A Global Mix of Top MBA Students Answer the Challenge; e-Strat Attracts Over 1500 Student Players World-Wide

Apr 19, 2002, 01:00 ET from L'Oreal

    NEW YORK, April 19 /PRNewswire/ -- This year 83 American teams were
 selected to play the e-Strat Challenge, a virtual marketing game developed by
 L'Oreal, the world's leading beauty company and Strat X, experts in design and
 application of marketing and business strategy simulations.  Four of the
 83 teams finished top 50 world-wide led by team Victoria from Indiana
 University, followed by Mahara from Bentley College, Emuwin from Eastern
 Michigan University and Phillysmostwanted from the University of Pennsylvania.
     (Photo:  http://www.newscom.com/cgi-bin/prnh/20020419/NYF063-a
              http://www.newscom.com/cgi-bin/prnh/20020419/NYF063-c )
     Introduced in January of 2001, the e-Strat challenge was specifically
 designed for MBA students.  Participating teams are given control of a virtual
 beauty company and a portfolio of brands.  They must compete for world wide
 leadership against four other virtual companies which are run automatically by
 the simulation.  During the six rounds of competition students are asked to
 make over 150 critical decisions that demand the use of analytical thinking,
 strategic marketing and solid business principles to gain market advantage
 against the competitive brands.  The top three winners are the teams that
 achieve the highest stock price index at the end of the eight weeks of
     This year when the game began, 7800 candidates from 50 different countries
 registered to play, more than double that of last year.  Participants had to
 register in teams of three.  Team members had to attend the same school or
 university.  In addition to the standard entrance forms, each team member had
 to answer a multiple-choice quiz and the whole team had to answer a subsidiary
 question.  Based on these criteria, 790 teams were chosen to play and at the
 end of the competition 515 teams representing 46 countries fully completed all
 six rounds.
     On Thursday, April 18th in Paris, seven teams convened for the award
 ceremonies, six of them were regional winners: Brazil's Belezaefundamental;
 Canada's Bakedpotato; Tau from Israel; SasinMBA from Thailand and the two
 teams from Poland, Copernicus and Economists.  One American team from the
 Kellogg business school at Northwestern University was awarded a special
 participating prize.  But top honors went to team Economists from Poland who
 placed third overall, Brazil's Belezaefundamental in second place, and
 Copernicus of Poland who were announced global champs.
     Each team receives a four-day, all-expense-paid stay in Paris.
 Additionally, each member of the first place team will be flown for a week
 long stay in the destination of their choice anywhere in the world; each
 member of the second place team will receive a camcorder; and the third place
 team members will each receive a digital camera.
     Through e-Strat, L'Oreal has found an innovative way to give students an
 insight into the world of business, what it takes to manage a leading beauty
 company and the role that the new technology plays, while enhancing their
 perception of the company's leadership in technology, R&D and marketing.
     For further information on e-Strat log on at
     L'Oreal S.A., based in Paris, is the world's leading cosmetics company
 with 2001 consolidated sales of 13.7 billion euros.  Operating in more than
 150 countries and employing more than 48,000 people, L'Oreal Group companies
 manufacture and market such well-known brands as L'Oreal Paris, Lancome,
 Maybelline, Laboratoire Garnier, Redken 5th Ave NYC, Soft Sheen/Carson,
 Kiehl's Since 1851, Matrix Essentials, La Roche-Posay, Ralph Lauren
 Fragrances, Giorgio Armani Parfums and Cosmetics, Biotherm and Helena
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