SUBMISSION DATE – DECEMBER 12, 2021

STRATEGIC MANAGEMENT
CESIM REPORT
[BC10158]

SUBMITTED TO – DR. ANKUSH SHARMA

SUBMITTED BY –
Nupur Yadav JLU05930 2020MBA023
Poonam Chanpuriya JLU05929 2020MBA070
Rajshikhar Gohiya JLU05133 2020MBA002
Soujanya Singh JLU05535 2020MBA044
Umar Ullah Khan JLU05855 2020MBA062
 TABLE OF CONTENTS

S. TITLE PAGE NO.

NO.

1. Introduction 2

2. Round-by-Round Analysis 3-18

Round 7 3–6

Round 8 7 – 10

Round 9 11 – 14

Round 10 15 – 18

3. Mistakes & Lessons Learned 19 – 20

4. Conclusion 21

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 INTRODUCTION

CESIM Global Challenge is a business simulation game that coordinates the functional areas
of production, marketing, and logistics. It assists participants plan their strategies and
practice decision making while taking the interactions across every one of the typical
functions inside the firm into account. It is a group based, interactive management
simulation. It permits participants to encounter the elements of dealing with management
projects, that is essential for a more extensive, multi-project program with cross-project
conditions.
The decision area is parted into several theme based sub-classes that are Market Outlook,
Demand, Production HR, R&D, Marketing, Logistics, Tax, Finance.
Also, there is a video for the players to watch and learn and comprehend the game.
In market outlook they inform us about the state of the business sectors, they show us the
region where the demand is high, and in which region demand is tumbling down. They
additionally show us about cost area, finance area, and shows us the production, and what
market methodologies are to be framed.
There were two practice rounds for the players to rehearse and comprehend the game, it
was completely about the rudiments of the simulation game, the demand, production, HR,
R&D, marketing, and so on.
There are two production offices accessible to us, one is in USA and the other is in Asia. The
business sectors are in three spots, USA, Asia and Europe. In introductory rounds our game
was fluctuating very much since we didn't think about the methodologies.
The organizations had 4 choices of technologies with them that they could present to the
market. It was their choice, based on their agreement and procedures that they picked the
best blend of item at the best market. The principal objective to play this CESIM is to
familiarize us with the entire marketing decision-making, including brand portfolio strategy,
positioning strategy, segmentation strategy, and their relationship with one another.
The motive of this simulation game is to foster our capacities in figuring, carrying out, and
adjusting marketing strategies in a powerful competitive environment throughout several
decision-making periods. Enhance fact-based analytical decision-making and crystallize the
financial implications of marketing decisions by linking the decisions to cash flows and
bottom-line performance.
The round results are calculated immediately after the deadline passes based on the
decision set on the Team Area. The games also allow you to review the results from
previous rounds, including possible practice rounds.

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 ROUND-BY-ROUND ANALYSIS

ROUND – 7 Analysis

Market Outcomes

SALES REVENUE for ROUND – 7

PROFIT for ROUND – 7

After Round 7, the sales revenue for Titans stood at merely $67,438. In this round, like

Round – 6, we suffered a loss of $8,95,942. Our Global Market Shares witnessed a

humongous drop, our market share amounted to only 0.10% for Round 7.

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Balance Sheet Analysis

The total assets and liabilities of Titans stood at $7,705,310. Our inventory for the year

ended at $56,73,894, & our fixed assets amounted to $16,30,339. We had unplanned short-

term loans piled up to $51,60,952.

Financial Analysis

We invested around $40,500 on promotion of the products in USA, Asia and Europe. Our

most of the money went to clear Net financing Expenses, Administration charges &

Depreciation from fixed assets, which amounted to $4,79,004, $1,83,700 & $1,78,300

respectively.

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ROUND ANALYSIS

• High net financing expenses.

• High short-term loans.

• Low cash and cash equivalents.

• High inventory-less equity.

• High inventory management cost.

• High administration costs.

• No full capacity usage.

• High production scrap percentage.

• High variable product costs.

• Low return on capital.

• Negative shareholder returns.

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WHAT WENT WRONG

• We entered the Tech 3 & Tech 4 Market very late.

• While being a new entrant, our prices were quite high as compared to competitors.

• Lack of understanding of market demand which led to unsatisfied demand.

• Did nothing with the inventory left of Tech 1 & Tech 2 which added to our expenses.

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ROUND – 8 Analysis

Market Outcome

SALES REVENUE for ROUND – 8

PROFIT for ROUND – 8

The sales revenue for TITANS grew exponentially in Round – 8, it rose from $67,438 to

$32,38,507. The loss in Round – 8 also decreased from $8,95,942 to $6,96,934.

In response to good sales our Global Market Share also grew exponentially from 0.10% to

11.17% sending us right back in the competition.

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Balance Sheet Analysis

The total assets and liabilities of Titans stood at $77,39,069. Our inventory for the year

ended at $57,28,399 & our fixed assets amounted to $13,85,788. We also witnessed a slight

increase in unplanned short-term loans, which piled up to $57,94,918.

Financial Analysis

We invested around $65,500 on promotion of the products in USA, Asia and Europe. Our

Net Financing Expenses increased to $7,95,930. Our Variable Production Costs amounted to

$1.65 million. For Round – 8, we invested mostly on Features, Contract Manufacturing.

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ROUND ANALYSIS

• High net financing expenses.

• High short-term loans.

• Low cash and cash equivalents.

• High inventory-less equity.

• High inventory management cost.

• High administration costs.

• No full capacity usage.

• High production scrap percentage.

• High variable product costs.

• Low return on capital.

• Negative shareholder returns.

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WHAT WENT WRONG

• Still not managed the inventory of Tech 1 & Tech 2.

• Prices were a lot higher than the competition.

• Didn’t fully utilize the production capacity.

• The administration costs were way higher as compared to other competitors.

WHAT WENT RIGHT

We gained back on our market shares, with most of the market shares acquired in Asia.

Thanks to this we were able to shift the momentum a little bit towards our side in the next

round.

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ROUND – 9 Analysis

Market Outcome

SALES REVENUE for ROUND – 9

PROFIT for ROUND – 9

The sales revenue for TITANS witnessed a slight increase from $32,38,507 to $36,44,769 in

Round – 9. The loss in Round – 9 also decreased from $6,96,934 to $5,22,890.

Our Global Market shares witnessed a slight drop, it went from 11.17% to 9.27%. We had

the highest Global Market shares in Tech 2, amounting to 27.81% in Round – 9.

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Balance Sheet Analysis

The total assets and liabilities of Titans stood at $76,35,893. Our inventory for the year

ended at $57,18,052 & our fixed assets amounted to $11,77,920. We also witnessed a slight

increase in unplanned short-term loans, which piled up to $62,11,674.

Financial Analysis

We invested around $97,500 on promotion of the products in USA, Asia and Europe. Our

Net Financing Expenses increased to $8,88,970. Our Variable Production Costs amounted to

$1.62 million. For Round – 8, we again invested mostly on Features, Contract

Manufacturing.

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ROUND ANALYSIS

• High net financing expenses.

• High short-term loans.

• Low cash and cash equivalents.

• High inventory-less equity.

• High inventory management cost.

• High administration costs.

• No full capacity usage.

• High production scrap percentage.

• High variable product costs.

• Low return on capital.

• Started understanding price sensitive market.

• Negative shareholder returns.

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WHAT WENT WRONG

• Didn’t manage our Net Financing Expenses.

• Didn’t manage our unplanned short-term loans.

• Inventory Management was very weak.

WHAT WENT RIGHT

Thanks to investment on promotion and lowering our prices, we gained on Sales Revenue

after suffering near to nothing return for last three years. We finally got to understand the

price sensitive market which led to increase in Sales Revenue of the company.

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ROUND – 10 Analysis

Market Outcome

SALES REVENUE for ROUND – 10

PROFIT for ROUND – 10

The sales revenue for TITANS witnessed a slight decrease from $36,44,769 to $35,88,109 in

Round – 10. Our loss in Round – 10 also witnessed a humongous drop from $5,22,890 to

$1,15,165.

Our Global Market shares witnessed a slight drop, it went from 9.27% to 9.05%. We had the

highest Global Market shares in Tech 2, amounting to 39.87% in Round – 10.

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Balance Sheet Analysis

The total assets and liabilities of Titans stood at $77,70,566. Our inventory for the year

ended at $57,39,909 & our fixed assets amounted to $10,01,232. We also witnessed a slight

increase in unplanned short-term loans, which piled up to $64,76,620.

Financial Analysis

We invested around $97,500 on promotion of the products in USA, Asia and Europe. Our

Net Financing Expenses very slightly decreased to $8,28,720. Our Variable Production Costs

amounted to $1.43 million. For Round – 8, we again invested mostly on Features, Contract

Manufacturing.

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ROUND ANALYSIS

• High net financing expenses.

• High short-term loans.

• Low cash and cash equivalents.

• High inventory-less equity.

• High inventory management cost.

• High administration costs.

• No full capacity usage.

• High production scrap percentage.

• High variable product costs.

• Low return on capital.

• Negative shareholder returns.

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WHAT WENT WRONG

• Recruited more employees instead of laying them off.

• Also, the wages of the employee should have been decreased.

• Didn’t invest more on the promotion of the products.

WHAT WENT RIGHT

Europe was our comfort zone, and in the last round it became our boon since the USA and

Asian markets seemed to be matured and were experiencing growth rates of 1-3% only. The

European growth rates for the last round were 8-12% which helped us in depleting the

losses of our previous years.

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 MISTAKES AND LESSONS LEARNED

Until date, there have been a number of takeaways from this simulation challenge. We

know a lot more about Strategic Management now, or at least better than we did before,

because the group has gathered a lot of information. During these four rounds, the group

made a variety of decisions, some of which were bad, some of which were okay, and a

handful of which were amazing. We made blunders while evaluating numerous things. The

6th round, in especially, was devastating; but, we will be able to learn more and be more

cautious while making decisions from this point on.

The following are the significant blunders from which we learned the most and which are

still being discussed and on which we need to conduct further research –

Need Analysis - There were occasions when the group underestimated the demand for

things in the business sectors, only to discover that demand was astronomically high at

common costs, and the group might have captured a major piece of the market if it had

delivered the required amount.

Result Analysis – Until the second round, the group didn't have a habit of breaking down

the results and comparing them to the competitors, but once we started the investigation,

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we discovered that many issues related to the organization's development can be effectively

addressed once the market's examples and patterns are assessed.

Misunderstandings – The projections should be carefully examined and not relied upon; the

cosmos is dynamic, and the outcome could be very different from what you

expect. Accepting that the plans will produce the expected results could be dangerous.

Expect the best but be prepared for the worse – In the VUCA environment, one should

always do her best while simultaneously being prepared for the worst. For the time being,

we say that the market can shift swiftly. Similarly, one must pay close attention to market

and competitor developments in order to adapt to vulnerability and deal with it effectively.

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 CONCLUSION

The CESIM Global Challenge was a very hands-on learning experience in which we used our

knowledge and witnessed the outcomes. This improved our knowledge of accounting,

finance, marketing, and human resources, as well as our overall literacy of terms from

various fields.

The simulation taught us how to operate as a team, make decisions, analyse industries both

inside and outside, and analyse competitors. This report was an attempt to evaluate the

three of the five rounds we played. We attempted to examine it, and in the process, we

gained a better understanding of our team and competitors. We are excited to play the

following five rounds, and we are confident that we will perform better this time because

we have gained more knowledge while writing the report.

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