Capstone Computer Based Simulation
The Playing Field • $100 M electronic sensor manufacturer. • Market dominated by handful of firms. • No outside competitors or substitutes. • Benign environment.
Strategic Map Large Size Small Slow Performance Fast
Product Segments Large Low. End Performance Traditional Size High-End Small Slow Performance Fast Perceptual Map
Each Segment has a Sweet Spot Low Large 2 4 1 Size 5 Size Perf Trad Sweet Spot 3 High Small Slow Performance Fast Perceptual Map
Segments drift over time Large Low Perf Size Trad Size High Small Slow Performance Fast Perceptual Map
Two Stage Purchase Decision Stage 1 - Match Product to Market 1. Product must plot within the segment. Able Size Able 2. Product must fall within Price price guidelines. Performance Able Segments Quality 3. Product must fall within quality guidelines Segments
Two Stage Purchase Decision Stage 2 - Rank Best Product Position Quality 1. Positioning 3 AB 2. Age Price HIGH END 0 Yrs Sweet Spot 1 3. Quality 20000 4. Price $30 25000 $40
Segment Criteria Ranking Traditional Low End High End Pfmn Size Age Price Position Quality Position Price Age Position Quality Price Quality Price Age Price
Functional Areas Production R&D Marketing Finance HR
Research & Development • Set Product coordinates (Position) AB AB • Set MTBF rating (Quality) High • Drives Perceived age (Age) High Eight < < < • Drives breadth of product line Low Quality Low One Age Breadth
R & D Factors on Existing Products • Cycle time affected by: – Automation level of production line – Number of projects underway – Distance moved on perceptual map High < Low Automation Level High Long < < Low Number of Projects Distance moved < Short Cycle Time
Marketing • Price • Promotion Budget • Sales Budget • Set Sales Forecast • Set Credit Policies AR/AP
Production • Set automation level • Buy or sell capacity • Schedule production • One year lag to add capacity or automate
Finance • Acquire Capital – Issue Stock – Short Term Debt – Issue Long Term Bonds • • Set Dividend Retire Long Term Bonds Retire Stock Emergency Loan
CAPSTONE STRATEGIES STRATEGY Mission Statement Goals PERFORMANCE ASSESSMENT Success Measurements Ratios Statistics • Business-level strategy: ANALYSIS S. W. O. T Analysis – Overall Cost Leader Competitor Analysis – Cost Leader with Competitive Analysis Focus (Low Tech or Product Life-Cycle) – Differentiator with Focus (High-Tech or Product Life-Cycle) FUNCTIONAL PLANNING Marketing Production Finance R&D HR
Success Measurements • Choose at least TWO prior to Round 3 • Ending Stock Price must be weighted no less than 20% • Others: – Cumulative Profit – Avg. Market Share – Asset Turnover – Avg. ROA – Avg. ROE – Avg. ROS • Criteria and Weights will remain proprietary throughout the simulation
Situation Analysis • Perceptual Map • Demand Analysis • Capacity Analysis • Margin Analysis
Pre-Game Strategy Memo • Intended Strategy – Corporate: In which segments will you compete? – Business: How will you compete in each segment? • • • Situation Analysis Specific Goals Strategies and Tactics – R&D actions – Marketing actions – Production actions • One (1) page of text; one (1) page of exhibits • Due: Monday Nov. 4 @ 2: 00 p. m.
Capstone Schedule Monday 11/4: Wednesday 11/6: Year 2000 Decisions 12: 00 p. m. Year 2001 Decisions 9: 00 p. m. Monday 11/11: Thursday 11/14: Year 2002 Decisions 12: 00 p. m. Year 2003 Decisions 12: 00 p. m. Monday 11/18: Wednesday 11/6: Year 2004 Decisions 12: 00 p. m. Year 2005 Decisions 9: 00 p. m. Monday 11/25: Year 2006 Decisions 12: 00 p. m.
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