Game sessions on Essilor
These two game sessions will put you in the shoes of Essilor’s CEO during the 1990s.
They complement Xavier Fontanet’s book “De la stratégie en entreprise, conversation avec Pierre Pupier“, published by Editions Manitoba/Les Belles Lettres in August 2024, in which a QR code (in appendix 3) provides a link to this web page.
A bit of history – a look back at Essilor’s conquest of the United States from 1990 to 2000:
The economic context:
The optics industry is experiencing overall growth.
In the first session (“Essilor 1991-2013”), the market is broken down into five strategic segments: frames, contact lenses, corrective lenses, implants, and military optics. These five segments show positive but varying growth rates, and the company is positioned differently across each of them.
In the second session (“Essilor 1993-2013”), market segmentation is replaced by geographic segmentation across 6 zones (Europe, North America, Asia, Latin America, China, India).
The competitive situation at the start of the game:
In the first session (“Essilor 1991-2013”), you will face 7 competitors and balance your investment decisions across 5 market segments (frames, contact lenses, corrective lenses, implants, military optics).
In the second session (“Essilor 1993-2013”), you will only have 4 competitors, and your asset allocation strategy will focus on the geographic distribution of your investments across 6 zones (Europe, North America, Asia, Latin America, China, India).
As in other Strathena game sessions, your responsibility as CEO will be to allocate resources while anticipating the actions of your competitors, who follow their own logic and will react to your decisions. You will have the ability to take on debt, and you must also determine the level of dividends paid out to your shareholders.
You will be evaluated on the overall return (stock price and average dividend per share) delivered to your shareholders over a long period, bearing in mind that this profitability is directly correlated to the quality of the strategic positions you secure.
Key game parameters:
The first session spans 23 years, from 1991 to 2013; the second spans 21 years, from 1993 to 2013.
Each year lasts 2 minutes.
You will have access to debt leverage.
Your turn to play!
Step 1: Sign up
In the “Access code (optional)” field of the registration form, enter the page number from the book “De la stratégie en entreprise” where the QR code linking to this page is found. The two Essilor sessions will be added to your account within 24 hours of registration.
Step 2: Log in
Step 3: Read the rules
Step 4: Start the game: Click here if you are on a computer, or tap “Play” if you are using the mobile app.
Give it a try and compare your results with what actually happened in the real world. Best of luck!
