has high competition in the market because there are so many companies who deal
as a brand in shoes industries. To become global the company needs to complete with giant
companies such as Nike which is difficult for the company. In terms of competition rivalry the
company has high competition in the market to sustain.
The BCG Matrix
Cash cows: School shoes and loafers offered by the company are the cash cows for the
company. These products are considered as cash cows because they are the main source of
financial stability in the company (Vartholomatou, Pendaraki and Tsagkanos, 2021). They have
strong position in the market which helps the company to earn more.
Star: The star product of the company comfy and cozy shoes is their shoes which provide a
good, comfortable and cozy experience to their customers. The great market presence and
demand in the market helps shoes of the company to become their star product. Shoes as product
of the company helps them to generate a lot of amount of revenue from the market and the
company have chances of expanding more with the help of shoes product.
Dogs: Flat slippers of the company can be considered in the dog category of BCG matrix. Flats
are considered in this category because of its continuous underperformance in the market in spite
of various marketing initiatives and Investments by the company in the product.
Question mark: The products which are considered in the question mark segment of the
company are the polishes, brushes and other relative items which are offered by the company.
They are considered in this category because they have relatively very low demand in the market
and have comparatively low profitability from the market.
Micro-environment (Internal Environment)
After external environment analysis and competitive analysis it is essential to analyze the
company's internal environment (Vartholomatou, Pendaraki and Tsagkanos, 2021).. In order to
analyze the company's internal environment SWOT analysis can be used for the company SWOT
analysis of company and cozy shoes is given below
SWOT Analysis