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jugar The Business Strategy Game
COMPETING IN A GLOBAL MARKETPLACE
2012 Edition

Player’s Guide
Created by

Arthur A. Thompson, Jr.
The University of Alabama

Gregory J. Stappenbeck
GLO-BUS Software, Inc.

Mark A. Reidenbach
GLO-BUS Software, Inc.

The Online Edition of The Business Strategy Game is published and
marketed exclusively by McGraw-Hill/Irwin, 1333 Burr Ridge Parkway,Burr Ridge, IL 60527

Copyright © 2012 by GLO-BUS Software, Inc. All rights reserved.
No part of this document may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written consent of GLO-BUS Software, Inc., including, but not
limited to, in any network or other electronic storage or transmission, or broadcast fordistance learning.

The Business Strategy Game

Player’s Guide

Welcome to the The Business Strategy Game. You and your co-managers are taking over the operation
of an athletic footwear company that is in a neck-and-neck race for global market leadership, competing
against rival athletic footwear companies run by other class members. All footwear companies presently
have the same worldwidemarket share and the same market shares in each of the four geographic market
regions—Europe-Africa, Asia-Pacific, Latin America, and North America. Currently, your company is
selling over 5 million pairs annually. In the just-completed year, your company had revenues of $238
million and net earnings of $25 million, equal to $2.50 per share of common stock. The company is in
sound financialcondition, is performing well, and its products are well-regarded. Your company’s board of
directors has charged you and your co-managers with developing a winning competitive strategy—one that
capitalizes on continuing consumer interest in athletic footwear, keeps the company in the ranks of the
industry leaders, and boosts the company’s earnings year-after-year.
Your first priority as a BusinessStrategy Game participant should be to absorb the contents of this
Player’s Guide and get a firm grip on what the exercise involves, the character of the global athletic
footwear market, and the cause-effect relationships that govern your company operations. Then you will
be ready to explore the online software and start running your assigned company.

How The Business Strategy Game Works
TheBusiness Strategy Game is a PC-based exercise, modeled to reflect the real-world character of the
globally competitive athletic footwear industry and structured so that you run a company in head-to-head
competition against companies run by other class members. Company operations are patterned after
those of an athletic footwear company that produces its shoes at company-operated plants ratherthan
outsourcing production to contract manufacturers. Cause-effect relationships and revenue-cost-profit
relationships are based on sound business and economic principles. All aspects of The Business
Strategy Game closely mirror the competitive functioning of the real-world athletic footwear market.
Everything about your company and the industry environment you will operate in has been madeas
realistic as possible in order to provide you with a close-to-real-life managerial experience. The Business
Strategy Game puts you in a situation where you and your co-managers can apply what you have learned
in business school and where you can be businesslike and logical in deciding what to do.
Each decision period in The Business Strategy Game represents a year. The company you will berunning began operations 10 years ago, and the first set of decisions you and your co-managers will make
is for Year 11. As soon as you get to the Main Menu for running your company, you should print a copy of
the Year 10 Company Reports, a summary of the Year 10 Footwear Industry Report, and the Year 10
Competitive Intelligence Reports. These reports, along with this Player’s Guide, provide...