Cap Sim Round 2 Analysis

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TEAM ANDREWS EXECUTIVE SUMMARY

For all the products we took into consideration the top 3 aspects that affected sales and profit. Manipulated those top 3 aspects and tried to stay as close to the "sweet spot" and revision dates as possible. Improved performance, size and increased quality, while staying within the age at revision threshold

ABLE - Traditional Segment

Marketing:For this product we already gained a significant market penetration in the first round. Therefore, we did not make any major changes to the marketing camping. Except for bringing the price down by $1 Plant Utilization: Due to a large inventory we utilized only about 10% of the 1st capacity. Anticipating using full capacity next round. Forecasting: We anticipate that with the dropped price and improved performance we will gain 5%-10% in our market share and sell out inventory.

ACRE-Low Segment

Since its a low end product we did not make any major improvements to the MTBF Marketing: Increased marketing by 10% to deliver ~70% awareness and ~50% accessibility. Plant Utilization: Due to a small inventory used 90% of 1st shift capacity. Anticipating using full capacity next round. Anticipation: Dropped the price and increased marketing. Therefore we anticipate a 5% increase in our market share.

ADAM-High Segment

Improved performance, size and quality. Increased MTBF by 10000. Marketing: Increased marketing by 8% to deliver ~70% awareness and 60% accessibility Plant Utilization: Used 1st and 2nd shift capacity to deliver on high demand. Forecasting: Anticipate to maintain the current market share and sell out inventory.

AFT-Performance

No major changes. Moved along the "sweet spot" curve.
Marketing: Increased marketing by 6% to deliver ~70% awareness and 60% accessibility Plant Utilization:Due to a small inventory used about 50% of 1st shift capacity. Forecasting: Due to an increased marketing camping we anticipate a slight increase in our sales and predict to...
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