- The firm sacrificed its first two periods to build up budget, then took a loan in period 3 and had maximum budget by period 4. It dumped its MOVE brand and developed MOSH for shoppers. - For its MOPRO brand targeted at professionals, it kept prices lower than expectations. However, it made the mistake of not allocating enough advertising budget for the new product. - For its high-end MOHE brand, it underestimated production needs by 100k units, resulting in an estimated 31k units of lost potential sales. It decided to add the MOEX brand to target explorers.