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Capstone Reflection Papar Essay

5506 words - 23 pages

Introduction Let's get down to business! Your deliverables are: 1. A complete set of decisions for your company for Round 1. (We will show you exactly what to do. Optionally you can play through Round 4.) 2. A quiz. If you understand how to perform six basic tactics, you will be able to develop and execute a strategy for your company. The tactics are: Tactic Tactic Tactic Tactic Tactic Tactic 1: 2: 3: 4: 5: 6: How How How How How How do do do do do do we we we we we we reposition a product? market a product? schedule production and manage inventory? modify plant and equipment? raise money and pay debt? invent a new product?

The quiz will ask you to match each basic tactic with a set of ...view middle of the document...

If a product is moved outside of the Rough Cut circles, it will have 0 sales; customers will not want that product. 3. Slightly improve Able by repositioning it to a Performance of 5.8 and a Size 14.2. Change Able's Mean Time Before Failure (or MTBF) to 18000. Click Recalculate. On the Perceptual Map, the magenta name is where your product will be when the project completes. The black name is where your product is today, January 1st. 4. Reposition Acre to MTBF 13000. 5. Reposition Adam to Performance 9.0, Size 11.0, MTBF 24000. 6. Reposition Aft to Performance 10.4, Size 15.0, MTBF 26000. 7. Reposition Agape to Performance 4.7, Size 9.8. 8. Click Recalculate. These projects will help your products keep up with changing customer demand- as time goes on, customers want smaller, better performing products. 9. In the menu, select File and click Update Official Decisions. Observe 1. Repositioning a product takes time: The bigger the change, the longer the time; the more projects underway, also the longer the time. 2. Moving a product on the Perceptual Map cuts its perceived age in half. See the Age Profile Chart. A saw-tooth line shows you a product's age before and after the revision date. 3. R&D projects are billed at a rate of $1 million per year. A three-month project costs $250 thousand. A six-month project costs $500 thousand. 4. Material costs are driven by the position on the Perceptual Map and by the MTBF specification; the higher the technology and the greater the reliability, the higher the material costs.

What is this tactic about? Positioning a product means choosing product attributes that customers want. You have five customer types or segments - Traditional, Low End, High End, Performance, and Size. They are interested in four product characteristics - size, performance (which together are plotted on the Perceptual Map), Age and Reliability. Each customer segment has different preferences. Your task is to give customers what they want, and that requires repositioning because the customer expectations change over time. For example, a year from now customers will expect different size and performance specifications, and your product will be a year older. You need to plan a revision today that will give customers what they want a year from now. Where do we get the data to plan a revision? We need two reports - The Capstone Courier and the Industry Conditions Report. The Courier was published yesterday, December 31st. We are making decisions on January 1st for the upcoming year.

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In the Courier we will find a Segment Analysis page associated with each segment. On the page we will find a "Customer Buying Criteria" box. It tells us what customers wanted yesterday. In the Industry Conditions Report, we will find how quickly those expectations are changing. For example, suppose the Courier says that Traditional customers wanted a performance of 5.0 yesterday. The Industry Conditions Report tells us that Traditional customers...

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