Cuba - Year 46 PDF

13/7/2020 Cuba - Year 47
COMPANY REPORT
INDUSTRY Cuba
FIRM Blue Buddies
PERIOD Year 46
SCENARIO VGCR1B3-V3.sce
boss3.stratxsimulations.com/WebForms/Print/PrintReport.aspx 1/57
13/7/2020 Cuba - Year 47
COMPANY SCORES
SHARE PRICE INDEX (1000 in year 40) MARKET SHARE (%$)

1,250 25
1% 5%
3%
1,000 1.024 20 20%
999
941 19% 19%
750 15
500 10
250 5
0 0
Year 44 Year 45 Year 46 Year 44 Year 45 Year 46
Red Box Blue Box
REVENUES (M$) EBIT (M$)

1,250 400
373 379
353
1,000 25 202
154 300
885 862 854

750
200
500
100
250 -4
0
-65 -36
0
Red Box Blue Box Red Box Blue Box
13/7/2020 Cuba - Year 47
PROFIT & LOSS STATEMENT - CONSOLIDATED
Year 46 Year 45 Year 44 Year 43 Year 42
Revenues K$ 1.056.656 1.015.910 909.225 900.416 884.987
Cost of goods sold K$ 354.623 331.526 260.003 305.678 325.072
Gross contribution K$ 702.033 684.384 649.222 594.739 559.914
Marketing expenditures K$ 97.787 87.511 107.602 105.000 105.000
Geographical expansion (sales force) K$ 174.097 149.610 144.575 97.250 84.892
Contribution after marketing K$ 430.148 447.263 397.045 392.489 370.022
Development (Product/Services/Delivery) K$ 0 26.006 15.000 0 4.969
Other costs (G&A & Corporate Projects) K$ 88.292 81.137 76.084 83.366 82.109
EBIT K$ 348.357 342.619 307.962 319.123 292.945
As % of revenues % 33% 34% 34% 35% 33%

1,250 400
1.057 343 348

1,000 1.016
300 319
308
885 900 909 293
750
200
500
100
250
0 0
Year 42 Year 43 Year 44 Year 45 Year 46 Year 42 Year 43 Year 44 Year 45 Year 46
13/7/2020 Cuba - Year 47
PROFIT & LOSS STATEMENT - RED BOX
Revenues K$ 854.180 861.718 884.597 900.416 884.987
Cost of goods sold K$ 238.852 240.722 246.386 305.678 325.072
Gross contribution K$ 615.327 620.995 638.210 594.739 559.914
Marketing expenditures K$ 74.787 72.511 97.602 105.000 105.000
Geographical expansion (sales force) K$ 121.894 103.050 95.565 97.250 84.892
Contribution after marketing K$ 418.646 445.434 445.043 392.489 370.022
Development (Product/Services/Delivery) K$ 0 0 0 0 4.969
Other costs (G&A & Corporate Projects) K$ 66.119 66.702 72.077 73.366 72.109
EBIT K$ 352.527 378.732 372.967 319.123 292.945
As % of revenues % 41% 44% 42% 35% 33%

1,000 400
373 379
885 900 885 353
862 854
800
300 319
293
600
200
400
100
200
0 0
Year 42 Year 43 Year 44 Year 45 Year 46 Year 42 Year 43 Year 44 Year 45 Year 46
13/7/2020 Cuba - Year 47
PROFIT & LOSS STATEMENT - BLUE BOX
Year 46 Year 45 Year 44
Revenues K$ 202.476 154.192 24.628
Cost of goods sold K$ 115.771 90.804 13.616
Gross contribution K$ 86.705 63.388 11.012
Marketing expenditures K$ 23.000 15.000 10.000
Geographical expansion (sales force) K$ 52.203 46.559 49.010
Contribution after marketing K$ 11.502 1.829 -47.998
Development (Product/Services/Delivery) K$ 0 26.006 15.000
Other costs (G&A & Corporate Projects) K$ 15.673 11.935 2.007
EBIT K$ -4.170 -36.113 -65.005
As % of revenues % -2% -23% -264%

250 0
-65 -36 -4
200 202
-20
150 154
100 -40
50
25 -60
0
13/7/2020 Cuba - Year 47
PROFIT & LOSS BY COUNTRY - CONSOLIDATED
Total RoundLand StarLand
Revenues K$ 1.056.656 871.980 184.676
Contribution after marketing (CAM) K$ 430.148 340.881 89.268

1,250 500
1.057 430
1,000 400
872 341
750 300
500 200
250 100
89
185
0 0
Total RoundLand StarLand Total RoundLand StarLand
13/7/2020 Cuba - Year 47
PROFIT & LOSS BY COUNTRY - RED BOX
Total RoundLand StarLand
Revenues K$ 854.180 669.504 184.676
Contribution after marketing (CAM) K$ 418.646 329.378 89.268

1,000 500
800 854 400 419
670 329
600 300
400 200
200 100
185 89
0 0
Total RoundLand StarLand Total RoundLand StarLand
13/7/2020 Cuba - Year 47
PROFIT & LOSS BY COUNTRY - BLUE BOX
Total RoundLand
Revenues K$ 202.476 202.476
Cost of goods sold K$ 115.771 115.771
Gross contribution K$ 86.705 86.705
Marketing expenditures K$ 23.000 23.000
Geographical expansion (sales force) K$ 52.203 52.203
Contribution after marketing (CAM) K$ 11.502 11.502

250 12.5
12 12
200 202 202 10.0
150 7.5
100 5.0
50 2.5
0 0.0
Total RoundLand Total RoundLand
13/7/2020 Cuba - Year 47
PRODUCTION REPORT - RED BOX
Production plan (your decision) KU 2.300 2.300 2.400 2.350 2.335
Units produced (based on actual demand) KU 2.254 2.274 2.334 2.376 2.335
Automated production adjustment KU -46 -26 -66 26 0
Base unit cost $ 126 126 126 153 166
(including Corporate projects reduction) % 18,8% 18,8% 18,8% 1% 0%
Volume-based COGS reduction K$ 44.079 44.706 46.620 58.118 63.623
Penalty for production adjustment K$ 0 0 0 0 0
Cost of goods sold (including reduction & penalty) K$ 238.852 240.722 246.386 305.678 325.072
Actual unit cost (COGS / Units produced) $ 106 106 106 129 139
PRODUCTION (KU)
2,500
2.400 2.334 2.350 2.376 2.335 2.335
2.300 2.254 2.300 2.274
2,000
1,500
1,000
500
0
Production Plan Units Sold
13/7/2020 Cuba - Year 47
PRODUCTION REPORT - BLUE BOX
Production plan (your decision) KU 780 600 450
Units produced (based on actual demand) KU 810 617 62
Automated production adjustment KU 30 17 -388
Base unit cost $ 150 150 164
(including Corporate projects reduction) % 18,8% 18,8% 18,8%
Volume-based COGS reduction K$ 5.938 1.881 0
Penalty for production adjustment K$ 0 0 3.397
Cost of goods sold (including reduction & penalty) K$ 115.771 90.804 13.616
Actual unit cost (COGS / Units produced) $ 143 147 219
PRODUCTION (KU)
1,000
800 810
780
600 617
600
400 450
200
62
0
Production Plan Units Sold
13/7/2020 Cuba - Year 47
FEEDBACK MESSAGES
The project "E. New Appraisal and Reward System for Employees" has been succesfully initiated.
Our HR capability has proven to be quite poor. As a result, HR is not taken seriously in the organization. Although
everyone likes the idea of being paid more, employees see no compelling reason to change the appraisal process,
leading them to lack motivation for doing this. No tangible effects have been measured so far.
The project "H. Training Selected Employees in Project Management" has been succesfully initiated.
This project is relatively low cost but the impact on profit is likely to be very modest. There are no significant cognitive,
resource, motivation or political hurdles to overcome. No tangible effect have been observed so far.
Shiny Apples is marketing a new version of Shiny Station. You can check its characteristics in "MARKET STUDIES >
Offering characteristics".
Yellow Bananas has launched a new console named Blue Console. You can check its characteristics in "MARKET
STUDIES > Offering characteristics".
Chindo Inc. has launched a new console named Blue Pack. You can check its characteristics in "MARKET STUDIES >
Offering characteristics".
As agreed between the Red Box manager and yourself, the Marketing expenses of Red Box were reduced by $16,662k
and the Sales Force expenses by $15,041k. Your Geographical Expansion decision was not modified.
The Production department negotiated a 5% reduction of Blue Box unit cost, based on a production plan of 780
thousands units. As a consequence, the Blue Box COGS were reduced by $5,938k.
Your Blue Ocean offering is designed to attract only one of the noncustomer types revealed by the Visual Exploration:
Path 1. You could have generated more sales by including in your offering common Value Factors which create value
for other types of noncustomers.
The noncustomer type discovered during the Visual Exploration (Path 1) finds your offering appealing. However, you
may receive additional feedback messages below to improve your offering.
Your Blue Ocean offering includes the Value Factors "Console Power (Sophistication of Gaming Experience), Controller
Sophistication, Audio Sophistication, Online Gaming, Rechargeable batteries". These factors have appealed to a large
proportion of noncustomers. However, it seems that your offering exceeds market expectations for these factors. As a
result, you lost some margin without creating additional sales.
Your Blue Ocean offering includes the Value Factors "Graphics Sophistication, Number of Possible Players". These
factors have appealed to a large proportion of noncustomers. However, it seems that your offering has failed to meet
market expectations for these factors. As a result, you have failed to generate all the sales that you may have been
able to achieve.
13/7/2020 Cuba - Year 47
ANNOUNCEMENTS
Your overall budget for next year is $292mio. This budget is already partially utilized by Red Box, based on
recommendations made by the Red Box Manager. However, a share of the Red Box expenses can be transferred to
Blue Box, as shown in the left-hand menu bar.
Shiny Apples has announced the launch of an improved version of Shiny Station for next period. Shiny Apples claims
that several million dollars have been invested to revamp the console. In particular, the following competing factors
will be upgraded:
(D) Dedicated Stores
(D) Local Sales and Service
(D) Trial and Return
Purple Plums has announced the launch of an improved version of Purple Player for next period. Purple Plums claims
that several million dollars have been invested to revamp the console. In particular, the following competing factors
will be upgraded:
Rechargeable batteries
Disc damage prevention
(S) Speed of Providing Patches and Corrections to Games
Yellow Bananas has announced the launch of an improved version of Yellow Console for next period. Yellow Bananas
claims that several million dollars have been invested to revamp the console. In particular, the following competing
factors will be upgraded:
(S) Loyalty Card and Rewards
(S) Ability to Swap Games
(D) Ability to buy from a catalogue
13/7/2020 Cuba - Year 47
COMPANY KPI
Blue Buddies Shiny Apples Purple Plums Yellow Bananas Total
Share Price Index 1.024 1.035 964 746
Market Share %U 29% 26% 21% 23% 100%
Market Share %$ 24% 36% 25% 14% 100%
Revenues K$ 1.056.656 1.626.004 1.125.054 617.211 4.424.926
EBIT K$ 348.357 643.564 402.705 130.964 1.525.590
Unit Market Shares (%U) Value Market Shares (%$)

Blue Buddies Blue Buddies
Shiny Apples Shiny Apples
Purple Plums 14.1% Purple Plums
23.2% Yellow Bananas 24.2% Yellow Bananas
29.3%
25.3%
21.2%
26.3% 36.4%
SHARE PRICE INDEX (1000 in year 40)

Blue Buddies Shiny Apples Purple Plums Yellow Bananas
1,500
1,000
500
0
Year 39 Year 40 Year 41 Year 42 Year 43 Year 44 Year 45 Year 46 Year 47 Year 48 Year 49
13/7/2020 Cuba - Year 47
OFFERING CHARACTERISTICS
Shiny Purple Yellow Blue

Range Red Box Blue Box Blue Pack
Station Player Console Console
Price $ [100, 660] 379 579 499 249 250 280 220
Console Power (Sophistication of Gaming

GHz [2, 10] 5 10 8 4 7 4 7
Experience)
Graphics Sophistication Mb [32, 288] 40 256 224 32 32 96 32
Controller Sophistication #buttons [4, 20] 12 20 16 8 8 4 8
Audio Sophistication index [1, 9] - 7 5 3 3 3 3
Multimedia Add-ons #format [1, 9] - 9 7 1 Elim. 1 -
Online Gaming index [10, 90] - 30 - 90 90 90 90
Low /
Number of Possible Players - VL--> VH - - - - Average Average
Average
Ability to control gaming habits - VL--> VH - High - - - - -
Low / Low /
Exer-gaming / Exer-tainment - VL--> VH - - - - Average
Average Average
Space-saving footprint index [1, 9] - - - - - - -
Average /
Rechargeable batteries - VL--> VH - High - - High -
High
Disc damage prevention - VL--> VH - High - - - - -
13/7/2020 Cuba - Year 47
BENCHMARKING
Mkt Share (%U) Mkt Share (%$) Unit Sales (KU) Revenues (K$) EBIT (K$)
Red Box 21% 19% 2.254 854.180 352.527
Shiny Station 26% 36% 2.808 1.626.004 643.564
Purple Player 21% 25% 2.255 1.125.054 402.705
Yellow Console 22% 13% 2.335 581.306 171.264
Blue Box 8% 5% 810 202.476 -4.170
Blue Console 1% 1% 128 35.905 -40.299
Blue Pack 1% 1% 147 32.373 -
Total 100% 100% 10.737 4.457.299 1.430.435
Red Box Shiny Station Purple Player Yellow Console Blue Box Blue Console
Revenues K$ 854.180 1.626.004 1.125.054 581.306 202.476 35.905
Cost of goods sold K$ 238.852 584.454 395.773 183.443 115.771 14.399
Gross contribution K$ 615.327 1.041.550 729.281 397.863 86.705 21.506
Marketing expenditures K$ 74.787 131.946 135.233 114.460 23.000 12.000
Geo. expansion (sales force) K$ 121.894 124.054 112.767 71.540 52.203 29.703
% Roundland / % Starland 100 / 20 100 / 60 100 / 60 100 / 10 90 / 0 60 / 0
Contribution after marketing K$ 418.646 785.550 481.281 211.863 11.502 -20.197
Development costs K$ 0 28.422 0 0 0 17.595
Other costs (G&A & Projects) K$ 66.119 113.564 78.576 40.600 15.673 2.508
EBIT K$ 352.527 643.564 402.705 171.264 -4.170 -40.299
41% 40% 36% 29% -2% -112%
No accurate financial information could be obtained for the low cost imitator "Chindo Inc.".
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13/7/2020 Cuba - Year 47
CUSTOMER PREFERENCES
6-21 year olds 22-35 year olds 36+ year olds Total
Red Box 17% 17,2% 16,8% 17%
Shiny Station 5,2% 12,4% 19,4% 12,3%
Purple Player 6,5% 16,2% 15% 12,5%
Yellow Console 23,9% 13,6% 12,9% 16,8%
Blue Box 20,5% 18,2% 16,3% 18,3%
Blue Console 15,7% 13,6% 12,1% 13,8%
Blue Pack 11,2% 8,7% 7,5% 9,1%
Total 100% 100% 100% 100%
25%
20,5%
23,9% 19,4%
20% 18,2%
17% 17,2% 16,8%
15,7% 16,2% 16,3%
15%
15% 13,6% 13,6%
12,4% 12,9%
12,1%
11,2%
10% 8,7%
7,5%
6,5%
5,2%
5%
0%
6-21 22-35 36+
Red Box Shiny Station Purple Player Yellow Console 1/2
To produce this study, a questionnaire was administered to 3,000 'traditional' consumers. It does not fully reflect the current market situation and especially the
preferences of the new, 'non-traditional' consumers attracted by Blue Ocean offerings.
13/7/2020 Cuba - Year 47
SALES & MARKET SHARES - ALL COUNTRIES - ALL SEGMENTS - ALL CHANNELS
Market Shares (%U) Market Shares (%$) Market Sales (KU) Market Sales (K$)
Red Box 21% 19,2% 2.254 854.180
Shiny Station 26,2% 36,5% 2.808 1.626.004
Purple Player 21% 25,2% 2.255 1.125.054
Yellow Console 21,7% 13% 2.335 581.306
Blue Box 7,5% 4,5% 810 202.476
Blue Console 1,2% 0,8% 128 35.905
Blue Pack 1,4% 0,7% 147 32.373
Total 100% 100% 10.737 4.457.299

Red Box Red Box
Shiny Station Shiny Station
7.5% Purple Player Purple Player
21% 19.2%
Yellow Console 13% Yellow Console
Blue Box Blue Box
21.7% Blue Console Blue Console
Blue Pack Blue Pack
25.2%
26.2%
36.5%
21%
SALES & MARKET SHARES - ALL COUNTRIES - ALL SEGMENTS - LOW PRICE-ORIENTATED
Red Box 23,3% 24% 931 352.846
Shiny Station 14,8% 23,3% 592 342.725
Purple Player 15,9% 21,5% 635 316.851
Yellow Console 36,9% 25% 1.476 367.580
Blue Box 6,8% 4,6% 270 67.527
Blue Console 1,1% 0,8% 43 11.943
Blue Pack 1,2% 0,7% 50 10.934
Total 100% 100% 3.997 1.470.405
13/7/2020 Cuba - Year 47

Red Box Red Box
Purple Player Purple Player
23.3% Yellow Console 24% Yellow Console
Blue Box Blue Box
25%
Blue Console Blue Console
Blue Pack Blue Pack
36.9%
14.8%
23.3%
21.5%
15.9%
SALES & MARKET SHARES - ALL COUNTRIES - ALL SEGMENTS - SPECIALIZED ELECTRONICS
STORES
Red Box 19,1% 16,1% 722 273.822
Shiny Station 42,6% 54,9% 1.610 932.067
Purple Player 14% 15,5% 529 263.864
Yellow Console 14,3% 7,9% 539 134.291
Blue Box 7,4% 4,1% 280 69.930
Blue Console 1,2% 0,7% 45 12.534
Blue Pack 1,3% 0,6% 50 10.990
Total 100% 100% 3.775 1.697.498

Red Box Red Box
19.1% 7.9% 16.1%
Yellow Console Yellow Console
14.3% Blue Box Blue Box
Blue Console 15.5% Blue Console
Blue Pack Blue Pack
14%
42.6%
55%
13/7/2020 Cuba - Year 47
SALES & MARKET SHARES - ALL COUNTRIES - ALL SEGMENTS - VIDEO GAME CHAINS
Red Box 20,2% 17,6% 600 227.512
Shiny Station 20,5% 27,2% 607 351.212
Purple Player 36,8% 42,2% 1.091 544.340
Yellow Console 10,8% 6,2% 319 79.435
Blue Box 8,8% 5% 260 65.020
Blue Console 1,4% 0,9% 41 11.427
Blue Pack 1,6% 0,8% 47 10.449
Total 100% 100% 2.965 1.289.395

Red Box Red Box

20.2% 17.6%
Blue Pack Blue Pack
20.5% 27.2%
42.2%
36.8%
SALES & MARKET SHARES - ALL COUNTRIES - 6-21 - ALL CHANNELS

Red Box 24,1% 25,6% 1.109 420.175
Shiny Station 13% 21,1% 598 346.348
Purple Player 13,2% 18,4% 606 302.523
Yellow Console 38,4% 26,8% 1.768 440.355
Blue Box 8,5% 5,9% 390 97.514
Blue Console 1,4% 1,1% 64 17.960
Blue Pack 1,6% 1% 73 16.003
Total 100% 100% 4.609 1.640.878
13/7/2020 Cuba - Year 47

Red Box Red Box
24.1% Yellow Console 25.6% Yellow Console
Blue Box Blue Box
Blue Pack Blue Pack
38.3% 13%
21.1%
13.2% 18.4%
SALES & MARKET SHARES - ALL COUNTRIES - 6-21 - LOW PRICE-ORIENTATED

Red Box 24,6% 26,4% 774 293.405
Shiny Station 12,1% 19,8% 381 220.459
Purple Player 13,1% 18,5% 412 205.542
Yellow Console 43,4% 30,5% 1.365 339.937
Blue Box 5,1% 3,6% 159 39.738
Blue Console 0,9% 0,7% 28 7.748
Blue Pack 0,9% 0,6% 28 6.195
Total 100% 100% 3.147 1.113.025

Red Box Red Box
Blue Box Blue Box
Blue Pack Blue Pack
43.4%
12.1%
19.8%
13.1% 18.5%
13/7/2020 Cuba - Year 47
SALES & MARKET SHARES - ALL COUNTRIES - 6-21 - SPECIALIZED ELECTRONICS STORES
Red Box 23,4% 24,2% 217 82.406
Shiny Station 17,3% 27,4% 161 93.168
Purple Player 11,6% 15,9% 108 53.935
Yellow Console 30,4% 20,7% 282 70.323
Blue Box 12,9% 8,8% 120 29.906
Blue Console 2,1% 1,6% 19 5.342
Blue Pack 2,5% 1,5% 23 5.029
Total 100% 100% 930 340.109

Red Box Red Box
Purple Player 8.8% Purple Player
12.9% 23.4% Yellow Console 24.2% Yellow Console
Blue Box Blue Box
Blue Pack Blue Pack
30.3% 17.3%
27.4%
15.9%
11.6%
SALES & MARKET SHARES - ALL COUNTRIES - 6-21 - VIDEO GAME CHAINS
Red Box 22% 23,6% 117 44.365
Shiny Station 10,6% 17,4% 57 32.720
Purple Player 16,2% 22,9% 86 43.046
Yellow Console 22,7% 16% 121 30.094
Blue Box 21% 14,8% 111 27.869
Blue Console 3,3% 2,6% 17 4.870
Blue Pack 4,1% 2,5% 22 4.779
Total 100% 100% 531 187.744
13/7/2020 Cuba - Year 47

Red Box Red Box
22% Yellow Console 23.6% Yellow Console
14.8%
21% Blue Box Blue Box
Blue Pack Blue Pack
10.6% 16%
17.4%
22.7% 16.2%
22.9%
SALES & MARKET SHARES - ALL COUNTRIES - 22-35 - ALL CHANNELS

Red Box 19,7% 17,3% 507 192.120
Shiny Station 15,5% 20,8% 400 231.384
Purple Player 42,4% 49% 1.091 544.248
Yellow Console 9,5% 5,5% 245 61.043
Blue Box 9,7% 5,6% 250 62.533
Blue Console 1,3% 0,9% 35 9.695
Blue Pack 1,8% 0,9% 47 10.425
Total 100% 100% 2.575 1.111.448

Red Box Red Box
9.7% 17.3%
19.7% Yellow Console Yellow Console
Blue Pack Blue Pack
15.5% 20.8%
49%
42.4%
13/7/2020 Cuba - Year 47
SALES & MARKET SHARES - ALL COUNTRIES - 22-35 - LOW PRICE-ORIENTATED

Red Box 19% 17,8% 96 36.408
Shiny Station 14,6% 21% 74 42.948
Purple Player 33% 40,7% 167 83.375
Yellow Console 13,7% 8,4% 69 17.226
Blue Box 14,9% 9,2% 75 18.827
Blue Console 1,9% 1,3% 10 2.713
Blue Pack 2,9% 1,6% 15 3.276
Total 100% 100% 506 204.772

Red Box Red Box
19% 17.8%
Blue Box 8.4% Blue Box
13.7% 14.6% Blue Pack Blue Pack

21%
40.7%
33%
SALES & MARKET SHARES - ALL COUNTRIES - 22-35 - SPECIALIZED ELECTRONICS STORES
Red Box 16,3% 15,7% 48 18.160
Shiny Station 18,5% 27,2% 54 31.438
Purple Player 25,1% 31,8% 74 36.844
Yellow Console 8,6% 5,5% 25 6.314
Blue Box 23,8% 15,1% 70 17.488
Blue Console 2,9% 2,1% 9 2.413
Blue Pack 4,8% 2,7% 14 3.130
Total 100% 100% 294 115.787
13/7/2020 Cuba - Year 47

Red Box Red Box
16.3% 15.7%
Yellow Console 15.1% Yellow Console
Blue Box Blue Box
23.8%
5.5%
18.5% Blue Pack Blue Pack
27.2%
8.6%
31.8%
25.1%
SALES & MARKET SHARES - ALL COUNTRIES - 22-35 - VIDEO GAME CHAINS
Red Box 20,5% 17,4% 363 137.552
Shiny Station 15,3% 19,9% 271 156.998
Purple Player 47,9% 53,6% 850 424.030
Yellow Console 8,5% 4,7% 151 37.503
Blue Box 5,9% 3,3% 105 26.218
Blue Console 0,9% 0,6% 16 4.569
Blue Pack 1% 0,5% 18 4.019
Total 100% 100% 1.774 790.889

Red Box Red Box
20.5% 17.4%
Blue Box Blue Box
Blue Pack Blue Pack
15.3% 19.9%
53.6%
47.9%
13/7/2020 Cuba - Year 47
SALES & MARKET SHARES - ALL COUNTRIES - 36+ - ALL CHANNELS

Red Box 18% 14,2% 638 241.884
Shiny Station 50,9% 61,5% 1.810 1.048.271
Purple Player 15,7% 16,3% 558 278.283
Yellow Console 9% 4,7% 321 79.908
Blue Box 4,8% 2,5% 170 42.430
Blue Console 0,8% 0,5% 29 8.250
Blue Pack 0,8% 0,3% 27 5.946
Total 100% 100% 3.554 1.704.972

Red Box Red Box
9% 18%
15.7%
Blue Pack Blue Pack
50.9% 61.5%
SALES & MARKET SHARES - ALL COUNTRIES - 36+ - LOW PRICE-ORIENTATED

Red Box 17,7% 15,1% 61 23.033
Shiny Station 39,9% 52% 137 79.318
Purple Player 16,3% 18,3% 56 27.934
Yellow Console 12,2% 6,8% 42 10.417
Blue Box 10,4% 5,9% 36 8.962
Blue Console 1,5% 1% 5 1.482
Blue Pack 1,9% 1% 7 1.462
Total 100% 100% 343 152.608
13/7/2020 Cuba - Year 47

Red Box Red Box
10.4% 17.7% 15.1%
Blue Box Blue Box
18.3%
Blue Pack Blue Pack
16.3%
39.9%
51.9%
SALES & MARKET SHARES - ALL COUNTRIES - 36+ - SPECIALIZED ELECTRONICS STORES
Red Box 17,9% 14% 457 173.256
Shiny Station 54,7% 65% 1.395 807.460
Purple Player 13,6% 13,9% 347 173.085
Yellow Console 9,1% 4,6% 232 57.654
Blue Box 3,5% 1,8% 90 22.536
Blue Console 0,7% 0,4% 17 4.779
Blue Pack 0,5% 0,2% 13 2.832
Total 100% 100% 2.550 1.241.602

Red Box Red Box
Purple Player 14% Purple Player
9.1% 17.9%
13.9%
Blue Box Blue Box
Blue Pack Blue Pack
54.7% 65.1%
13/7/2020 Cuba - Year 47
SALES & MARKET SHARES - ALL COUNTRIES - 36+ - VIDEO GAME CHAINS
Red Box 18,2% 14,7% 120 45.595
Shiny Station 42,3% 52% 279 161.494
Purple Player 23,5% 24,9% 155 77.264
Yellow Console 7,2% 3,8% 48 11.838
Blue Box 6,6% 3,5% 44 10.932
Blue Console 1,1% 0,6% 7 1.988
Blue Pack 1,1% 0,5% 8 1.651
Total 100% 100% 660 310.762

Red Box Red Box
18.2% 14.7%
Blue Box Blue Box
Blue Pack Blue Pack
23.5%
42.3%
52%
13/7/2020 Cuba - Year 47
SALES & MARKET SHARES - ROUNDLAND - ALL SEGMENTS - ALL CHANNELS

Red Box 24% 24,2% 1.766 669.503
Shiny Station 17,7% 27,2% 1.301 753.330
Purple Player 14,9% 19,8% 1.096 546.702
Yellow Console 28,8% 19,1% 2.118 527.410
Blue Box 11% 7,3% 810 202.476
Blue Console 1,7% 1,3% 128 35.905
Blue Pack 2% 1,2% 147 32.373
Total 100% 100% 7.367 2.767.700

Red Box Red Box
11%
Blue Box Blue Box
19.1%
Blue Pack Blue Pack
28.8%
17.7%
19.8% 27.2%
14.9%
SALES & MARKET SHARES - ROUNDLAND - ALL SEGMENTS - LOW PRICE-ORIENTATED

Red Box 24,7% 28,6% 707 268.061
Shiny Station 7,3% 12,9% 209 121.202
Purple Player 8,7% 13,3% 249 124.212
Yellow Console 46,7% 35,6% 1.338 333.191
Blue Box 9,4% 7,2% 270 67.527
Blue Console 1,5% 1,3% 43 11.943
Blue Pack 1,7% 1,2% 50 10.934
Total 100% 100% 2.866 937.070
13/7/2020 Cuba - Year 47

Red Box Red Box
9.4%
28.6%
Blue Box Blue Box
Blue Pack Blue Pack
7.3% 35.6%
46.7% 12.9%
8.7%
13.3%
SALES & MARKET SHARES - ROUNDLAND - ALL SEGMENTS - SPECIALIZED ELECTRONICS

STORES
Red Box 23% 21,2% 575 218.011
Shiny Station 31,5% 44,4% 789 456.607
Purple Player 11% 13,4% 275 137.240
Yellow Console 19,6% 11,9% 490 121.993
Blue Box 11,2% 6,8% 280 69.930
Blue Console 1,8% 1,2% 45 12.534
Blue Pack 2% 1,1% 50 10.990
Total 100% 100% 2.503 1.027.306

Red Box Red Box
11.2% 23% 21.2%
11.9%
Blue Box Blue Box
13.4%
31.5%
11%
44.4%
13/7/2020 Cuba - Year 47
SALES & MARKET SHARES - ROUNDLAND - ALL SEGMENTS - VIDEO GAME CHAINS
Red Box 24,2% 22,8% 484 183.432
Shiny Station 15,2% 21,8% 303 175.520
Purple Player 28,6% 35,5% 572 285.250
Yellow Console 14,5% 9% 290 72.226
Blue Box 13% 8,1% 260 65.020
Blue Console 2% 1,4% 41 11.427
Blue Pack 2,4% 1,3% 47 10.449
Total 100% 100% 1.997 803.324

Red Box Red Box
24.2%
9%
Blue Box Blue Box
15.2%
21.8%
35.5%
28.6%
SALES & MARKET SHARES - ROUNDLAND - 6-21 - ALL CHANNELS

Red Box 25% 30,1% 837 317.222
Shiny Station 5,2% 9,7% 176 101.718
Purple Player 6,3% 9,9% 209 104.536
Yellow Console 47,8% 37,9% 1.602 398.920
Blue Box 11,6% 9,3% 390 97.514
Blue Console 1,9% 1,7% 64 17.960
Blue Pack 2,2% 1,5% 73 16.003
Total 100% 100% 3.351 1.053.872
13/7/2020 Cuba - Year 47

Red Box Red Box
25%
30.1%
Blue Box Blue Box
Blue Pack Blue Pack
37.9%
9.7%
47.8%
9.9%
SALES & MARKET SHARES - ROUNDLAND - 6-21 - LOW PRICE-ORIENTATED

Red Box 25,5% 30,9% 581 220.381
Shiny Station 4,7% 8,8% 108 62.602
Purple Player 6% 9,6% 137 68.258
Yellow Console 54,3% 43,2% 1.237 308.011
Blue Box 7% 5,6% 159 39.738
Blue Console 1,2% 1,1% 28 7.748
Blue Pack 1,2% 0,9% 28 6.195
Total 100% 100% 2.278 712.933

Red Box Red Box
7% Purple Player Purple Player
Blue Pack Blue Pack
43.2%
6%
54.4% 8.8%
9.6%
13/7/2020 Cuba - Year 47
SALES & MARKET SHARES - ROUNDLAND - 6-21 - SPECIALIZED ELECTRONICS STORES

Red Box 24,7% 29,4% 165 62.497
Shiny Station 7,1% 12,9% 47 27.422
Purple Player 5,6% 8,7% 37 18.513
Yellow Console 38,4% 30% 256 63.672
Blue Box 17,9% 14,1% 120 29.906
Blue Console 2,9% 2,5% 19 5.342
Blue Pack 3,4% 2,4% 23 5.029
Total 100% 100% 667 212.380

Red Box Red Box
17.9% 29.4%
Blue Box Blue Box
Blue Pack Blue Pack
7.1%
30% 12.9%
38.4%
8.7%
SALES & MARKET SHARES - ROUNDLAND - 6-21 - VIDEO GAME CHAINS

Red Box 22,3% 26,7% 91 34.344
Shiny Station 5% 9,1% 20 11.695
Purple Player 8,8% 13,8% 36 17.764
Yellow Console 26,9% 21,2% 109 27.237
Blue Box 27,4% 21,7% 111 27.869
Blue Console 4,3% 3,8% 17 4.870
Blue Pack 5,3% 3,7% 22 4.779
Total 100% 100% 406 128.559
13/7/2020 Cuba - Year 47

Red Box Red Box
26.7%
Blue Box Blue Box
21.7%
27.4%
5% Blue Pack Blue Pack
8.8% 9.1%
21.2%
13.8%
26.9%
SALES & MARKET SHARES - ROUNDLAND - 22-35 - ALL CHANNELS

Red Box 23,6% 22,3% 411 155.741
Shiny Station 12% 17,3% 209 120.861
Purple Player 32,6% 40,6% 568 283.368
Yellow Console 12,8% 8% 223 55.638
Blue Box 14,3% 9% 250 62.533
Blue Console 2% 1,4% 35 9.695
Blue Pack 2,7% 1,5% 47 10.425
Total 100% 100% 1.743 698.260

Red Box Red Box
14.3% 23.6% Yellow Console 22.3% Yellow Console
8%
Blue Box Blue Box
12% 17.3%
40.6%
32.6%
13/7/2020 Cuba - Year 47
SALES & MARKET SHARES - ROUNDLAND - 22-35 - LOW PRICE-ORIENTATED

Red Box 21,5% 22,2% 77 29.143
Shiny Station 10,2% 16,1% 37 21.167
Purple Player 22,8% 30,9% 81 40.640
Yellow Console 17,6% 11,9% 63 15.690
Blue Box 21% 14,3% 75 18.827
Blue Console 2,7% 2,1% 10 2.713
Blue Pack 4,2% 2,5% 15 3.276
Total 100% 100% 358 131.456

Red Box Red Box
21.5% Yellow Console 14.3% 22.2% Yellow Console
21% Blue Box Blue Box
Blue Pack 11.9% Blue Pack
10.2%
16.1%
17.6%
22.8%
30.9%
SALES & MARKET SHARES - ROUNDLAND - 22-35 - SPECIALIZED ELECTRONICS STORES

Red Box 17,3% 18,3% 39 14.659
Shiny Station 13,2% 21,3% 29 16.998
Purple Player 17,6% 24,4% 39 19.541
Yellow Console 10,4% 7,2% 23 5.752
Blue Box 31,4% 21,9% 70 17.488
Blue Console 3,9% 3% 9 2.413
Blue Pack 6,4% 3,9% 14 3.130
Total 100% 100% 223 79.982
13/7/2020 Cuba - Year 47

Red Box Red Box
17.3% 18.3%
13.2%
21.3%
7.2%
17.6%
10.4% 24.4%
SALES & MARKET SHARES - ROUNDLAND - 22-35 - VIDEO GAME CHAINS

Red Box 25,4% 23% 295 111.939
Shiny Station 12,3% 17% 143 82.696
Purple Player 38,5% 45,8% 447 223.186
Yellow Console 11,8% 7% 137 34.196
Blue Box 9% 5,4% 105 26.218
Blue Console 1,4% 0,9% 16 4.569
Blue Pack 1,6% 0,8% 18 4.019
Total 100% 100% 1.162 486.822

Red Box Red Box
9% Purple Player Purple Player
7% 23%

Blue Pack Blue Pack
12.3% 17%
45.8%
38.5%
13/7/2020 Cuba - Year 47
SALES & MARKET SHARES - ROUNDLAND - 36+ - ALL CHANNELS

Red Box 22,8% 19,4% 519 196.541
Shiny Station 40,3% 52,3% 917 530.751
Purple Player 14% 15,6% 318 158.799
Yellow Console 12,9% 7,2% 293 72.852
Blue Box 7,5% 4,2% 170 42.430
Blue Console 1,3% 0,8% 29 8.250
Blue Pack 1,2% 0,6% 27 5.946
Total 100% 100% 2.272 1.015.568

Red Box Red Box
7.2% 19.4%
Blue Pack Blue Pack
14%
40.3%
52.2%
SALES & MARKET SHARES - ROUNDLAND - 36+ - LOW PRICE-ORIENTATED

Red Box 21,3% 20% 49 18.537
Shiny Station 28,1% 40,4% 65 37.433
Purple Player 13,3% 16,5% 31 15.313
Yellow Console 16,6% 10,2% 38 9.490
Blue Box 15,6% 9,7% 36 8.962
Blue Console 2,3% 1,6% 5 1.482
Blue Pack 2,9% 1,6% 7 1.462
Total 100% 100% 230 92.681
13/7/2020 Cuba - Year 47

Red Box Red Box
9.7% 20%
15.6%
Blue Pack Blue Pack
16.6%
16.5%
28.1%
40.4%
13.3%
SALES & MARKET SHARES - ROUNDLAND - 36+ - SPECIALIZED ELECTRONICS STORES

Red Box 23% 19,2% 372 140.855
Shiny Station 44,1% 56,1% 712 412.187
Purple Player 12,3% 13,5% 199 99.186
Yellow Console 13,1% 7,2% 211 52.569
Blue Box 5,6% 3,1% 90 22.536
Blue Console 1,1% 0,7% 17 4.779
Blue Pack 0,8% 0,4% 13 2.832
Total 100% 100% 1.614 734.944

Red Box Red Box
23% 19.2%
13.1%
Blue Box Blue Box
13.5%
Blue Pack Blue Pack
12.3%
44.1% 56%
13/7/2020 Cuba - Year 47
SALES & MARKET SHARES - ROUNDLAND - 36+ - VIDEO GAME CHAINS

Red Box 22,9% 19,8% 98 37.149
Shiny Station 32,7% 43,2% 140 81.130
Purple Player 20,7% 23,6% 89 44.300
Yellow Console 10,1% 5,7% 43 10.793
Blue Box 10,2% 5,8% 44 10.932
Blue Console 1,7% 1,1% 7 1.988
Blue Pack 1,8% 0,9% 8 1.651
Total 100% 100% 429 187.943

Red Box Red Box
10.2% 19.8%
Blue Box Blue Box
10.1%
Blue Pack 23.6% Blue Pack
20.7%
32.7%
43.2%
13/7/2020 Cuba - Year 47
SALES & MARKET SHARES - STARLAND - ALL SEGMENTS - ALL CHANNELS

Red Box 14,5% 10,9% 487 184.676
Shiny Station 44,7% 51,6% 1.507 872.674
Purple Player 34,4% 34,2% 1.159 578.353
Yellow Console 6,4% 3,2% 216 53.896
Blue Box 0% 0% 0 0
Blue Console 0% 0% 0 0
Blue Pack 0% 0% 0 0
Total 100% 100% 3.370 1.689.599

Red Box Red Box
14.5% Purple Player 10.9% Purple Player

34.2%
34.4%
44.7% 51.7%
SALES & MARKET SHARES - STARLAND - ALL SEGMENTS - LOW PRICE-ORIENTATED

Red Box 19,8% 15,9% 224 84.785
Shiny Station 33,8% 41,5% 383 221.523
Purple Player 34,1% 36,1% 386 192.639
Yellow Console 12,2% 6,4% 138 34.388
Blue Box 0% 0% 0 0
Blue Pack 0% 0% 0 0
Total 100% 100% 1.130 533.336
13/7/2020 Cuba - Year 47

Red Box Red Box
15.9%
36.1%
34.1%
33.8% 41.5%
SALES & MARKET SHARES - STARLAND - ALL SEGMENTS - SPECIALIZED ELECTRONICS STORES
Red Box 11,6% 8,3% 147 55.811
Shiny Station 64,6% 70,9% 821 475.459
Purple Player 20% 18,9% 254 126.624
Yellow Console 3,9% 1,8% 49 12.298
Blue Box 0% 0% 0 0
Blue Pack 0% 0% 0 0
Total 100% 100% 1.272 670.192

Red Box Red Box
20%
64.5% 71%
13/7/2020 Cuba - Year 47
SALES & MARKET SHARES - STARLAND - ALL SEGMENTS - VIDEO GAME CHAINS
Red Box 12% 9,1% 116 44.080
Shiny Station 31,3% 36,1% 303 175.692
Purple Player 53,6% 53,3% 519 259.089
Yellow Console 3% 1,5% 29 7.210
Blue Box 0% 0% 0 0
Blue Pack 0% 0% 0 0
Total 100% 100% 968 486.071

Red Box Red Box
12% Purple Player 9.1% Purple Player
31.3% 53.3% 36.1%

53.7%
SALES & MARKET SHARES - STARLAND - 6-21 - ALL CHANNELS

Red Box 21,6% 17,5% 272 102.954
Shiny Station 33,6% 41,7% 423 244.630
Purple Player 31,6% 33,7% 397 197.988
Yellow Console 13,2% 7,1% 166 41.435
Blue Box 0% 0% 0 0
Blue Pack 0% 0% 0 0
Total 100% 100% 1.257 587.006
13/7/2020 Cuba - Year 47

Red Box Red Box
13.2%
17.5%
33.7%
31.6%
33.6% 41.7%
SALES & MARKET SHARES - STARLAND - 6-21 - LOW PRICE-ORIENTATED

Red Box 22,2% 18,3% 193 73.024
Shiny Station 31,4% 39,5% 273 157.858
Purple Player 31,7% 34,3% 275 137.284
Yellow Console 14,8% 8% 128 31.926
Blue Box 0% 0% 0 0
Blue Pack 0% 0% 0 0
Total 100% 100% 869 400.093

Red Box Red Box
14.8% 18.3%
34.3%
31.7%
31.4% 39.5%
13/7/2020 Cuba - Year 47
SALES & MARKET SHARES - STARLAND - 6-21 - SPECIALIZED ELECTRONICS STORES

Red Box 19,9% 15,6% 53 19.909
Shiny Station 43% 51,5% 114 65.747
Purple Player 26,9% 27,7% 71 35.422
Yellow Console 10,1% 5,2% 27 6.652
Blue Box 0% 0% 0 0
Blue Pack 0% 0% 0 0
Total 100% 100% 264 127.729

Red Box Red Box
15.6%
27.7%
26.9%
43% 51.5%
SALES & MARKET SHARES - STARLAND - 6-21 - VIDEO GAME CHAINS

Red Box 21,2% 16,9% 26 10.021
Shiny Station 29,1% 35,5% 36 21.025
Purple Player 40,6% 42,7% 51 25.281
Yellow Console 9,2% 4,8% 11 2.857
Blue Box 0% 0% 0 0
Blue Pack 0% 0% 0 0
Total 100% 100% 125 59.185
13/7/2020 Cuba - Year 47

Red Box Red Box
16.9%
42.7%
40.6%
29.1% 35.5%
SALES & MARKET SHARES - STARLAND - 22-35 - ALL CHANNELS

Red Box 11,5% 8,8% 96 36.379
Shiny Station 23% 26,7% 191 110.523
Purple Player 62,9% 63,1% 523 260.881
Yellow Console 2,6% 1,3% 22 5.405
Blue Box 0% 0% 0 0
Blue Pack 0% 0% 0 0
Total 100% 100% 831 413.188

Red Box Red Box
23% 26.7%
62.9% 63.2%
13/7/2020 Cuba - Year 47
SALES & MARKET SHARES - STARLAND - 22-35 - LOW PRICE-ORIENTATED

Red Box 12,9% 9,9% 19 7.265
Shiny Station 25,3% 29,7% 38 21.781
Purple Player 57,6% 58,3% 86 42.735
Yellow Console 4,2% 2,1% 6 1.536
Blue Box 0% 0% 0 0
Blue Pack 0% 0% 0 0
Total 100% 100% 149 73.316

Red Box Red Box
25.3% 29.7%
58.3%
57.6%
SALES & MARKET SHARES - STARLAND - 22-35 - SPECIALIZED ELECTRONICS STORES

Red Box 13% 9,8% 9 3.501
Shiny Station 35,1% 40,3% 25 14.440
Purple Player 48,8% 48,3% 35 17.302
Yellow Console 3,2% 1,6% 2 562
Blue Box 0% 0% 0 0
Blue Pack 0% 0% 0 0
Total 100% 100% 71 35.805
13/7/2020 Cuba - Year 47

Red Box Red Box
48.3%
48.8%
35.1% 40.3%
SALES & MARKET SHARES - STARLAND - 22-35 - VIDEO GAME CHAINS

Red Box 11% 8,4% 68 25.614
Shiny Station 21% 24,4% 128 74.302
Purple Player 65,8% 66,1% 402 200.844
Yellow Console 2,2% 1,1% 13 3.307
Blue Box 0% 0% 0 0
Blue Pack 0% 0% 0 0
Total 100% 100% 612 304.067

Red Box Red Box
21% 24.4%
65.8% 66.1%
13/7/2020 Cuba - Year 47
SALES & MARKET SHARES - STARLAND - 36+ - ALL CHANNELS

Red Box 9,3% 6,6% 120 45.343
Shiny Station 69,8% 75,1% 894 517.521
Purple Player 18,7% 17,3% 239 119.484
Yellow Console 2,2% 1% 28 7.056
Blue Box 0% 0% 0 0
Blue Pack 0% 0% 0 0
Total 100% 100% 1.281 689.404

Red Box Red Box
17.3%
69.8% 75.1%
SALES & MARKET SHARES - STARLAND - 36+ - LOW PRICE-ORIENTATED

Red Box 10,5% 7,5% 12 4.496
Shiny Station 63,9% 69,9% 72 41.884
Purple Player 22,3% 21,1% 25 12.620
Yellow Console 3,3% 1,5% 4 927
Blue Box 0% 0% 0 0
Blue Pack 0% 0% 0 0
Total 100% 100% 113 59.927
13/7/2020 Cuba - Year 47

Red Box Red Box
22.3%
63.9% 69.9%
SALES & MARKET SHARES - STARLAND - 36+ - SPECIALIZED ELECTRONICS STORES

Red Box 9,1% 6,4% 85 32.401
Shiny Station 72,9% 78% 683 395.272
Purple Player 15,8% 14,6% 148 73.900
Yellow Console 2,2% 1% 20 5.085
Blue Box 0% 0% 0 0
Blue Pack 0% 0% 0 0
Total 100% 100% 937 506.658

Red Box Red Box
15.8% 14.6%
72.9% 78%
13/7/2020 Cuba - Year 47
SALES & MARKET SHARES - STARLAND - 36+ - VIDEO GAME CHAINS

Red Box 9,6% 6,9% 22 8.446
Shiny Station 60% 65,4% 139 80.364
Purple Player 28,6% 26,8% 66 32.964
Yellow Console 1,8% 0,9% 4 1.045
Blue Box 0% 0% 0 0
Blue Pack 0% 0% 0 0
Total 100% 100% 231 122.819

Red Box Red Box
26.8%
28.6%
60% 65.4%
13/7/2020 Cuba - Year 47
MARKET FORECAST
Market Forecast in KU
6-21 22-35 36+

6,000
5,000
4,000
3,000
2,000
1,000
0
Year 46 Year 47 Year 48 Year 49

Cuba - Year 46 PDF

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Cuba - Year 46 PDF

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13/7/2020 Cuba - Year 47

FIRM Blue Buddies

SHARE PRICE INDEX (1000 in year 40) MARKET SHARE (%$)

REVENUES (M$) EBIT (M$)

885 862 854

PROFIT & LOSS STATEMENT - CONSOLIDATED

Year 46 Year 45 Year 44 Year 43 Year 42

Revenues K$ 1.056.656 1.015.910 909.225 900.416 884.987

Cost of goods sold K$ 354.623 331.526 260.003 305.678 325.072

Gross contribution K$ 702.033 684.384 649.222 594.739 559.914

Marketing expenditures K$ 97.787 87.511 107.602 105.000 105.000

Geographical expansion (sales force) K$ 174.097 149.610 144.575 97.250 84.892

Contribution after marketing K$ 430.148 447.263 397.045 392.489 370.022

Development (Product/Services/Delivery) K$ 0 26.006 15.000 0 4.969

EBIT K$ 348.357 342.619 307.962 319.123 292.945

As % of revenues % 33% 34% 34% 35% 33%

REVENUES (M$) EBIT (M$)

1.057 343 348

PROFIT & LOSS STATEMENT - RED BOX

Year 46 Year 45 Year 44 Year 43 Year 42

Revenues K$ 854.180 861.718 884.597 900.416 884.987

Cost of goods sold K$ 238.852 240.722 246.386 305.678 325.072

Gross contribution K$ 615.327 620.995 638.210 594.739 559.914

Marketing expenditures K$ 74.787 72.511 97.602 105.000 105.000

Geographical expansion (sales force) K$ 121.894 103.050 95.565 97.250 84.892

Contribution after marketing K$ 418.646 445.434 445.043 392.489 370.022

Development (Product/Services/Delivery) K$ 0 0 0 0 4.969

EBIT K$ 352.527 378.732 372.967 319.123 292.945

As % of revenues % 41% 44% 42% 35% 33%

REVENUES (M$) EBIT (M$)

PROFIT & LOSS STATEMENT - BLUE BOX

Year 46 Year 45 Year 44

Revenues K$ 202.476 154.192 24.628

Cost of goods sold K$ 115.771 90.804 13.616

Gross contribution K$ 86.705 63.388 11.012

Marketing expenditures K$ 23.000 15.000 10.000

Geographical expansion (sales force) K$ 52.203 46.559 49.010

Contribution after marketing K$ 11.502 1.829 -47.998

Development (Product/Services/Delivery) K$ 0 26.006 15.000

Other costs (G&A & Corporate Projects) K$ 15.673 11.935 2.007

EBIT K$ -4.170 -36.113 -65.005

As % of revenues % -2% -23% -264%

REVENUES (M$) EBIT (M$)

PROFIT & LOSS BY COUNTRY - CONSOLIDATED

Total RoundLand StarLand

Revenues K$ 1.056.656 871.980 184.676

Cost of goods sold K$ 354.623 302.983 51.641

Gross contribution K$ 702.033 568.997 133.036

Marketing expenditures K$ 97.787 81.618 16.169

Geographical expansion (sales force) K$ 174.097 146.499 27.599

Contribution after marketing (CAM) K$ 430.148 340.881 89.268

REVENUES (M$) EBIT (M$)

PROFIT & LOSS BY COUNTRY - RED BOX

Total RoundLand StarLand

Revenues K$ 854.180 669.504 184.676

Cost of goods sold K$ 238.852 187.212 51.641

Gross contribution K$ 615.327 482.292 133.036

Marketing expenditures K$ 74.787 58.618 16.169

Geographical expansion (sales force) K$ 121.894 94.296 27.599

Contribution after marketing (CAM) K$ 418.646 329.378 89.268

REVENUES (M$) EBIT (M$)

800 854 400 419