Name (Registration No.

)  and Role Played

Simran wadhwa (11906871) – Research and development Decision
Angel Garg( 11908205) – Marketing Decisions & Enterprises decisions
Paras Mehta( 11908436)– Sales Decision
Jyoti Pathak( 11910540)—Production Decision
Laiphrakpam bijeta devi( 11909287)– Finance Decision
Mission and Vision of the Company

 Mission: To provide superior service experience to customer

 Vision: Our vision is to develop in a constant manner
 Broad Strategy used
• Segments: Elite and High Earners
• Aggressive expansion Strategy in first two rounds
• We produce aggressively but kept the no. of plant same till
round 2
• Stability Strategy from round 3 to 5, in order to survive in
the market because we started to face huge losses.
Share price of the company after each round

 Share price after round 3 – 30.1

 Share price after round 4 & 5 – 37.2
 Total Share price – 67.3
Decisions in different functional areas:

 Production department: No. of plants remain same for first 3 rounds and we increase the production capacity with
same no. of plants then we expanded slowly after 3 round and also increase the no. of plants accordingly.

 Financing department: After 2 round we took term loan to take research and development decisions.

 Sales department: Decided margins on the basis of competitors as well as according to consumer survey report.

 Marketing department: Used perception based pricing strategy, decided advertisement budget according to
consumer survey report which shows which segment is watches which mode of media.

 Research and development department- modified existing products i.e Elite as well as HI and launched new product
in OT segment as it has huge potential.

 Enterprise decision: After 3 round purchased reports, addressed grievances to improve the image of the company.
Mistakes Identified

 Aggressive expansion
 Too much inventory
 Emergency loans also got increased
 High margins to showroom
 Due to aggressive decision got emergency loan in first 2 rounds, hence we
were not able to take Research and development decisions
 We were too hurry to Issue shares from starting and dividend payment was
also disabled due to emergency loan and so it was a big mistake.
 Receivable policy was of 60 days due to which we had less working capital,
basically we were not having smooth operation.
Corrective actions taken

 Sales decision:
• Changed the margin to the various stores on the basis of the consumer survey
report as well as on the basis of competitors.
• Same no. of company owned showrooms throughout all rounds because we were
saving and planning to expand more in further rounds.

 Research decision:
• Modified the both existing products i.e Elite and HI at one time.
• After modifying the existing products, we launched a new product in other
segment as OT as it had huge potential.
• At 3 round we modify the existing product and in the 4th round we launch a new
product because we could only go for one option at a time.
 Production decisions:
• At first there was aggressive expansion strategy due to which we face lot of losses, hence
adopted stability strategy from round 3.
• Decrease the production capacity and no. of plants remain same.
• After 3rd round, expanded slowly and no. of plants increase accordingly.

 Financing decisions:
• Took overdraft to spend on working capital.
• Issued shares to increase funds since we had very less cash balance in hand.
• Took R&D term loan after 3rd round for Research and Development decision since issuing
shares wasn’t enough at that point of time.
• Change the repayment structure (to level) to be consistent and it is easy to pay.
• We change receivable policy from 60 days to 30 days so that we can have smooth operation.
 Marketing decisions:
• Used perception based pricing strategy which was missing earlier which shows the product
property and consumer judgmental frame of reference.
• Changed the target characteristics of high earner to convenience, elite by features and other
to bulk which was ignored earlier.
• Analyzed the advertising budget according to segment awareness research report which
shows which segment watches which mode of media. On the basis of that share of TV,
Newspapers and Internet were decided.
• Higher the awareness higher will be the demand.

 Enterprise decisions:
• Changed the CSR activity according to our budget to reduce the cost and earlier we were
spending too much on CSR. Hence we were not having much cash in hand.
• After round 3 we purchase every report because in round 2, in order to reduce the cost we
purchased only 2-3 reports.
• Addressed the citizen grievances and environmental pollution to improve the image of the
company.