Strategy / objective (what is your long term goal/ what you want to achieve during this round): * Increase the volume and reduce the selling price * Prepare the company to the Blue Ocean by implementing several Corporate projects |
Tactic (what is your objective for this decision): * Reduce our unit cost by: * Downgrading Audio sophistication to the lowest level * Increase the Online Gaming characteristic from 30 to 60 (scale 10-90) * Reduce the marketing budget (in order to reduce our costs and save budget for the blue ocean) |
Operational decisions (how are you going to align your strategy with your structure): * Target the 6-21 and 22-35 years old * Increase our geographical coverage in Starland (100%/30%) * Adapt our distribution coverage to our targeted customers (low price and video game chain) * Invest in the Comprehensive New IT system in order to reduce costs |
Results:
* Our SPI decreased * Decrease of our revenues * Decrease of our cost of goods sold * Decrease of our EBIT (as well as the % of revenues) |

Strategy / objective (what is your long term goal/ what you want to achieve during this round): * Increase the volume and reduce the selling price * Prepare the company to the Blue Ocean by implementing several Corporate projects |
Tactic (what is your objective for this decision): * No changes on the product * From the market forecast, increase a bit our focus on +36 segment * Little changes in the operational decisions |
Operational decisions (how are you going to align your strategy with your structure): * Readapt our previous decisions of year 41 for year 42 * Segmentation: reduce the 6-21 years old by 5% in favor to the +36 years old) * To be aligned, Increase our coverage in Video game chain and in the electronics stores, according to the +36 years old’s preferences * Increase our marketing budget (approximately at the same level than year 40) * Invest in two projects