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Module Number: MGT6850 Name of Project: A Proposition of Strategic Business Plan for Destiny Star 16th May, 2003 Mohamud, Mohamed Watanbe, Hisaya Makimura, Takashi Jaiswal, Abhishek Kannath, Sanjaya Rao Sheffield University Management School Executive Summary Destiny Star is a start-up formed in 2002 to commercialise the ideas of a student who won the Sheffield Award in the White Rose Centre for Enterprise business plan competition. The company's strength lies in its core product, the Starlight system. The company's main target market is pcPC-based online gaming. The objectives of the project are: to evaluate the potential market and competitive environment of Destiny Star's products; to review the existing business plan and link it to the market; to analyse and critique the company strategy; and to propose recommendations and suggest implementation strategies. The empirical research started with the team reading Destiny Star's business plan in order to gain an insight into the company's processes, strategies, products and potential markets. In addition, interviews were...

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