Marketing and Customer Survey Score

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® Capsim Management Simulations, Inc.

1
Introduction 1
1.1 TheIndustryConditionsReport 1 1.2 ManagementTools1 1.3 CompanyDepartments 2 1.4 Inter-DepartmentCoordination 3 1.5 PracticeandCompetitionRounds 3 1.6 CompanySuccess 3

8 Plug-Ins 21
8.1 CorporateResponsibilityandEthics 21

9 Situation Analysis 21 10 Forecasting 22
10.1 10.2 10.3 10.4 BasicForecastingMethod22 QualitativeAssessment 22 Forecasts,Proformasandthe WorstCase/BestCase23

2 Industry Conditions 3
2.1 BuyingCriteria 3 2.2 BuyingCriteriabySegment 5

3 The Customer Survey Score 5
3.1 BuyingCriteriaandtheCustomerSurvey Score 6 3.2EstimatingtheCustomerSurveyScore 8 3.3 StockOutsandSeller’sMarket 9

December31CashPosition23

11 Balanced Scorecard 23
11.1 uidingYourCompany G 23

4 Managing Your Company 9
4.1 Research&Development(R&D) 10 4.2Marketing 4.4 Finance 15 11 4.3 Production 13

12 Six Basic Strategies 24
BroadCostLeader 24 BroadDifferentiation 24 NicheCostLeader(LowTechnology)24 NicheDifferentiation(HighTechnology)24 CostLeaderwithProductLifecycleFocus 24 24 DifferentiationwithProductLifecycleFocus

5 The Capstone Courier 17
5.1 FrontPage 17 5.2 Stock&BondSummaries 17 5.3 FinancialStatements 17 5.4 ProductionAnalysis 17 5.5 SegmentAnalysisReports 8 1 5.6 MarketShareReport 19 5.7 PerceptualMap 19 5.8 OtherReports 19

SupportTickets Ifyouneedassistance,please submitasupportticket. Loginatcapsim.com,click Foundationthen,intheleftmenu, selectHelp>Support. Ifyouhaveproblemsregistering, sendanemailto support@capsim.com.

6 Proformas and Annual Reports 19
6.1 BalanceSheet 19 6.2CashFlowStatement 20 6.3IncomeStatement 20

7 Additional Modules 20
7.1 TQM/Sustainability20 7.2 HR(HumanResources)20

1

Management Tools

1 Introduction
Congratulations, you are now in charge of a sensor manufacturing company. Your firm was created when the government split a monopoly into identical competitors. When the company was a monopoly, operating inefficiencies and poor product offerings were not addressed because:

1.1 The Industry Conditions Report
Each simulation industry is unique. The Industry Conditions Report describes, in detail, the business environment specific to your simulation, including customer buying criteria. ToviewtheIndustryConditionsReport,logintoyour simulationandclicktheReportslink.

Increasing costs could be passed onto customers; and •Mediocre products would sell because customers had no other choices. Although last year’s financial results were decent, your products are getting old, your marketing efforts are falling short, your production lines need revamping and your financial management is almost nonexistent. Competition in the post-monopoly era means you can no longer ignore these issues. If you do, competitors with better products and/ or lower prices will take your market share.

1.2 Management Tools
Here are the tools you need to run your company.
1.2.1 The Rehearsal Tutorial

Think of the Rehearsal Tutorial as a driving school for the simulation. The tutorial will show you ways to steer the company, including how to:

Sensorsareeverywhere...

Invent and revise products; •Make marketing decisions; •Schedule production and buy/sell equipment; •Ensure your company has the financial resources it needs for the upcoming year. The sample resources used for the Rehearsal, including its Capstone Courier and Industry Conditions Report, mirror those used in the actual simulation. ToaccesstheRehearsal,loginattheCapsimwebsiteandgo totheGettingStartedarea.

1.2.2 The Capstone Courier

Sensorsaredevicesthatobservephysicalconditions.For example,theaveragecellphonecontainsdozensofsensors thatallowittointerpret...
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