Baked potato parleyed into Parisian frites

Jun 13, 2002, vol. 24, no. 4
By Diane Luckow

Document Tools

Print This Article

E-mail This Page

Font Size
S      M      L      XL

Related Stories

Team Baked Potato: Aaron Chow (left), Laura Game and Pokin Yeung were North American champions in L'Oreal's international on-line marketing strategy competition.

Team Baked Potato's steaming hot marketing strategies for controlling a portfolio of beauty brands earned three SFU business students the title of North American champions in an international, online, strategy simulation game, called e-Strat Challenge, sponsored by L'Oreal.

Aaron Chow, Laura Game and Pokin Yeung, all graduates of Burnaby North senior secondary school, will convocate from SFU this month after returning from a prize trip to Paris and Montreal.

Their marketing strategies beat out 17 other Canadian teams and 58 U.S. teams, including teams from such prestigious universities as Harvard and Yale, to earn them the North American title. Overall, 790 teams from around the world strategized over how to compete for worldwide brand leadership against four virtual companies.

“A key thing I learned from the competition is to take a more long-term approach to decisions,” says Yeung. “Ultimately, we weren't able to place higher because of the decisions we made in the very first period.”

The trio, all 23 years old, faced more than the usual competition pressures since Yeung was in Hong Kong on a co-op work term at Campbell Soup Asia Ltd. during the competition. They juggled a 16-hour time difference as they discussed and finalized their business decisions. Winning teams had the highest stock price indices, based on factors such as market share and revenues.

All three plan to work in marketing now that they've graduated with bachelor of business administration degrees.

Chow has already landed a job as a marketing analyst with Telus. Game would like to work in product or event marketing while Yeung is interested in brand management for companies like L'Oreal.

The cosmetics firm entertained the top six finalist teams in Paris at an awards ceremony and toured them through their research and development facility in Paris. They also flew the Canadian trio to Montreal for three days.

Search SFU News Online