WHAT IS THE SITUATION ANALYSIS? Very simply, the Situation Analysis walks you through the skills you need to analyze

WHAT IS THE SITUATION ANALYSIS?

Very simply, the Situation Analysis walks you through the skills you need to analyze the market (or situation) in Capstone.

You will learn about:

Customer segments, the Perceptual Map and Ideal Spots
The growth rates and how to calculate total demand
Plant capacity and automation levels
Unit margins and how to calculate how much each unit costs to make
Customer buying preferences and how to meet customer needs with your products

The Capstone Courier and the Industry Conditions Report contain all the information you need to complete the activities. You will be working with the reports from Round 0, when all companies are equal.

Click the links below to access these essential reports so you can reference them as you work through the Situation Analysis. We recommend you print these out for ease.

A downloadable, “pen and paper” version of the Situation Analysis is available here: PDF Version

Perceptual Map – Information

WHAT IS THE PERCEPTUAL MAP?

The perceptual map is a visual representation of the five different customer segments based on how specialized these customers want their product to be.

For example, some customers want higher performance and smaller size than other customers, so they are grouped in a segment called the ‘High End’. Other customers don’t mind about the size but want really good performance, so they are grouped in a segment called ‘Performance’, and so on.

Just like in real life, over time all customers’ expectations move toward better products, which in the simulation means smaller and higher performance.

The animation below shows the moving expectations of customers, called ‘Segment Drift’:

For a deeper look into the Perceptual Map click here to view a in the online guide.

For more details about the drift rates in the perceptual map, please refer to the section titled ‘Drift Rates’ in the Industry Conditions Report.

HOW CAN I USE THE PERCEPTUAL MAP?

The Research & Development Department can use the Perceptual Map exercise to plan revision and invention projects that meet customers shifting size and performance expectations.

The Marketing Department can use the results during forecasting as they compare competing products and when determining prices (in general, better positioned products can command higher prices).

THE ROUND 0 CAPSTONE COURIER
THIS INDUSTRY CONDITIONS REPORT

you need to understand this assignment, do not make bid if any of those docs no clear . need great work and be around after turn it bc you might change some mistake. I will up loud rest of the work after assign it to you, be aware


Perceptual Map – Ideal Spots

Decision Audit
E Homework
The Ideal Spot in the Segment Circles
Ideal Spots offset from segment center
Conference
20
TeamMATE
18
16
Ethics Plug-In
1
Low End
Reports
12
So, where should you try to position your product in the segment
circles? As a basic rule, the ‘Ideal Spot’ will help guide you. The ideal
spot represents the position with the highest point of demand for each
consumer base-or segment.
The ideal spot is made up by the product’s performance (speed) and
size. As the perceptual map drifts down and to the right each year, the
ideal spot will change as customers demand sensors with decreased
size (smaller) and increased performance (faster).
Although it would seem that the Ideal Spot would be in the center of the
segment circle, the positioning actually varies due to the customer focus
of each segment. For example, in the High End segment, the Ideal Spot
is at the leading edge of the segment because those customers want
the best possible product. Each segment’s ideal spot is represented by
the pink dots on the Perceptual Map.
Nedori
Pedor Nancy
Traditional
គឺ
10
E Course Page
8
8
Hidh End
4
Side
2
04
0
B
16
18
21
6
Performance
10 12 14
Perceptual Map
Calculating the Ideal Spot
To calculate where the ideal spot is in each round, start with the segment center in the table below and then adjust for the offset. These offsets
represent the distance from the center of the segment to the ideal spot. The activity practices how to calculate the Ideal Spot using information in the
Industry Conditions report.
Looking at the table below for Round 1, the ‘Low End’ segment center has a Performance (Pfmn) specification of 3 and a Size specification of 17.
Now we look at the bottom of the table to see how much the ideal spot is offset from the center of the segment, and we see that the Low End ideal
spot is offset by -0.8 for Pfmn and +0.8 for size.
Segment Center by Round
Traditional
Round
Pfmn Size
0
5.0
15.0
1
5.7 14.3
2
6.4
13.6
3
7.1 12.9
12.0
Low End
Pfmn Size
2.5
17.5
3.0
17.0
3.5
16.5
4.0
16.0
wwno
High End
Pfmn Size
7.5 12.5
8.4
11.6
9.3
10.7
10.2
9.8
Performance
Pfmn
Size
8.0
17.0
9.0
16.3
10.0
15.6
11.0
14.9
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11.00 Settings to activate Windows.
Size
Pfmn
3.0
3.7
4.4
5.1
10.0
9.0
>
.
Round
0
1
ww-o
Traditional
Pfmn Size
5.0 15.0
5.7 14.3
6.4 13.6
7.1
12.9
0.0
0.0
Low End
Pfmn
Size
2.5
17.5
3.0
17.0
3.5
16.5
4.0
16.0
-0.8
+ 0.8
High End
Pfmn Size
7.5 12.5
8.4
11.6
9.3 10.7
10.2 9.8
+ 1.4 – 1.4
Performance
Pfmn
Size
8.0
17.0
9.0
16.3
10.0
15.6
11.0
+ 1.4
– 1.0
Size
Pfmn
3.0
3.7
4.4
5.1
+ 1.0
Size
12.0
11.0
10.0
9.0
– 1.4
2
3
Offset
14.9
So, we can calculate that the Round 1 ideal spot for my product in the Low End segment is
Pfmn:
Size :
Center
3.0
17.0
Offset
-0.8
+ 0.8
Ideal Spot
= 2.2
= 17.8
Use the segment centers in the table above to calculate the new ideal spots for the segments. Once you have successfully entered the correct ideal
spots for Rounds 0 and 1 (the green cells), the rest of the table will fill in automatically. If you have entered any answers incorrectly, a red line should
appear in the cell.
Incomplete
High End
Traditional
Rnd Pfmn Size
0
Low End
Rnd Pfmn
Performance
Pfmn Size
Size
Pfmn
Size
Rnd
Pfmn
Size
Rnd
Rnd
Size
0
0
0
0
1
1
1
1
1
2
2
2
2
2
3
3
3
3
3
4
4.
4
4 4
4
5
5
5
5
5
6
6
6
6
6
7
7
7
7
7
Activate Windows
Go to Settings to activate Windows.
ate Windows
ettings to activate Windows
8
8
8
8
8
Demand Analysis
Decision Audit
Homework
Calculating Market Demand
* Conference
The Industry Demand Analysis will help the Marketing and Production Departments understand future demand. Marketing can use the total demand
for each segment as it creates a sales forecast. Production can use the results when making capacity buy and sell decisions.
TeamMATE
Ethics Plug-In
You will need:
• The Segment Analysis reports (pages 5-9) of the Capstone Courier for Round 0
• The Industry Conditions Report.
Reports
• At the top of each Segment Analysis page you will find each segment’s statistics (see example below). The top line is the total demand for the
segment for last year (the Courier reports last years data). The fourth line tells you next years growth rate for the segment.
Course Page
To find out the coming years total demand, simply apply the growth rate to last years total demand.
High End Segment Analysis
CAPS
For example, in the High End segment analysis on the left, Total
Demand is 2554 and next years growth rate is 16.2%
Next years demand is calculated as follows:
High End Statistics
Total Industry Unit Demand
Actual Industry Unit Sales
Segment % of Total Industry
2,554
2,554
11.2%
Total demand
2554
+
Growth (Total Demand x 16.2%)
414
Next Year’s Segment Growth Rate
16.2%
* The above growth and demand figures are for example only. Your industry
growth rates and demand may differ, but the process to calculate next years
total segment demand is identical.
Total Segment Demand next year (rounded to
nearest whole number)
2968
Industry Demand Activity
For your purposes, complete the form below with the “average” scenario. Assume the Round 1 growth rates will continue into the future unchangedvate Windows
This will give you some idea for potential market size. If you have time, try a worst case and best case scenario for Rounds 2 through 8. For worst
case, assume, say, half the growth rate. For best case assume, say, 1.5 times the growth rate.
Go to Settings to activate Windows.
e Window
Use the information in the Courier to calculate the Round 1 demand for each of the segments. Once you have successfully entered the correct
demand for Rounds 0 and 1, then the rest of the table will fill automatically
Incomplete
Traditional
Low End
Rnd Demand Rate(%) Rnd Demand Rate (%)
High End
Rnd Demand Rate (%)
Performance
Rnd Demand Rate (%)
Size
Rnd Demand Rate (%)
0
0
0
0
0
1
1
1
1
1
2
2
2
2
2
3
3
3
3
3
4
4
4
4
4
5
5
5
5
5
6
6
6
6
6
7
7
7
7
7
8
8
8
8
8
The Round 0 Capstone Courier
While you can calculate the demand for Round 1 from the information on hand, future growth rates are unknown. Can you predict the market size for
Rounds 2 to 8? No. On the other hand, you need something for planning purposes to address critical questions like:
How much production capacity will we need in the future?
How much money do we need to raise?
Which segments are most attractive for investment?
Planners address this type of issue with scenarios. Typically there are three: worst case, average case, and best case. The average case assumes
that the current growth continues indefinitely into the future.
Worst case assumes a lower growth rate. Best case a higher growth rate. The truth will unfold as the simulation progresses. Next year’s growth rate
is published in the Courier on each Segment page in the Statistics Box.
owth rate ate Windows
Go to Settings to activate Windows.
NS
vate Windows
e Window
Capacity Analysis
in Audit
ork
Capacity Analysis
Being able to analyze plant and equipment (capacity and automation) is essential to understanding how you and your competitors are supplying the
market demand. There is often unmet demand in segments because companies do not or cannot produce enough units. If you successfully analyze
industry capacity, your team could benefit from these shortfalls.
ence
ATE
Plug-In
Each product has its own production line where you can set capacity and automation. Capacity represents the company’s ability to
produce units of its product. Think of capacity as your manufacturing plant. For each unit of capacity, there are two shifts of workers
that can use your manufacturing plant to produce your products, which represents a first and second shift. So if your product has a
capacity of 1000, this means you can produce up to 2000 units of your product.
|
Page
Automation represents the robot-to-worker ratio in your manufacturing plant. A higher ratio of robots will provide your company with a
lower labor cost. However, this will increase the amount of time it takes your products to be updated
You will need:
• The Production Analysis report (page 4) of the Capstone Courier for Round 0
On the Production Analysis page, look at the table of products (the Andrews company is displayed below). The highlighted boxes (plus a little math!)
are where you will find the information you need to complete the analysis.
Unis
Primary
Name Segment
Able Trad
Acre Low
Adam High
Aft
Pfmn
Agape Size
Sold
999
1.763
366
358
314
Unit
Inven
tory
189
39
40
78
62
Age
Pfmn Seze
Revision Date Dec.31 MTBF CoordCoordPrice
11/21/2010 3.1 17500 5.5 14.5 $28.00
5/25/2009 4.6 14000 3.0 17,0 $21.00
4/18/2012 1.7 23000 8.0 12.0 $38.00
6/30/2011 2.5 25000 9.4 15.5 $33.00
5/25/2011 2.6 19000 4.0 11.0 $33.00
Material Labor
Cost Cost
$11.59 $7.49
$7.81 $7.12
$15.98 $8.57
$15.87
$8.57
$13.62 $8.57
Contr.
Marg
29%
27%
33%
23%
30%
2nd
Shift
&
Over-
time
0%
30%
0%
0%
0%
Auto
mation
Next
Round
4.0
5.0
3.0
3.0
3.0
Capacity
Next Plant
Round Utiliz
1,800 66%
1.400 129%
900 45%
600 73%
600 63%
Production Costs Activity
Use the table below with page 4 of the Courier to complete the activity.

Purchase answer to see full
attachment