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Ba420 capsim


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Ba420 capsim

  1. 1. CHESTER,<br />INC<br />Sensor Company<br />Cameron Fuller, Christina Kurow, Carmen Leung, Jennifer Noinaj, Miranda Rodriguez, Adam Swiatek, Jonathan Wong<br />BA420 | April 26, 2010<br />
  2. 2. Agenda<br />1. Simulation Overview<br />2. Business Strategy<br />3. Product Information<br />4. Financial Performance<br />5. Trials and Tribulations<br />6. Conclusions<br />
  3. 3. Introduction<br />Sensor company: Research & Development, Marketing, Production and Finance<br />Segmented markets: Low End, Traditional, High End, Performance and Size<br />3 practice rounds<br />Business functions intertwine with one another closely<br />Aggressive strategy<br />Consumer demand & competition: proactive vs reactive<br />Overview<br />3<br />
  4. 4. Business Strategy<br />Our Positioning<br />Technology leader<br />Tech savvy consumers: innovative & first-movers<br />Targeted Segmentation<br />High technology niche differentiator<br />High End<br />Size<br />Performance<br />Premium pricing<br />Technologically superior products<br />Minimizing size, maximizing performance<br />Strategy<br />4<br />
  5. 5. Product Perceptual Map<br />Products<br />Low End<br />Performance<br />Traditional<br />Size<br />High End<br />5<br />
  6. 6. Products<br />Products<br />Cake (traditional)<br />Less emphasis<br />Cedar (low)<br />No big changes<br />Cid (traditional)<br />Phased out high end<br />Coat (performance)<br />Max perf criteria<br />Cure (size)<br />Max size criteria<br />Cat (high)<br />Newly introduced<br />6<br />
  7. 7. Performance Snapshot<br />Finances<br />7<br />
  8. 8. Stock Price<br />Finances<br />8<br />
  9. 9. Financial Impact<br />9<br />
  10. 10. Successful Decisions<br />R&D decisions within the customer’s ideal criteria range<br />Constant comparisons to competitors<br />Added Cat into high end<br />Portfolio diversification<br />Investment in automation<br />Trials<br />10<br />
  11. 11. Unsuccessful Decisions<br />Skimping out on advertising <br />Wrong sales team adjustments<br />Emergency loans<br />Inconsistent investment in capacity<br />Forecasting was poor – leftover inventory<br />Product going outside perceptual map<br />Trial & error<br />Trials<br />11<br />
  12. 12. Lessons Learned<br />Communication within the team for decisions<br />Coordination between the various business units working together as a team<br />Awareness of both the competitors and the stakeholders<br />Different perspectives on multiple disciplines<br />Strategic thinking<br />Take-aways<br />12<br />
  13. 13. Questions?<br />13<br />