Situation Analysis.

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Presentation transcript:

Situation Analysis

Objectives Gain a more complete understanding of the Capstone simulated industry Gain a more complete understanding of the tools and techniques used in industry and market analysis Become familiar with the Capstone decision support software you will be using. NOTES:

Components Pricing Calculations Perceptual Map Demand Analysis Margin Analysis Consumer Report Capacity Analysis

PERCEPTUAL MAP 5 4 2 3 1 Performance

PERCEPTUAL MAP 5 4 2 3 1 Performance

FUTURE SEGMENT POSITIONS (pp. 18-20) Segment Drift Segment Centers For Each Round 1 2 3 4 5 6 7 8 Traditional Performance 5.0 5.7 6.4 7.1 7.8 8.5 9.2 9.9 10.6 Size 15.0 14.3 13.6 12.9 12.2 11.5 10.8 10.1 9.4 Low End 2.5 3.0 3.5 4.0 4.5 5.5 6.0 6.5 17.5 17.0 16.5 16.0 15.5 14.5 14.0 13.5 High End 7.5 8.4 9.3 10.2 11.1 12.0 13.8 14.7 12.5 11.6 10.7 9.8 8.9 8.0 6.2 5.3 9.0 10.0 11.0 13.0 16.3 15.6 14.9 14.2 12.8 12.1 11.4 3.7 4.4 5.1 5.8 7.2 7.9 8.6 7.0

Drift Rate Adjustments Segment Performance Size Traditional +.7 -.7 Low End +.5 -.5 High End +.9 -.9 +1.0 -1.0

DEMAND ANALYSIS (p. 21)

CAPACITY ANALYSIS (pp. 21-22)

What Would it Cost: To Double Capacity? To Maximize Automation To add one unit of capacity $6+($4*Automation level) To double capacity Current capacity * ($6 +($4*automation)) To Maximize Automation Current Capacity * ((10-current automation)*$4)

MARGIN ANALYSIS (pp 22-23)

CONSUMER REPORT (p. 24 )

Consumer Report Price and Reliability Positioning Awareness Good (top third of expected range) Fair (middle third of expected range) Poor (bottom third of expected range) Positioning Good – product within .5 units of ideal spot Fair – product within .6 to1.5 units away Poor – product beyond 1.5 units Awareness Good – Awareness >.80 Fair – Awareness between .50 and .80 Poor –Awareness<.50

Consumer Report Accessibility Overall Good – Accessibility >.80 Fair – Accessibility between .50 and .80 Poor –Accessibility <.50 Overall Assess using relative importance of buying criteria

Points to Consider for Strategy Strive to give customers products that maximize top two criteria Perceptual map is more important as rough cut than as fine cut Takes time and maintenance to build a solid product – Invest routinely Strive for accuracy in matching production to demand Higher product demand requires a better product offering