What is the goal?

The goal of the game is the same as the goal of every real business - sales and profit growth, and longer term market domination.

The game formally has no end, it's cause and effect events sequence, and every activity leaves its mark in the game reality. Thanks to this continuity, a failure in one round of the game is not a defeat, but just different starting point for continuation.

Certainly, you might decide on the goal of your own. You might for instance aim for becoming the #1 distributor in the market in a number of periods, and generate specific profit level. After you succeed you might close your virtual business, and start up a new one, of different profile. You might also continue playing as the market leader, and aim for maintaining the leadership position despite increasing number of new competitors with the same aspirations.