Transcript Slide 1
WELCOME TO CAPSTONE BUSINESS SIMULATION
Dr. Shook Auburn University
Objectives
• Demonstrate effectiveness of multi-discipline teams working together.
• Use strategic thinking to an advantage.
• Test your business acumen.
• Understand overall interaction and impact of various parts of a business on one another.
• Grow an awareness of competition.
• Take away practical know-how to improve the effectiveness of your business.
Why Simulate • Risk Free • View Alternative Strategies • Enjoyable • Compresses Time
(1 Round=1Year)
• Selectivity <> Integration
SENSOR INDUSTRY OVERVIEW
The Marketplace
Customers (OEMs) need sensors for their products Initially one segment, now breaking into five Very different customer demands developing between the segments Diversification in the use and utility of the sensors
The Marketplace
Low Tech Performance Traditional Size High Tech In our industry we track the changing customer demand on a perceptual map Over 8 years the customers will demand much faster and smaller sensors Market Segments will continue to diverge
Low Tech & Traditional Customers
“I want these sensors to be cheap” “I want them to have been around for a while – no Beta Testing!” “They have to be moderately reliable.” “The technology doesn’t have to be cutting edge.”
You’re not giving me what I want
High Tech, Size & Performance Customers
“These sensors have to be small, like micro, and fast”
And I’m not getting what I want!
“I need them to be right out of R&D, I’m talking ZERO years on the market” “I’ll pay more to get what I want.” “I like a pretty high reliability.”
SENSOR INDUSTRY ANALYST PROJECT ONGOING GROWTH Sees the next 8 years as consistent growth. All market segments increase at a nice “clip,” according to market analyst.
“I see the entire market growing at around 14% or 15% per year. The High Tech market alone will be growing at a whopping 16%.” I hope those companies out there are ready for that kind of expansion!”
70000 60000 50000 40000 30000 20000 10000 0 Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8
COMPANY OVERVIEW
SEC ANNOUNCES BREAKUP OF MONOPLOY FOR IMMEDIATE RELEASE William Donaldson, Chairman of the SEC, took dramatic action today by breaking up the monolithic corporation Sensors, Inc. In a statement to the press Chairman Donaldson outlined the reason and the outcome of this move.
“We cannot allow monopolies of this sort to impact an entire industry!” stated Donaldson. “The customers that utilize these sensors are being held hostage. “Effective immediately Sensors, Inc will be dissolved into the Andrews, Baldwin, Chester, Digby, Erie and Ferris companies.”
The Competition
ANDREWS BALDWIN CHESTER DIGBY
4 Companies $100 Million in Sales 5 Product Lines Closed Marketplace
Erie Ferris
SHAKE UP IN SENSOR INDUSTRY Company Fires Management Team
After poor results, lackluster sales and angry customer reports, the Chairman of the Board of Directors has announced the immediate termination of the Management Team.
“This is a black day for our company,” said Chairman Shook, “We need to hire a dynamic leadership group who will be able to take this company into the future!” “Due to this immediate need I have hired the Dream Team to start on January 1 st . I expect to see great things from this Executive Team!
WELCOME TO YOUR NEW COMPANY!
Functional Areas
R&D Production Finance Marketing
Research & Development • Establish the specification of the products to meet customer demand • Build the quality and reliability (MTBF) into the products • Ensure the perceived age of the product meets customer demands
“Our products are not well positioned in the marketplace.”
• Create new products to meet the changing marketplace
Marketing
“Our products are not priced optimally.
And many of our customers don’t even know our product exists.”
• Set the price of our products in the marketplace • Build customer awareness through promotion • Establish a sales force and distribution channels • Set the sales forecast for our products • Set Credit Policies AR/AP
Production
“We are paying too much for labor costs.
Very soon we will run out of capacity to meet demand.”
• Purchase machinery to automate our facilities • Buy or sell capacity of product lines • Schedule production for each line • Manage the majority of the companies fixed assets • Establish your workforce complement
Finance
• Acquire capital to fund capital expansions – Issue Stock – Short Term Debt – Issue Long Term Bonds • Issue dividend to our shareholders • Balance our debt portfolio • Manage our proformas
“We have poor cash flow and substandard financial ratios.
We have no financial policy statement.”
Proformas
A great management tool driven by forecasts and projections. Allows “What if” Scenarios by the company.
• Balance Sheet • Profit & Loss • Cash Flow • Financial Ratios
Scoring the Game – Higher of Rank or Relative Score • ROE • ROS • ROA • CUM PROFIT • STOCK PRICE • MARKET CAPITALIZATION • ASSET TURNOVER • MARKET SHARE
RUNNING YOUR COMPANY
THINGS TO DO ON AN ANNUAL BASIS
To Do List
• Establish business strategy for your company • Analyze Capstone Courier to see industry results • Make tactical decisions across each functional area (aligned to strategy!) • Upload official results and confirm on the website • Await results when Professor processes • Rejoice in your superior capitalistic acumen • Begin the process again by confirming alignment of your results with your company’s strategic goal.