Strategic AnalysisThe simulation states that "Strategic thinking is a readiness for action based on market realities, organizational competencies and brand value. It is supported by long-term goals, strategic flexibility and need to keep pace with change." One lesson I learned is that a business must build long-term goals to align with strategic goals and manage the consequences of contemporary decisions. BJ's Prosports (BJ's) currently operates thirty-five stores and ranks third among bicycle retailers projected to achieve aggressive growth. Mark Walton, CEO, wants to establish a strong competitive advantage in the retail market, improve profitability from 28% to 38%, to reach an annual turnover of 130 million, and therefore one strategy would be to produce at low cost. Analyzing external and internal information, the author first evaluated external reports such as the US Specialty Bicycle Consumer Study which will provide customer information and the National Specialty Bicycle Retail Industry Report which will provide industry information for achieve long-term goals. It appears that external analytics will cost more to develop. All experts in the simulation recommend their opinions on internal environmental information to finalize long-term goals: Lillian, vice president of finance, aspires to status #1. 1 in terms of revenue allows them to explore growth avenues other than increasing the number of stores. Ryan, vice president of operations, plans to revamp its marketing efforts to improve customer footfall and open new stores. Kensington, strategic advisor, expands BJ's retail presence in geographies where demand is growing and sells through new channels. The information they respected to become the #1 specialty bicycle dealer. 1 in the next five years may be the most appropriate long-term goals for BJ. One of the most common internal environmental analysis analytical tools is a SWOT analysis. SWOT analysis was performed to analyze the internal factors of strengths and weaknesses as well as external factors of opportunities and threats of BJ which will help to implement the strategic plan. The author has identified a strong liquidity position; the value of the AntiGravity brand, the in-store consultancy and the service network are the strong points. Lack of retail presence and perception of the brand as a mail-oriented retailer, excess AntiGravity bike inventory, and low brand recall among 12-24 age groups are weaknesses.