Welcome to the The Business Strategy Game. You and your co-managers are taking over the operation
of an athletic footwear company that is in a neck-and-neck race for global market leadership, competing
against rival athletic footwear companies run by other class members. All footwear companies presently
have the same worldwide market share and the same market shares in each of the four geographic market
regions—Europe-Africa, Asia-Pacific, Latin America, and North America. Currently, your company is
selling over 5 million pairs annually. In the just-completed year, your company had revenues of $238
million and net earnings of $25 million, equal to $2.50 per share of common stock. The company is in
sound financial condition, is performing well, and its products are well-regarded. Your company’s board of
directors has charged you and your co-managers with developing a winning competitive strategy—one that
capitalizes on continuing consumer interest in athletic footwear, keeps the company in the ranks of the
industry leaders, and boosts the company’s earnings year-after-year.