Introduction

The activity of marketing, of exchange, is one of the first that I carry out.
human being. This activity over time and with the increase in the number of
exchanges and with its complexity, has been evolving, both in the way of
understand it, as well as to practice it.

In the following content, we will summarize the interesting journey in

the one who has incurred a new company, as well as the decisions we have made
as a team each quarter.

The company Bcycling with its slogan "Enjoy The Moment" has been created.
thinking about the satisfaction of the customer who dares to enjoy sports, and rather, in
riding a bicycle for pleasure or physical necessity, creating fiber bicycles
carbon. The state and pleasure of riding a carbon fiber bike is more than
enough to push even budget-minded customers to seek
deeply in their pockets to have one of these bicycles.

You will notice that it will be a fully integrated company that does everything, from the
marketing up to production and human resource management. With resources
limited financial resources and full accounting responsibility. In the following content,
como equipo ejecutivo, indicaremos como hemos proporcionamos el capital inicial
(investment money) necessary to start the business. This money has been used to
build a production plant, open sales points, and design brands. We will invest
1,500,000 as a limit in the first quarter and another 500,000 in each of the
two additional quarters. 2,500,000 available in the fourth quarter of the
venture capitalists, for a total of 5,000,000.

The executive team has had a year and a half (six quarters or decision periods)
for the development and launch of this interesting project. Within this period of
time, the company must become self-sufficient and obtain 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 overall commercial performance of the company has been based on financial performance.
effectiveness of marketing, market performance, investment in the future of the
company, human resources management, manufacturing productivity, management of
assets, 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 industry.
the bicycle. We have obtained the license for the technology to manufacture fiber bicycles.
carbon through 3D printing and a new economical form of carbon fiber.
With this new technology, it will be possible to manufacture bicycle parts anywhere.
from the world with carbon fiber, a material that is stronger, lighter and now
less expensive than lightweight metals.

Our logo was created with the intention of conveying a sense of naturalness,
freshness, and that the characteristics of our manufactured product stand out
to enjoy the outdoor environment, or nature. With few colors
for the best management of the creation of artwork to be used in articles and
promotional spaces.

Responsible Professionals Team:

Our target market:

Carbon fiber bicycles will attract the upper segment of the market.
conventional bicycles. This subset of customers is richer than the
typical bicycle buyer. Our business has given us the opportunity to own
an elite bicycle at an affordable price.

Our Mission:

We are a leading company at a national and international level providing services of

quality in the cycling sector. Achieving customer satisfaction as well
we offer different types of bicycles tailored to the consumer's needs
complementing with the sale of trendy accessories.

Objectives and strategy

Our main goal is to be the best competitor in the market.

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

Target segments

Primary
Recreation

Secondary Speed

Tertiary
Mountain

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

The Recreation segmentlook for fun and a little exercise. These

consumers are very sociable and enjoy biking with friends and
relatives on relatively short excursions. These consumers are not so
resistant like other cyclists; therefore, comfort and ease of
management is very important. We have created a durable and capable product that can

manage bike lanes and other light terrains. Occasionally, they need to be able to carry
small items, like picnic lunches, lightweight packages, and even some
groceries, this is why we have created our primary bicycle with a
basket, thinking about the comfort and needs of our consumers.

The Speed segmentit focuses on speed, as the name suggests. It seeks the
lightest, fastest, and most aerodynamic bicycle on the market. Pedaling quickly through the
field provides the exercise and sport that these cyclists want.

They enjoy the competitive spirit and camaraderie of the races and rides.
group, but they are equally happy to ride their bikes alone. To these consumers
they love the physical challenge of long-distance travel. They take pride in it
healthy that 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
about other cyclists.

The mountain segmentwants a bike that can be taken on trails

all-terrain. Consumers in this segment use the bicycle for adventure, the
exercise and sports. They enjoy the challenge of riding on difficult terrain. They
they take pride in their skills and many love the thrill and adrenaline that
conlleva abordar colinas, carreras cuesta abajo y caminatas a campo traviesa. El
vigorous exercise makes it even better. We have created a bike with the intention of satisfying
these needs, that meet the requirements of the most demanding customer.

Commercial and consumer advantages

The advantages for the consumer of a carbon fiber bicycle printed in

3D will be impressive:

The bicycle is much lighter than a metal one and, therefore, much more
easy to pedal
Driving is more comfortable because the carbon fiber cushions the
vibrations of rough surfaces;
Cyclists experience less fatigue and more comfort because the frame of
3D printed bicycles are made to fit your gender requirements,
size, shape, weight and performance.
Cyclists feel more energized.
Bicycles are much more affordable than carbon fiber bicycles.
currently available;
More people can ride the latest, better carbon fiber bicycle.
more attractive than only the most dedicated elite cyclists could justify.
buy until today.

Presence of Markets:

Bcycling has introduced a new line of carbon fiber bicycles in markets.

selected in the regions of North America (NORAM), Latin America
Latin America (LATAM), Europe, Middle East and Africa (EMEA), and Asia Pacific (APAC).

Four geographic markets have been selected as sites for marketing.

test, one in each region. Each city represents a market opportunity
different. The combination of clients with different potential demands will vary in
each one 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 America and the South (LATAM), In Rio
January.
Opening of the Fourth Store: North America in the city of NORAM,
New York.
1. Analysis of the Statement of Earnings or Losses and analysis of the

expenses
Like every beginning in a company, the revenues are not reflected until after

a few months and perhaps years. In the first quarter, we did not make a profit as it was the
quarter dedicated to our launch, store opening, and market research
in which we launch ourselves.

From the second quarter to the sixth quarter, our expenses were
increasing, especially in the advertising area, since being a new company we
we focus on being able to create buzz in our market segment, without neglecting the
investigation of it, in order to know who we are facing and why.

Starting from the second quarter, we began to generate profits; however, our expenses
operating costs were high, which left us with losses and it was not until the third quarter that
we are starting to see positive values.

After 6 months of starting and investing to position the brand and create loyalty.
from our consumers, our values yielded positive numbers,
Unfortunately, we invested a lot in the development of our products, without taking into account
counts the other expenses that the company had to present and took us back to having
losses in revenue, however, we had profitability in the revenue of quarter 5,
what helped us to sustain ourselves and continue competing in the market.

For quarters 5 and 6, we recovered quickly by investing in the increase of our

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

Our products were established in the following order;

1ria - Recreation
2ria – Speed
3ria – Mountain

As we went through each quarter, we were analyzing the behavior of our

consumers in relation to our products, which generated us to manufacture a product
additional for recreational and speed bicycles, and we would invest a little more in the
Montana was lagging behind. However, we could observe that during
two quarters, specifically the 4th and 5th our first product of the speed bicycle
it was not becoming profitable, we had to take it out of production and therefore off the market.
We made some changes in the manufacturing of the products that had been a bit more
we lagged behind and invested in more advertising, where it is clearly highlighted that our
Mountain and Speed products are the most profitable as the profit doubles the expense.
incurred.

1.2 Demand by City

Our first store opened in Bangalore, where it was observed that the demand
it remained inclined towards the Recreational bike, then we opened Amsterdam, in the
that the Mountain bike was not as sought after in relation to the other products, without
embargo, in New York the most requested was the Speed.

The average demand by city was as follows:

New York – 569.3 Amsterdam

-610.3
Bangalore - 511
Being the city of Amsterdam the one that obtained the highest overall demand

our product.

2.0 Analysis of market participation evolution

total and by segments in the last quarter

In the first quarter, we ventured into a new opportunity in the market of the
bicycles a new segment of the bicycle industry where the company obtained the
license for the technology to manufacture carbon fiber bicycles through printing
3D and a new economic form of carbon fiber.

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

Although in each quarter we increased our market share our

The recreation segment has always been the priority for the company without neglecting the
the other segments and the three evolved.
We ended up with 24% of the total market with a demand of 5,074

bicycles tailing Light Bike Ltd. In this last Q the bicycle of

speed positioned itself 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.

In the quarter, we sold exactly what we produced in our segment of
mountain was the one that reached the highest percentage of sales within our brands
Additionally, in this quarter we had 2 stores and opened a third one since we were making a profit.

space in the market.

Q4

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

mountain bikes.

Q3

In this quarter, the company was unable to meet the demand in the second quarter.
So it created dissatisfied customers. They wanted to buy our product, but you couldn't.
we produced enough bicycles when they wanted them. Some of our customers
they had to turn to the competitors. In addition, they told their friends about their
experience. This generated bad will with the client in the third quarter.
Even so, we dominated the market, we were in first place with a 37% market share.
total market, by having a good communication and marketing strategy and with
innovative products in our recreation segment with 44% and speed with a
41% captured almost the total market segment.

Q2

In

este
in the quarter we opened our second store in
Amsterdam and we ended up in the negative due to the

investments in our products in marketing,

advertising y strategy of business for each segment.

As we can see in this quarter, we ranked second with a share.

of the market by 30% in addition to a second place in Recreation with 28% and almost
half of the market share in speed.

Q1

We conducted a market analysis to understand and know what our needs were.
clients and define our segments and which would be the first of the 3 remaining
recreation like number 1, speed 2, and mountain 3. We opened in Bangalore, although
it was the second in demand to save on opening, production and
transportation.
3.0 Evolution of the brand, price, and advertising

Judgment of the brand

Our company Bcycling has determined from the beginning the great importance of each
insertions in advertising, the brand and the price of our products is
for this reason, it was crucial to evaluate and invest in them every quarter to
achieve the positioning we wanted in the national and international market.

Therefore, at the close of our Q6, we can see how our recreational bicycle Vital
bike and vital bike exclusive rank among the top 3 bicycles in their segment.
purchased and highly rated:

Recreation segment

Vital bike + vital bike exclusive

Despite being among the top three best-accepted brands, we achieved two.
products of the same category position it in 3rd place with 80% acceptance
closure 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 in the top of mind of your audience due to our 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 it.

existing product in previous quarters; our product

speedingbike++ is the first brand in its segment with an 82% of
acceptance at the closing of our Q6.

Mountain segment

Mountain bike

In this segment, our brand Mountain bike++ is positioned in first place.

with an 84% acceptance from its audience at the end of Q6. To achieve this
positioning and acceptance we invest sufficient funds in advertising both through
internet like in other media; also, we are working to obtain a version
improved compared to the existing one in the previous quarters

3.2 Price assessment and advertising

At the end of our 6th quarter, all our prices remained at 100%
Based on market expectations and our consumers, it was vital
importance of having focused more on quality than on costs when
It is time to consider our prices since if we wanted to position ourselves
We should achieve the loyalty of our customers.

3.3 Advertising Judgment

In this quarter, we can see how networks and media played a vital role.
for our positioning and to make ourselves known, we can see in the results how
we were the company with the most insertions in the media for a total of 150
However, on social media in the recreation segment, the brand that we had the most
click for a total of 3,768 clicks on the bells made.
4- Explain the criteria for the order of the opening of the
stores over time.

We started with the opening of a carbon fiber bicycle shop, where it was
our first store in Bangalore has been launched 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 customer and their desires to be good competition with the
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 bicycle of
recreación 1,050.00, la de montaña 1,295.00 y la de velocidad en 1,500.00.

Our brands in the market are the vital bicycle priced at 1000, bicycle to
speed at a price of 1400, mountain bike at a price of 1000, in
In the first quarter, in the second quarter we made another launch of the vital bicycle.
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
announcements and developments, executing strategies for improvements and innovations.
Our third and final store was in the city of New York with a cost of
257,000,000 and quite good earnings since each period improved in
market each of the bicycle brands for good customer demand.
 CONCLUSION

We have successfully completed the practice on the Market Place Simulator having
gained a great experience on what it is to start a business and the implementation in
functioning. We have managed to understand all the stipulated steps, from the creation
from its name, its slogan which should give the customer a clear idea of what it is going to
obtain when consuming the product, the investments, how to manage those investments,
performance reports, especially the cumulative balanced scorecard, being
this last one is the most important measure of overall performance.

Bcycling has been a company created to meet the needs of the customer that
likes to build bicycles with high standards of quality and services at a national level
international.

We have focused on three target segments: Recreational Bicycles, Bicycles

of Speed and Mountain Bicycles, each 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. This decision was
We take into account that it would take some time for customers to get to know.
the brand, and seeing that our largest potential market was in Bangalore.
This was the right decision.
Our second store to open has been in the city of Armsterdan, seeing the
need to expand and taking into account the proposed strategies.
The last store to open has been Rio de Janeiro where we obtained the best.
profit due to having managed the Scorecard more successfully,
having increased production and sales by 300%
approximately. Finally, we have decided to open a store in the city of
New York as a form of future investment.

As we progressed through the trimesters, 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 by segment and studying their behavior in each quarter
after the management carried out. Then we saw the need to reconsider the
elimination of one of the bicycles and only focusing on those that provided us with the most
profit

We have concluded with the following performances accumulated up to the last one
quarter:

Total accumulated performance:

Accumulated 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 management of human resources: 0.788
Management of accumulated assets: 0.699
 Accumulated manufacturing productivity: 0.915
Cumulative financial risk: 1,000
For a total = 7,947

Cumulative financial performance:= 24.37

Desempeño financiero Q3: 16.08
Financial performance of Q4: 15.68
Financial performance Q5: 21.81
Financial performance Q6: 43.92

Accumulated market performance0.26

Market performance Q3: 0.33
Market performance Q4: 0.27
Market performance Q5: 0.16
Rendimiento del mercado Q6: 0.27

Cumulative effectiveness of marketing= 0.79

Marketing effectiveness T3: 0.78
Marketing effectiveness Q4: 0.78
Marketing effectiveness Q5: 0.80
Marketing effectiveness P6: 0.81

Accumulated investment in the future= 3.06

Investment in the future sixth quarter: 3.06

Accumulated wealth= 1.04

Riqueza Q6: 1.04

Cumulative management of human resources= 0.79

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

Management of accumulated assets= 0.70

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

Accumulated manufacturing productivity= 0.92

Manufacturing productivity Q3: 0.94
Manufacturing productivity Q4: 0.84
Productividad de fabricación Q5: 1.00
Manufacturing productivity Q6: 0.88

Cumulative financial risk= 1.00

Riesgo financiero Q3: 1.00
Riesgo financiero Q4: 1.00
Financial risk Q5: 1.00
Riesgo financiero Q6: 1.00

Important points to highlight about simulator learning:

Removal of 1 product. Focusing on those with the highest sales.

Investment in Advertising. Always remaining the market's favorites.
Increase in Fixed capacity, but still remains below the
operational. This will be our greatest learning from the simulator.
 Se control una fuerza de venta que entendíamos podría cubrir la demanda y
to grow, however, we were able to understand it better in the last quarter where
It was necessary for us to adjust to the capabilities and extra schedules.

BIBLIOGRAPHY

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What is a labor incentive plan, and improve your
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[Link] mercado/