The importance of strategic planning aligned with risk management in a wholesale company
DOI:
https://doi.org/10.5281/zenodo.14291691Keywords:
Business game, Simulation, Marketing Strategy, Risk managementAbstract
This management report was prepared based on the experience acquired by student directors of the wholesale company ABO Company in the Gregomix simulated environment. With a worrying first quarter due to a lack of knowledge of the simulator and high initial investment in marketing, the company's net margin could have been better, resulting in a negative balance. The directors understood that inexperience in the first round was responsible for the result obtained and decided to develop strategic actions, using spreadsheets to support decision-making. The study highlights the importance of planning focused on risk control and management, presenting data from each quarter to establish comparisons of results. The increase in revenue and net margin rates resulted from a strategy focused on adaptability and concepts from the strategic school of market positioning. This strategy generated exponential growth from the second year onwards, leading the company to lead the wholesale market for Alfa, Beta, and Omega products in some quarters. It is concluded that planning, combined with risk management and controlled investment in marketing, was decisive for the success of the company ABO Company in the simulation environment.
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