BUSINESS GAME & SIMULATION

Lecturer: Associate Prof. Dr. TU VAN BINH | Group 7: Canada

NGOC THIEN HUONG NGUYEN
NGUYEN PHUC LY
Apolline, Jeanne, Marie DAUVIGNAC
MINH DAI HOANG
Round Red
 Year 41

● Strategy : focus on target customer

22-35 (55%) on differentiation strategy

● Price: 439 (increase 10%)

● Offering Characteristic Adjustment

○ Gaming Experience: 7 -> 9

○ Multimedia add-ons: 3 -> 7

● Production Plan: 2,321 (decrease 3%)

● Geo expansion: 100%/30%

● Corporate Project: Process Re-

engineering (6 sigma)

● Marketing budget: 99,267 (increase

5%)
 Year 42

● Strategy : focus on target customer

36+ (35%) on differentiation strategy

● Price: 449 (2.2%)

● Offering Characteristic Adjustment

○ Graphic 96 → 224
○ Audio 3 → 7
● Production Plan: 1600 (decrease
31%)
● Geo expansion: 100%/30%
● Corporate Project: Time Management
for all Manager
● Marketing budget: 109,247 (increase
10%)
 Year 43

● Strategy : focus on target customer

36+ (35%) on differentiation strategy

● Price: 449

● Production Plan: 1800

● Geo expansion: 100%/30%

● Corporate Project: Restructuring for

effectiveness

● Marketing budget: 119,247 ( increase

9%)
Round Blue 1 & 2
 FEEDBACKS
Year 44 Low market shares due to:
- We did not get the
Strategy Canvas right the
Simple first time “Personalization”
buttons
Rechargeable - Pricing is not right (still
Red Box batteries
high)
Not impressed
by high graphics
Online games
Simple games FINDINGS
Our marketing expenditures
are lower compared to
others.

● Online gaming

● Gaming Experience ● Simplicity & Ease of

● Graphics/ Controller/ Starting Gaming
Audio ● Personalization
● Price ● Rechargeable
● Multimedia Add-ons batteries
 FEEDBACKS
Year 45 Better market shares:
- Positive sign
- However, we can only
Simple attract Path 3
buttonsRechargeable
batteries - Yet those 3 new features
Red Box
Control gaming habit are below market
Not impressed expectation & some new
by high graphics
Online games features are missing
Simple games - Some current features are
above market expectation
Change
Reduce
“Personalization
Price
” to “Control
10%
gaming habit”

● Online gaming

● Price ● Simplicity & Ease of

Starting Gaming
● Control gaming habit
● Rechargeable
batteries
 FEEDBACKS
Year 46 Slowly increase market
shares due to:
Simple buttons - “Space-saving” is low
Space-saving
value-added features for
Rechargeable
batteries customers
Red Box
Control gaming habit - The current 3 newly
Not impressed created features are still
by high graphics
Online games below market expectation
Simple games - Some current features
are still above market
expectation
Add “Space-
Saving” to Reduce
attract more Price 5%
non-customers

● Online gaming

● Gaming Experience ● Simplicity & Ease of

● Graphics/ Controller/ Starting Gaming
Audio ● Control gaming habit
● Price ● Rechargeable batteries
● Multimedia Add-ons & space-saving
Round Blue 3
 FEEDBACKS
Year 47 - Charged a penalty of $6,293k for the adjustment made to production
- Some of the Value Factors are below market expectations
● Production plan : 1200 - Some of the Value Factors had low additional value

● Units sold: 1648

● Price: $248
● Marketing budget: 35 000
● Geo expansion: 80/0
● Focus on Path 4 (Services) and
Path 5 (Delivery)

Production Price
increased increased
20% 10%
 FEEDBACKS
Year 48 - penalty of $597k for the adjustment made to production
- Ease of Repair, (D) Informed Salespersons: failed to meet customers expectations
- No. and Complexity of Bundles : we exceed market expectations
● Production Plan: 2000
● Units sold: 1730
● Price: $248
● Marketing budget: 35 000
● Geo expansion: 100/10

Production Price
increased stayed the
67% same
 Year 49
● Production Plan: 4000
● Units sold: 2247
● Price: 248
● Marketing budget: 80 000
● Geo expansion: 100/40

Production Price
increased stayed the
100% same

FEEDBACKS
- Project P. Hiring Expert Trainers to Train
Distributors’ Sales People very successful
- Penalty of $44,182k for the adjustment made to
production
- Local Sales and Service: low additional value
⇒ failed to meet investors expectations for growth
and profitability
Learning points
Learning points -
Round Red

1.Budget management

2. Forecast & Production does not

match
Learning points
1. Low response in project was
implemented (training to all
manager, Restructuring for
effectiveness, Suggestion
Scheme for 'Bottom Up'
Improvement)
2. Price set in blue ocean strategy
does not attract the mass
noncustomer
3. Factor was chosen in blue
ocean did not match with
market expectation so that
does not generate more
income for blue box
Learning points
1. New value factors necessary
do not unlock demand due to
does not match with market
expectation
2. Budget management
BUSINESS GAME & SIMULATION
Lecturer: Associate Prof. Dr. TU VAN BINH | Group 7: Canada
NGOC THIEN HUONG NGUYEN
NGUYEN PHUC LY
Apolline, Jeanne, Marie DAUVIGNAC
MINH DAI HOANG

THANK YOU!