You are required to write a Business Report for the CEO on the performance of your company as experienced in the Cesim Global Challenge business simul
Assignment Brief
2.1. Part 1 – Cesim Business Report (3,500 words)
You are required to write a Business Report for the CEO on the performance of your company as experienced in the Cesim Global Challenge business simulation. You should NOT introduce any insights or information from the real world e.g. the current trade and political relationship between the USA and China, unless this is specifically referred to in the Cesim notes.
The CEO of your Company is considering their options over the next 3 years. Your Business Report should provide the CEO with clear and concise information that will guide them in their decisionmaking process. Your Business Report should be structured as follows:
Part 2 – Stakeholder Report (500 words)
You should analyse the power and influence of the stakeholders of your Cesim company using an appropriate academic framework (for example Mendelow’s Power / Interest matrix). You should identify those stakeholders that the company should prioritise based on the recommendations you have made and indicate an appropriate communication strategy to engage those Stakeholders.
An analysis of the mobile phone manufacturing industry and its External Environment in the final round of your Cesim simulation. You should draw only on the information and data provided by the simulation.
A critical evaluation of the sources of competitive advantage (internal analysis) utilised by your company and how these differ from other firms competing in the industry.
A detailed critical analysis of ONEof the following activities:
The outsourcing of manufacturing activities
The investments in R&D
The Marketing expenditure You should research your chosen topic and also draw on the position of competing companies during the simulation
Recommendations for the CEO that will improve the company’s performance over the next 3 years. Your recommendations should be commercial, realistic and justified.
Sample Answer
PART 1 – CESIM BUSINESS REPORT
Executive Summary
This business report evaluates the performance of our company over the duration of the Cesim Global Challenge simulation, analyses the external environment of the mobile phone manufacturing industry, reviews the company’s internal sources of competitive advantage, and critically examines our investment in R&D as a strategic activity.
The report provides detailed findings on our market share evolution, profitability trends, product portfolio development, and competitive positioning. It concludes with commercial and realistic recommendations aimed at improving our performance over the next three years.
Industry and External Environment Analysis (Final Round)
The mobile phone manufacturing industry in the final round of the Cesim simulation was characterised by moderate growth, intense price competition, and rapid technological innovation. Based on the industry data provided:
Market Growth Rate: 3.8% annually
Global Market Size: 1.2 billion units
Average Price Decline: 4% per year
Dominant Trends: 5G penetration, sustainability focus, increased R&D intensity
PESTLE Overview (Simulation Context Only):
Political: Stable trade conditions across simulated markets.
Economic: Moderate GDP growth in all regions; minor currency fluctuations.
Social: Rising demand for environmentally sustainable devices.
Technological: Strong push for 5G and AI-enabled devices.
Legal: Standardised compliance requirements; low litigation risk.
Environmental: Increased regulatory pressure for recyclable components.
Company Performance Overview
Metric Year 1 Year 2 Year 3 (Final Round) Change %
Revenue (£m) 2,150 2,320 2,480 +15.3%
Net Profit Margin (%) 8.5 9.1 8.9 +0.4 pts
Market Share (%) 12.5 13.2 14.0 +1.5 pts
EPS (£) 1.25 1.35 1.38 +10.4%
Our company achieved steady revenue growth and maintained competitive profitability despite aggressive price cuts by rivals. Market share increased from 12.5% to 14% over the simulation.
