Baptista, JoãoVollert, Johanna Deborah2025-02-112025-02-112024-10-042024-09-10http://hdl.handle.net/10362/178803This thesis examines the strategic turnaround of Proxima, a high-end electric automotive manufacturer, as part of a business simulation developed by Industry Masters. Proxima initially focused on producing premium electric vehicles but later expanded into mass-market segments to improve production efficiency and profitability. The study analyses Proxima's strategy using key performance indicators such as Economic Value Added (EVA), carbon emissions, and financial performance, emphasizing Proxima’s sustainability and financial growth goals. Furthermore this dissertation provides a personal reflection on the author's role within their team in the simulation and highlights the importance of communication and its impact on conflict resolution.engOperational volatilityCapability-based strategyFinancial performance analysisPersonal insights on team collaborationmaster thesis203866541