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BUSI1324: Managing Strategy Simulation report D Sircar

Course School/Level Assessment Weight Submission Deadline

BU/UG 30.00% 16/02/20 11

Coursework is receipted on the understanding that it is the student's own work and that it has not, in whole or part, been presented elsewhere for assessment. Where material has been used from other sources it has been properly acknowledged in accordance with the University's Regulations regarding Cheating and Plagiarism.


Minjie Qiang

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BRITE –SNAPS Glo-Bus Online Simulation Game


Introduction------------------------------------------------------------------1 Generic Strategy-------------------------------------------------------------1 Industry Overview----------------------------------------------------------1 PESTEL-----------------------------------------------------------------------1 Porters Five Forces---------------------------------------------------------4 Strength and Weakness for Brite-Snaps-------------------------------6 Decisions----------------------------------------------------------------------7 Staying with Initial Strategic Directions-------------------------------9 Team Issues------------------------------------------------------------------9 The Final Results-----------------------------------------------------------9 Underlying Strategic Principles------------------------------------------9 Key Learning Points about Strategy------------------------------------9 Conclusion--------------------------------------------------------------------10 References--------------------------------------------------------------------10 Appendix----------------------------------------------------------------------11

The company Brite snaps is an international developer and trader of Entry-Level and Multifeatured digital Camera for customers around the regions like North America, Latin-America, Asia-Pacific and Europe and Africa. The company had was five managers, working together as a team to make decisions on every aspect of the business throughout a six weeks period, regarded as years for the purpose of this report.

Porter (1985), “An overall cost leadership strategy is adopted when an organisation seeks to achieve the lowest costs within an industry and targets its products or services at a broad market” (Sircar2011). The company entered the industry as an overall cost leadership strategy, because of competitive advantage, by increasing product quality, performance, and price slowly as we proceed further in the game




POLITICAL: -Social Welfare -Taxation Policies -Foreign trade -Government stability

ECONOMICAL: -Disposable income -Exchange rates -Interest rates -Money supply

SOCIAL: BRITE-SNAPS -Demographics DIGITAL -Income distribution CAMERA -Attitude to work and leisure COMPANY. -Life style changes

TECHNOLOGICAL: -Levels of research and development -New discoveries/development -Industry focus on technology -Consumerism

ENVIRONMENTAL: -Impact of fossil fuels -Environmental factors -Waste disposal -Energy consumption

LEGAL: -Competition law -Company law -Business ownership law -Environmental protection law

Source: Johnson, Scholes, and Whittington (2006)



The industry is exposed to different environmental influences that can affect its operations now and in the future. Such as; the foreign trade regulations, government stability, social welfare and taxation policies that can affect the company’s performance over a long period of time. A restrictive government policy will prevent the company from continuing operation in the particular region. ECONOMIC

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