Introduction

The activity of commercialization, of exchange, is one of the first that human beings
carry out. This activity, over time and with the increase in the number of exchanges and
its complexity, has evolved, both in the way of understanding it and of practicing it.

In the following content we will summarize in a summary the interesting journey that a
new company has taken, as well as the decisions we have made as a team in each
quarter.

The Bcycling company, with its slogan “EnjoyThe Moment ”, has been created
thinking about the satisfaction of the customer who dares to enjoy sports, and rather, to
ride a bicycle for pleasure or physical necessity, creating carbon fiber Bicycles. The
status and pleasure of riding a carbon fiber bike is more than enough to push even the
budget-minded customers to dig deep into their pockets to own one of these bikes.

You will notice that it will be a fully integrated company that does everything from
marketing to production to human resources management. With limited financial
resources and full accounting responsibility. In the following content, as an executive
team, we will indicate how we have provided the initial capital (investment money)
necessary to start the business. This money has been used to build a production plant,
open points of sale and design brands. We will invest 1,500,000 as a mono limit in the
first quarter and another 500,000 in each of the following two quarters. An additional
2,500,000 available in the fourth quarter from venture capitalists, for a total of
5,000,000.

The executive team has had a year and a half (six quarters or decision periods) to
develop and take off this interesting project. Within this period of time, the company
must become self-sufficient and make substantial profits from its operations.
The Balanced Scorecard has been used to measure the performance of our company and
compare the results with those of our competitors.

The total business performance of the company has been based on financial
performance, marketing effectiveness, market performance, investment in the future of
the company, human resource management, manufacturing productivity, asset
management, financial risk and wealth creation.
 New company – Bcycling

The market opportunity:

We have started a new company that will enter a new segment of the bicycle industry.
We have licensed the technology to make carbon fiber bicycles using 3D printing and a
new economical form of carbon fiber. With this new technology, it will be possible to
manufacture bicycle parts anywhere in the world with carbon fiber, a material that is
stronger, lighter and now less expensive than light metals.

Our logo was created thinking about giving it the feeling of naturalness,
freshness, and highlighting the characteristics of our product manufactured to
enjoy the outdoor environment, or nature. With few colors for the best
management of the creation of arts to be used in articles and promotional
spaces.

Team of Responsible Professionals:

Our target market:

Carbon fiber bikes will appeal to the upper end of the conventional bike market. This
subset of customers is wealthier than the typical bike buyer. Our business has given us
the opportunity to own an elite bike at an affordable price.

Our mission :

We are a leading company at a national and international level, we provide quality

services in the cycling sector. Obtaining customer satisfaction, we also offer different
types of bicycles adjusted to the consumer's needs, complementing it with the sale of
avant-garde accessories.

Objectives and strategy

 Our main objective is to be the best competitor in the market.

 Focus on smaller, high-margin segments
 Focus in markets geographical that minimize the costs of
distribution.
 Build a market position and defend it.
 Take the initiative and stick with it.
 Be the first to market.
 Be the leader in all things.
 Be a fast follower, imitating smart competitive moves.
 Attack the competition on their own turf
 Be the leader in market share.
 Be the leader in profit margin.
 Be the leader in technology.
 To be the largest service provider on the market.

Target segments

Primary
Recreation

Secondary Speed

Tertiary
Mountain

Each segment has its own set of needs and wants. Each also has a price at which they
are willing to consider a purchase, in case it can meet the customer's needs and wants.

The Recreation segment seeks fun and a little exercise. These consumers are very
sociable and enjoy cycling with friends and family on relatively short excursions. These
consumers are not as resilient as other cyclists; Therefore, the comfort and ease of
management are very important. We have created a durable product capable of
handle bike paths and other light terrain. Occasionally, they need to be able to carry
small items, such as picnic lunches, light packages and even some groceries, this is why
we have created our Primary Bike with a basket, thinking about the convenience and
need of our consumers.

The Speed segment focuses on speed, as the name suggests. Look for the lightest,
fastest and most aerodynamic bicycle on the market. Pedaling quickly through the
countryside provides the exercise and sport these cyclists desire.

They enjoy the competitive spirit and camaraderie of group rides and races, but are
equally happy riding alone. These consumers love the physical challenge of long-
distance travel. They pride themselves on how healthy they must be to be fast, strong
and competitive. They are willing to pay a high price and sacrifice comfort and utility to
gain an advantage over other cyclists.

The mountain segment wants a bike that can be taken on off-road trails. Consumers
in this segment use bicycles for adventure, exercise and sports. They like the challenge
of riding on difficult terrain. They take pride in their skills and many love the thrill and
adrenaline that comes with tackling hills, downhill races and cross-country hikes.
Vigorous exercise makes it even better. We have created a bicycle thinking about
satisfying these needs, that meet the requirements of the most demanding customer.

Commercial and consumer advantages

The consumer advantages of a printed carbon fiber bicycle
3D will be awesome:

 The bike is much lighter than a metal one and therefore much easier to pedal
 Driving is more comfortable because the carbon fiber dampens vibrations from
rough surfaces;
 Cyclists experience less fatigue and more comfort because the 3D printed
bicycle frames are custom made to their gender, size, shape, weight and
performance requirements.
 Cyclists feel more energetic.
 The bikes are much more affordable than the carbon fiber bikes currently
available;
 More people can ride the newest, best, most attractive carbon fiber bike that only
the most committed elite cyclists could justify buying until today.

Market Presence:

Bcycling has introduced the new line of carbon fiber bicycles in select markets in the
North America (NORAM), Latin America (LATAM), Europe, Middle East and Africa
(Europe-MEA) and Asia Pacific (APAC) regions.

Four geographic markets have been selected as sites for test marketing, one in each
region. Each city represents a different market opportunity. The mix of clients with
different potential demands will vary for each of them.
Opening of the First Store: Asia and the Pacific (APAC) in the city of
Bangalore.
Opening of the Second Store: The city of Europe, the Middle East and Africa
(MEA), in the city of Amsterdam.
Opening of the Third Store: Latin and South America (LATAM), in Rio de
Janeiro.
Fourth Store Opening: North America in NORAM City, New York.
1. Analysis of the Profit or Loss Statement and analysis of the
bills
Like any beginning in a company, income is not reflected until after
a few months and maybe years. The first quarter we did not make a profit as it was the
quarter dedicated to our launch, store opening and research of the market in which we
launched.

From the second quarter to the sixth quarter, our expenses increased, especially in the
advertising part, since being a new company we focused on being able to create noise in our
market segment, without neglecting its research, to thus knowing who and why we are
confronted.

Starting in quarter 2 we began to generate profits, however our operating expenses were
high, which left us at a loss and it was not until the third quarter that we began to see
positive values.

After 6 months of having started and investing to position the brand and create the loyalty of
our consumers, our values gave us positive numbers, unfortunately we invested a lot in the
development of our products, without taking into account the other expenses that the
company had to present. and it led us again to have losses in income, however, we had
profitability in the income of quarter 5, which helped us to be able to sustain ourselves and
continue competing in the market.

For quarters 5 and 6 we recovered quickly, investing in increasing our sales force and the
benefits for them, without neglecting advertising positioning. We opened our stores number
3 and 4, located in New York and Rio de Janeiro, which increased store expenses, but
increased profits, especially in the 6th quarter, leaving us with good cash flow and
profitability in relation to the past quarters.
1.1 Brand Profitability

Our products were set out in the following order;

1st – Recreation
2nd – Speed 3rd –
Mountain

As we went through each quarter we were analyzing the behavior of our consumers in
relation to our products, which caused us to manufacture an additional product for
recreational and speed bicycles, and we invested a little more in the mountain bike since it
was lagging behind. . However, we were able to observe that during two quarters,
specifically the 4th and 5th, our first speed bicycle product was not being profitable, we had
to remove it from production and therefore from the market.
We made some changes in the manufacturing of products that had been a little further
behind and we invested in more advertising, where it clearly stands out that our Mountain
and Speed products are the most profitable since the profit doubles the expense incurred.

1.2 Demand by City

Our first store opened in Bangalore, where it was observed that the demand remained
inclined towards the Recreational bicycle, then we opened Amsterdam, where the Mountain
bicycle was not so requested in relation to the other products, however, In New York the
most requested was Speed.

 The average demand according to the city was the following:

New York – 569.3 Amsterdam

– 610.3
Bengaluru – 511
The city of Amsterdam being the one that generally obtained the greatest demand for
our products.

2.0 Analysis of the evolution of total market share and by

segments as of the last quarter

In the first quarter we entered a new opportunity in the bicycle market, a new segment
of the bicycle industry where the company licensed the technology to manufacture
carbon fiber bicycles through 3D printing and a new economical way of carbon fiber.

At the end of Q6 we remained in 3rd place in total demand affected by the inventory
levels projected for this quarter since we had a lack of stock in the previous ones and a
bad calculation in the projections in manufacturing hours. In this last Q we had 3 stores
and a fourth was opened to promote our brands.

Although in each Q we increased our market share, our recreation segment was
always the priority for the company without neglecting the other segments and all
three evolved.
We are left with 24% of the total market with a demand of 5,074
bicycles hot on the heels of light Bike Ltd. In this last Q the speed bicycle was positioned
above the other two segments in our brand.

Q5

In this Q we are in 3rd place with a market share of 19.28% in this quarter we sold
exactly what we produced where our mountain segment was the one that achieved the
highest percentage of sales within our brands and in this Q we had 2 stores and we
opened a third since we were gaining space in the market.
Q4

In this Q we had 19% in the total market in the recreation segments 18% positioning us
in 3rd place, in mountain 22% and speed 18% in this quarter our recreation segment
remained positioned
 we include a new
within our brand with 2 bicycle models and a mountain bike model.

Q3

In this quarter the company could not meet the demand in the second quarter, so it
created dissatisfied customers. They wanted to buy our product, but we couldn't produce
enough bikes when they wanted them. Some of our clients had to go to competitors.
Additionally, they told their friends about their experience. This created customer ill
will in the third quarter.
Even so, we dominated the market, we were in first place with 37% of the total market
share, by having a good communication and marketing strategy and with innovative
products, our recreation segment with 44% and speed with 41% dominated. almost the
entire market segment.

Q2

In

This
quarter we opened our second store in Amsterdam and
we were negative due to investments in our products in
marketing,
advertising and strategy of business for each segment.

As we can see, in this quarter we came in second place with a market share of 30%, in
addition to second place in Recreation with 28% and almost half of the market share in
speed.

Q1

We carried out an analysis of the market to be able to understand and know what our
clients needed and define our segments and which would be the first of the 3, leaving
recreation as number 1, speed 2 and montana 3. We opened in Bangalore, although it
was the second in demand to save on opening, production and transportation costs.
3.0 Evolution of the brand, price and advertising

Brand judgment

Our Bcycling company determined from its beginnings the great importance of each
advertising insertion, the brand and the price of our products.
For this reason, every quarter it was vitally important to evaluate and invest in them to
achieve the positioning we desired in the national and international market.

Therefore, at the close of our Q6 we can see how our Vital bike and Vital bike exclusive
recreational bicycle are positioned within the 3 most purchased and best valued bicycles
in their segment:

 Recreation segment

Vital bike + vital bike exclusive

Despite being among the first three best accepted brands, we achieved two products
from the same category positioning it in 3rd place with 80% acceptance at the close of
Q6, displacing our competitor light bike ltd.
  Speed segment

In this segment we evaluate materials, the comfort required for their specific use and
position ourselves at the top of mind of your audience due to its characteristics and
differentiation in the national and international market .

Spedding STDSpeeding bike++

In this segment we managed to position it by redesigning and adding value to the

existing product in previous quarters; our product
speedingbike++ is the first brand in its segment with 82% acceptance at the
close of our Q6.

 Mountain segment

Mountain bike+++

In this segment our Mountain bike++ brand is positioned in first place with 84%
acceptance from its public at the close of Q6. To achieve this positioning and
acceptance we invest sufficient funds in advertising both via the Internet and in other
media; In addition, we are working to obtain an improved version than the one that
existed in previous quarters.

3.2 Price and advertising judgment

At the close of our 6th quarter, all our prices remained 100% based on the expectations
of the market and our consumers, it was vitally important to have focused more on
quality than on costs.
time to weigh our prices since if we wanted to position ourselves we had to
achieve the loyalty of our customers.

3.3 Advertising trial

In this quarter we can see how the networks and the media played vital importance for
our positioning and making ourselves known, we can see in the results how we were the
company with the highest insertions in the media for a total of 150, however in social
networks in the segment of recreation the brand that had the most clicks for a total of
3,768 clicks on the campaigns carried out.
4- Explain the criteria for the order of store openings over time.

We started with the opening of a carbon fiber bicycle store, where our first store was
started in Bangalore with a total cost of 84,000,000, where our target segment will be
recreation, mountain and speed. Where we value the needs of the client and their desires
to be a good competitor with competitive markets.

This first period was Q1, we used a fixed capacity of 8 employees, where we will have a
fixed investment of 240,000,000 and a cash balance at the end of
period of 839,759,000, with a price willing to pay for the recreational bike at 1,050.00,
the mountain bike at 1,295.00 and the speed bike at 1,500.00.

Our brands in the market are vital bike with a price of 1000, full speed bike with a price
of 1400, mountain bike with a price of 1,000, in the first quarter in the second quarter
we made another launch of the vital bike plus with a price of 1,000 seeking better
customer expectations.

Our second store was Amsterdam with a total cost of 149,000,000 with a productive
capacity of sixteen, with an initial cash balance of 839,750,000, improving each of the
bicycles and motivating customers more with our advertisements and evolutions,
improvement strategy being executed and innovations.
Our third and last store was in New York City with a cost of 257,000,000 and quite
good profits since each period improved each of the bicycle brands in the market for
good customer demand.
 CONCLUSION

We have successfully completed the practice on the Market Place Simulator, having
obtained great experience on what it means to create a company and start it up. We have
managed to understand all the stipulated steps, from the creation of its name, its slogan
which must give the client a clear idea of what they are going to obtain when consuming
the product, the investments, how to manage said investments, performance reports,
especially the cumulative balanced scorecard, the latter being the most important
measure of overall performance.

Bcycling has been a company created to satisfy the needs of customers who like to ride
bicycles with high standards of quality and services at an international level.

We have focused on three objective segments: Recreational Bicycles, Speed Bicycles

and Mountain Bikes, each of them equipped with good characteristics to be able to
exploit the market and its real demand.
  The first market to open was in the city of Bangalore. We made this decision
keeping in mind that it would take some time for customers to get to know the
brand, and seeing that our biggest potential market was in Bengaluru. This was
the right decision.
 Our second store to open was in the city of Armsterdan, seeing the need to
expand and taking into account the proposed strategies.
 The last store to open was Rio de Janeiro where we obtained the best profits
because we have managed the Scorecard more successfully, having increased
production and sales by approximately 300%. Finally, we have decided to open
a store in New York City as a form of investment in the future.

As the quarters went by, we were able to notice the needs of the market and our
development. We started with 3 types of Bicycles, increasing the number of brands per
segment and studying their behavior in each quarter after the management carried out.
Lugo we saw the need to rethink the elimination of one of the bicycles and only focus
on those that brought us the greatest profit.

We have concluded with the following cumulative performances until the last
quarter:

Total Cumulative Performance:

 Cumulative financial performance: 24,372

 Cumulative market return: 0.257
 Cumulative marketing effectiveness: 0.793
 Accumulated investment in the future: 3,058
 Accumulated wealth: 1,040
 Cumulative human resources management: 0.788
 Cumulative asset management: 0.699
  Cumulative manufacturing productivity: 0.915
 Accumulated financial risk: 1,000
 For a total = 7,947

Cumulative financial performance: = 24.37

 Financial performance Q3: 16.08
 Q4 financial performance: 15.68
 Q5 financial performance: 21.81
 Q6 financial performance: 43.92

Cumulative market performance = 0.26

 Q3 Market Performance: 0.33
 Q4 Market Performance: 0.27
 Q5 Market Performance: 0.16
 Q6 Market Performance: 0.27

Cumulative marketing effectiveness = 0.79

 T3 marketing effectiveness: 0.78
 Marketing effectiveness Q4: 0.78
 Q5 Marketing Effectiveness: 0.80
 P6 Marketing Effectiveness: 0.81

Accumulated investment in the future = 3.06

 Investment in the future sixth quarter: 3.06

Accumulated wealth = 1.04

 Q6 Wealth: 1.04

Cumulative human resource management = 0.79

 Human resource management Q3: 0.68
 Human resources management Q4: 0.80
  Human resource management Q5: 0.81
 Human resource management P6: 0.86

Accumulated asset management = 0.70

 T3 Asset Management: 0.49
 Asset Management Q4: 0.55
 Asset Management Q5: 0.64
 Asset Management P6: 1.12

Cumulative manufacturing productivity = 0.92

 Q3 Manufacturing Productivity: 0.94
 Q4 Manufacturing Productivity: 0.84
 Q5 Manufacturing Productivity: 1.00
 Q6 Manufacturing Productivity: 0.88

Cumulative financial risk = 1.00

 Q3 financial risk: 1.00
 Q4 financial risk: 1.00
 Financial risk Q5: 1.00
 Financial risk Q6: 1.00

Important points to highlight about learning the simulator:

 Elimination of 1 product. Focusing on the best sellers.

 Investment in Advertising. Always remaining the market's favorites.
 Increase in Fixed capacity, but it still remains below operational capacity. This
will be our biggest learning from the simulator.
 We controlled a sales force that we understood could cover demand and grow,
however, we were able to understand it better in the last quarters where it was
necessary to adjust to extra capacities and schedules.

BIBLIOGRAPHY

Market Place Simulator : [Link]

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