In this reflective report of the business simulation game we will discuss specific business strategies, rationalisations and decisions taken by the managers of the company EEAC Co over a five year period of time starting at year 6. This report aims to review the competitive strategies taken by the company, specific business decisions that were made yearly and reflect upon the final results the company achieved. An industry and company review will be discussed as well to provide insight into the business environment the game simulated. Strategic principles and any key learning points will be reviewed as well. At the end there will be a conclusion stating any issues uncovered or lessons learned throughout this process.Competitive StrategyOur competitive strategy was to differentiate ourselves from the competition by trying to implement a goal of cost efficiency. By trying to keep cost low, but not too low, we strived to provide an affordable but quality product in an effort to compete against the high end and low end products on the market. We strived to meet at a place in the middle in regards to paying average price for goods, materials and labor to create a good quality product. Industry OverviewThe target market region for EEAC Co was centered around Europe. To understand the macro environmental factors of the European region we will do an analysis of Germany through the PESTEL model. Understanding the macro environment in which a company operates is important to the companies performance. It also can affect consumers directly as it influences their ability and willingness to spend money. When looking at Germany, a region of the European market, through the PESTEL model we can better determine a company’s strategy to beat the competition. The PESTEL model analyzes a region’s political, economic, social, technological, environmental, and legal factors.PESTEL Analysis GermanyPolitical Factors Germany, with a population of about 81.8 million people, is one of the leading political and technological powers in Europe. Their government is parliamentary. They implement a democratic constitution which emphasizes the protection of individual liberty and division of powers in a federal structure. The chancellor prime minister, who is currently Angela Merkel, leads the executive branch of the federal government and is independent of the influence of the president. For example the chancellor has the right to set the guidelines for all policy areas. Germany has an independent federal judiciary consisting of a constitutional court, a high court of justice, and courts with jurisdiction in administrative, financial, labor, and social matters. The highest court is the Federal Constitutional Court, which ensures a uniform interpretation of constitutional provisions and protects the fundamental rights of the individual citizen as defined in the Basic Law 23 May 1949 become constitution of the united Germany 3 October 1990 .Economical Factors Germany is the 4th largest world economy and Europe’s largest economy by far. It is a leading exporter of machinery, vehicles , metals and chemicals. Germans are renowned for their skill in engineering and innovation which is ue their established highly skilled labour force. One challenge chancellor Angela Merkel faced was in her fight against recession.Germany manage to get out of recession due to a comeback in manufacturing orders and exports. These came from primarily outside of the eurozone. The German economy follows free market principles. There are government regulation and social welfare programs in place for citizens. The state plays a role in the economy, providing subsidies to certain sectors and by retaining ownership of some segments of the economy, while promoting competition and free enterprise.Social- Cultural FactorsWith Germany being the largest country in the European Union based on population, it is obvious that a plethora of people, religions, races and cultures intertwine. Germany is praised for its ethno-cultural diversity. Educations and skill development in trades are important socially. The arts and athletics are important in German culture as well due to the many famous artists and athletes produced by the country historically. Germans have a more progressive thinking in this modern age,. For example, they are more fluid when it comes to gender stereotypes and gender roles. Though they have adapted a more progressive state of mind they still view the family as an integral part of their society. Technological FactorsGermans are very invested when it comes to innovation and the advancement of technologies and engineering. One way Germany shows leadership in ingenuity is by being the world’s 3rd largest automobile producer which is its greatest strength. About 70% of vehicles produced in Germany are intended for export.Germany is also a world leader in the chemical industry and renewable energies as well.Environmental FactorsGermany is highly dependent on natural resources but does understand that these sources are limited. Therefore they have tried to implement measures to ensure environmental protections and to develop alternative energies to use long term. For example, some measures they have implemented are trying to end the use of nuclear power over the next 15 year and by trying to conserve nature in line with the EU’s Flora, Fauna, and Habitat directive.Legal AspectsEuropean Union laws and International law influence the German legal system, even though it has been shaped by constitutional law. State law is mainly concerned with such matters as schools and universities, the press, radio and television, as well as the police and local government.The legal stability attracts foreign companies and is to the benefit of investments and entrepreneurial activity in Germany.Business-life in Germany is based on the principle of competition.To control unfair market behavior is within the responsibility of the Federal Cartel Office in Bonn.Fair competition is also safeguarded by the Act Against Unfair Competition.Trademarks and patents enjoy strong protection in Germany. For Germany, the German Patent- and Trademark Office is in charge of these registrations.When exporting to Germany, various aspects have to be considered: Customs and taxes, quality and environmental standards, Trademark and competition rules etc.