International Business Strategy Course Assessment

This semester, I am taking International Business Strategy course (MGMT3101) where a simulation is part of the course assessment. The simulation practice is quite different from this course, since the decision making entries are not limited to product marketing decisions. It includes assembly-shipping, labor decisions, corporate social responsibility and finance. In addition, each group plays as a company and compete with other groups within the class. As a result, company performance is based on the competition within the tutorial. I believe Harvard simulation is more unpredictable and require more trials than MGMT3101 simulation. This is because competitor’s strategic move is not known (to be maneuvered) for this course. The only†¦show more content†¦This indicates that the company is on maturity stage of product life cycle (Rink Swan, 1979). Theoretically, mature stage brings a continued reduction in costs (Rink Swan, 1979). The feature to indicate this situation is the financial statement (a decreasing cost of goods sold / COGS per unit). However, funds spent on research to improve power to size or heat resistance will increase COGS per unit. Consequently, financial statement may not clearly show that the company is on maturity stage. To improve in maturity stage, one way is to target different market from what the company is currently doing, possibly a blue ocean strategy (Glessner Gillis, 2012; Parrish et al. 2006). In this simulation, the action that can enact this strategy is to increase the proportion to acquire new customers. But, this blue ocean strategy is more than the effort to acquire new customers. It involves a new product development. Hence, it is not feasible as there is no such option in decision entry. Targeting Approach Based on the limited decision entry, I first tried differentiated marketing strategy instead of mass marketing (tailored strategy according to the segment). The result is not as well as expected hence I shifted to concentrated marketing strategy in second round. Concentrated marketing strategy can be defined as a market strategy that focuses on one segment within the