University Business Project: Self-Reflection on Mike's Bike Simulation

This reflective report analyzes the Avenger Group's experience in the Mike's Bike multi-player simulation game. The student details the planning process, knowledge gained about real-world business operations, and challenges faced, particularly in the multi-player environment. The report outlines the step-by-step decision-making process, focusing on the 4Ps of marketing, and the outcomes of each rollover. It highlights key decisions such as pricing, advertising, production, and product launches, along with the results and areas for improvement. The report also reflects on teamwork dynamics, communication, and the overall learning experience, emphasizing the importance of analytical approaches, competitor analysis, and forecasting in achieving success. The student discusses the impact of decisions on the SHV (Shareholder Value) and provides insights into how the simulation enhanced their understanding of business strategies and the importance of making the right decisions at the right time. The report concludes with an assessment of the final results and the lessons learned from the simulation, which will be valuable in the practical and corporate world.

Running head: Self-reflection
Self-reflection on Mike’s bike multi-player game (Avenger group)
Name of the Student:
Name of the University:
Author Note:

Self-reflection 1
Table of Contents
Introduction:...........................................................................................................................2
Planning the multi-player simulation app:.............................................................................2
Knowledge gained:.................................................................................................................2
Challenges faced during the multi-player game:...................................................................2
Overview of the team work:...................................................................................................3
The step by step decision making process:............................................................................3
Overall experience:..............................................................................................................18

Self-reflection 2
Introduction:
The aim of this reflective report is to analyse the group work and the experiences
gathered during the simulation game, the Avenger Group. During our course, we were being
taught about various theories and concepts that would help in understanding the different
instances of the business. The entire simulation helped to understand the areas of challenges
that might appear at any point of time and how to overcome such instances in order to be
competitive in the market. This reflective report shares the insight of what was learnt during
the simulation.
Planning the multi-player simulation:
We, the Avenger Group, have been aiming to develop a virtual game of biking where
there would be different sets of bikes available for the consumers. It has been around 3 weeks
that it required to understand how the single player game function, leave aside the multi-
player one. When it comes to play with the computer, in the automatic version, it was easier
as the upcoming steps were easily known prior to the game but it was difficult when other
teams were involved. Comparatively, the guidelines of the single player were easier.
However, it can be said that accessing the report gave us the idea how to effectively focus on
different bikes. When the competitors were less, it was easier to carry out the simulation and
at the same time we were sure that among other teams, we would do better.
Knowledge gained:
We have gained knowledge on how the business in real world runs. The operational
activities and taking the right decision at right time is the main functional area to be focused
on for the Avenger Group. There should be an analytical approach always because without
forecasting and analysing the present situation, taking a business decision would not be
fruitful at all. Analysing the competitors and their production rate and the pricing are two
main areas to be focused on. The benchmarking report made by analysing other companies in
market would add more efficacy in the decision making process. In addition to this, creating
awareness is equally important and thus, spending on advertisement and promotion are other
important areas to consider.

Self-reflection 3
Challenges faced during the multi-player game:
Compared to the single-player game, the multi-player game was very challenging.
Taking into account the 6 different companies along with their operational activities is very
challenging for the Avenger Group. There were situations when the decisions of the other
companies were absolutely unpredictable and thus coming up with any move was equally
challenging. Even after so much analysis and prediction after forecasting, we were not near to
the top ranks and in fact failed at many instances to reach our benchmark. It can be pointed
out that the production in-charge and setting the price of the mountain bikes at a lower cost
were most challenging decisions made.
Overview of the team work:
The experience gathered from the team work was great and we did not even notice
when the time was over. There were 4 members in the Avenger Group but 2 of them did not
participate in the single player game and this is why the main strategy and the planning made
during that time were ignored by them. There were communication issues as well and it was
decided that instead of informing everyone through messages, a direct and face to face
discussion would add more value and thus, the same was done. While deciding on the
simulation overview, at many times there were disagreement but we successfully handled the
situation and we can say that we understood team building. Gradually, things started moving
in a positive direction and we understood that in order to make great results we have to work
together in order to achieve the result in the simulation.
The step by step decision making process:
 First rollover
The 4Ps of marketing was the main focus during the first rollover because deciding on
the 4 key factors would lead to a competitive situation in the market.
o Key points to focus:
The 4Ps to get advantages in the game:

Self-reflection 4
o First decision:
Primarily, the target motor bike was selected for the mountain bikes and the price of
the same model was kept at $715, which is a competitive price in the market.
o First result [World 2; Class 2]
o Result obtained:
It was found that we were not able to win over Rhythm. The awareness was 0.35
whereas our result was 0.31. Moreover, the price was $5 more than Rhythm. Therefore, it has
been cleared that the reason was higher awareness and lower price that attracted more
consumers.
o Scope of improvement for next year:
In order to increase awareness, focus to be made on advertisement and promotion.
The PR was negligibly lower than that of Rhythm and thus, it was not a major concern.
However, reconsidering the pricing and making it cheaper than Rhythm would have
benefitted.
 Second rollover
o Key points to focus:

Self-reflection 5
As identified from the previous result, in order to beat the competitor, we have to
focus on the pricing strategy. This is why we increased our sale price that would make more
profit.
o Second decision:
In order to adhere to the point, we increased the sales price from $715 to $728 per unit
and at the same time, for better awareness, the expenditure on advertisement was increased
from $3,000,000 to $4,000,000; whereas, we simply decreased PR from $700,000 to $0. This
balanced the overall pricing.
o Second result [World 2; Class 8]
o Result obtained:
It was found that the SHV gap between Rhythm and that of Mike’s increased from
$0.6 to $0.84 because we were not succeeded to ascertain the retail price. Rhythm had a

Self-reflection 6
maximum of 30,000 units which were exhausted and it helped to increase the sale of Mike’s.
The awareness of Rhythm was still higher by 0.04, distribution was by 0.04 again and PR by
0.14.
o Scope of improvement for next year:
Increase awareness to reach up to 0.50 by more advertisement. Pricing setting was
important and to make it cheaper than Rhythm. As mentioned, the sales were less for Rhythm
and thus, better forecasting was needed.
 Third rollover
o Key points to focus:
As learned from the lectures that capacity control can help to reduce time and wastage
through its efficiency. In fact, it was proven by the single player that repaying the long term
debt increases SHV.
o Third decision:
o Third result [World 1; Class 1]

Self-reflection 7
o Result obtained:
The SHV was decreased. There was an increase of $0.75 higher than Rhythm but the
decreased in SHV was a concern. We realised that the $1.30 decrease was due to our mistake.
Other factors like price, PR, distribution along with awareness and market share were lower
than Rhythm and therefore, a solution was needed.
o Scope of improvement for next year:
Increase in the sales price of Mountain Bike could be reconsidered. We have to focus
on quality and distribution factors. The decrease in SHV required immediate attention and
launching a new product would have been a better option to consider.
 Fourth rollover
o Key points to focus:
Launching of a new product type to increase our SHV was a matter of concern. After
thorough discussion, it was decided to launch a Road bike as its profit margin was higher and
it was 1/5 more demanding that the youth.

Self-reflection 8
o Fourth decision:
We, the Avenger Group, decided to increase the sale price of Mountain bikes from
$702 to $715 and bike shop distribution from $50,000 to $100,000. There was initial margin
of 25% from sports stores that is to be increased to 27%. Branding was increased from
$1,000,000 to $1,200,000, SUC from 0 to 11,600, efficiency from $600,000 to $1,500,000,
Quality from $750,000 to $4,500,000 and Repurchased equity of $500,000. Once again the
production was decreased to 29,031 from 33,600 and the advertising on this particular
product came down from $4,700,000 to $3,500,000.
o Fourth result [World 2; Class 9]
o Result obtained:

Self-reflection 9
It was seen that the SHV gap increased from $0.84 to $12.94 which became matter of
concern because we reduced advertisement and thus, awareness. During this time there was
disagreement among the members of the Avenger Group and we seek for other’s opinion.
Again, due to poor forecasting, the prices of both the bikes resulted in poor profitability and
we lost loss $7,251,426 for Road and $694,980 for Mountain.
o Scope of improvement for next year:
Better forecasting is must along with pricing setting to maintain competitive pricing.
New product launching thinking about existing companies in the market could be another
good idea.
 Fifth rollover
o Key points to focus:
o Fifth decision:

Self-reflection 10
Primarily, we decreased the price of the Mountain bikes to $700 and also decreased
the road advertising budget and PR. Focus was made on the production and the promotion of
the Mountain bikes and thus, more investment was made on branding. As a result of which,
efficiency was also increased and the quality of the product as well. Lastly, another
$2,000,000 of shares was purchased too.
o Fifth result [World 2; Class 12]
o Result obtained:
The result was disappointing as the SHV gap between us and Rhythm increased to
$25.97 which was the worst of all the results previously obtained. The main reason of this
failure is because we failed our production plan and resulted in the loss of 4,000 sale in Youth
bike.
o Scope of improvement for next year:
Production definitely needs to revisit because the low price of Mountain bike has
affected our overall profitability. Reducing cost from awareness would not be fruitful. Focus

Self-reflection 11
has to be made on forecasting the sales and thus, the production plan to minimise the gap in
between Rhythm and us.
 Sixth rollover
o Key points to focus:
o Sixth decision:
o Sixth result [World 3; Class 19]

Self-reflection 12
o Result obtained:
Again the result was not favourable and there was confusion in the Avenger Group as
the SHV gap increased further to $58.98. The reason was quite understandable as we spent
too much money on quality to sell more road bikes. The decision was wrong and it affected
our profit margin to a great extent.
o Scope of improvement for next year:
As per opinion of others, purchasing dividend and share would add some profit. Apart
from awareness and quality, the cost stricture needs to be reconsidered in order to maximise
the SHV as possible.
 Seventh rollover
o Key points to focus:

Self-reflection 13
o Seventh decision:
o Seventh result [World 3; Class 18]

Self-reflection 14
o Result obtained:
The expectation of winning lost to considerable extent as the SHV gap increased more
to $77.31 and looking for another group to win the business simulation was important. Much
effort was made to reduce the cost but it became impossible to reduce the gap between
Rhythm, Anailax and that of our group.
o Scope of improvement for next year:
Repurchasing of share and paying the dividend might improve the present condition.
Resetting of the pricing was important. In fact, at this point, reconsidering every step was
important to improve the SHV to the maximum possible.
 Eighth rollover
o Key points to focus:

Self-reflection 15
o Eighth decision:
o Eighth result [World 3; Class 15]

Self-reflection 16
There were some serious changes and our group named as the Fantastic Four managed to
increase the SHV by $57.54 and we ended up in world 2 in the different categories.

Self-reflection 17
o Result obtained:
The final result obtained showed that our Global ranking was 398 with 98.1%
percentile. We stood at World 3 position.

Self-reflection 18
Overall experience:
The overall experience in the Avenger Group taught us many things that would be
extremely helpful once we will enter the practical world or the corporate world. The way how
a business runs and the analytical steps that an organization has to take in order to overcome
the huge competition in the market are being understood through this simulation. In addition
to this, working as a team also helps me to improve my interpersonal as well as group
communication skills and abilities. Understanding the world of business and how the
analytical frameworks are used for measuring the competition in the market has been well
understood through this simulation.