Capstone Situation Analysis

2807 Words Sep 25th, 2012 12 Pages
Perceptual Map

Situation Analysis
The Situation Analysis will help your company understand current market conditions and how the industry will evolve over the next eight years. The analysis can be done as a group or you can assign parts to individuals and then report back to the rest of the company.
An online version of the Situation Analysis is available in the Getting Started area.

(customers want better performing products) and for size is -0.7 (customers want smaller products). At the end of Round 1 the center of the Traditional segment will have a performance of 5.7 and a size of 14.3. 5.0 + 0.7 = 5.7 and 15.0 - 0.7 = 14.3 Table 2 displays the segment center locations at the end of each round. Print the Perceptual Map Form in the
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The ideal position is also called the ideal spot. If all other criteria are equal, a customer will prefer a product that is located nearer the ideal spot over a product that is located farther from it.
Some segments place a higher level of importance on positioning than others.

Use Tables 2 and 3 to determine each segment’s ideal spot for Rounds 1 through 8. Enter the results in Form 1. On the Perceptual Map Form, mark the Round 8 ideal spot for each segment.

2 Industry Demand Analysis
The Industry Demand Analysis will help the Marketing and Production Departments understand future demand. Marketing can use the total demand for each segment as it createsforecasts. Production can use the results when making capacity buy and sell decisions. You will need the Segment Analysis reports (pages 5 - 9) of The Capstone Courier for Round 0 and the Industry Conditions Report. At the top of each Segment Analysis page you will find a box called Statistics. On Form 2, copy the Total Industry Unit Demand number for each segment into the Demand cell for Round 0. Next, copy the Next Year’s Growth Rate, which is also in the Statistics box, into the Rate cell. Multiply the Round 0 demand by the growth rate and add the result to the Round 0 demand. This will give you a close approximation of Round 1 demand. Copy this number into the Demand cell for Round 1.
High End Performance Rate Round 0 1 2 3 4 5 6 7 8 Demand Rate Round 0 1 2 3 4 5 6 7 8 Size Demand

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