1. CHESTER, INC Sensor Company Cameron Fuller, Christina Kurow, Carmen Leung, Jennifer Noinaj, Miranda Rodriguez, Adam Swiatek, Jonathan Wong BA420 | April 26, 2010
2. Agenda 1. Simulation Overview 2. Business Strategy 3. Product Information 4. Financial Performance 5. Trials and Tribulations 6. Conclusions
3. Introduction Sensor company: Research & Development, Marketing, Production and Finance Segmented markets: Low End, Traditional, High End, Performance and Size 3 practice rounds Business functions intertwine with one another closely Aggressive strategy Consumer demand & competition: proactive vs reactive Overview 3
4. Business Strategy Our Positioning Technology leader Tech savvy consumers: innovative & first-movers Targeted Segmentation High technology niche differentiator High End Size Performance Premium pricing Technologically superior products Minimizing size, maximizing performance Strategy 4
6. Products Products Cake (traditional) Less emphasis Cedar (low) No big changes Cid (traditional) Phased out high end Coat (performance) Max perf criteria Cure (size) Max size criteria Cat (high) Newly introduced 6
10. Successful Decisions R&D decisions within the customer’s ideal criteria range Constant comparisons to competitors Added Cat into high end Portfolio diversification Investment in automation Trials 10
11. Unsuccessful Decisions Skimping out on advertising Wrong sales team adjustments Emergency loans Inconsistent investment in capacity Forecasting was poor – leftover inventory Product going outside perceptual map Trial & error Trials 11
12. Lessons Learned Communication within the team for decisions Coordination between the various business units working together as a team Awareness of both the competitors and the stakeholders Different perspectives on multiple disciplines Strategic thinking Take-aways 12
- Each team will have 20 minutes to present with Q&A after- PPT (15 - 20 slides)- Design: professional slides (send eric slides to look at prior), simple backgrounds, minimal animation, bullet-points- Content: 3 sections
