Third GMP Forum of 2025 Features First Inter-Zemi Strategy Competition

The third GMP Forum of the 2025 academic year took place on Tuesday, July 1, in Classroom 15-201. The event brought together 14 GMP student teams to work on a strategic challenge presented by Professor Edman: proposing an entry strategy for Calbee, a major Japanese confectionery manufacturer, as it expands into the Korean market.

This forum marked the first inter-zemi strategy competition in the history of the GMP Forum. The new format further enhanced student motivation and provided an opportunity for each zemi to showcase its unique strengths and research focus. By incorporating their respective expertise into their ideas and presentations, teams demonstrated diverse analytical approaches and creative perspectives.

In the preliminary screening, Professor Edman reviewed video submissions from all teams and selected eight for further evaluation. Following an additional qualifying round, four finalist teams advanced to present at the main forum. Each team’s presentation reflected its zemi’s academic focus and character, offering participants and audience members valuable new insights.

A Presentation at the Main Forum

South Korea, the target market for the assignment, was also the destination of this year’s GMP overseas study trip. This connection allowed students to approach the task with a strong sense of ownership. Despite the limited availability of comprehensive information, such as detailed market size data or Calbee’s level of brand recognition in South Korea, teams delivered well-structured hypotheses, data-driven strategies, and high-quality presentations.

When the winning teams were announced, members of the four finalist groups were seen quietly clasping their hands in anticipation, reflecting the strong bonds formed through the competition and the personal growth experienced by participants.

Sara Kawai, a member of one of the two winning teams, shared her reflections on the experience. She noted that her team struggled with time management during the preliminary round but used the limited preparation time before the final presentation to improve their delivery. “By applying what we learned from the preliminaries, everyone was able to perform confidently within the time limit,” she said, adding that witnessing her teammates’ dedication to improvement was deeply inspiring. She also emphasized the importance of face-to-face communication, explaining that in-person discussions often led to new ideas and played a key role in aligning the team’s understanding and maintaining motivation.

Team Awarded the “Best Presentation Award – First Place” with Professor Edman

Team Awarded the “Best Presentation Award – Second Place” with Professor Edman

Through the application of marketing and business frameworks commonly used in professional settings, the forum provided students with a highly practical learning experience. Many participants noted that the skills they developed, from hypothesis building to strategic communication, will be valuable not only in their upcoming job searches but also in their future professional careers.