Analysis of the business environment and production strategies of the sports footwear company GO!, in an international competitive environment

Abstract

"The Business Strategy Game" is a business management tool allows to manage, analyze, and make decisions based on simulation and the application of solid commercial and economic principies. This strategy was applied in one of severa[ companies that are part of the footwear industry sports, immerse in a highly competitive environment and at international level, where different scenarios and situations are generated throughout the simulation. GO! is one of the eight companies that offers sports shoes worldwide and competes to have a solid market share. lnitially, it had 2 production plants located in North America and Asia Pacific; however, in the year 17 they decided to concentrate the production in a plant, which reported lower costs for the organization. This plant is Asia-Pacific, from where you reach ali geographical areas in which GO! has points of sale: North America Latín America, Europe, Africa and Asia-Pacific. GO! registers in year 11 a market share of 13,5 %, being the third in participation, this situation changes throughout the period and reaches 6,4 % in year 18. However, by the end of the period it has a considerable recovery, rising by 76,6 %, so that in the end, it remains with 11,3 %, placing GO! in a fifth position in the market share. Still, for the production strategies executed, GO! reaches at the end of the period with the lowest cost of production, becoming the market leader in Costs.