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StuDocu is not sponsored or endorsed by any college or university BSG 2017 - Business Strategy Game - Guide How To Win - V2 Managing Strategy (University of Greenwich ) StuDocu is not sponsored or endorsed by any college or university BSG 2017 - Business Strategy Game - Guide How To Win - V2 Managing Strategy (University of Greenwich ) Downloaded by Chung Nguyen (chichung91@gmail.com) lOMoARcPSD|3667090 GUIDES FOR BSG ONLINE HOW TO WIN BSG (BUSINESS STRATEGY GAME) “We have spent years of ten dedicated men practicing the BSG Online games with over 2.000 students and hundred of Industries. We played it a few moths a year, and also gain several Grand Champions, and we have learnt a lot from other players around the world. We found a common language and knowledge in business strategies and also professional collaboration from playing the games. We would like to send sincere thanks to the Authors of the BSG Online and all other players, fans and contributors. We share the collection of experience and tips for those who wish to Win the BSG Online”. Hanoi, Feb 2016 1 Downloaded by Chung Nguyen (chichung91@gmail.com) lOMoARcPSD|3667090 TABLE OF CONTENTS 1. START THE GAME AS PROFESSIONAL..........................................................................4 First Round (Year 11).............................................................................................................4 From Round 2 to Round 10 (Year 12 to Final Year 20).........................................................5 2. APPLY THEORY INSIDE YOU...........................................................................................8 3. KNOW THE GAME, KNOW YOUR COMPETITORS AND KNOW YOU (36 Tips)......9 3.1. Figure out Your Strategy.................................................................................................9 3.2. Keep Costs Low.............................................................................................................11 3.3. Keep track of Profit........................................................................................................12 3.4. Upgrade current factories...............................................................................................13 3.5. Know your Competitors.................................................................................................14 3.6. Control the Private Label Market..................................................................................15 3.7. Focus on a strategy.........................................................................................................16 3.8. Do not make mistakes with Corporate Citizenship........................................................17 3.9. Optimizations.................................................................................................................17 3.10. Optimization (again)....................................................................................................18 3.11. Plant capacity...............................................................................................................18 3.12. Branded Production.....................................................................................................19 3.13. Branded Distribution....................................................................................................19 3.14. Celebrities (try to get at least one)...............................................................................20 3.15. Private Label again......................................................................................................21 3.16. Finance and Cash Flows..............................................................................................22 3.17. Details are important 1 – Branded Production.............................................................23 3.18. Details are important 2 – Productions..........................................................................24 3.19. How to keep track of Overall Scores...........................................................................25 3.20. How to keep track of Market Demands.......................................................................26 3.21. How to keep track of Net Profits and Cost over years.................................................27 3.22. How to keep track of Cash on hand, Debst, Equity.....................................................28 2 Downloaded by Chung Nguyen (chichung91@gmail.com) lOMoARcPSD|3667090 3.23. How to keep track of Days of Inventories, Marketing expenses.................................29 3.24. How to keep track of Manufactoring Costs (over Industry Average).........................30 3.25. How to keep track of Cost of pairs, marketing, internet..............................................31 3.27. How to keep track of Loans and Interest Rates...........................................................33 4. LESSONS FROM GAME (36 lessons)................................................................................34 4.1. Total market demands....................................................................................................34 4.2. High quality can get high margin...................................................................................34 3 Downloaded by Chung Nguyen (chichung91@gmail.com) lOMoARcPSD|3667090 1. START THE GAME AS PROFESSIONAL You, acting as a CEO, need support from CFO, CHRO, CPO, CMO and CIO to manage and run a company effectively and compete successfully. You need to spend enough time looking at results of each year to figure out the best effective strategies for next round. 2014. MA. Huy has spent very long hours to find optimal solutions to win the game. In fact, it takes new players about 1-2 hours and a few rounds to get used to with all the functions of the game, so that Industry Champion, sometimes, is just better than very innocent players. Therefore, only the games among Industry Champions show the difficult strategies from experienced players, because Grand Champions are champions of champions. First Round (Year 11) Some players play very hard from first round, increasing S/Q, number of model, reduce price, advertisement three times higher than everage, bidding for celebrities. Some players gamble for private market with high price, large volume to go to the top. We do not really know what other competitors will do at this round, Year 11. So, if we win, it is ok. If we lose, share price will go down, we can buy share at lower price. It is good. You need to identify your Strategy first, at least three things, as follows: - Quality (S/Q) 4 Downloaded by Chung Nguyen (chichung91@gmail.com) lOMoARcPSD|3667090 - Number of Model - Lower Cost (lower Price) It is very simple. Spend 30 minutes to learn every screeen of decision. Make sure you can put your ideas into the screen. What ever you want with business strategies, just do it (we are learning), but make sure you can do that correctly on the software. So, it really takes at least 30 minutes to learn all the screen. Another 30 minutes to read and understand reports. So that you will have enough information for making decisions for the next rounds. It is competition game, so start fighting from 1st round, and fight hard if you really want to go to the top of the Industry. (If you need motivation, just assume that you loose 20-100 USD for each level you are going down on the Score Board each year. So you will find each decision hard enough to make.) We have two objectives, one is becoming the TOP, the FIST group of the game, and the other is improving the results after each game. At least, you can make the company more profits after each game, try not driving it to bankcrupcy after a few rounds. From Round 2 to Round 10 (Year 12 to Final Year 20) Becareful, because other groups can set the same strategy with the Winner (even if that is you). If a strategy is followed by more than two groups, they all suffer from difficulties because they create direct competition among their target market. Even if that is low price, high quality or wide range of models. NOTE: You are managing multi-national firm, so share holders are interested in Stock Price, not dividends. Try to make your profit increase after each round, it is good for game and also for real business. NOTE: Buying sold capacity can save a lot of cost, increase capacity means lower production cost. So, stay up late, a few minutes after midnight, to buy capacity which are sold by other groups. Usually, all groups know this trick, so “snatching” a capacity happens minutes after the round is processed. BORROW: In the game of 10 years, it is good to borrow 10 years loan, 250 thousands USD to build new factories. It is also good in real world, when we can borrow to expand production. ONE big plant with capacity 10.000 is better than two or three in different locations. 5 Downloaded by Chung Nguyen (chichung91@gmail.com) lOMoARcPSD|3667090 REPEAT THAT: you will win the game if - you have a larger plant than your opponent in a region, - have as many or more model numbers, - and no more or fewer outstanding shares of stock than your opponent. Therefore, from 2nd round (Year 12 and so on), - start buying back your stocks when you have profits. - Start increasing AP factory. - Build new one in LA and increasing capacity yearly. Never think about building a factory in EA, it is expensive, a trap. Size, and market share, will affect Image. So, grow quickly. NOTE: You can advertise more, lower price, more models… which lead to very large demand for your products. Make sure to keep demand close to your capacity, because if you make it too high, much higher than your capacity, your competitors will benefits, because you can not meet all the demands. Also, you can not delivery, so retailors will reduce next round. Try to optimize options. CONSIDER: - Borrow in first round, expand AP factory and build a new one in LA. - Also consider upgrade factories in AP, when capacity smal, may be cheaper to upgrade. BUYING BACK STOCKS It is good for many things, you can buy back 2.500.000 of 10.000.000 stocks, which make ROE, EPS both better (25% better). Set dividends low, at $ 0.05 and increase a little each round. PLANT CAPACITY Borrow to set up a new plant in LA. When it grows after round 2, 3 or 4. Depends on market demand, consider sell NA factory. SUPER MATERIALS Use some around 12-18% for 5 stars. TQM Advised: spend more BEST PRACTICE TRAINING Advised: spend more WHOLE SALE MARKETING Adjust so that -15, -25 in each market. Go to Distribution to set distribution to each market. 6 Downloaded by Chung Nguyen (chichung91@gmail.com) lOMoARcPSD|3667090 PRIVATE LABEL Learn how to use this in differentcases. - Gamble at few first round - Dominate competitors at later round by setting few profits. CELEBRITIES You are selling 7.200.000 shoes, in Year 11. So how much you are willing to spend on a shoes as a cost for Celebrities. If $2.00, so you can bid as much as 14.000.000 to get one. TRY TO GET AT LEAST A CELEBRITY You can calculate the cost for Celebrity, one way is 5.000.000 for them a year in real life is good enough, another reason is spend 5 million for a celebrity can increase demand by as much as 5 million on advertising or as reducing the price by $0.5 per pair of shoes. Also, uploads/Industriel/ bsg-2017-business-strategy-game-guide-how-to-win-v2-bsg-2017-business-strategy-game-guide-how-to-win-v2.pdf