Industry Conditions Report

Industry Conditions Report
http://www.capsim.com//iApp2012Reh/Capstone_Rehearsal_Industry_...
Capstone Industry Conditions Report
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1: Segment Locations and Drift Rates:

Each year, the segments drift the length of the hypotenuse of the triangle formed by customers desire for smaller and faster products. Table 1: Segment Circle Drift Rates: Every year, customers demand increased performance and decreased size. Segment Traditional Low End High End Performance Size +0.7 +0.5 +0.9 +0.7 -0.7 -0.5 -0.9 -0.7 -1.0
Performance +1.0 Size
Perceptual Map
Perceptual Map Form: The segment fine cut circles and centers for Round 0 are shown below.
Table 2: Segment Centers at the End of Each Round: Note the drift rates vary for each segment. Traditional Round 0 1 Performance Size 5.0 15.0 5.7 14.3 Low End Performance Size 2.5 17.5 3.0 17.0 High End Performance Size 7.5 12.5 8.4 11.6 Performance Performance Size 8.0 17.0 9.0 16.3 Size Performance Size 3.0 12.0 3.7 11.0
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2 3 4 5 6 7 8
6.4 13.6 7.1 12.9 7.8 12.2 8.5 11.5 9.2 10.8 9.9 10.1 10.6 9.4
3.5 16.5 4.0 16.0 4.5 15.5 5.0 15.0 5.5 14.5 6.0 14.0 6.5 13.5
9.3 10.7 10.2 11.1 12.0 12.9 13.8 14.7 9.8 8.9 8.0 7.1 6.2 5.3
10.0 15.6 11.0 14.9 12.0 14.2 13.0 13.5 14.0 12.8 15.0 12.1 16.0 11.4
4.4 10.0 5.1 5.8 6.5 7.2 7.9 8.6 9.0 8.0 7.0 6.0 5.0 4.0
The information in Table 2 reflects the segment centers at the end of the round. Therefore, the Round 0 positions can be seen as the Round 1 starting positions, Round 2 positions can be seen as the Round 3 starting position, etc. Each month during the simulation year, the segment drifts 1/12th of the distance from the starting position to the ending position. Table 3: Ideal Spot Offsets: Customers prefer products located this distance from the center of the segment circle. Segment Traditional Low End High End Performance Size Performance 0.0 -0.8 +1.4 +1.4 +1.0 Size 0.0 +0.8 -1.4 -1.0 -1.4
2: Segment Sizes and Growth Rates

Your customers fall into five groups which are called market segments. A market segment is a group of customers who have similar needs.Each market segment grows at a different rate. Table 1.1 lists the beginning segment growth rates for your industry. The growth rates might change from year to year. Check the Segment Analysis Reports in the Capstone Courier each round for the upcoming year's growth rate. Table 4: Industry Conditions Beginning Segment Growth Rates
Growth Rate Traditional Low End High End Performance Size 9.2% 11.7% 16.2% 19.8% 18.3%
3: Buying Criteria By Segment

These are your products and the primary segments they sell into at the beginning of the simulation. These can change according to your decisions and as the simulation evolves. Able Acre Adam Aft Traditional Low End High End Performance
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Agape
Size
Customers within each market segment employ different standards as they evaluate sensors. They consider four buying criteria: Price Age, MTBF (Reliability) Positioning. The buying criteria for each segment, in order of importance, displays below. Positioning and Age score information also display. Please see Chapter 3 of the Capstone Team Member Guide for explanations of Positioning, Age, Price and MTBF scores.
3.1 Traditional Segment Buying Criteria (Round 0) Traditional customers seek proven products at a modest price. Age, 2 years - importance: 47% Price, $20.00-$30.00 - importance: 23% Ideal Position, performance 5.0 size 15.0 - importance: 21% MTBF, 14,000-19,000 - importance: 9%
Industry Conditions Figure 3.1: Traditional Buying Criteria
Traditional customers give higher scores to sensors in the 2 year range
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Traditional customers give higher position scores to sensors located in the center of the segment circle.
3.2 Low End Segment Buying Criteria (Round 0) Low End customers seek low prices and well proven products. Price, $15.00-$25.00 - importance: 53% Age, 7 years - importance: 24% Ideal Position, performance 2.5 size 17.5 - importance: 16% MTBF, 12,000-17,000 - importance: 7%
Industry Conditions Figure 3.2 Low End Buying Criteria
Low End customers prefer inexpensive sensors with slower performance and larger size.
Low End customers give higher scores to sensors in the 7 year range.
3.3 High End Segment Buying Criteria (Round 0) High End customers seek cutting-edge technology in size/performance and new designs. Ideal Position, performance 7.5 size 12.5 - importance: 43%
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Age, 0 years - importance: 29% MTBF, 20,000-25,000 - importance: 19% Price, $30.00-$40.00 - importance: 9%
Industry Conditions Figure 3.3 High End Buying Criteria
High End customers demand cutting edge sensors with high performance and small size.
High End customers give higher scores to newer sensors.
3.4 Performance Segment Buying Criteria (Round 0) Performance customers seek high reliability and cutting edge performance technology. MTBF, 22,000-27,000 - importance: 43% Ideal Position, performance 8.0 size 17.0 - importance: 29% Price, $25.00-$35.00 - importance: 19% Age, 1 year - importance: 9%
Industry Conditions Figure 3.4 Performance Buying Criteria
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Performance customers emphasize performance over size.
Performance customers want sensors in the 1 year range.
3.5 Size Segment Buying Criteria (Round 0) Size customers seek cutting edge size technology and younger designs. Ideal Position, performance 3.0 size 12.0 - importance: 43% Age, 1.5 years - importance: 29% MTBF, 16,000-21,000 - importance: 19% Price, $25.00-$35.00 - importance: 9%
Industry Conditions Figure 3.5 Size Buying Criteria
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Size customers emphasize size over performance.
Size customers prefer sensors in the 1.5 year range.
4. Projected Interest Rates

Prime Interest Rate Round 1: 7.0%
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Capstone Industry Conditions Report

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1: Segment Locations and Drift Rates:

Performance +1.0 Size