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Begin Situation-Analysis INTERNAL ENVIRONMENT Your Company's Strengths & Weaknesses: Consumer Company Competitors Conditions EXTERNAL ENVIRONMENT Opportunities & Threats

Need to find answers re: How the market is segmented. The criteria that influence consumers purchasing decisions & How much willing buy/pay… The nature & magnitude of the competition Existing & emerging Economic & Technological trends that are/will impact company future Consumers Competitors Conditions

Market Structure & Dynamics Analyses

Sensor Market Analysis Market Size, Structure & Trends Key & New --Applications Sales Forecasts– Global Market & Key Segments Investment Opportunities

Market Structure & Dynamics Analyses Simulation’s sensor market is

Consumer Segments: Big, old & cheap high-reliability & performance proven sensors w/ current tech advanced sensors w/ focus on small size cutting-edge in both size & performance

Consumer Buying Criteria

Determinant Attribute Weightings SEGMENT Profiles: Determinant Attribute Weightings

Market Structure & Dynamics Analyses Simulation’s sensor market is

DEMAND ANALYSIS: How Many Sensors / Segment want to buy across next 8 years: Multiply the Round 0 demand by the growth rate and add the result to the Round 0 demand. This will give you a close approximation of Round 1 demand. Copy this number into the Demand cell for Round 1. If you prefer, you can use the following shortcut. For example, assume the Traditional growth rate is 9.2%. Convert the percentage to a decimal (9.2% = 0.092) and add 1 to it (1.092). Multiply the Round 0 Traditional demand by 1.092 then round to the nearest whole number. This will give you a close approximation of Total Industry Demand for Round 1.

SENSOR INDUSTRY ONGOING GROWTH ..the entire market growing at around 14 - 15% per year.

Complete Demand Analysis @ CapSim Intro |  Perceptual Map 1 |  Perceptual Map 2 |  Demand Analysis |  Capacity Analysis |  Margin Analysis |  Consumer Report

MARKET SEGMENT DYNAMICS Intro |  Perceptual Map 1 |  Perceptual Map 2 |  Demand Analysis |  Capacity Analysis |  Margin Analysis |  Consumer Report Calculate each Segment's IDEAL SPOT LOCATION -- rounds 1 thru 8 ( @ Getting Started/ Complete Online Situation Analysis/ Perceptual Map 2)

Market Structure & Dynamics Analyses

Drift Demo Cheaper too-$.50 drop in price/year Cheaper too-$.50 drop

Market Structure & Dynamics Analyses

Estimating Sensor Segment MARGIN Values What Are Your Most Profitable Segments?