The hunger to win Mondelez Leading Edge Business Challenge made them the 2nd Runner-up of South-East Asia showdown

Being at the top may not always be the destiny, but being one of the toppers, that too in the very first competition is surely no less than winning a grand slam. So was the feeling of Team Peko Peko from Thailand, the 2nd Runner-up in South East Asia showdown of Mondelēz International Leading Edge Business Challenge 2021.

For those who are still wondering what ‘Peko Peko’ means, and why this nomenclature, Peko Peko in Japanese means the sound from the stomach when a person is hungry. No doubt, the team stood to its name, as their hunger to learn and win the competition was well reflected throughout the Leading Edge journey.

Conducted across six countries of South-east Asia namely, Thailand, Philippines, Vietnam, Singapore, Malaysia, and Indonesia, Mondelēz International Leading Edge Business Challenge invited students to solve ‘wicked problems’ by applying the concept of design thinking. Four students from Thammasat University (TU), Thailand: Suchada Charoenkittitum, Rawiphit Lorwongkamol, Pichaya Wungpreedaleatkul, and Rapeearpa Nidhiutai, decided to take a diverted route and participate in their first international business challenge competition. Little did they know then that this competition would make them the stars of Thailand.

She offered the Opportunity, We said YES!

Announcement of competitions is a general norm in universities. So as the Leading Edge Business Challenge when its launch was announced in the Thammasat University. However, it was Suchada who broke the news to her to-be teammates and made them agree to participate in the competition.

“Earlier we had been participants of traditional case competitions, so seeing this opportunity we were thrilled to participate in it.”

Marketing was one common factor amongst all, and snacking was the favorite pass-time so when a snacking organization knocks at the door to get marketing skills assessed, who will forgo the opportunity?

When we invested our sweat and energy...

Preparation is the most important and tiresome part of any competition. Team Peko Peko was also not spared from it. However, their coordination and cooperation helped them sail smoothly. For the team, understanding the wide scope of the How Might We (HMW) statement was the most challenging part of the competition. The first seven days were spent in deciphering if the HMW statement had to be dealt regionally, nationally, or internationally. Similar situation arose at the time when they had to take interviews of the common people. Understanding different personas and viewpoints was not an easy task. But their dedication towards the competition, and the challenge of doing something new kept them going.

In the era of virtual meetings

Mondelez Leading Edge Business Challenge happened when Team Peko Peko had to appear for their final exams. So, it was not only COVID-19 pandemic and succeeding lockdown that appeared to be an obstacle, but devotion of time for exam preparation also demanded their energy. Thus, virtual platforms became their new BFF. Every night of the team members was spent over virtual meetings, discussing, and brainstorming possible solutions to the problem. However, it was contacting people for the interviews that proved to be the trickiest part during the lockdown period.

Cherishing the Mondelez’s Moments

“We now laugh when we look back at our Leading Edge journey. We voted like kids to play the majority game and decide our plan of action.”
Mondelez Leading Edge Business Challenge 2021 not only provided Team Peko Peko with countless memories that they will cherish forever, but also personal and professional lessons. For the team, the competition made them recognize their forte, and helped them understand the basic theory and its advance application in real life. They learned how important it is for a team to give away with the idea of I, Me, and Myself and instead focus on what works best for the team as a whole because they #MadeItWithFriends

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