1. The Big Picture Company Consumers Competitors Conditions
Situation/SWOT Analysis
Strategic Planning
Functional Integration
Performance Assessment
Company
Consumers
Competitors
Conditions
PEST
Growth & Competitive Strategies
Finance HR
Production
R&D
Marketing
Functional Integration
Profits
Mrkt Share
ROA
ROS
ROE
Asset T/O
Stock
Mrkt Cap

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

3. 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

4. Market Structure & Dynamics Analyses

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

6. Market Structure & Dynamics Analyses
Simulation’s sensor market is

7. 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

8. Consumer Buying Criteria

9. Determinant Attribute Weightings
SEGMENT Profiles:
Determinant Attribute Weightings

10. Market Structure & Dynamics Analyses
Simulation’s sensor market is

11. 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 then round to the nearest whole number. This will give you a close approximation of Total Industry Demand for Round 1.

12. SENSOR INDUSTRY ONGOING GROWTH
..the entire market growing at around % per year.

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

14. 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)

15. Market Structure & Dynamics Analyses

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

17. Market Structure & Dynamics Analyses

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