Q.1 Please share what you learned from the getting started exercises.
Note: Please read the attachment, thank you
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1 introduction ……………………………………………………..
1
1.1 The Industry Conditions Report …………………………….1
1.2 Management Tools ……………………………………………….1
1.3 Company Departments ………………………………………..
2
1.4 Inter-Department Coordination ……………………………
3
1.5 Practice and Competition Rounds ………………………… 3
1.6 Company Success …………………………………………………3
2 industry conditions …………………………………… 3
2.1 Buying Criteria …………………………………………………….. 3
2.2 Buying Criteria by Segment ………………………………….
5
3 the customer survey score ……………………….. 5
3.1 Buying Criteria and the Customer Survey Score ………….
6
3.2 Estimating the Customer Survey Score ………………….
8
3.3 Stock Outs and Seller’s Market ……………………………..
9
4 managing your company …………………………… 9
4.1 Research & Development (R&D) …………………………..
10
4.2 Marketing …………………………………………………………..
11
4.3 Production ………………………………………………………….
13
4.4 Finance ……………………………………………………………….
15
5 the capstone courier ………………………………..
17
5.1 Front Page …………………………………………………………. 17
5.2 Stock & Bond Summaries …………………………………… 17
5.3 Financial Summary …………………………………………….. 17
5.4 Production Analysis …………………………………………….17
5.5 Segment Analysis Reports …………………………………..
18
5.6 Market Share Report …………………………………………..
19
5.7 Perceptual Map …………………………………………………. 19
5.8 Other Reports ……………………………………………………..19
6 proformas and annual reports…………………. 19
6.1 Balance Sheet …………………………………………………….. 19
6.2 Cash Flow Statement ………………………………………….
20
6.3 Income Statement ……………………………………………… 20
7 additional modules ………………………………….. 20
7.1 TQM/Sustainability …………………………………………….. 20
7.2 HR (Human Resources) ………………………………………. 20
8 plug-ins …………………………………………………….
21
8.1 Making Decisions ………………………………………………. 21
9 situation analysis …………………………………….. 2110
forecasting ………………………………………………
22
10.1 Basic Forecasting Method …………………………………. 22
10.2 Qualitative Assessment ……………………………………… 22
10.3 Forecasts, Proformas and the December 31
Cash Position ………………………………………………………
23
10.4 Worst Case/Best Case ……………………………………….. 23
11 balanced scorecard ………………………………… 23
12 six basic strategies ……………………………….. 2
4
12.1 Broad Cost Leader ……………………………………………..
24
12.2 Broad Differentiator …………………………………………… 24
12.3 Niche Cost Leader (Low Technology) ………………….. 24
12.4 Niche Differentiator (High Technology) ………………. 24
12.5 Cost Leader with Product Lifecycle Focus …………… 24
12.6 Differentiator with Product Lifecycle Focus ………… 24
Most instructors include
team Practice rounds. When
the Practice is over, the
simulation will restart from
the beginning, using the
unique model selected by
your instructor.
When the Competition
begins, your decisions
count! Additional tasks
could include:
» Optional Homework
Assignments
» Peer Evaluations
See your Dashboard for
complete information.
Login with your User ID and
Password at capsim.com.
Click on Capstone. Go to
Getting Started and follow
the steps that include:
» Reviewing the
Rehearsal Tutorial
» Opening the Capstone
Spreadsheet
» Forming your company
The Course Road Map
Getting
Started
Practice Rounds
(if applicable)
Competition
Rounds (if applicable)
Your instructor might
include a Comp-XM exam.
Go to the Course Page and
choose Comp-XM. Follow
the instructions on the
Dashboard which include:
» Decision making
using the Comp-XM
Spreadsheet
» Board Queries (quizzes)
Go to capsim.com/register,
follow the onscreen
instructions and register
into your Industry.* Create
your User ID and Password.
*Your instructor may have
given you an Industry ID
Number. If not, you can
locate your industry by using
your school name/campus
and either the course section
number, start date or your
instructor’s initials.
Registration
Table of Contents
SUPPORT TICKETS:
If you need assistance, please submit a support ticket. Login at capsim.com, click Capstone, then in the left menu, select Help > Support.
If you have problems registering, send an email to support@capsim.com.
Team Member Guide
Management Tools
1
1 Introduction
Congratulations, you are now in charge of a multimillion dollar
company. You manufacture sensors, which you market to other
manufacturers. They put your products into the devices they sell.
Your company was created when the government split a monopoly
into identical competitors. As a monopoly, operating inefficiencies
and poor product offerings were not addressed because:
• 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.
Sensors Are Everywhere…
Sensors are devices that observe physical conditions. For
example, the average cell phone contains dozens of sensors
that allow it to interpret touch, spatial orientation and
signal strength.
New sensor businesses are created every day in areas as
diverse as security, aeronautics and biomedical engineering.
You are in a business-to-business market, not a direct-to-
consumer market; the sensors your company manufactures
are incorporated into the products your customers sell.
1.1 The Industry Conditions Report
Each simulation industry is unique. As your simulation starts, the
Industry Conditions Report, which is explained in Chapter 2, will
outline the beginning business environment, including customer
buying criteria.
The Industry Conditions Report is available from your
simulation Dashboard.
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:
• Invent and revise products;
• Make marketing decisions;
• Schedule production and buy/sell equipment; and
• Ensure your company has the financial resources it needs for
the upcoming year.
The sample resources used for the Rehearsal, including its Capstone
Courier (see below) and Industry Conditions Report, mirror those
used in the actual simulation.
The Rehearsal is available from your simulation Dashboard.
1.2.2 The Capstone Courier
Every round, you and your competitors will have access to an
industry newsletter called the Capstone Courier. The Courier
(described in Chapter 5) is an extensive year-end report of the sensor
industry. It includes customer buying patterns, product positioning,
public financial records and other information that will help you get
ahead. In business, knowledge is power. If you want to evaluate your
company’s performance or analyze your competitors, the Courier is
the place to start.
Customer Survey Scores for each product (Chapter 3) can be found in
the Courier’s Segment Analysis pages. These scores determine sales
distribution. In general, the higher the score, the better the sales.
The Courier Reports “Last Year’s Results”
The Courier available at the start of Round 1 displays results
for Round 0, when all companies were equal just after the
monopoly’s breakup. The Courier available at the start of
Round 2 will display the results for Round 1. As the simulation
progresses and strategies are implemented, results among
the competing companies will begin to vary.
Company Departments
2
1.3 Company Departments
The Rehearsal Tutorial and Chapter 4 discuss company activities. You
have four main departments or functional areas:
• Research & Development, or R&
D
•
Marketing
•
Production
• Finance
Many simulations utilize modules such as Human Resources and
TQM (Total Quality Management)/Sustainability. Modules require
additional management decisions. Your simulation Dashboard will
tell you if any modules are included.
Companies use the Capstone Spreadsheet to enter
departmental decisions.
1.3.1
Research & Development (R&D)
Your R&D Department designs your product line. The department
needs to invent and revise products that appeal to your customers’
changing needs.
1.3.2 Marketing
Your Marketing Department prices and promotes your products. It
interacts with your customers via its sales force and distribution
system. Marketing is also responsible for sales forecasts.
1.3.3 Production
Your Production Department determines how many units will be
manufactured during the year. It is also responsible for buying and
selling production lines.
1.3.4
Finance
Your Finance Department makes sure your company has the financial
resources it needs to run through the year. The department can raise
money via one-year bank notes, 10-year bonds or stock issues.
The department can also issue stock dividends, buy back stock or
retire bonds before their due dates.
1.3.5 Plug-ins
Plug-ins are different than modules. Plug-ins and their decisions have
a greater overall impact on your organization.
For example, the simulation might include the Ethics plug-in, which
presents you with an unexpected dilemma. Group discussion and
consensus is imperative because your decisions will affect your
financial results.
Your simulation Dashboard will notify you if a plug-in has
been scheduled.
The Courier is available from
two locations:
• From the Capstone Spreadsheet, click Reports in the
menu bar; and
• On the website, log into your simulation and click the
Reports link.
1.2.3 The Situation Analysis
Completing the Situation Analysis (described in Chapter 9) will
enable you to understand current market conditions and how the
industry will evolve in the next few years. It will assist you with your
operational planning.
The Situation Analysis comes in two versions:
• Online interactive
• Downloadable PDF (pen and paper)
The Situation Analysis is available from your
simulation Dashboard.
1.2.4 Proformas & Annual Reports
Proformas and annual reports are specific to your company.
Proformas are projections for the upcoming year. Annual reports are
the results from the previous year.
The proformas will help you envision the impacts of your pending
decisions and sales forecasts. The annual reports will help you
analyze last year’s results.
Proformas are only available from the Capstone
Spreadsheet’s Proformas menu.
To access the annual reports:
• From the Capstone Spreadsheet, click Reports in the menu
bar; or
• On the website, log into your simulation then click the
Reports link.
1.2.5 The Capstone Spreadsheet
The Capstone Spreadsheet is the nerve center of your company where
you formulate and finalize management decisions for every
department. The spreadsheet comes in two versions:
• A Web Version that allows you to work via any Internet
browser; and
• An XLS Version that runs via Microsoft® Excel®.
After you log into your simulation, the spreadsheet is
available from the Decisions link.
1.2.6 Just in Time Information
In the spreadsheet decision areas, look for the
flag symbol shown to the right. Clicking it will
give you detailed information about the area
you are viewing.
Team Member Guide
Buying Criteria
3
to success! Companies compete for up to eight rounds, with each
round simulating one year in the life of your company.
1.5.1 Decision Audits
The Decision Audit is a complete trail of all team decisions. It will
help you identify your decision-making strengths and weaknesses.
The audit is available from two locations:
• From the Capstone Spreadsheet, click Help in the menu
bar; or
• On the website, log into your simulation then click the
Decision Audit link.
1.6 Company Success
The board of directors, shareholders and other stakeholders expect
you to make the company a market leader. Successful managers will:
• Analyze the market and its competing products;
• Create and execute a strategy; and
• Coordinate company activities.
Best of luck in running a profitable and sustainable company!
2 Industry Conditions
The information in your Industry Conditions Report will help you
understand your customers.
Your customers fall into different groups, which are represented by
market segments. Customers within a market segment have similar
needs. The segments are named for the customer’s primary
requirements such as:
• Traditional
• Low End
• High End
• Performance
• Size
The Industry Conditions Report lists market segment sales
percentages and projected growth rates unique to your simulation.
The Industry Conditions Report is published once at the
beginning of the simulation. It is available from your
simulation Dashboard.
2.1
Buying Criteria
Customers within each market segment employ different standards
as they evaluate products. They consider four buying criteria: Price,
Age, MTBF (Mean Time Before Failure) and Positioning.
1.4 Inter-Department Coordination
1.4.1 R&D and Marketing
R&D works with Marketing to make sure products meet
customer expectations.
1.4.2 R&D and Production
R&D works with Production to ensure assembly lines are purchased
for new products. If Production discontinues a product, it should
notify R&D.
1.4.3 Marketing and Production
Marketing works with Production to make sure manufacturing
quantities are in line with forecasts. Marketing’s market growth
projections also help Production determine appropriate levels of
capacity. If Marketing decides to discontinue a product, it tells
Production to sell the product’s production line.
1.4.4 Marketing and Finance
Marketing works with Finance to project revenues for each product
and to set the Accounts Receivable policy, which is the amount of time
customers can take to pay for their purchases.
1.4.5 Finance and Production
Production tells Finance if it needs money for additional equipment.
If Finance cannot raise enough money, it can tell Production to scale
back its requests or perhaps sell idle capacity.
1.4.6 Finance and All Departments
The Finance Department acts as a watchdog over company
expenditures. Finance should review Marketing and
Production
decisions. Finance should cross-check Marketing’s forecasts and
pricing. Are forecasts too high or too low? Will customers be willing
to pay the prices Marketing has set? Is Production manufacturing
too many or too few units? Does Production need additional
capacity? Has Production considered lowering labor costs by
purchasing automation?
1.5 Practice and Competition Rounds
Practice Rounds allow you to organize workflow among the members
of your company. You will begin to compete against the other
companies in your simulation or, if you are in a Footrace competition,
against a common set of computer-run companies.
Don’t confuse the Rehearsal Tutorial with the Practice
Rounds! During the Rehearsal Tutorial, you are shown how to
make decisions in a scripted environment. During the
Practice Rounds, you can experiment with your decisions in a
competitive environment.
After the conclusion of the Practice Rounds the simulation is reset
and the real competition begins. Now it’s time to drive your company
Buying Criteria
4
2.1.5 Market Segment Positions on the
Perceptual Map
Market segments have different positioning preferences. The Low
End segment is satisfied with inexpensive products that are large in
size and slow performing. It wants products that fall inside the
upper-left set of dashed and solid circles in Figure 2.2. The High End
segment wants products that are faster performing and smaller in
size. It wants products that fall within the lower-right set of dashed
and solid circles.
Over time, your customers expect products that are smaller and
faster. This causes the segments to move or drift a little each month.
As the years progress the locations of the circles significantly change.
The example in Figure 2.3 shows the location of the market segments
at the end of the fourth year. Figure 2.4 shows the segments at the end
of the eighth year.
2.1.1 Price
Each segment has different price expectations. One segment might
want inexpensive products while another, seeking advanced
technology, might be willing to pay higher prices.
2.1.2 Age
Each segment has different age expectations, that is, the length of
time since the product was invented or revised. One segment might
want brand-new technology while another might prefer proven
technology that has been in the market for a few years.
2.1.3 MTBF (Mean Time Before Failure)
or Reliability
MTBF (Mean Time Before Failure) is a rating of reliability measured
in hours. Segments have different MTBF criteria. Some might prefer
higher MTBF ratings while others are satisfied with lower ratings.
2.1.4 Positioning
Sensors vary in their dimensions (size) and the speed/sensitivity
with which they respond to changes in physical conditions
(performance). Combining size and performance creates a product
attribute called positioning.
The Perceptual Map
Positioning is such an important concept that marketers developed a
tool to track the position of their products and those of their
competitors. This tool is called a Perceptual Map.
Note the Perceptual Map in Figure 2.1. You will see this map quite
often through the course of the simulation.
The map measures size on the vertical axis and performance on the
horizontal axis. Each axis extends from 0 to 20 units. The arrow in
Figure 2.1 points to a product called Able with a performance
measurement of 8.0 and a size of 12.0.
Figure 2.1 The Perceptual Map Used in the
Simulation: The Perceptual Map plots product
size and performance characteristics.
Figure 2.2 Beginning Segment Positions:
At the beginning of the simulation, segment
positions are clustered in the upper-left
portion of the perceptual map.
Figure 2.3 Segment Positions at the End
of Year 4: The overlap between the seg-
ments decreases because the Low End
and Traditional segments move at
slower speeds.
Figure 2.4 Segment Positions at the End
of Year 8: The segments have moved to the
lower right; very little overlap remains.
Example! See your Industry Conditions Report for exact segment locations.
A product with a
performance of 8
and a size of 12 is
positioned here
Team Member Guide
Buying Criteria by Segment
5
In the simulation, there are zero customers interested in
products positioned outside of the dashed circles.
Your R&D and Marketing Departments have to make sure your
products keep up with changing customer preferences. To do this,
R&D must reposition products, keeping them within the moving
segment circles. See “4.1 Research & Development (R&D)” for
more information.
2.2 Buying Criteria by Segment
Buyers in each segment place a different emphasis upon the four
buying criteria. For example, some customers are more interested in
price, while others are more interested in positioning.
Positioning and price criteria change every year. Age and
MTBF criteria always remain the same.
Buying Criteria for the previous year are reported in the Capstone
Courier’s Segment Analysis pages. As you take over the company to
make decisions for Round 1, your reports reflect customer
expectations as of December 31, Round 0 (yesterday). The Industry
Conditions Report displays the Round 0 buying criteria for each
market segment. Here are two example segments.
Example 1: Customers seek proven products at a modest price.
• Age, 2 years– importance: 47%
• Price, $20.00-$30.00– importance: 23%
• Ideal Position, size 16.0/performance 4.0– importance: 21%
• MTBF, 14,000-19,000– importance: 9%
Example 2: Customers seek cutting-edge technology in size/
performance and new designs.
• Ideal Position, size 11.1/performance 8.9– importance: 43%
• Age, 0 years– importance: 29%
• MTBF, 20,000-25,000– importance: 19%
• Price, $30.00-$40.00– importance: 9%
3 The Customer
Survey Score
In any month, a product’s demand
is driven by its monthly customer
survey score. Assuming it does not
run out of inventory, a product with
a higher score will outsell a
product with a lower score.
Each year, some market segments demand greater improvement
than others. Therefore segments drift at different rates. Segments
demanding greater improvement will move faster and farther than
others. As time goes by, the overlap between the segments
diminishes.
Drift rates are published in the Industry Conditions Report.
Market segments will not move faster to catch up with products that
are better than customer expectations. Customers will refuse to buy a
product positioned outside the circles. Customers are only interested
in products that satisfy their needs. This includes being within the
circles on the Perceptual Map!
Perceptual Maps Can Be Used for
Many Types of Products…
Perceptual Maps can be used to plot any two product
characteristics. For example, cereal manufacturers could plot
nutrition and taste. The dots in the figure below represent
sales of breakfast cereals based on ratings of taste and
nutrition. There are few sales in the lower-left corner– not
many consumers want products that have poor taste and
poor nutrition.
As they review product sales, marketers would notice three
distinct clusters. The cluster to the upper left indicates a
group of customers that is more interested in nutrition than
taste. The cluster to the lower right indicates a group that is
more interested in taste than nutrition. The cluster to the
upper right indicates a group that wants both good taste and
good nutrition.
The clusters, or market segments, could then be named
“Taste,” “Nutrition” and “Taste/Nutrition.” The simulation uses
a similar positioning method to name its market segments.
Watch a video overview at:
http://capsim.com/go/v/ccss
Buying Criteria and the Customer Survey Score
6
3.1.1 Positioning Score
Marketers must understand both what customers want and their
boundaries. In terms of a product’s size and performance (as
discussed in “Section 2.1.5”), the Perceptual Map illustrates
these ideas with circles. Each segment is described with a dashed
outer circle, a solid inner circle and a dot we call the ideal spot
(Figure 3.1).
Rough Cut Circle
The dashed outer circle defines the outer limit of the segment.
Customers are saying, “I will NOT purchase a product outside this
boundary.” We call the dashed circle the rough cut boundary because
any product outside of it “fails the rough cut” and is dropped from
consideration. Rough cut circles have a radius of 4.0 units.
Fine Cut Circle
The solid inner circle defines the heart of the segment. Customers
prefer products within this circle. We call the inner circle the fine cut
because products within it “make the fine cut.” Fine cut circles have a
radius of 2.5 units.
Ideal Spot
The ideal spot is that point in the heart of the segment where, all other
things being equal, demand is highest.
Segment Movement
Each segment moves across the Perceptual Map a little each month.
In a perfect world your product would be positioned in front of the
Customer survey scores are calculated 12 times a year. The
December customer survey scores are reported in the
Capstone Courier’s Segment Analysis pages.
A customer survey score reflects how well a product meets its
segment’s buying criteria. Company promotion, sales and accounts
receivable policies also affect the survey score.
Scores are calculated once each month because a product’s age and
positioning change a little each month. If during the year a product is
revised by Research and Development, the product’s age, positioning
and MTBF characteristics can change quite a bit. As a result, it is
possible for a product with a very good December customer survey
score to have had a much poorer score–and therefore poorer sales–
in the months prior to an R&D revision.
Prices, set by Marketing at the beginning of the year, will not change
during the year.
3.1 Buying Criteria and the Customer
Survey Score
The customer survey starts by evaluating each product against the
buying criteria. Next, these assessments are weighted by the criteria’s
level of importance. For example, some segments assign a higher
importance to positioning than others. A well-positioned product in a
segment where positioning is important will have a greater overall
impact on its survey score than a well-positioned product in a
segment where positioning is not important.
The Industry Conditions Report and the Courier’s Market
Segment Analysis pages break down each segment’s criteria
in order of importance.
A perfect customer survey score of 100 requires that the product: Be
positioned at the ideal spot (the segment drifts each month, so this
can occur only one month per year); be priced at the bottom of the
expected range; have the ideal age for that segment (unless they are
revised, products grow older each month, so this can occur only one
month per year); and have an MTBF specification at the top of the
expected range.
Your customers want perfection, but it is impractical to
have “perfect” products. In many cases you will have to
settle for “great” products, but the better the products, the
higher the costs. Your task is to give customers great
products while still making a profit. Your competitors face
the same dilemma.
Figure 3.1 Positioning Scores: The dashed outer circle defines the edge of the
rough cut. It measures 4.0 units from the center of the circle. The inner circle
defines the edge of the fine cut. It measures 2.5 units from the center. Segment
ideal spots are represented by the black dots.
The example on the left displays a positioning score for a segment that prefers
products with slower performance and larger size. The example on the right
displays a score for a segment that demands cutting-edge products with high
performance and small size. The orange areas represent the segment rough cuts,
where scores rapidly decrease towards zero.
Example!
See your Industry Conditions Report for exact information.
Team Member Guide
Buying Criteria and the Customer Survey Score
7
ideal spot in January, on top of the ideal spot in June and trail the
ideal spot in December. In December it would complete an R&D
project to jump in front of the ideal spot for next year.
Positioning Rough Cut
Products placed in the rough cut area (orange rings, Figure 3.1) are
between 2.5 and 4.0 units from the center of the circle. Products here
are poorly positioned and they will have reduced customer survey
scores. The farther they are from the fine cut circle, the more the
scores are reduced. Just beyond the fine cut, scores drop 1%. Halfway
across the rough cut, scores drop 50%. Scores drop 99% for products
that are almost to the edge of the rough cut.
Sensors that are about to enter the rough cut can be revised
by Research & Development (see “4.1.1 Changing
Performance, Size and MTBF”).
The location of each segment’s rough cut and fine cut circles
as of December 31 of the previous year appears on page 11 of
the Courier.
Positioning Fine Cut
Products inside the fine cut (green areas, Figure 3.1) are within 2.5
units of the center of the circle. Ideal spots for each segment are
illustrated by the black dots. The example on the left illustrates a
segment that prefers proven, inexpensive technology. The ideal spot is
to the upper left of the segment center, where material costs are
lower. The example on the right illustrates a segment that prefers
cutting-edge technology. The ideal spot is to the lower right of the
segment center, where material costs are higher (see Figure 4.1 for
an illustration of material positioning costs).
Participants often ask, “Why are some ideal spots ahead of
the segment centers?” The segments are moving. From a
customer’s perspective, if they buy a product at the ideal
spot, it will still be a cutting-edge product when it wears out.
For contrast, if they buy a product at the trailing edge, it will
not be inside the segment when it wears out.
A product’s positioning score changes each month because
segments and ideal spots drift a little each month. Placing a
product in the path of the ideal spot will return the greatest benefit
through the course of a year.
3.1.2 Price Score
Every segment has a $10.00 price range. Customers prefer
products–the ideal–towards the bottom of the range. Price ranges
in all segments drop $0.50 per year.
Figure 3.3 Mean Time Before Failure
(MTBF) Score: As MTBF increases, the
score increases. Customers are
indifferent to MTBFs above the
segment range.
Figure 3.2 Classic Price/Demand
Curve (Green Bow): As price drops,
demand (price score) rises. Scores
drop above and below the price range
(orange lines).
Segment price expectations correlate with the segment’s position on
the Perceptual Map. Segments that demand higher performance and
smaller sizes are willing to pay higher prices.
Price ranges for Round 0 (the year prior to Round 1) are
published in the Industry Conditions Report and the Segment
Analysis pages
of the Capstone Courier.
Price Rough Cut
Sensors priced $5.00 above or below the segment guidelines will not
be considered for purchase. Those products fail the price rough cut.
Sensors priced $1.00 above or below the segment guidelines lose
about 20% of their customer survey score (orange lines, Figure 3.2).
Sensors continue to lose approximately 20% of their customer survey
score for each dollar above or below the guideline, on up to $4.99,
where the score is reduced by approximately 99%. At $5.00 outside
the range, demand for the product is zero.
Price Fine Cut
Within each segment’s price range, price scores follow a classic
economic demand curve (green curve, Figure 3.2): As price goes
down, the price score goes up.
3.1.3 MTBF Score
Each segment sets a 5,000 hour range for MTBF (Mean Time Before
Failure), the number of hours a product is expected to operate
before it malfunctions. Customers prefer products towards the top
of the range.
Estimating the Customer Survey Score
8
3.2 Estimating the Customer Survey Score
The customer survey score drives demand for your product in a
segment. Your demand in any given month is your score divided by
the sum of the scores. For example, if your product’s score in April is
20 and your competitors’ scores are 27, 19, 21 and 3, then your
product’s April demand is:
20 / (20+27+19+21+3) = 22%
Assuming you had enough inventory to meet demand, you would
receive 22% of segment sales for April.
What generates the score itself? Marketers speak of “the 4 P’s”–
price, product, promotion and place. Price and product are found in
the buying criteria. Together they present a price-value relationship.
Your promotion budget builds “awareness,” the number of customers
who know about your product before sourcing. Your sales budget
(place) builds “accessibility,” the ease with which customers can
work with you after they begin sourcing. To the 4 P’s we can add two
additional elements– credit terms and availability. Credit terms are
expressed by your accounts receivable (A/R) policy. Availability
addresses inventory shortages.
3.2.1 Base Scores
To estimate the customer survey score, begin with the buying criteria
available in the Courier’s Segment Analysis reports. For example,
suppose the buying criteria are:
• Age, 2 years– importance: 47%
• Price, $20.00-$30.00– importance: 23%
• Ideal Position, size 15.0 /performance 5.0– importance: 21%
• MTBF, 14,000-19,000– importance: 9%
A perfect score of 100 requires that the product have an age of 2.0
years, a price of $20.00, a position at the ideal spot (15.0 and 5.0) and
an MTBF of 19,000 hours.
The segment weighs the criteria at: Age 47%, Price 23%, Positioning
21% and MTBF 9%. You can convert these percentages into points
then use these numbers to estimate a base score for your product. For
example, price is worth 23 points. The perfect Round 0 price of
$20.00 would get 23 points, but at the opposite end of the price range,
a price of $30.00 would only get one point.
You can use the age and positioning charts in your
Industry Conditions Report to estimate average points for
those criteria.
However, the base score can fall because of poor awareness
(promotion), accessibility (place) or the credit terms you extend to
your customers.
3.2.2 Accounts Receivable
A company’s accounts receivable policy sets the amount of time
customers have to pay for their purchases. At 90 days there is no
MTBF Rough Cut
Demand scores fall rapidly for products with MTBFs beneath the
segment’s guidelines. Products with an MTBF 1,000 hours below the
segment guideline lose 20% of their customer survey score. Products
continue to lose approximately 20% of their customer survey score
for every 1,000 hours below the guideline, on down to 4,999 hours,
where the customer survey score is reduced by approximately 99%.
At 5,000 hours below the range, demand for the product falls to zero.
MTBF Fine Cut
Within the segment’s MTBF range, the customer survey score
improves as MTBF increases (Figure 3.3). However, material costs
increase $0.30 for every additional 1,000 hours of reliability.
Customers ignore reliability above the expected range– demand
plateaus at the top of the range.
3.1.4 Age Score
The age criteria do not have a rough cut; a product will never be too
young or too old to be considered for purchase.
Customers demanding cutting-edge technology prefer newer
products. The ideal ages for these market segments are generally one
and a half years or less. Other segments prefer proven technology.
These segments seek older designs.
Each month, customers assess a product’s age and award a score
based upon their preferences. Examples of age preferences are
illustrated in Figure 3.4.
Age preferences for each segment are published in the
Industry Conditions Report and the Segment Analysis pages
of the Capstone Courier.
Figure 3.4 Age Scores: The example on the left displays a score for a segment
that prefers products with an age of one year. The example on the right displays
a score for a segment that prefers products with an age of two years.
Example!
See your Industry Conditions Report for exact information.
Team Member Guide
Stock Outs and Seller’s Market
9
1. After completing a capacity analysis, a company decides that
industry demand exceeds supply. They price their product
$4.99 above last round’s published price range, forgetting that
price ranges fall by $0.50 each round. Demand for the
product becomes zero. They should have priced $4.49 above
last year’s range.
2. A company disregards products that are in the positioning rough
cut. These products normally can be ignored because they have
low customer survey scores. However, when the company
increases the price, the customer survey score falls below the
products in the rough cut areas, which are suddenly more
attractive than their product.
3. The company fails to add capacity for the next round. A seller’s
market sometimes appears because a competitor
unexpectedly exits a segment. This creates a windfall
opportunity for the remaining companies. (However, a
well-run company will always have enough capacity to meet
demand from its customers.)
How can you be sure of a seller’s market? You can’t, unless you are
certain that industry capacity, including a second shift, cannot meet
demand for the segment. In that case, even very poor products will
stock out as customers search for anything that will meet their needs.
See “How Is the Customer Survey Score Calculated?” in the
Online Guide’s FAQ|Reports section for more information on
assessing your products.
4 Managing Your Company
It’s time to unlock the doors and turn on the lights. Welcome to your
company. The Rehearsal Tutorial (described in Section 1.2.1) shows
you the mechanics of the company departments described below.
Remember, entering decisions is the easy part; determining what
decisions to enter requires some thought. This chapter and the
Rehearsal Tutorial will help you get started.
Every company starts the simulation with five sensor products. Your
company has one product for each segment. You have one assembly
line per product. Products can be terminated or added. Your
company must have at least one product and cannot have more than
eight. Your decisions, made every year on January 1, are carried out
by your employees throughout the year.
Your simulation might also include additional modules
and plug-ins. Your simulation Dashboard will notify you if
these decisions are scheduled.
reduction to the base score. At 60 days the score is reduced 0.7%. At
30 days the score is reduced 7%. Offering no credit terms (0 days)
reduces the score by 40% (see “4.4.5 Credit Policy”).
3.2.3
Awareness and Accessibility
After your product leaves the factory and enters the marketplace, the
calculations for its score become less exact. The score will be
affected by the level of the product’s awareness (the percentage of
people who know about your product) and its segment’s
accessibility (the number of customers who can easily interact with
your company).
Awareness is built over time by the product’s promotion budget.
Promotion budgets fund advertising and public relations campaigns.
Accessibility is built over time by the product’s sales budget. Sales
budgets fund salespeople and distribution systems to service
customers within the product’s market segment.
Similar products with higher awareness and accessibility will score
better than those with lower percentages (see “4.2 Marketing” for
more information on awareness and accessibility).
If the TQM/Sustainability module is enabled, some initiatives
can increase the customer survey score (see “7.1 TQM/
Sustainability”).
3.3 Stock Outs and Seller’s Market
What happens when a product generates high demand but runs out of
inventory (“stocks out”)? The company loses sales as customers turn
to its competitors. This can happen in any month.
The Market Share Report of the Capstone Courier (page 10)
can help you diagnose stock outs and their impacts.
Usually, a product with a low customer survey score has low sales.
However, if a segment’s demand exceeds the supply of products
available for sale, a seller’s market emerges. In a seller’s market,
customers will accept low-scoring products as long as they fall within
the segment’s rough cut limits. For example, desperate customers
with no better alternatives will buy:
• A product positioned just inside the rough cut circle on
the Perceptual Map– outside the circle they say “no” to
the product;
• A product priced $4.99 above the price range– at $5.00
customers reach their tolerance limit and refuse to buy
the product; and
• A product with an MTBF 4,999 hours below the range–
at 5,000 hours below the range customers refuse to buy
the product.
Watch out for three common tactical mistakes in a seller’s market:
Research & Development (R&D)
10
Reliability (MTBF) Costs
The reliability rating, or MTBF, for existing products can be adjusted
up or down. Each 1,000 hours of reliability (MTBF) adds $0.30 to the
material cost. A product with 20,000 hours of reliability includes
$6.00 in reliability costs:
($0.30 × 20,000) / 1,000 = $6.00
Improving positioning and reliability will make a product more
appealing to customers, but doing so increases material costs.
Material costs displayed in the spreadsheet and reports are
the combined positioning and reliability (MTBF) costs.
Inventing Sensors
New products are assigned a name (click in the first cell that reads NA
in the name column), performance, size and MTBF. Of course, these
specifications should conform to the criteria of the intended market
segment. The name of all new products must have the same first letter
of the company name.
The Production Department must order production capacity to build
the new product one year in advance. Invention projects take at least
one year to complete.
4.1 Research &
Development (R&D)
The Research and Development (R&D)
Department oversees invention and
redesign. It develops the
innovations needed to keep
the company ahead of the
competition. R&D is
responsible for the
“product” portion of the 4
P’s of Marketing (“product, price, place and promotion”). This
makes R&D an essential part of any marketing process.
Your R&D Department invents new products and changes
specifications for existing products. Changing size and/or
performance repositions a product on the Perceptual Map.
Improving performance and shrinking size moves the product
towards the lower right on the map (see “2.1.4 Positioning”).
Your R&D decisions are fundamental to your Marketing and
Production plans. In Marketing, R&D addresses:
• The positioning of each product inside a market segment on
the Perceptual Map
• The number of products in each segment
• The age of your products
• The reliability (MTBF rating) of each product
In Production, R&D affects or is affected by:
• The cost of material
• The purchase of new facilities to build new products
• Automation levels (The higher the automation level, the
longer it takes to complete an R&D project.)
All R&D projects begin on January 1. If a product does not have a
project already under way, you can launch a new project for that
product. However, if a project begun in a previous year has not
finished by December 31 of last year, you will not be able to launch a
new project for that product (the decision entry cells in the R&D area
of the Capstone Spreadsheet will be locked).
4.1.1 Changing Performance, Size and MTB
F
A repositioning project moves an existing product from one location
on the Perceptual Map to a new location, generally (but not always)
down and to the right. Repositioning requires a new size attribute
and/or a new performance attribute. To keep up with segment drift, a
product must be made smaller (that is, decrease its size) and better
performing (that is, increase its performance).
Positioning Costs
Positioning affects material costs (Figure 4.1). The more advanced
the positioning, the higher the cost. At the beginning of the
simulation, the trailing edge of the Low End fine cut has the lowest
positioning cost of approximately $1.00; the leading edge of the High
End fine cut has the highest positioning cost of approximately $10.00.
Figure 4.1 Approximate Material Positioning Costs: Material costs
are driven by two factors, reliability (MTBF) and positioning.
Positioning costs vary depending on the product’s location on the
Perceptual Map. Products placed at the trailing edge of the seg-
ments have a positioning cost of approximately $1.00; products
placed on the arc of the leading edge have a positioning cost of
approximately $10.00. Products placed on the arc halfway between
the trailing and leading edges have a positioning material cost of
approximately $5.50.
While the segments will drift apart and the distance between the
leading and trailing edges will increase, the positioning cost range
will not change. The leading edge will always be approximately
$10.00, the trailing edge will always be approximately $1.00 and
the midpoint will always be approximately $5.50.
$1
0.
00
$1
.0
0
$5
.5
0
Watch a video overview at:
http://capsim.com/go/v/crd
Team Member Guide
Marketing
11
the product’s age is 4 years, on the day it is repositioned, its age
becomes 2 years. Therefore, you can manage the age of a product by
repositioning the product. It does not matter how far the product
moves. Aging commences from the revision date.
Changing the MTBF alone will not affect a product’s age.
Age criteria vary from segment to segment. For example, if a segment
prefers an age of 2 years and the product’s age approaches 3 years,
customers will lose interest (see Figure 3.4). Repositioning the
product drops the age from 3 to 1.5 years, and customers will become
interested again.
Log into the Capstone Spreadsheet and click the Decisions
menu. Select Research & Development. To change a product’s
performance, enter a number in the New Pfmn cell; to change
its size, enter a number in the New Size cell. To change the
reliability rating, enter a number in the MTBF cell. As you vary
the specifications, observe the effect upon the revision date,
project cost, material cost and age.
The Rehearsal Tutorial’s R&D Tactics show you how to run the
department. Log in at the Capsim website and go to the
Dashboard for information about the Rehearsal.
4.2 Marketing
Marketing functions vary widely depending on
the industry and company. In general, the
department drums up interest in the company’s
products or services through a mix
of activities. These can include
advertising, public relations and
good old-fashioned salesmanship.
Your Marketing Department is
concerned with the remaining P’s (beyond R&D’s product): price,
place and promotion. Your Marketing Department is also in charge of
sales forecasting.
4.2.1 Pricing Sensors
Price was discussed in 3.1.2. To review, appeal falls to zero when
prices go $5.00 above or below the expected price range. Price drives
the product’s contribution to profit margin. Dropping the price
increases appeal but reduces profit per unit.
Segment price ranges fall at a rate of $0.50 per year. For example, if in
Round 0, Traditional customers expect a price between $20.00 and
$30.00, then in Round 1, the Traditional price range will be $19.50-
All new products require capacity and automation, which
should be purchased by the Production Department in the
year prior to the product’s revision (release) date. If you don’t
buy the assembly line the year prior to its introduction, you
cannot manufacture your new product!
It is not possible to produce new products prior to the revision date. A
new product with a revision date of July 1 will be produced in the
second half of the year. The capacity and automation will stand idle
for the first half of the year.
4.1.2 Project Management
Segment circles on the Perceptual Map move at speeds ranging from
0.7 to 1.3 units each year. You must plan to move your products (or
retire them) as the simulation progresses. Generally, the longer the
move on the Perceptual Map, the longer it takes the R&D Department
to complete the project.
Project lengths can be as short as three months or as long as three
years. Project lengths will increase when the company puts two or
more products into R&D at the same time. When this happens each
R&D project takes longer. Assembly line automation levels also affect
project lengths. R&D project costs are driven by the amount of time
they take to complete. A six-month project costs $500,000; a one-year
project costs $1,000,000.
Sensors will continue to produce and sell at the old performance, size
and MTBF specifications up until the day the project completes,
shown on the spreadsheet as the revision date. Unsold units built
prior to the revision date are reworked free of charge to match the
new specifications.
If the project length takes more than a year, the revision date
will be reported in the next Capstone Courier. However, the
new performance, size and MTBF will not appear; old product
attributes are reported prior to project completion.
When products are created or moved close to existing products, R&D
completion times diminish. This is because your R&D Department
can take advantage of existing technology. If the module is active,
TQM/Sustainability investments can also decrease R&D times (see
“7.1 TQM/Sustainability”). It is important to verify completion dates
after all decisions have been entered. Usually you want repositioning
projects to finish in less than a year. For example, consider breaking
an 18-month project into two separate projects, with the first stage
ending just before the end of the current year and the second ending
halfway through the following year.
4.1.3 A Sensor’s Age
It is possible for a product to go from an age of 4 years to 2 years. How
can that be? When a product is moved on the Perceptual Map,
customers perceive the repositioned product as newer and improved,
but not brand new. As a compromise, customers cut the age in half. If
Watch a video overview at:
http://capsim.com/go/v/cmrk
Marketing
12
The Courier’s Segment Analysis reports (pages 5-9)
publish awareness percentages.
New products are newsworthy events. The buzz creates 25%
awareness at no cost. The 25% is added to any additional awareness
you create with your promotion budget.
Sales
Each product’s sales budget contributes to segment accessibility. A
segment’s accessibility percentage indicates the number of
customers who can easily interact with your company via
salespeople, customer support, delivery, etc. Like awareness, if your
sales budgets drop to zero, you lose one third of your accessibility
each year. Unlike awareness, accessibility applies to the segment, not
the product. If your product exits a segment, it leaves the old
accessibility behind. When it enters a different segment, it gets that
segment’s accessibility.
If you have two or more products that meet a segment’s fine cut
criteria, the sales budget for each product contributes to that
segment’s accessibility. The more products you have in the segment’s
fine cut, the stronger your distribution channels, support systems,
etc. This is because each product’s sales budget contributes to the
segment’s accessibility.
If you have one product in a segment, there is no additional benefit to
spending more than $3,000,000. If you have two or more products in
a segment, there is no additional benefit to spending more than a
$4,500,000 split between the products, for example, two products
with sales budgets of $2,250,000 each (see Figure 4.3).
Sales budgets are less effective when products are not
completely positioned in the fine cut circle, when prices rise
above segment guidelines or when MTBFs fall below
segment guidelines.
$29.50; Round 2, $19.00-$29.00, etc. This puts pressure on
companies to improve their cost structures.
4.2.2 Promotion and Sales Budgets
Promotion and sales budgets affect customer awareness and
accessibility. They also affect the customer survey score. See “3.2
Estimating the Customer Survey Score” for more information.
Promotion
Each product’s promotion budget determines its level of awareness. A
product’s awareness percentage reflects the number of customers
who know about the product. An awareness of 50% indicates half of
the potential customers know it exists. From one year to the next, a
third (33%) of those who knew about a product forget about it.
Last Year’s Awareness – (33% × Last Year’s Awareness) =
Starting Awareness
If a product ended last year with an awareness of 50%, this year it will
start with an awareness of approximately 33%. This year’s promotion
budget would build from a starting awareness of approximately 33%.
Starting Awareness + Additional Awareness from
Figure 4.2 = New Awareness
Figure 4.2 indicates a $1,500,000 promotion budget would add
36% to the starting awareness, for a total awareness of 69% (33 +
36 = 69).
Figure 4.2 indicates a $3,000,000 budget would add just under 50%
to the starting awareness, roughly 14% more than the $1,500,000
expenditure (33 + 50 = 83). This is because further expenditures
tend to reach customers who already know about the product. Once
your product achieves 100% awareness, you can scale back the
product’s promotion budget to around $1,400,000. This will maintain
100% awareness year after year.
Figure 4.2 Promotion Budget: Increases in promotion budgets
have diminishing returns. The first $1,500,000 buys 36% aware-
ness; spending another $1,500,000 (for a total of $3,000,000)
buys just under 50%. The second $1,500,000 buys less than
14% more awareness.
Figure 4.3 Sales Budget: For budgets above $3,000,000, the dotted red line indicates there
is no additional benefit for companies that have only one product in a segment; the dashed
red line indicates returns for companies with two or more products in a segment. Increases
in sales budgets have diminishing returns. The first $2,000,000 buys 22% accessibility. For
companies with two or more products in a segment, spending $4,000,000 buys just under
35%. The second $2,000,000 buys less than 13% additional accessibility.
Team Member Guide
Production
13
• Gross Revenue Forecast (Price multiplied by either the
Computer Prediction or, if entered, Your Sales Forecast.)
• Variable Costs (Labor, Material and Inventory Carrying
costs subtracted from the Gross Revenue Forecast.)
• Contribution Margin Forecast (Gross Revenue Forecast
minus variable costs.)
• Less Promotion and Sales (Contribution Margin Forecast
minus the product’s Promotion Budget and Sales Budget.)
The Rehearsal Tutorial’s Marketing Tactics show you how to
run the department. Log in at the Capsim website and go to
the Dashboard for information about the Rehearsal.
4.3 Production
For manufacturers, production literally puts
everything together. The department
coordinates and plans manufacturing runs,
making sure that products get out
the door.
In your Production Department,
each product has its own assembly
line. You cannot move a product
from one line to another because automation levels vary and each
product requires special tooling.
As it determines the number of units to produce for the upcoming
year, Production needs to consider the sales forecasts developed by
Marketing minus any inventory left unsold from the previous year.
4.3.1 Capacity
First-shift capacity is defined as the number of units that can be
produced on an assembly line in a single year with a daily eight-hour
shift. An assembly line can produce up to twice its first-shift capacity
with a second shift. An assembly line with a capacity of 2,000,000
units per year could produce 4,000,000 units with a second shift.
However, second-shift labor costs are 50% higher than the first shift.
Each new unit of capacity costs $6.00 for the floor space plus $4.00
multiplied by the automation rating. The Production spreadsheet will
calculate the cost and display it for you. Increases in capacity require
a full year to take effect– increase it this year, use it next year.
Capacity can be sold at the beginning of the year for $0.65 on the
dollar value of the original investment. You can replace the capacity
in later years, but you have to pay full price. If you sell capacity for
less than its depreciated value, you lose money, which is reflected
as a write-off on your income statement. If you sell capacity for
more than its depreciated value, you make a gain on the sale. This
will be reflected as a negative write-off on the income statement
(see “6.3 Income Statement”).
Achieving 100% accessibility is difficult. You must have two or
more products in the segment’s fine cut. Once 100% is reached,
you can scale back the combined budgets to around $3,500,000 to
maintain 100%.
The Courier’s Segment Analysis reports (pages 5-9)
publish accessibility percentages.
Awareness and Accessibility
Think of awareness and accessibility as “before” and “after” the sale.
The promotion budget drives awareness, which persuades the
customer to look at your product. The sales budget drives
accessibility, which governs everything during and after the sale. The
promotion budget is spent on advertising and public relations. The
sales budget is spent on distribution, order entry, customer service,
etc. Awareness and accessibility go hand in hand towards making the
sale. The former is about encouraging the customer to choose your
product; the latter is about closing the deal via your salespeople and
distribution channels.
4.2.3 Sales Forecasting
Accurate sales forecasting is a key element to company success.
Manufacturing too many units results in higher inventory carrying
costs. Manufacturing too few units results in stock outs and lost sales
opportunities, which can cost even more (see “10 Forecasting”).
Log into the Capstone Spreadsheet and click the Decisions
menu. Select Marketing. Use this area to determine each
product’s Price, Promotion Budget, Sales Budget and Sales
Forecast. What’s the difference between the Computer
Prediction and Your Sales Forecast? The Computer Prediction
cannot consider what your competitors are doing. It does not
know. Instead, it assumes each of your competitors will offer
a mediocre product (with a customer survey score of 20) in
each segment. It benchmarks how your product would do
against this mediocre playing field.
The Computer Prediction, expressed as units demanded,
changes as you make decisions about your product. Use the
Computer Prediction to evaluate the impact your decisions
will have upon your product’s appeal. For example, you can
estimate the impact a price change will have upon demand.
The Your Sales Forecast column overrides the Computer
Prediction with your own prediction (see Chapter 10). Until
you provide a sales forecast, the computer uses its mediocre
Computer Prediction to predict your proforma financial
statements. Always override the Computer Prediction with
your own forecast.
The remaining cells display the financial impacts of
your decisions:
Watch a video overview at:
http://capsim.com/go/v/cprd
Production
14
takes significantly longer at an automation level of 8.0 than at
5.0 (Figure 4.4). Long moves are less affected. You can move a
product a long distance at any automation level, but the project
will take between 2.5 and 3.0 years to complete.
Changing Automation
For each point of change in automation, up or down, the company is
charged $4.00 per unit of capacity. For example, if a line has a
capacity of 1,000,000 units, the cost of changing the automation level
from 5.0 to 6.0 would be $4,000,000.
Reducing automation costs money. If you reduce automation, you will
be billed for a retooling cost. The net result is you will be spending
money to make your plant less efficient. While reduced automation
will speed R&D redesigns, by and large, it is not wise to reduce an
automation level.
When you buy automation, you might want to determine the
return on investment (ROI). On your income statement, find
last year’s labor cost for the product you are automating.
Your labor cost savings will be approximately 10% for each
new point of automation. Multiply the savings by the number
of rounds remaining in your simulation then divide it by the
total cost of the automation.
(Savings × Remaining Rounds) / Automation Cost = RO
I
If your plant is highly utilized your ROI will be higher than if
your plant is only partially utilized (if your plant is under-
utilized you might consider selling excess capacity).
Clearly, the greater the ROI, the better the investment.
Changes in automation require a full year to take effect– change it
this year, use it next year.
Log into the Capstone Spreadsheet and click the Decisions
menu. Select Production. Use this area to enter for each
product:
• A Production Schedule
• Increases in first-shift capacity (Put a positive number in
Buy/Sell Capacity.)
• Decreases in first-shift capacity (Put a negative number in
Buy/Sell Capacity.)
• Changes in automation level (Enter a number in New
Automation Rating.)
The Rehearsal Tutorial’s Production Tactics show you how to
run the department. Log in at the Capsim website and go to
the Dashboard for information about the Rehearsal.
The dollar value limit of capacity and automation purchases
is largely determined by the maximum amount of capital that
can be raised through stock and bond issues plus excess
working capital. The decision area displays this amount.
4.3.2 Discontinuing a Sensor
If you sell all the capacity on an assembly line, Capstone interprets
this as a liquidation instruction and will sell your remaining
inventory for half the average cost of production. Capstone writes off
the loss on your income statement. If you want to sell your inventory
at full price, sell all but one unit of capacity.
4.3.3 Automation
As automation levels increase, the number of labor hours required to
produce each unit falls. The lowest automation rating is 1.0; the
highest rating is 10.0.
At an automation rating of 1.0, labor costs are highest. Each
additional point of automation decreases labor costs approximately
10%. At a rating of 10.0, labor costs fall about 90%.
Labor costs increase each year because of an Annual Raise in
the workers’ contract.
Despite its attractiveness, two factors should be considered before
raising automation:
1. Automation is expensive: At $4.00 per point of automation,
raising automation from 1.0 to 10.0 costs $36.00 per unit
of capacity;
2. As you raise automation, it becomes increasingly difficult for
R&D to reposition products short distances on the Perceptual
Map. For example, a project that moves a product 1.0 on the map
When considering automation and its impact on cost, it is
useful to consider the production process as a series of 10
tasks. If you were planning on making a cell phone, you could
complete all 10 tasks yourself. This equates to an automation
level of 1, as you (the labor unit) would be doing all the work,
and there would be a very low level of automation (maybe an
electric screwdriver).
If you bought a machine that automated the first 5 tasks, this
is represented by an automation level of 5.
The higher your automation level, the longer it takes to retool
your plant for product upgrades. This is especially important
in high tech segments, where positioning near the cutting
edge of technology is critical. Automate too much and the
product designs cannot keep up with the evolving market.
Figure 4.4 Time Required to Move a Sensor on the Perceptual Map
1.0 Unit at Automation Levels 1 Through 10
Team Member Guide
Finance
15
January 1. The company can “roll” that debt by simply borrowing the
same amount again. There are no brokerage fees for current debt.
Interest rates are a function of your debt level. The more debt you
have relative to your assets, the more risk you present to debt holders
and the higher the current debt rates.
As a general rule, companies fund short term assets like
accounts receivable and inventory with current debt offered
by banks.
Bankers will loan current debt up to about 75% of your accounts
receivable (found on last year’s balance sheet) and 50% of this year’s
inventory. They estimate your inventory for the upcoming year by
examining last year’s income statement. Bankers assume your worst
case scenario will leave a three- to four-month inventory and they
will loan you up to 50% of that amount. This works out to be about
15% of the combined value of last year’s total direct labor and total
direct material, which display on the income statement.
Bankers also realize your company is growing, so as a final step
bankers increase your borrowing limit by 20% to provide you with
room for expansion in inventory and accounts receivable.
4.4.2 Bonds
All bonds are 10-year notes. Your company pays a 5% brokerage
fee for issuing bonds. The first three digits of the bond, the
series number, reflect the interest rate. The last four digits
indicate the year the bond is due. The numbers are separated by
the letter S, which stands for “series.” For example, a bond with
the number 12.6S2017 has an interest rate of 12.6% and is due
December 31, 2017.
As a general rule, bond issues are used to fund long term
investments in capacity and automation.
Bondholders will lend total amounts up to 80% of the value of
your plant and equipment (the Production Department’s capacity
and automation). Each bond issue pays a coupon, the annual
interest payment, to investors. If the face amount or principal of
bond 12.6S2017 were $1,000,000, then the holder of the bond
would receive a payment of $126,000 every year for ten years. The
holder would also receive the $1,000,000 principal at the end of
the tenth year.
When issuing new bonds, the interest rate will be 1.4% over the
current debt interest rates. If your current debt interest rate is
12.1%, then the bond rate will be 13.5%.
You can buy back outstanding bonds before their due date. A 1.5%
brokerage fee applies. These bonds are repurchased at their market
value or street price on January 1 of the current year. The street price
is determined by the amount of interest the bond pays and your credit
worthiness. It is therefore different from the face amount of the bond.
4.4 Finance
Corporate finance functions differ
from company to company. Duties can
include managing financial risk,
determining borrowing
levels or even simple
check writing. In general,
the department monitors
the company’s flow of
money, the lifeblood of any
business.
Your Finance Department is primarily concerned with five issues:
1. Acquiring the capital needed to expand assets, particularly plant
and equipment. Capital can be acquired through:
• Current Debt
• Stock Issues
• Bond Issues (Long Term Debt)
• Profits
2. Establishing a dividend policy that maximizes the return
to shareholders.
3. Setting accounts payable policy (which can also be entered in
the Production and Marketing areas) and accounts receivable
policy (which can also be entered in the Marketing area).
4. Driving the financial structure of the firm and its relationship
between debt and equity.
5. Selecting and monitoring performance measures that support
your strategy.
Finance decisions should be made after all other departments enter
their decisions. After the management team decides what resources
the company needs, the Finance Department addresses funding
issues and financial structure.
One of the Finance Department’s fiduciary duties is to verify that sales
forecasts and prices are realistic. Unrealistic prices and forecasts
will predict unrealistic cash flows in the proformas. Finance can
determine a range of possible outcomes for the year by changing (but
not saving) Marketing’s forecasts then rechecking the proformas.
Lowering forecasts decreases revenue and increases inventory–worst
case; raising forecasts increases revenue and decreases inventory–
best case (see “10.4 Worst Case/Best Case”).
Finance can print the worst case and best case proformas,
then compare them to next year’s annual reports.
4.4.1 Current Debt
Your bank issues current debt in one-year notes. The Finance area in
the Capstone Spreadsheet displays the amount of current debt due
from the previous year. Last year’s current debt is always paid off on
Watch a video overview at:
http://capsim.com/go/v/cfin
Finance
16
Book value is equity divided by shares outstanding. Equity equals the
common stock and retained earnings values listed on the balance
sheet. Shares outstanding is the number of shares that have been
issued. For example, if equity is $50,000,000 and there are 2,000,000
shares outstanding, book value is $25.00 per share.
EPS is calculated by dividing net profit by shares outstanding.
The dividend is the amount of money paid per share to stockholders
each year. Stockholders do not respond to dividends beyond the EPS;
they consider them unsustainable. For example, if your EPS is $1.50
per share and your dividend is $2.00 per share, stockholders would
ignore anything above $1.50 per share as a driver of stock price. In
general, dividends have little effect upon stock price. However,
Capstone is unlike the real world in one important aspect– there are
no external investment opportunities. If you cannot use profits to
grow the company, idle assets will accumulate. Capstone is designed
such that in later rounds your company is likely to become a cash
cow, spinning off excess cash. How you manage that spin-off is an
important consideration in the endgame, and dividends are an
important tool at your disposal.
You can retire stock. The amount cannot exceed the lesser of either:
• 5% of your outstanding shares, listed on page 2 of last year’s
Courier; or
• Your total equity listed on page 3 of last year’s Courier.
You are charged a 1.5% brokerage fee to retire stock.
4.4.4 Emergency Loans
Financial transactions are carried on throughout the year directly
from your cash account. If you manage your cash position poorly
and run out of cash, the simulation will give you an emergency loan
to cover the shortfall. The loan comes from a gentleman named Big
Al, who arrives at your door with a checkbook and a smile. Big Al
lends you the exact amount of your shortfall. You pay one year’s
worth of current debt interest on the loan and Big Al adds a 7.5%
penalty fee on top to make it worth his while.
For example, suppose the current debt interest rate is 10% and you
are short $10,000,000 on December 31. You pay one year’s worth of
interest on the $10,000,000 ($1,000,000) plus an additional 7.5% or
$750,000 penalty.
You do not need to do anything special to repay an emergency loan.
However, you need to decide what to do with the current debt (pay it
off, re-borrow it, etc.). The interest penalty only applies to the year in
which the emergency loan is taken, not to future years.
Emergency loans are combined with any current debt from last
year. The total amount displays in the Due This Year cell under
Current Debt.
Emergency loans depress stock prices, even when you are profitable.
Stockholders take a dim view of your performance when they witness
a liquidity crisis.
If you buy back bonds with a street price that is less than its face
amount, you make a gain on the repurchase. This will be reflected as
a negative write-off on the income statement (see “6.3 Income
Statement”).
Bonds are retired in the order they were issued. The oldest bonds
retire first. There are no brokerage fees for bonds that are allowed to
mature to their due date.
If a bond remains on December 31 of the year it becomes due, your
banker lends you current debt to pay off the bond principal. This, in
effect, converts the bond to current debt. This amount is combined
with any other current debt due at the beginning of the next year.
When Bonds Are Retired Early
A bond with a face amount of $10,000,000 could cost $11,000,000 to
repurchase because of fluctuations in interest rates and your credit
worthiness. A 1.5% brokerage fee applies. The difference between the
face value and the repurchase price will reflect as a gain or loss in the
income statement’s fees and write-offs.
When Bonds Come Due
Assume the face amount of bond 12.6S2017 is $1,000,000. The
$1,000,000 repayment is acknowledged in your reports and
spreadsheets in the following manner: Your annual reports from
December 31, 2017 would reflect an increase in current debt of
$1,000,000 offset by a decrease in long term debt of $1,000,000. The
2017 spreadsheet will list the bond because you are making decisions
on January 1, 2017, when the bond still exists. Your 2018 spreadsheet
would show a $1,000,000 increase in current debt and the bond no
longer appears.
Bond Ratings
Each year your company is given a credit rating that ranges from AAA
(best) to D (worst). In Capstone, ratings are evaluated by comparing
current debt interest rates with the prime rate. If your company has
no debt at all, your company is awarded an AAA bond rating. As your
debt-to-assets ratio increases, your current debt interest rates
increase. Your bond rating slips one category for each additional
0.5% in current debt interest. For example, if the prime rate is 10%
and your current debt interest rate is 10.5%, then you would be given
an AA bond rating instead of an AAA rating.
4.4.3 Stock
Stock issue transactions take place at the current market price. Your
company pays a 5% brokerage fee for issuing stock. New stock issues
are limited to 20% of your company’s outstanding shares in that year.
As a general rule, stock issues are used to fund long term
investments in capacity and automation.
Stock price is driven by book value, the last two years’ earnings per
share (EPS) and the last two years’ annual dividend.
Team Member Guide
Production Analysis
17
Emergency loans are often encountered when last year’s
sales forecasts were higher than actual sales or when the
Finance Department failed to raise funds needed for
expenditures like capacity and automation purchases.
4.4.5 Credit Policy
Your company determines the number of days between transactions
and payments. For example, your company could give customers 30
days to pay their bills (accounts receivable) while holding up
payment to suppliers for 60 days (accounts payable).
Shortening A/R (accounts receivable) lag from 30 to 15 days in
effect recovers a loan made to customers. Similarly, extending the
A/P (accounts payable) lag from 30 to 45 days extracts a loan from
your suppliers.
The accounts receivable lag impacts the customer survey score. At 90
days there is no reduction to the base score. At 60 days the score is
reduced 0.7%. At 30 days the score is reduced 7%. Offering no credit
terms (0 days) reduces the score by 40%.
The accounts payable lag has implications for production. Suppliers
become concerned as the lag grows and they start to withhold
material for production. At 30 days, they withhold 1%. At 60 days, they
withhold 8%. At 90 days, they withhold 26%. At 120 days, they
withhold 63%. At 150 days, they withhold all material. Withholding
material creates shortages on the assembly line. As a result, workers
stand idle and per-unit labor costs rise.
Log into the Capstone Spreadsheet and click the Decisions
menu. Select Finance. Use this area to raise money:
• Current Debt (These are one-year loans.)
• Long Term Debt (These are 10-year bonds.)
• Issue Stock
As resources permit, companies can:
• Retire Stock
• Retire Bonds
• Issue a Dividend
Finance also establishes Accounts Receivable (A/R) and
Accounts Payable (A/P) policies.
The Rehearsal Tutorial’s Finance Tactics show you how to run
the department. Log in at the Capsim website and go to the
Dashboard for information about the Rehearsal.
5 The Capstone
Courier
Customer purchases and sensor
company financial results are
reported in an industry newsletter
called the Capstone Courier.
The Courier is available from
two locations:
• On the website, log into your simulation then click the
Reports link; and
• From the Capstone Spreadsheet, click the Reports menu.
The Courier displays “Last Year’s Results.” The Courier available at
the start of Round 1 displays last year’s results for Round 0, when all
companies have equal standing. The Courier available at the start of
Round 2 will display the results for Round 1.
Printing the Courier can make it easier to review. From the
Excel spreadsheet, click the printer icon; from the website,
use the PDF version.
Successful companies will study the Courier to understand the
marketplace and find opportunities. As the simulation progresses
and strategies are implemented, company results will begin to vary.
5.1 Front Page
Use the first page of the Courier to see a snapshot of last year’s results.
Be sure to compare your company’s sales, profits and cumulative
profits with your competitors’.
5.2 Stock & Bond Summaries
The Stock and Bond Summaries (page 2) report stock prices and
bond ratings for all companies. The page also reports the prime
interest rate for the upcoming year.
5.3 Financial Summary
The Financial Summary (page 3) surveys each company’s cash flow,
balance sheet and income statements. This will give you an idea of
your competitors’ financial health. In-depth financial reports for
your company are also available (see Chapter 6).
5.4 Production Analysis
The Production Analysis (page 4) reports detailed information about
each product in the market, including sales and inventory levels,
price, material and labor costs. Are you or your competitors building
Watch a video overview at:
http://capsim.com/go/v/ccou
Segment Analysis Reports
18
5.5.1 Accessibility, Market Share and Top
Products in Segment
The Accessibility Chart rates each company’s level of accessibility.
Accessibility is determined by the Marketing Department’s sales
budget– the higher the budget, the higher the accessibility.
Accessibility is measured by percentage; 100% means every customer
can easily interact with your company– sales, customer support, etc.
The Market Share Actual vs. Potential Chart displays two bars per
company. The actual bar reports the market percentage each
company attained in the segment. The potential bar indicates what
the company deserved to sell in the segment. If the potential bar is
higher than the actual, the company under produced and missed
sales opportunities. If the potential is lower than the actual, the
company picked up sales because other companies under produced
and stocked out (ran out of inventory).
The Top Products in Segment area reports, in order of total sales:
• Market Share
• Units Sold to Segment
• Revision Date
• Stock Out (This tells you whether the product
ran out of inventory.)
• Performance and Size Coordinates
• Price
• MTBF
excess inventory? Excess inventory puts pressure on profits (see
Chapter 10).
The Production Analysis also reports product revision dates. Does a
competitor have a product with a revision date in the year after the
year of the report? This indicates a long repositioning project that will
possibly put that product into another segment.
If a revision date has yet to conclude, the Courier will report
the product’s current performance, size and MTBF. The new
coordinates and MTBF will not be revealed until after the
completion of the project.
Check your competitors’ automation, capacity and plant
utilization. Increases in automation reduce labor costs, and this
could indicate competitors might drop prices for those
products. Did a competitor reduce capacity? Selling capacity
reduces assets. Running the remaining capacity at 150% to
200% can improve Return on Assets (ROA).
The Production Analysis will report the release date (but not the
coordinates) of a new product if:
• Production capacity is purchased; and/or
• A promotion budget is entered; and/or
• A sales budget is entered.
Are your competitors investing in capacity and automation?
The Production Analysis reports capacity and automation
ratings for the upcoming round. The Financial Summary
reports the cost of plant improvements for all companies.
5.5 Segment Analysis Reports
The Segment Analysis reports (pages 5 – 9) review each market
segment in detail (Figure 5.1).
The Statistics box in the upper-left corner reports Total Industry Unit
Demand, Actual Industry Unit Sales, Segment Percent of Total
Industry and Next Year’s Growth Rate. The Customer Buying Criteria
box ranks the customer criteria within each segment:
• Ideal Position: The preferred product location, also called
the ideal spot, as of December 31 of the previous year– ideal
spots drift with the segments, moving a little each month;
• Price: Every year on January 1, price ranges drop by $0.50–
this is the price range from last year;
• Age: Age preferences stay the same year after year; and
• Reliability: MTBF requirements stay the same year after year.
Are your products meeting your buyers’ expectations?
The Perceptual Map shows the position of each product in the
segment as of December 31 of the previous year.
Figure 5.1 Market Segment Analysis: Segment Statistics and Buying Criteria
display in the upper-left corner of each segment analysis. Accessibility and
Market Share Actual vs. Potential Charts display to the upper right. Customer
Awareness Percentages and December Customer Survey Scores display on
the lower part of the page.
Team Member Guide
Balance Sheet
19
6 Proformas and
Annual Reports
Proformas and annual reports include:
• Balance Sheet
•
Cash Flow Statement
• Income Statement
Proformas are projections of results for the upcoming year. Annual
reports are the results from the previous year. The proformas allow
you to assess the projected financial outcomes of your company
decisions entered in the Capstone Spreadsheet.
To access proformas, click the Proformas menu in the
Capstone Spreadsheet. To access the annual reports, click
the Reports menu in the Capstone Spreadsheet or, on the
website, log into your simulation and then click the
Reports link.
The proforma reports are only as accurate as the
marketing sales forecasts. If you enter a forecast that is
unrealistically high, the proformas will take that forecast
and project unrealistic revenue (see “10 Forecasting” for
more information).
6.1 Balance Sheet
The balance sheet lists the dollar value of what the company owns
(assets), what it owes to creditors (liabilities) and the amount
contributed by investors (equity). Assets always equal liabilities
and equity.
Assets = Liabilities + Equity
Assets are divided into two categories, current and fixed. Current
assets are those that can be quickly converted, generally in less than
a year. These include inventory, accounts receivable and cash. Fixed
assets are those that cannot be easily converted. In the simulation,
fixed assets are limited to the value of the plant and equipment (see
“4.3.1 Capacity” and “4.3.3 Automation”).
Liabilities include accounts payable, current debt and long term debt.
In the simulation, current debt is comprised of one-year bank notes;
long term debt is comprised of 10-year bond issues. Equity is divided
into common stock and retained earnings.
Retained earnings are a portion of shareholders’ equity. They
are not an asset.
Common stock represents the money received from the sale of
shares; retained earnings is the portion of profits that was not
• The product’s Age on December 31
• Promotion and sales budgets
• Awareness
• Accessibility
• December Customer Survey Score
5.5.2 Awareness and the December
Customer Survey Score
Customer Awareness is determined by the Marketing Department’s
promotion budget– the higher the budget, the higher the awareness.
Awareness is measured by percentage; 100% means every customer
knew about your product.
The December Customer Survey Score indicates how customers in
the segment perceived the products. The survey evaluates the product
against the buying criteria.
Product ages and distances from ideal spots change throughout the
year, therefore scores change month to month.
If a repositioning project concludes late in the year, the survey score
for December could be significantly higher than the scores for the
previous months.
Use the Customer Survey Score as a quick comparison tool
when conducting a competitive analysis. Perfect scores
are almost impossible. Scores of 50 or above are
considered good.
5.6 Market Share Report
The Market Share Report (page 10) details sales volume in all
segments, reporting each product’s actual and potential sales. Did
your company under produce? If the actual percentage for your
product is less than the potential, you missed sales opportunities. If
your actual is greater than your potential, your competitors under
produced and you picked up sales that otherwise would have gone
to them.
5.7 Perceptual Map
The Perceptual Map (page 11) displays all the segments and every
product in the industry.
Are your products competitively positioned?
5.8 Other Reports
The HR/TQM/Sustainability Report displays investments and results
when the optional TQM/Sustainability, Human Resources and/or
Labor Negotiation modules are activated (see Chapter 7).
If simulation plug-ins are scheduled, the results will also display. For
example, the Ethics Plug-in Report shows the impacts of each
company’s decisions (see Chapter 8).
Cash Flow Statement
20
7 Additional Modules
Some simulations use additional modules. If a module is scheduled,
the simulation Dashboard will tell you the round it is set to begin and
provide a link to the documentation.
The HR (Human Resources) and TQM (Total Quality Management)/
Sustainability modules described below are frequently enabled. HR
and TQM decisions are used by the Balanced Scorecard, which is one
of the simulation assessment methods (see Chapter 11). Other
modules include Labor Negotiation and Advanced Marketing.
7.1 TQM/Sustainability
TQM (Total Quality Management)/Sustainability initiatives can
reduce material, labor and administrative costs, shorten the length of
time required for R&D projects to complete and increase demand for
the product line. The impacts of the investments produce returns in
the year they are made and in each of the following years.
The sustainability-oriented initiatives, UNEP Green Programs and
GEMI TQEM Sustainability Initiatives, can lower labor and material
costs. UNEP Green Programs also improve customer perceptions
about your company, which leads to increased sales. The remaining
initiatives can also increase efficiency and lower costs.
Your company should determine which initiatives best serve its
purposes. If you plan to keep automation levels low so R&D
projects complete more quickly, you might want to invest in areas
that lower labor costs (for example, Quality Initiative Training). If
your company is competing in the high technology segments, with
high material costs, you might consider initiatives that reduce
material costs.
To maximize the effect, companies should find complementary
initiatives and invest in each of them. For example, to reduce material
costs, companies could consider investing in both CPI Systems and
GEMI TQEM Sustainability Initiatives.
7.2 HR (Human Resources)
When the Human Resources Module is activated, three areas must be
addressed:
1. Complement: The number of workers in the workforce. Needed
Complement is the number of workers required to fill the
production schedule without overtime.
2. Caliber: The talent of the workforce. If you are willing to spend
the money, you can recruit a higher caliber of worker. This
results in higher productivity and lower turnover. Companies set
a Recruiting Spend budget of up to an additional $5,000 per
worker. If you spend nothing extra, the recruitment cost per
worker remains at $1,000 and you get an average person off the
street. The more you spend, the higher the caliber of the worker.
distributed back to shareholders as dividends, but was instead
reinvested in the company.
Depreciation is an accounting principle that allows
companies to reduce the value of their fixed assets. Each year
some of the value is “used up.” Depreciation decreases the
firm’s tax liability by reducing net profits while providing a
more accurate picture of the company’s plant and
equipment value.
Depreciation is expensed, product by product, on the income
statement. Total depreciation for the period is reflected as a
gain on the cash flow statement. On the balance sheet,
accumulated depreciation is subtracted from the value of the
plant and equipment. The simulation uses a straight line
depreciation method calculated over fifteen years.
6.2 Cash Flow Statement
The cash flow statement indicates the movement of cash through the
organization, including operating, investing and financing
activities. The annual report’s cash flow statement shows the change
in the amount of cash from the previous year. The proforma cash
flow statement indicates the expected change at the end of the
upcoming year.
6.3 Income Statement
Your company can use the income statement to diagnose problems
on a product-by-product basis. Sales for each product are reported in
dollars (not the number of products). Subtracting variable costs from
sales determines the contribution margin. Inventory carrying costs
are driven by the number of products in the warehouse. If your
company has $0 inventory carrying costs, you stocked out of the
product and most likely missed sales opportunities. If your company
has excessive inventory, your carrying costs will be high. Sound sales
forecasts matched to reasonable production schedules will result in
modest inventory carrying costs.
Period costs are depreciation added to sales, general and
administrative (SG&A) costs, which include R&D, promotion, sales
and administration expenses. Period costs are subtracted from the
contribution margin to determine the net margin. The net margin for
all products is totaled then subtracted from other expenses, which in
the simulation include fees, write-offs and, if the module is enabled,
TQM/Sustainability costs. This determines earnings before interest
and taxes, or EBIT. Finally, interest, taxes and profit sharing costs are
subtracted to determine net profit.
Once your decisions are final, you can print your proforma
income statement (click the printer icon). When the
simulation advances to the next year, you can compare the
results to your proforma projections.
Team Member Guide
Making Decisions
21
company. It will help you understand current
market conditions and how the industry will evolve
over the next several years.
The Situation Analysis is divided into five activities:
• Perceptual Map
• Demand Analysis
• Capacity Analysis
• Margin Analysis
• Consumer Report
The first part of the Perceptual Map activity illustrates “Segment
Drift,” which occurs each year as customers demand smaller, faster
products. The second part illustrates the “ideal spot” position
within each segment. This position changes every year. The
Perceptual Map activity will help you decide where to place your
new or revised products.
The Demand Analysis will help you anticipate the yearly upswing in
demand. At the beginning of the simulation, the growth rate for each
segment is different. While the growth rates can change as the
simulation progresses, the beginning rates will help you anticipate
how many products will be demanded in future years.
The Demand Analysis is an external measure that looks at how many
units the market will want.
The Capacity Analysis is an internal measure that determines how
many units you and your competitors can produce. Comparing this
number to the results of the Demand Analysis will give you an idea of
how much production capacity you will need. The Capacity Analysis
also allows you to anticipate the cost of adding capacity and the cost
of increasing automation.
The Margin Analysis will show you how to calculate the contribution
margin, which measures how much money is left over from your sales
income once all direct costs like labor and material have been
deducted. The Margin Analysis also helps you investigate your margin
potential: If you could cut your costs to the minimum and raise prices
to the maximum, how much could you improve your margins?
The Consumer Report asks you to think as if you were a customer. It
will give you an idea of how they perceive your product line.
The Situation Analysis can be done as a group or you can assign parts
to individuals and have them report back to the rest of the company.
A link to the Situation Analysis can be found on the
simulation Dashboard.
A downloadable “pen and paper” version of the Situation
Analysis is also available.
3. Training: The amount of time workers spend in training each
year. Training leads to higher productivity and lower turnover,
but takes people off the job while they are in the classroom.
Each training hour costs $20.00 per worker.
Assuming you have sufficient workers (Complement), investments in
Recruiting and Training raise your Productivity Index, which in turn
lowers your per unit labor costs.
If a module is scheduled, the simulation Dashboard will
display a link to the documentation.
8 Plug-ins
Some simulations use plug-in modules. Plug-ins have a more general
impact on your company.
For example, your response to a dilemma posed by the Ethics Plug-in
could have a negative impact on your corporate profits. Or your
answer to an Accounting Plug-in might help your company avoid a
major financial headache.
8.1 Making Decisions
Your task is to find ways to ensure compliance, minimize exposure
and return value to all stakeholders. Group discussion and consensus
is imperative. If you do not reach a consensus (that is, if there is no
clear majority), the system will default to a “do nothing” answer.
In the following round, the impacts of your decision will appear in
the Capstone Courier. The plug-in area will offer a more detailed
explanation of the events and the reasoning behind the impacts.
The simulation Dashboard will tell you if a plug-in is
scheduled. If it is, the Dashboard will display a link to the
decision-making area and documentation.
9 Situation
Analysis
The Situation Analysis
provides a comprehensive
view of the strengths,
weaknesses, opportunities
and threats facing your
Watch a video overview at:
http://capsim.com/go/v/csa
Basic Forecasting Method
22
Is this number valid? It is highly unlikely that the market in the
upcoming year will be identical to the previous year. Prices will
adjust, revision projects will complete– the playing field will change.
Still, this number can be a good beginning as you assess your product
offer and speculate what your competitors will offer.
Keep in mind the possibility that your products sold because
competitors who otherwise would have made sales under produced
and stocked out. Page 10 of the Courier displays actual and potential
sales as a percentage for each product. If your actual sales far
exceeded your potential because your competitors under produced,
you cannot count on them making the same mistake again.
Any new products about to come to market must have a
plant. Plant purchases are reported on the Production
Analysis (Courier, page 4).
10.2 Qualitative Assessment
Compare your product to others competing within the segment and
decide whether it is better or worse than the competition. Start with
the Courier Perceptual Map (page 11). It shows where products are
currently placed. The Revision Dates at the bottom of the page
reveal the timing of any future repositionings. Continue the
comparison using the Courier’s Segment Analysis pages. These
report each product’s:
• Age– does the product satisfy customer age demands?
• MTBF– is reliability near the top of the range?
• Price– will price trends continue or will new automation
(displayed on page 4 of the Courier) facilitate a price
reduction? (Remember, price ranges drop $0.50 per year.)
• Awareness and Accessibility– are these percentages leading,
keeping pace with or falling behind other products?
All these elements contribute to the monthly customer survey.
10.2.1 December Customer Survey Score
Will your product be better or worse than average? As an estimate,
look at the December customer survey score in the lower part of each
Segment Analysis. The Customer survey drives demand each month.
For example, if there are four products in December scoring 32, 28,
22 and 14 (for a total of 96), then the top product’s December
demand would be 32/96 or 33%.
Top Product in Segment’s Score / Sum of All Scores =
32 / (32 +28 +22 + 14) = 32 / 96 = 33%
What monthly customer survey scores will your product have during
the year? The score will change from month to month because the
segments drift, your product ages and it might be revised. Each
monthly score is driven by how well your product satisfies the
segment buying criteria, plus its awareness and accessibility levels. If
the TQM/Sustainability module is on, some initiatives could increase
the score. (See “How Is the Customer Survey Score Calculated?” in
10 Forecasting
Forecasting requires a little math and
a little logic. For example, does your
forecast predict your
product will acquire half a
segment’s sales when
there are four or five
products in the segment?
Unless your product’s
positioning, age and MTBF are significantly superior to the other
products and your price is at the low end of the range, it is not likely
that you will acquire half the sales. Does your forecast predict you
will take only one tenth of the sales when there are four or five
products in the segment? Unless your product’s positioning, age and
MTBF are significantly inferior and your price is at the high end of the
range or above, chances are you can sell more.
Forecasts are used by the proformas to calculate financial
projections (see Chapter 6). If you enter a forecast that is
unrealistically high, the proformas will take that forecast and
project unrealistic revenue.
If you do not enter values in the Your Sales Forecast cells, the
proformas will use the Computer Prediction to project
financial results.
10.1 Basic Forecasting Method
Last year’s sales can be a good starting point for this year’s forecasts.
For example, if the segment growth rate for the upcoming year is
9.2%, you can say, “All things being equal, we can expect to sell 9.2%
more units this year than last year.”
Assume next year’s growth rate for Traditional is 9.2% and your
Traditional product sold 1,100,000 units last year without
stocking out (running out of inventory):
1,100,000 × 0.092 = 101,200
Adding 101,200 to last year’s sales of 1,100,000 units gives you a
starting forecast for the upcoming year of 1,201,200 units.
The statistic boxes on the Segment Analysis reports (pages 5
– 9 of the Courier) publish last year’s Industry Unit Demand
and the Growth Rate for the upcoming year. Multiplying last
year’s demand by the Growth Rate then adding the result to
last year’s demand will determine this year’s demand.
If your product stocked out, calculate what it could have sold by
multiplying the segment demand by the potential sales percentage
reported on page 10 of the Courier, the Market Share Report. Next,
multiply that by the segment growth rate.
Watch a video overview at:
http://capsim.com/go/v/cfrc
Team Member Guide
Worst Case/Best Case
23
In the Marketing spreadsheet, enter the worst case forecast of 1,200
in the Your Sales Forecast cell. In the Production spreadsheet, enter
the best case of 1,500 in the Production Schedule cell (if inventory
remains from the previous year, be sure to subtract that from the
1,500). At the end of the year, in the worst case you will have sold
1,200,000 units and have 300,000 units in inventory. In the best case
you will have sold 1,500,000 units and have zero inventory.
The spread between the positions will show up as inventory on your
proforma balance sheet. Your proforma income statement will also
reflect the worst case for sales. In the Finance area, if the December
31 Cash Position is negative, adjust current debt, long term debt and
stock issue entries until the December 31 Cash Position becomes
positive. This will help ensure against an emergency loan.
To see your best case, return to the Marketing spreadsheet and enter
1,500 in the Your Sales Forecast cell then review the December 31
Cash Position. The actual results should lie somewhere between the
worst and best cases.
Log into the Capstone Spreadsheet and select Marketing
under the Decisions menu. The Computer Prediction
assumes your competition has mediocre products and
therefore is not reliable. The Your Sales Forecast column
allows you to enter forecasts of your own.
11 Balanced Scorecard
Your simulation might include a tool called the Balanced Scorecard,
which measures performance across four categories:
• Financial– includes profitability, leverage and stock price;
• Internal Business Process– ranks (among other
measures) contribution margin, plant utilization and days
of working capital;
• Customer– examines the company’s product line, including
how well it satisfies buying criteria and awareness/
accessibility levels; and
• Learning and Growth– evaluates employee productivity.
The Internal Business Process and Customer perspectives can
cross-check performance. Under Internal Business Process, a low
score for Contribution Margin could indicate the company is
unprofitable– the company should look at its costs and pricing. Under
the Customer perspective, a poor Buying Criteria score suggests the
company should consider R&D projects to improve the product line
or price adjustments.
the Online Guide’s FAQ|Reports section for more information on
assessing your product.)
Consider whether or not the top products in the segment
can meet customer demand. On the Production Analysis,
examine the top products’ capacities. Can they
manufacture sufficient units? If not, you could have an
opportunity to exploit.
10.3 Forecasts, Proformas and the
December 31 Cash Position
On the proforma income statement, sales revenue for each product is
based on its price multiplied by the lesser of either:
• The Your Sales Forecast entry (or, if none is entered, the
Computer Prediction); or
• The total number of units available for sale (that is, the
Production Schedule added to Inventory).
When a forecast is less than the total number of units available for
sale, the proforma income statement will display an inventory
carrying cost. When a forecast is equal to or greater than the number
of units available, which predicts every unit will be sold, the carrying
cost will be zero.
The simulation charges a 12% inventory carrying cost.
On the proforma balance sheet, under current assets, inventory
reflects the dollar value of all unsold units. Cash reflects the amount
left after all company payments are subtracted from the sum of:
• Total sales revenue reported on the proforma
income statement; and
• Stock, current debt and long term debt entries in the
Finance area.
The proforma balance sheet’s cash position also displays as the
Finance spreadsheet’s December 31 Cash Position. Therefore,
unrealistically high forecasts or prices will create cash predictions
that are not likely to come true.
10.4 Worst Case/Best Case
If you wish, you can enter sales forecasts and production schedules
that develop worst case/best case scenarios. Here is an example:
You generate a pessimistic forecast of 1,200,000 for your Traditional
product, which predicts in the worst case monthly sales of 100,000
units. As a matter of policy, your management team might decide that
manufacturing an additional three months’ worth of inventory, or
300,000 units, is an acceptable risk when compared to the potential
reward of making extra sales.
Broad Cost Leader
24
Mission Statement
Reliable products for low technology customers: Our brands offer
value. Our primary stakeholders are bondholders, stockholders,
customers and management.
Niche Differentiator (High Technology)
A Niche Differentiator strategy focuses on the high technology
segments (High End, Performance and Size). The company will
gain a competitive advantage by distinguishing its products with an
excellent design, high awareness, easy accessibility and new
products. The company will develop an R&D competency that
keeps designs fresh and exciting. Products will keep pace with the
market, offering improved size and performance. The company
will price above average and will expand capacity as it generates
higher demand.
Mission Statement
Premium products for technology oriented customers: Our brands
define the cutting edge. Our primary stakeholders are customers,
stockholders, management and employees.
Cost Leader with Product Lifecycle Focus
A Cost Leader with a Product Lifecycle Focus centers on the High End,
Traditional and Low End segments. The company will gain a
competitive advantage by keeping R&D, production and material
costs to a minimum, enabling it to compete on the basis of price. The
Product Lifecycle Focus will allow the company to reap sales for
many years on each new product introduced into the High End
segment. Products will begin their lives in the High End, mature into
Traditional and finish as Low End products.
Mission Statement
Reliable products for mainstream customers: Our brands offer value.
Our primary stakeholders are bondholders, stockholders, customers
and management.
Differentiator with Product
Lifecycle Focus
A Differentiator with a Product Lifecycle Focus strategy concentrates
on the High End, Traditional and Low End segments. The company
will gain a competitive advantage with excellent design, high
awareness, easy accessibility and new products. The company will
develop an R&D competency that keeps designs fresh and exciting.
Products will keep pace with the market, offering improved size and
performance. The company will price above average and will expand
capacity as it generates higher demand.
Mission Statement
Premium products for mainstream customers: Our brands withstand
the test of time. Our primary stakeholders are customers,
stockholders, management and employees.
The Capstone Spreadsheet projects Balanced Scorecard
results for the upcoming year (see the Proformas menu).
Scores from previous years are available on the website; log
into your simulation then click the Reports link.
12 Six Basic Strategies
These six basic strategies can be the starting point for your own
custom strategy.
Broad Cost Leader
A Broad Cost Leader strategy maintains a presence in all segments of
the market. The company will gain a competitive advantage by
keeping R&D, production and material costs to a minimum, enabling
the company to compete on the basis of price, which will be below
average. Automation levels will be increased to improve margins and
to offset second shift/overtime costs.
Mission Statement
Low-priced products for the industry: Our brands offer solid value.
Our primary stakeholders are bondholders, customers, stockholders
and management.
Broad Differentiator
A Broad Differentiator strategy maintains a presence in every
segment of the market. The company will gain a competitive
advantage by distinguishing products with an excellent design, high
awareness and easy accessibility. The company will develop an R&D
competency that keeps designs fresh and exciting. Products keep
pace with the market, offering improved size and performance.
Prices will be above average. Capacity will be expanded as higher
demand is generated.
Mission Statement
Premium products for the industry: Our brands withstand the test of
time. Our primary stakeholders are customers, stockholders,
management and employees.
Niche Cost Leader (Low Technology)
A Niche Cost Leader Strategy concentrates primarily on the
Traditional and Low End segments of the market. The company
will gain a competitive advantage by keeping R&D, production and
material costs to a minimum, enabling the company to compete
on the basis of price, which will be below average. Automation
levels will be increased to improve margins and to offset second
shift/overtime costs.
Index
A
Accessibility 8, 9, 12, 18,
19, 22
Accounts Payable (A/P) 15,
17
Accounts Receivable (A/R)
8, 15, 17
Actual Sales 22
Age 3, 4, 5, 8, 10, 11, 18,
19, 22
Annual Reports 2, 19
Automation 10, 13, 14, 15
Awareness 8, 9, 12, 18,
19, 22
B
Balanced Scorecard 23
Balance Sheet 15, 19
Bonds 15
Book Value 16
Business Ethics 21
Buying Criteria 3, 6, 8, 10,
18, 19, 22
C
Capacity 3, 13, 14, 15
Capstone Courier 1, 2, 5,
6, 7, 8, 9, 11, 12,
13, 16, 17, 18, 19,
21, 22
Capstone Spreadsheet 2
Cash Flow Statement 20
Computer Prediction 13,
23
Create a Sensor 10, 12
Current Debt 15, 16
Customer Survey Score 5,
6, 8, 18, 19, 22
D
December Customer Survey
Score 6, 18, 19, 22
Discontinue a Sensor 3, 14
Dividend 15, 16
Drift 4
E
Earnings Per Share (EPS) 16
Emergency Loans 16
F
Finance 2, 3, 15, 17, 23
Fine Cut
MTBF 8
Positioning 7
Price 7
Forecasting 13, 22
H
Human Resources 19, 20
I
Ideal Spot 6, 18
Income Statement 13, 15,
20
Industry Conditions Report
1, 3, 6, 7, 8
Invent a Sensor 10, 12
L
Labor Cost 13, 14, 17, 18,
20, 21
Labor Negotiations 19
Long Term Debt 15
M
Marketing 2, 3, 5, 11
Market Segment Drift 4
Market Segments 3, 4, 5,
11
Market Share 18, 19, 22
Material Cost 10, 20
Modules 2, 19, 20
MTBF (Mean Time Before
Failure) 3, 4, 5, 7,
8, 9, 10, 11, 12,
18, 22
N
New Sensor 10, 12
P
Perceptual Map 4, 5, 6,
10, 14, 18
Performance 4, 5, 6, 7,
8, 9, 10, 11, 12,
18, 22
Plug-ins 2, 19, 21
Positioning 3, 4, 5, 6, 7,
8, 9, 10, 11, 12,
18, 22
Potential Sales 18, 22
Practice Rounds 3
Price 3, 4, 5, 7, 8, 9, 18
Production 2, 3, 13, 17
Productivity Index 21
Proformas 2, 19, 23
Promotion Budget 12, 19
R
Rehearsal Tutorial 1
Reliability 3, 4, 5, 7, 8, 9,
10, 11, 12, 18, 22
Research & Development
(R&D) 2, 3, 5, 10,
14
Rough Cut
MTBF 8
Positioning 7
Price 7
S
Sales Budget 12, 18, 19
Sales Forecasting 13, 22
Segment Drift 4
Segments 3, 4, 5, 11
Seller’s Market 9
Situation Analysis 21
Size 4, 5, 6, 7, 8, 9, 10,
11, 12, 18, 22
Stock 15, 16
Stock Outs 9, 18, 22
Survey Score 5, 6, 8, 18,
19, 22
T
Terminate a Sensor 3, 14
The Industry Conditions
Report 5
TQM/Sustainability 9, 20
2013 Capsim Team Member Guide cover
design by Ed Kang, a Graphic Design student
from Columbia College Chicago.
978-1-933681-33-7
Copyright © 2012 Capsim Management Simulations, Inc. All rights reserved.
Capsim®, Capstone®, Foundation®, and Comp-XM® are trademarks of
Capsim Management Simulations, Inc.®
Printed in USA
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