l'Oréal Estrat 9

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Definition

You and your team will manage Prima during six periods of six months, i.e. three years in total, against four cyber competitors Bella, Diva, Vista and Mirror.com, whose decisions will be generated automatically by the simulation model. Your cyber competitors will be challenging you with innovative decisions, but also respond to your moves. They will make the same type of decisions as yours, based on the same information available to you, with no specific competitive advantage.

The other human teams registered in the competition will manage the same company Prima, but in other simulated worlds, totally separate from your own world. Consequently, the decisions of the other human teams will have no impact on your own results. Your ultimate objective is to maximize shareholder value as reflected by the SHARE PRICE INDEX of Prima. Your share price index measures the value has been created by Prima over the course of the Challenge. It is influenced by such factors as market share, profitability, growth, ethical indices, long-term sustainability of your company, and much more.

There are two ways to measure your results:
• Your team against the cyber competitors: Your SHARE PRICE INDEX at the end of the exercise will be compared to the ones of your direct cyber competitors. You may, for instance, have increased the market value of your company by 300% while your best cyber competitor will only have achieved a result of 250%.
• Your team against the other human teams: Your final SHARE PRICE INDEX will also be compared to the ones achieved by the other human teams, who have run the same exercise with the exact same starting situation and the exact same competitors. Your absolute performance of 300% may be reevaluated as fairly poor if another team achieved a result of 500%!

As far as the EStrat Challenge is concerned, only the second measure will be taken into account. Semi-Finalist teams will be those teams who have achieved the highest SHARE PRICE INDEX for their own Prima company, in each category and geographical zone.