Simulation Scenario

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Capstone® Industry Conditions Report For C53479

Your instructor can customize the simulation scenario. The information below is specific to your industry. The sensors your company manufactures are incorporated into the products your customers sell. Your customers fall into five groups which are called market segments. A market segment is a group of customers who have similar needs. The segments are named for the customer's primary requirements and are called:

· Traditional

· Performance

· Low End

· Size

· High End
Customers within each market segment employ different standards as they evaluate sensors. They consider four buying criteria:
· Price

· MTBF (Mean Time Before Failure)

· Age

· Positioning

1 Positioning
Perceptual Map
Each market segment has different positioning preferences. This is illustrated by the sets of dashed and solid circles in the graphic below. Over time, these preferences will shift (see Section 2.1.5 in the Team Member Guide for more information).

Perceptual Map Form: Segment circles and ideal spots
for Round 0 are shown below (see Section 3.1
in the Team Member Guide for more information
about segment circles and ideal spots).

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Capstone® Industry Conditions Report For C53479

Drift Rates
Each year, the segments drift the length of the hypotenuse of the triangle formed by customers' desire for smaller and faster products.

Table 1 Segment Circle Drift Rates: Every year, customers
demand increased performance (Pfmn) and decreased size.
Note that the drift rates vary for each segment.

Pfmn

Size

Traditional

+0.7

-0.7

Low End

+0.5

-0.5

High End

+0.9

-0.9

Performance

+1.0

-0.7

Size

+0.7

-1.0

Segment Centers

Table 2: Segment Centers at the End of Each Round: As shown in the Perceptual Map Form above, size is on the vertical axis and performance (Pfmn) is on the horizontal axis.

Traditional

Low
End

High
End

Performance

Size

Round

Pfmn Size

Pfmn Size

Pfmn Size

Pfmn

Size

Pfmn Size

0

5.0

15.0

2.5

17.5

7.5

12.5

8.0

17.0

3.0

12.0

1

5.7

14.3

3.0

17.0

8.4

11.6

9.0

16.3

3.7

11.0

2

6.4

13.6

3.5

16.5

9.3

10.7

10.0

15.6

4.4

10.0

3

7.1

12.9

4.0

16.0

10.2 9.8

11.0

14.9

5.1

9.0

4

7.8

12.2

4.5

15.5

11.1 8.9

12.0

14.2

5.8

8.0

5

8.5

11.5

5.0

15.0

12.0 8.0

13.0

13.5

6.5

7.0

6

9.2

10.8

5.5

14.5

12.9 7.1

14.0

12.8

7.2

6.0

7

9.9

10.1

6.0

14.0

13.8 6.2

15.0

12.1

7.9

5.0

8

10.6

9.4

6.5

13.5

14.7 5.3

16.0

11.4

8.6

4.0

The information in Table 2 reflects the segment centers at the end of the round. Therefore, the Round 0 positions can be seen as the Round 1 starting positions, Round 2 positions can be seen as the Round 3 starting position, etc. Each month during the simulation year, the segment drifts 1/12th of the distance from the starting position to the ending position.

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Capstone® Industry Conditions Report For C53479

Ideal Spots

Table 3 Ideal Spot Offsets:
Customers prefer products
located this distance from
the center of the segment
circle.
Pfmn

Size

Traditional

0.0

0.0

Low End

-0.8

+0.8

High End

+1.4

-1.4

Performance

+1.4

-1.0

Size
tracking img