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