capsim chester team
DESCRIPTION
TRANSCRIPT
CHESTER,
Cameron Fuller, Christina Kurow, Carmen Leung, Jennifer Noinaj, Miranda Rodriguez, Adam Swiatek, Jonathan Wong
INC
Sensor Company
BA420 | April 26, 2010
Overview Strategy Products Finances Trials Take-aways
Agenda
1. Simulation Overview
2. Business Strategy
3. Product Information
4. Financial Performance
6. Conclusions
5. Trials and Tribulations
Overview Strategy Products Finances Trials Take-aways 3
Introduction Sensor company: Research & Development,
Marketing, Production and Finance Segmented markets: Low End, Traditional, High End,
Performance and Size 3 practice rounds
Business functions intertwine with one another closely Aggressive strategy Consumer demand & competition: proactive vs reactive
Overview
Overview Strategy Products Finances Trials Take-aways 4
Business StrategyOur Positioning Technology leader Tech savvy consumers: innovative & first-movers
Targeted Segmentation High technology niche differentiator
High End Size Performance
Premium pricing Technologically superior products
Minimizing size, maximizing performance
Strategy
Overview Strategy Products Finances Trials Take-aways 5
Product Perceptual Map
Traditional
Size High End
Low EndPerformance
Products
Overview Strategy Products Finances Trials Take-aways 6
Products Cake (traditional)
Less emphasis Cedar (low)
No big changes Cid (traditional)
Phased out high end
Coat (performance) Max perf criteria
Cure (size) Max size criteria
Cat (high) Newly introduced
Market Share of Products Trad Low High Pfmn Size
Average % of Market 26.6% 30.9% 15.1% 14.5% 12.8%Chester’s % 15.9% 19.4% 31.5% 27.0% 21.0%
Products
Overview Strategy Products Finances Trials Take-aways 7
Performance Snapshot
Andrews
Baldwin
Chester
Digby
ErieFe
rris
($20,000,000)
$0
$20,000,000
$40,000,000
$60,000,000
$80,000,000
$100,000,000 Cumulative Profit
Andrews14%
Baldwin13%
Chester23%
Digby9%
Erie24%
Ferris18%
Market Share
Finances
Overview Strategy Products Finances Trials Take-aways 8
Stock Price
2010 2011 2012 2013 2014 2015 2016 2017 2018$0
$10
$20
$30
$40
$50
$60
$70
$80
$90
$100
Closing Stock Price
AndrewsBaldwinChesterDigbyErieFerris
Finances
Overview Strategy Products Finances Trials Take-aways 9
Financial Impact
Rd 1 Rd 2 Rd 3 Rd 4 Rd 5 Rd 6 Rd 7 Rd 8$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
$7,000
$8,000
$9,000
Product Costs
Inventory CarryR and DPromoSales Budget
Thou
sand
s
Finances
Overview Strategy Products Finances Trials Take-aways 10
Successful Decisions R&D decisions within the customer’s ideal criteria
range Constant comparisons to competitors Added Cat into high end Portfolio diversification Investment in automation
Trials
Overview Strategy Products Finances Trials Take-aways 11
Unsuccessful Decisions Skimping out on advertising Wrong sales team adjustments Emergency loans Inconsistent investment in capacity Forecasting was poor – leftover inventory Product going outside perceptual map Trial & error
Trials
Overview Strategy Products Finances Trials Take-aways 12
Lessons Learned Communication within the team for decisions Coordination between the various business units Different perspectives on multiple disciplines Awareness of both the competitors and the
stakeholders Strategic thinking
Take-aways
13
CHESTER,
INC
Sensor Company Questions?