Business Strategy Simulation Game: Cesim's Approach to Retail Success

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BUSINESS STRATEGY
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Executive Summary
In this report, business simulation game has been kept in focus with respect to Cesim. It is
one of the largest retail chain industries in the UK. This company to be specified uses
simulation games in their different business approach. Thus, in this report the strategies
followed by Cesim are discussed. The importance of decision-making can lead to several
outcomes having positive and negative aspects towards the organisation. In this report, BSG
is provided under light to help the organisation grow in their business. Nevertheless, it deals
with the management approaches taken up the learner in behalf of Cesim. The various
management models can help to enhance the retail business of Cesim in UK and worldwide.
In addition, a proper introduction and conclusion is provided with reference to the topic.
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Table of Contents
Introduction................................................................................................................................3
Business strategy report.............................................................................................................4
1. Evaluation of the major strategic group decisions attempted in Business Strategy
Simulation Game....................................................................................................................4
2. Applying six strategic and management models for the approach. Also include
concepts and ideas that undergoes with the strategic approach..............................................8
Conclusion................................................................................................................................14
References................................................................................................................................16
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Introduction
Business Strategy Simulation Games are a form of active learning, while doing a business.
Education regarding the improvement of making better decision by the company holders is
done through BSG. It also compliments the theoretical approach of a business by a company.
It helps in easy integration of the business courses in the global market. BSG works well
because of its learning formats. In this report, the BSG followed by the retail chain industry
Cesim have been discussed. This company deals with BSG for their business all over UK and
worldwide. They believe that having simulation games strategy can help them in improving
their business without any help from the technology. Therefore, Cesim requires no
knowledge of software installation in their business. People without IT knowledge are given
full preference in accomplishing the business. Cesim find themselves capable of attracting
participants all around the world because of their BSG followed in business. Business
simulation games are also known as economic simulation games that focus on the
management of the economic processes performed by the retail chain industry, Cesim. Here,
in this report, a brief discussion related to the business training, analysis or education will be
taken further into consideration.
Business strategy report
1. Evaluation of the major strategic group decisions attempted in Business Strategy
Simulation Game
Cesim, one of the largest retail chain industries in the UK adapted their researchers in their
turbulent industries accordingly. Studies have shown that a substantial relationship exists
between the strategy selection and the performance of the retail industry. Cesim depicted
simulations and appeared with appropriate choices of strategy towards their business.
Historically, Ben-Zvi and Carton (2014:35) recognised that these strategies could change
over time. Therefore, one must know the dynamics of time that can be followed along with
the simulation change in the business. Cesim being the largest retail chain industry in the UK
have acknowledged it and hence, they are running a business on BSG. In this context, Cesim
have covered the strategic decisions in their business as the areas of marketing, expansion,
finance, contraction, HR and employment. According to Cotter and Fritzsche (2014:21),
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Cesim followed the six main strategies in improving their business in the global market. They
are as follows:
Strategy 1: Aligning simulation with the learning objectives
Since decision-making elements are present in simulation games, the instructors who are
providing the learning must decide the decisions related to their retail business. For instance-
in global market there are demand, HR, production and financial decisions interrelated to
each other. Simultaneously, the decisions taken must emphasize on the line of planning the
goals in business. According to a survey by Dickinson (2014:30), it was found that Aston
Business School in UK had taken up the Cesim Global Challenge to know the learning
objectives of the business.
Figure 1: Cesim Global Challenge
(Source: cesim.com, 2016)
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In this figure, it can be seen that the instructors need to identify the learning objectives and
then use the simulation tools to achieve their targets. Rogmans suggests that this alignment
can be secured with the standard sequence of brief-play-debrief activities after every business
strategy.
Strategy 2: Introduction of complexity through steps
Figure 2: Module options in Global Challenge
(Source: cesim.com, 2016)
Simulator games are quite rich and complex for the students to apply in their business. Thus,
they require instructors to guide them in following the business strategies. Cesim helps in
simulating the customisation and business models acquired by an organisation. Several other
modules are followed but the most effective is the global challenge module of Cesim. It helps
them in growing the business in global market.
Strategy 3: Knowing the game
The new approach-taking people are unable to understand the working of simulations in
Cesim retail chain industry hence, they are taught about how to apply the simulation game on
the business. This is done by the instructor present in the business for a longer period and has
knowledge of the application of the simulation game as their business strategy. Cesim has
good collection of knowledgeable materials that can help the individual get started with the
business with no time. The staffs of Cesim being very cooperative will help with every
doubts and queries approached by any individual during their learning period. As per a
research, it has been found that 90% of the people have been benefited with the strategy
approach of Cesim in their retail chain business in the UK (Dickinson et al. 2014:31). This
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helped them in solving the problems related to their business and support team functions
simultaneously.
Strategy 4: Learning as a guide
Learning is the new teaching tool in every training course thus, knowing every detail of the
simulation game is necessary. Without that knowledge, it is unable to perform the business in
a positive manner. Lot of time is required to acquire the strategic business game and apply it
in the business. Cesim helps every individual with full cooperation and guidance to evolve in
the business market in his or her behalf. Analysing the situation and the best ways to apply
the tools for structuring sustainable strategy include in the Cesim Global Challenge for
learners.
Strategy 5: Simulation in every assessment
The learners must remain engaged and motivated in the game to gain award points in their
business strategy. The instructors who are helding the training for the learners of Cesim will
decide simulation according to their ranks. Cesim, being one of the largest retail chain
industries in UK has more responsibilities of selecting the perfect candidate for their
business. Hence, it is worthy to say that they can apply strict restrictions regarding the
selection process and choose the best candidate for their retail business. Communication with
others must reinforce and reflect a better learning and understanding regarding the business.
The instructor needs to keep a keen eye during this process.
Strategy 6: Opening the model
According to Fitó-Bertran et al. (2014:31), Cesim simulations consists of different round with
different outlooks, which are based on the parameters of discussing the new approaches
towards the business. If an individual is able to describe the approach on a positive note then
there are more chances of being selected for Cesim retail chain business in UK. Therefore,
simulation game approach must be followed properly. Nevertheless, to start or restart a
business or join a company simulation games must be followed by the individual or the team.
In reference to Cesim, decision-making strategy has been taken into consideration for this
report. Decision making in a business has its own pros and cons respectively. Strategic group
decisions under Cesim simulation game strategy can be classified as follows:
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● Analytical decision making- The methodical order of the steps to be followed during
the decision making of an organisation is termed as analytical decision-making. This
strategy is quite helpful because it allows obtaining all the informations, which are
relevant to the situation given by the organisation. Analytical decision-making is an
attractive strategy and can help in breaking up a complex decision into small pieces
and tasks. In a group, different people have different opinions regarding the business
growth. This type of decision-making is done by Cesim to allow the leader to analyse
all the opinions and choose the appropriate one. This decision collaborates with the
developing of the strategies approached by Cesim.
Pros
It is a versatile and methodical strategy, which is easy to communicate with the employees of
Cesim. It also works well by representing the variables in terms of numbers.
Cons
This strategy requires approach to carry out the work easily and quickly.
● Heuristic decision-making- An appropriate strategy, which requires a mix of
information and experience for the organization is termed as heuristic decision-
making. It let the individual to evaluate with the little information provided or gained.
Heuristics are unable to work all the time and cannot be trusted during a group
decision making. According to Sterman (2014:90), it is followed when the company
requires an individual, who has experience in working in retail. Increasing the sales
occurs through this approach.
Pros
The simplest strategy that require no practice to work in the business.
Cons
False sense of security is found in this decision-making procedure, which can be
dangerous for the business and can go through the wrong way in the global market.
● Random choice decision making- The simplest and effective method of taking
decisions regarding the business is the random choice decision making. It helps to
deal with the interpersonal dynamics of every individual during the progress in their
business and turns out to be quite effective. This strategy is an effective combination
of limited time, minimal consequences and lack of appropriate strategies in the
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organisation. Random choice is given to the people who require growth in their
dynamics to prove themselves appropriate for the retail organisation, Cesim. Hence,
this approach requires lesser time to fit into the group decision strategies.
Pros
The fastest and simplest strategy to be applied by Cesim to simulate their business
game strategy.
Cons
Random people of the organisation do no control over the decisions taken as it.
2. Apply six strategic and management models for the approach. Also include
concepts and ideas that undergoes with the strategic approach
Cesim needs to evolve in order to survive in the business market. For this evolution, changes
are required for better growth. The management models used during the approach can
demonstrate this change. According to Wheelen et al. (2017:55), models are concerned with
different structure and individual mechanisms of their own. Management models help in
motivating the employees who are associated with the retail chain organisation, Cesim.
Management plays a vital role in an organised group activity. On the contrary, management is
essential for undertaking collective data regarding the company. The business growth of
Cesim is quite high in the global market of UK. The working of a group in an organisation
can be determined through the management model approaches taken into consideration by
that particular organisation.
In this report, I have taken six strategic management models for the approach in decision
making for the retail chain industry, Cesim. According to the survey by Bell and Loon
(2015:120), Cesim works with the business strategy simulation game plan strategy. Hence, it
has more opportunities to evolve changes in their organisation. I, therefore suggest the six
management models to be taken into consideration as the following:
● Lewin’s change management model
Lewin’s model is one of the most popular approaches that can be taken up by Cesim in order
to bring change in their business growth in the global market. Lewin believed that if the
process needed change then it can be splitted into three stages respectively. This can shift the
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job into bite size chunks and help the organisation to look after the process and the people
related to the project. Therefore, Lewin describes the three stages as (i) freeze (ii) make
changes (iii) unfreeze.
Figure 3: Lewin’s change management model
(Source: process.st, 2017)
In figure 3, Lewin’s change management model is described with reference to Cesim. These
stages can be briefed as:
Unfreezing the process
When the management of Cesim requires change in their organisation, their foremost work is
to stop the current process of working by the employees and observe the changes to be done.
Unfreezing the process can help in knowing the mistakes done by the team or its members
during execution of the project. It also helps in applying the perception of the company
towards the upcoming changes required. Every individual related to Cesim must know the
negative aspects of the current process and why the change is needed.
Make changes
Once Cesim is ready with the new changes that can be adapted for their business they cab
finalise the changes are start to take action on it. The vital aspects are communication,
education and support. The new marketing policy may not be easily accessible for all the
employees of Cesim. Therefore, extra training is required for the employees to know the
changes better.
Freezing the new process
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Lastly, the new process need to start following after the changes have been applied and
measured according to the feedback.
 The McKinsey 7-S model
Figure 4: McKinsey 7-S model
(Source: process.st, 2017)
McKinsey 7-S model stands for strategy, structure, system, shared values, staff, skills and
style.
Accessing the strategy
Cesim need to follow the strategy that is formal and easy to access. This will allow the
organisation to adapt the changes without harming or destroying the ongoing process.
Looking at the structure
The structure created by the organisation must be simple and tangible than the strategy.
Nonetheless, double-checking by the team or employees can bring effectiveness towards the
changes. Cesim must provide accurate information regarding the new strategies approached
by the organisation.
Analyse the systems
If Cesim is using the McKinsey 7-S model then they must access the business systems
including the official processes, shortcuts and every detail of being tracked.
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Recording share values
Analysing the shared values is the most abstract territory in this approach. These shared
values include both company values and culture of the organisation. Therefore, Cesim needs
to look after them in order to improve the changes brought to the company.
Style
This stage is the management and the leadership stage in the business. Accessing the
management of Cesim and maintaining the leadership style falls under this category.
Staff
The staff list must be updated and wherever there is gap between the organisation and staff,
that gap must be resolved. Common tasks if allotted to two or many staffs then those
descriptions must be kept under consideration by the organisation, Cesim.
Skills
Finally, looking after the skills of every individual employee is the basic duty of the
organisation. Feedback needs to be gathered with response to the staffs of Cesim in order to
have an idea of what the customers think of the skills and values sustained by the
organisation.
● Kotter’s Theory
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