2013

Firm Us Business Game Report

Firm U Coporation U 1/5/2013

CONTENTS Members List 3 Firm U over view. 4 Firm U Operation Period 1. 6 Period 2. 8 Period 3. 13 Period 4. 17 Period 5. 20 Period 6. 23 Period 7. 25 Period 8. 28 Lessons Learned.35 Appendix.. I*

MEMBER LIST

COMPANY OVERVIEW
COMPANY STATEMENT With continuous enhancement in technology Team U Ltd will bring the best products to customer with advance in both performance and convenience in both Sonite and Vodite. We bring the best technology in development with the combination of design to give the best product to Pros and high level product for High earner. With others we provide a product not only satisfy customer desire but also very economy. COMPANY STRUCTURE

Team U

CEOs

Broads of Directors

Boards of Stake Holder

Generals Manager Vien Phuong CEOS Quang Minh Son Le Chi Thien Vinh Hoang Bui Board of Stake Holder Nhut Truong Phuoc Hoang Phat Thanh My

Overall Management Internal Capacity Size and growth market Budgeting Change in consumer repferences Competitive conditions Study and Monitor company efficency Observe and Analysis Company situation Study and ensure function conditions Overall Monitor 4

GRAND STRATEGY Sonite: Continuous gain and maintain market share by developing good products. Its the combination of particular segments and well designs marketing strategy. Reduce operation cost to increase profit margin and efficiency. Vodite: R&D base on research, focus on Early Adopter and Follower.

Period 1
At beginning, all brands have the same positioning, sales force and characteristics. We base on Research Studies to identify our strategy and make decision.

I.

Strategy for period 1:

a. Brand Awareness::

CONSUMER SURVEY - BRAND AWARENESS BY SEGMENT Firm Brand Buffs Singles Pros HiEarners Others Total U SUCH 58.30% 69.30% 56.40% 57.80% 64.60% 61.60% SUIT 64.10% 56.40% 69.30% 68.60% 45.60% 58.80%
b. Purchase Intension:

CONSUMER SURVEY - PURCHASE INTENTIONS Firm Brand Buffs Singles Pros HiEarners Others Total U SUCH 5.00% 14.00% 2.10% 3.60% 16.60% 9.00% SUIT 11.60% 2.70% 14.60% 13.10% 0.10% 7.60%
c. Market Shares:

CONSUMER PANEL - MARKET SHARES BASED ON UNIT SALES Firm Brand Buffs Singles Pros HiEarners Others Total U SUCH 5.00% 14.10% 2.20% 3.80% 16.60% 9.30% SUIT 11.60% 2.60% 14.50% 12.90% 0.10% 7.30%
d. Market Forecast:

All segments have well growth rates, except BUFFS For each Brand, we focus on 2 two Segments with highest percentages. o SUCH: both Singles and Others require average level of convenience and low price products. Moreover, Others is the largest segment and its future growth rate could exceed forecasts o SUIT: both Professionals and High Earners demand high performance products and can afford expensive products

Firm U
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Physical characteristics Brand Weight Design (Kg) (Index) SUCH 19 8 SUIT 15 4

Volume (Dm3) 60 40

Max Freq (KHz) 15 45

Power (W) 20 90

Base cost Retail price ($) ($) 101 210 223 520

Due to more profit, we plan to focus more on SUIT

II.

Decision Making:
a) Sales Force:

COMPETITIVE SALES FORCES - ESTIMATED SIZES (in number of salespeople) Firm Brand Specialty stores Depart. stores Mass Merchandis. Total U SUCH 10 10 6 26 SUIT 25 12 4 41 TOTAL 35 22 10 67
We hire ??? more salespeople We concentrate on Specialty stores and Department stores, which provide convenience and often distribute average performance and average/high price.

b) Marketing Mix: SUCH Production Level (KU) Price Advertising (K$) 210 Advertising Media: 1,920 Advertising Research: 80 Target Segment Buffs: 5% Singles: 35% Professionals:10% High Earners: 10% Others: 40% Perceptual Objectives None Buffs: 25% Singles: 5% Professionals: 34% High Earners: 35% Others: 1% None 549 Advertising Media: 3,000 Advertising Research: 340 110 SUIT 120

Period 2
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I.

Last Performance Review

a. Good point:

CHANGE IN MARKET SHARES BASED ON UNIT SALES ( from period 0 )

Firm U

Brand SUCH SUIT

Buffs Singles Pros HiEarners Others Total -1.00% -0.40% -0.50% 0.30% -0.10% -0.30% 3.30% 0.30% 2.90% 1.30% 0.00% 1.50%

There is a small increase in Market Shares of SUIT ( 1.5% ) o Target Segment : Pros : increase ( 2.90% ) Hi Earners : increase ( 1.30% )

CHANGE IN BRAND AWARENESS BY SEGMENT ( from period 0 )

Firm U Brand SUCH SUIT Buffs Singles Pros HiEarners Others Total 1.30% 2.10% 0.80% 2.10% -1.30% 0.70% 10.30% 6.10% 5.40% 7.60% 1.40% 5.70%

Both brand awareness of SUCH and SUIT are improve SUCH : o Total : increase ( 0.70% ) o Target Segment : Singles : increase ( 2.10% ) Other : decrease ( -1.30% )

SUIT : o Total : increase ( 5.70% ) o Target Segment : Pros : increase ( 5.40% ) Hi Earners : increase ( 7.60% )

The whole retail sale in Sonite Market also goes up by 44% there is an improvement in stock index after period 1 from $1,000 to $1,420 (42%)
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The brand SUIT bring the large revenue after marketing is about $16,070 (increase 130%)

b. Bad points: The Market Shares of SUCH is decreased slightly ( 0.3% ) o Target Segment : Singles : decrease ( -0.40% ) Others : decrease ( -0.10% )

Although units sold of SUCH is nearly equal to SUIT , the contribution after marketing is still low: $4,007 (increase 71.75%)

c. Explanation for the failure of SUCH :

Firm E O U

Brand SEAM SOFT SUCH

CHARACTERISTICS OF MARKETED SONITE BRANDS Retail price New or Weight Design Volume Max Freq Power Base cost 200 No 19 8 60 15 20 108 220 No 19 8 60 15 20 108 210 No 19 8 60 15 20 108

Firm E O U

COMPETITIVE SALES FORCES - ESTIMATED SIZES Brand Specialty stores Depart. stores Mass Merchandis. Total SEAM 15 10 20 45 SOFT 14 12 7 33 SUCH 10 10 6 26

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Brand SEAM and SOFT have the same target segment with SUCH, however they captured the greater market shares in this period because of better Sales Forces.

I.

Strategy for period 2:

High Earners, who have high income, prefer to buy fairly expensive products a good segment can bring us more profit R&D new brand, which is more suitable for High Earners characteristics. Change allocation in Sales Force of SUCH and reduce Production Level Because of large profit, we tend to increase Sales Force and Production of SUIT to get higher Market Shares. Due to limited budget, we have to reduce Advertising Expenditures.

II.

Decision Making :
New brand for High Earners: SUKA
Physical Characteristics Base Cost $ Allocated Budget K$ Name Weight Design Volume Max Freq Power Current Minimum Cumulative Req. for (Kg) (Index) (Dm3) (KHz) (W) realistic completion PSUKA 12 7 35 35 65 238 156 800 160 HiEarners 13 8 50 34 63 458

c) R&D:

d) Sales Force: Base on Shopping Habit:

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CONSUMER SURVEY - SHOPPING HABITS Segment Specialty stores Depart. stores Buffs 70.00% 25.00% Singles 40.00% 40.00% Professionals 50.00% 30.00% High earners 20.00% 50.00% Others 20.00% 40.00% Total 37.10% 37.50%

Mass Merchandis. 5.00% 20.00% 20.00% 30.00% 40.00% 25.40%

Total 100.00% 100.00% 100.00% 100.00% 100.00% 100.00%

We hire 10 more salespeople for SUIT and allocate for each distribution channel as below:

COMPETITIVE SALES FORCES - ESTIMATED SIZES (in number of salespeople) Firm Brand Specialty stores Depart. stores U SUCH 0 16 SUIT 18 21 TOTAL 18 37

Mass Merchandis. Total 10 12 22

26 51 77

SUCH: both Singles and Others prefer to shop in Department Stores SUIT: Professional prefers to shop in Specialty Stores while High Earners prefers to shop in Department Stores.

e) Marketing Mix: SUCH Production Level (KU) Price Advertising (K$) 130 210 Advertising Media: 1200 Advertising Research: 100 Target Segment Buffs: 5% Singles: 50% Professionals: 5% High Earners: 5% Others: 35% SUIT 150 555 Advertising Media: 3000 Advertising Research: 369 Buffs: 25% Singles: 0% Professionals: 30% High Earners: 45% Others: 0%

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Perceptual Objectives

Performance: -10

Price: 5.7 Volume: 4.0

Period 3
III. Last Performance Review

a. Good point:

CHANGE IN MARKET SHARES BASED ON UNIT SALES ( from period 1 )

Firm U

Brand SUCH SUIT

Buffs Singles Pros HiEarners Others Total -2.40% -3.40% -0.90% -0.70% -3.50% -2.30% 0.50% 0.40% -0.90% 1.20% 0.00% 0.10%

There is a very small increase in Market Shares of SUIT ( 0.1% ) o Target Segments : Pros : decrease ( -0.9% ) Hi Earners : increase ( 1.20% )

CHANGE IN BRAND AWARENESS BY SEGMENT ( from period 1 )

Firm U Brand SUCH SUIT Buffs Singles Pros HiEarners Others Total -2.10% -0.50% -2.40% -1.60% -1.90% -1.80% 3.70% 1.80% 1.40% 3.50% 2.70% 2.50%

Brand awareness of SUIT are improved (2.50%) o Target Segments : Pros : increase ( 1.40% ) Hi Earners : increase ( 3.50% )

Marketing Budget increase 32,70%

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BENCHMARKING - ESTIMATED OVERALL PERFORMANCE Unit A E I Net contribution K$ 38,847 22,394 Next period budget K$ 15,550 8,950

O 19,686 8,550 19,067 8,550

U 26,359 10,550

Y 16,054 8,550

The whole retail sale in Sonite Market also goes up by 13.7% there is an improvement in stock index after period 2 from $1,420 to $1,666 (17.3%)

The brand SUIT bring the large revenue after marketing is about $22.789 (increase 41.81%)

b. Bad points: The Market Shares of SUCH is decreased ( -2.30% ) o Target Segment : Singles : decrease ( -3.40% ) Others : decrease ( -3.50% )

Brand Awareness of SUCH goes down also (-1.80%) o Target Segment : Singles : decrease ( -0.50% ) Other : decrease ( -1.90% )

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Although units sold of SUCH is nearly equal to SUIT , the contribution after marketing is still low: $4,928 (increase 22.98%)

c. Explanation for the failure of SUCH : After period 2, team A and team O were accounted for 2 largest Market Shares of Singles and Others

CONSUMER PANEL - MARKET SHARES BASED ON UNIT SALES Firm Brand Buffs Singles Pros HiEarners Others Total A SACK 4.80% 17.50% 1.60% 4.90% 33.00% 15.00% O SOFT 4.10% 15.40% 1.50% 4.30% 18.90% 10.00% U SUCH 1.60% 10.30% 0.80% 3.40% 13.00% 6.70%

In period 2 strategy, although we changed allocation in Sales Force in order to satisfy our Singles and Others Segments, we also reduced Advertising Expenditure while team A and team O spent more their budget on Advertising. As a result, they are successful in raising their Market Shares in these 2 segments; especially team A (raised 17% in Others)

COMPETITIVE ADVERTISING - ESTIMATED TOTAL EXPENDITURES (all numbers in K$) Firm Brand Buffs Singles Pros HiEarners Others Total A SACK 900 350 300 300 650 2,500 O SOFT 350 500 250 300 600 2,000 U SUCH 150 450 150 150 350 1,250

IV.

Strategy for period 3:

We plan to narrow the target segments in next period: o SUCH for Others o SUIT for Professionals We modify these 2 brands to improve their characteristics to suit the changing needs of their target segments. However, in this period, we still focus on 2 old target segments for each brand.
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 Due to huge budget for this period, we tend to: o Improve Sales Force o Increase Advertising Expenditures

V.

Decision Making :
f) R&D: Modify SUKY based on SUCH for Others
Base Cost $ Allocated Budget K$ Max Freq Power Current Minimum Cumulative Req. for (KHz) (W) realistic completion 85 18 26 220 84 200 Avail. in P3 85 18 26 210

Physical Characteristics Name Weight Design Volume (Kg) (Index) (Dm3) PSUKY* 17 6 Others 17 7

Name

Modify SUMO based on SUIT for Professionals

Base Cost $ Allocated Budget K$ Max Freq Power Current Minimum Cumulative Req. for (KHz) (W) realistic completion 67 35 70 273 169 830 Avail. in P3 67 35 70 559

Physical Characteristics Weight Design Volume (Kg) (Index) (Dm3) PSUMO* 15 8 Pros 17 8

g) Sales Force: Base on Shopping Habit:

CONSUMER SURVEY - SHOPPING HABITS Segment Specialty stores Depart. stores Mass Merchandis. Total Buffs 68.20% 24.50% 7.30% 100.00% Singles 39.10% 39.10% 21.80% 100.00% Professionals 48.60% 29.50% 21.80% 100.00% High earners 21.80% 50.00% 28.20% 100.00% Others 19.10% 39.10% 41.80% 100.00% Total 35.50% 37.30% 27.20% 100.00%

We hire 23 more salespeople for SUCH and 5 for SUIT, and allocate for each distribution channel as below:

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COMPETITIVE SALES FORCES - ESTIMATED SIZES (in number of salespeople) Firm Brand Specialty stores Depart. stores Mass Merchandis. U SUCH 9 22 13 SUIT 25 22 9 TOTAL 34 44 22

Total 44 56 100

SUCH: both Singles and Others prefer to shop in Department Stores, however, Others tend to change to Mass Merchandise. SUIT: Professional prefers to shop in Specialty Stores while High Earners prefers to shop in Department Stores.

h) Marketing Mix: SUCH Production Level (KU) Price Advertising (K$) 110 210 Advertising Media: 1,920 Advertising Research: 80 Target Segment Buffs: 5% Singles: 35% Professionals:10% High Earners: 10% Others: 40% Perceptual Objectives None SUIT 120 549 Advertising Media: 3,000 Advertising Research: 340 Buffs: 25% Singles: 5% Professionals: 34% High Earners: 35% Others: 1% None

Period 4: 1. Result overview of period 3:

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U ranked the 2nd position in stock market. SUCH increased 28% the volume sold but SUIT decreased 5%. Team A spent big amount for advertising expenditures( 9400) and 1800 to launch the new product( SAND) SACK took the largest market share of this period (4.7%) because it is near the characteristics of other ( SUCH has the lower power but higher price: 2 important relative importance of characteristics) SUIT does not have the ideal value of pros market( too higher power), 15 510 products are in stock.

2. Decision making for period 4: Goal: gain market share of others by SUCH, pros by SUIT and attack high earner by new brand. Brand portfolio: Modify SUCH by SUKY, SUIT by SUMO and introduce SUKA by SUKA project. Marketing mix and sales force: SUCH SUIT SUKA( new) Production level Increase ( 240 Increase ( 300 100 from 180) from 200) Pricing Higher price(270 Higher price (600 470 from 260 from 585). Advertising media Target Increase ( 3000 from 2000) 20% singles and 80% others Price (2.1) and Increase( 5000 from 3481) 5% buffs, 30% high earner and 65% pros) Power( 5.5) and 4000 10% pros and 85% high earner Design (6.1) and
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Perceptual

objective Sales force( number of salespeople)

design(5.2) Department ( 21)

price(6.4) Specialty stores and depart ( 23)

volume( 3.4) Depart (22)

Period 5 1. Result overview of period 4: a. Good points:

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b. c.

Stock market: U comes back the first position after team A is the winner in the last 2 weeks. SUIT still have no big competitors, it increases lots of market share, gains 67.5. (increased up to 19% in the previous period) and become the leader in the professionals market. SUKA: though its new but it gains the market share of high earners from the big competitor (SICU 66.9%). Bad points: SUIT and SUKA can not fulfil the demand. Loss the potential sales. SUCH seems to decrease the market share(5.5% from 12.7%) Explanations for the failure of SUCH: Although we spend 1750 for advertising, larger than our competitors but the result for SUCH is not good because We have many competitor in Other market ( SACK, SEAM, SIGN,SOFT and SYNE). Other customers focus to buy in mass merchandise mainly, accounts for 45.5% ( based on the consumer survey about shopping habits)but our sales force in this channel is quiet weak( just 12 people, less than SYNE 25 and SIGN 17) Higher price but lower power (based on the brand map) makes our products have lots of inventory.

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2. Decision making period 5: continue to gain Pros, high earner and others R& D: launch SUA2, SUY2, SUO2 projects Brand portfolio: modify 3 brands based on 3 existing projects (SUY1 for SUCH, SUO1 for SUIT, SUA1 for SUKA) Marketing mix: SUCH Increase ( 300 from 240) Set lower price (205 from 270). Increase( 3507 from 3000) SUIT increase ( 370 from 250) SUKA Increase double

Production level Retail price

Set the same price as the period 4.

Set the same price(470)

Advertising

Decrease the advertising No increase on advertising, on media ( 4000 from 5000) Target 100% for others 100% for pros 100% for high earner Perceptual Performance(-9) and Volume(4.7) and Economy(-6) and objective economy(15) design(6) performance (3) SUIT already has high purchase intentions( 76.8%) and no competitors, so we dont spend much money for advertising and use budget for SUCH brand. Sale force: based on the shopping habits, we allocate salespeople for each distribution channel. Increase more people in mass merchandise( 20 from 12) for SUCH and reduce sales force in SUIT ( 19 from 23) in the main distribution channel ( specialty stores)

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Moreover, to beat SICU in high earner market, we hire more people in department stores considering it is the main channel.( 27 from 22 compared to SICU 30 people) Period 6: 1. Result overview of period 5:

Return the runner up in the stock market. Lots of SUKA products can not sold( 135 105 units) SUCH, SUKA: increase the retail sales but SUKA decreases Market share: SUIT increases ( 69.7% from 67.5), SUCH increases( 29.9 from 5.5), SUKA decreases ( 9.3 from 17.2)

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Vodite: team A,E,I entered and gained the large market share.( VADA dominates innovators and adopters while VICU is the leader of follower market)

Explanations for the failure of SUKA and success of SUCH:

SUKA set higher price but the same power compared to the big competitor SICU. SUCH is moving closer to the ideal value for others, gaining the largest share of unit sale in OTHER market thanks to our modification about price. 2. Plans for period 6: continue to gain the market share from other, pros and high earner market. R&D: launch SUY3, SUA3, SUO3 ( See more at the appendix) Brand portfolio: Modify SUCH by SUY2, SUIT by SUO 2 and maintain SUKA by SUA1. Introduce VUTO in Vodite market based on VUKE project.

Marketing mix: SUCH SUIT SUKA VUTO

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Production level Retail price

increase ( 500 from 280) set a little bit higher price rely on the good result above. increase the advertising media( 4500 from 3507)

increase ( 470 from 370). set a little bit lower ( 590 from 600).

reduce (50 from 280). Set lower price (448 from 470).

Set 100

Retail price: 685

Advertising

increase the advertising media (6500 from 4000)

increase advertising media(4500 from 4000). 100% for high earners.

3000 for advertising media.

Target

100% for others 100% for pros

Perceptual objective

power( 2.6) and price(1.8)

price( 6.6) and power(5.7)

power ( 4.3) and price( 4.9)

30% innovators and 70% for adopters Autonomy(5.3) and max frequency(4)

Sales force: Increase the salesforce of SUCH: focus intensively on mass merchandise.( 30 from 20) SUIT is vice versa, specialty and department store are the important channel, increase the number of salespeople( 29 and 24 from 19) SUKA targets high earners, so we continue keep the same people in previous period in department store. VUTO mainly aim to gain the market share of adopters and innovators, so specialty stores should be expanded. Period 7: 1. Result overview of period 6:

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U returns the first position in the stock market. SUCH, SUKA, VUTO loss the potential sales because they can not fulfill the orders. Big inventory in SUIT ( 26625) SUCH and SUKA increase the volume sold (SUCH (+88.2%) SUKA( +119.5%) while SUKA decreases 14.7%. Other brands in other firms decrease significantly ( SICU, SACK, SYNE more than 30%) Though VUTO is new but was sold lots of goods(120.000 compared to VADA 86,376), gained the adopter 86.3%.

Why SUCH reduced the market share in Other? SYTA is the main competitor of SUIT( take 33%of pros market), it has the same power but lower price compared to the ideal value point for pros

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2. Plans for period 7: Brand portfolio: modify SUCH( SUY3), SUIT(SUO3) AND SUKA(SUA3) Marketing mix: SUCH Increase( 700 from 500) Slightly decrease( 206 from 209) Decrease( SUIT SUKA Do not Increase 6 change( 470) times( 300 from 50) Same as Slightly period 6( decrease( 590) 439 from 448) Decrease( Decrease( VUTO VUXE Not change( 100 100) Decrease( 600 from 685) Decrease( 380

Production

Price

Advertising

2000
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Target

3000 from 4500) 100% others

5000 from 6500) 100% pros

3500 from 4500) 100& high earner

Perceptual objective

Design(6.3) Design(5.7) Price( 4.4) and power( and volume( and max 2.6) 4.8) preq( 3.7) Sales force Depart Specialty Depart stores and and depart stores and mass stores mass merchadist merchandis Why we decrease advertising: we already have the brand purchase intentions of 4 brands and we want to spend money to invest for Vodite market SUCH and SUKA increase production level because in the previous period, we gained a lot of market share. Sales force: No much change. Period 8: 1. Result overview of period 7: U continues to be the winner in this period. VUTO can not fulfill all the orders, so it loss some potential sales. SUIT and SUKA can not sold all the production level, so they have a lot of inventory units ( >38.000 units). SING dominates the Single market with 51.3 %, the sold volume doubles from the previous period. Market share: SUCH reduces nearly 3% ( 48.3% from 51.4%) but still dominated the Others market and SIGN( other) increases its market shares(27.9% from 20%). SUIT and SUKA do not change their market share.(63% and 26%). Team I use lots of money ( 22 000) for advertising and sales force to boost the volume sold.

2000 from 3000) 5% for innovs and followers, 90% for adopters Design(6.2) Max preq( and 3.9) and volume(3.6) price( 5.3) Depart stores Specialty stores

10% adopters and 90% followers

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2. Plans for period 8: Brand portfolio: maintain SUCH, SUIT AND SUKA and modify VUTO by VUE2 Marketing mix: Increase the production level of SUCH( 915 from 700) and SUKA( 350 from 300), VUTO( 200 from 100) for the increasing demand SUIT decreases( 450 from 470), Increase the retail price of SUIT( 650 from 590) Spend more 1000k for each brand for advertising to gain more market shares( SUCH,SUIT, SUKA and VUTO) Change the perceptual objective of SUIT( weight from price), SUKA( weight from power) and VUTO( price from max frequency)

Sales force: increase more people in its effective distribution for all brands. SUCH( focus on depart store 21 and mass merchandise(37). SUIT( focus on specialty store 35) SUKA( focus on depart 35) VUTO( focus on specialty 20) Period 9: 1. Result overview of period 8:

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U regains the winner about the stock price. SUIT can not sold much in this period, lots of inventory (178,031 units). SUCH and SUKA run well. VUTO also have lots of inventory.( 89,403) SUKA can not fulfill all the orders and loss some potential sales. The volume sold doubles the last period. VUXE was withdrawn from the market period 8. SUCH AND SUKA continues to gain the market share from others and high earners. We surpass SICU about the volume sold and become the leader in high earner market. All 3 Sonite brands gain large of market share (above 50%). Gained some market shares from innovators and adopters

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2. Plans for the period 9( last one): Brand portfolio: maintain SUCH, SUIT and SUKA. Marketing mix and sales force: Production level Pricing SUCH Increase (1300 from 915) Decrease( 199 from 210) A little bit increase( 4200 from 4000) 100% others SUIT Decrease(30 0 from 450) Increase (696 from 650) A little bit increase( 6100 from 6000) 100% pros SUKA Increase ( 520 from 350) Increase (459 from 439) A little bit increase( 4600 from 4500) 100%high VUTO Do not change( 200) Decrease (575 from 620) Decrease (2000 from 3000) 90% VUXU(new) 500

485

Advertising media

6400

Target

100%
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segments Perceptual objective Sales force( number of salespeople ) Volume( 5.5) and weight( 5.3) Mass merchandise ( 40) Power(6) and weight(6.3) Specialty store( 37)

earner Weight(3) and max freq( 4) Departmen t store( 35)

adopters, 10% innovs Autonomy (5.7) and max freq(4) Specialty store(20)

followers Efficacy(1) and flexibility(4) Depart store( 18) and mass merchandise( 20)

Overview result of final period:

SUCH and SUKA can not fulfill all the orders, loss of some potential sales. Overall, we are the winner having the stock price index nearly double the runner up( team A) In last period, SUIT still can not sold all production level, 120 209 is a big inventory for this brand. But, the volume sold for 3 brands is very good, we beat the SICU.

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LESSON LEARNED
TEAM WORK A good team work not only help you balanced the work load but also help each other out of the crisis. By evenly distribution task for each member so that we dont have overlap tasks and have enough time to complete each task given. A good team work also base on the well devotion of each member of the group, without their contribution we cant make the best contribution. The ideas and opinions of each members base on different backgrounds and experiences, so that with a diversity group we can obtain the total view of the scenarios of which we have to face. SERIOUS PLAYING With concentration, we play this game seriously as if its real. We pay attention not only our products but also competitors. We make decision with 2-3 meeting a week; we consult from books and books to get the final result. FOCUS By focus in 1 segment for 1 products team U be able to capture to target segment and get profits. Focusing help product give the right message and right perpetual to right target customers. In this case is 3 products of team U is SUCH, SUIT, SUKA target to 3 different customers is Others, Pros and High Earners. BE CALM WHEN CRISIS AND DONT SLEEP ON THE WIN Always facing with crisis, but we dont back down, we keep calm and get over it. We were continuously in underdog position since period 1-6. The competitors always seem to have bigger advantage in budget and market share. In addition is the competition from others brands to our main market segment and several big losses during that period. I HAVE NOT FAILED. I'VE JUST FOUND 10,000 WAYS THAT WON'T WORK. THOMAS A. EDISON
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Even when we have several major big losses during period 1-6, we wont give up as well as sleeping on the big win of Pros segments. We keep calm and look for what was wrong and fix it. The result is the big wins from period 7 to 9. TAKE RISK Dare to take risk is one of the major factors lead to winning. We have to take risk every decision making period. The risk is vary from production levels to loans and R&D. We learned that the Risk also attach with an opportunity. A smart investor is the one who not only looking for risk but also know how to analysis and measure the opportunity with in it. A GOOD PRODUCT IS THE COMBINATION OF BOTH MKT AND R&D By both good product and well marketing campaign we have gain back the high earner. Start from week 4, Team I with product SICU has dominated the high earner segment continuously from 70-80%. Meanwhile team U has launch product SUKA with a slight and little profits. In spite of that team U with determination has stick to the segment with continuous change in product R&D and put more effort in Marketing. The result is the big win of team U in High earner segment.

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