Andrews_Final - Meghan Sullivan Hsiaolin Chang Taylor Brown...

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Meghan Sullivan Hsiaolin Chang Taylor Brown Tracia Liang Executive Summary
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Our company will implement a broad differentiation strategy. Our marketing department will spend a great deal in order to keep our customers aware of what products we have to offer. We will continue to implement new products through Research and Development to keep our consumers satisfied. The automation levels will be gradually increased to improve margins. In terms of our finances, we will try to avoid all debt and will fund out investments through stocks issued. Overall our financial decisions are quite conservative. Vision Statement Andrew’s Inc. strives to become the leader in high and low tech industries while keeping our primary stakeholders and customers in mind. Research and Development Our initial product will be in the low tech market and through innovations will capture the fundamental nature of a high tech product. Over time, by investing in research and development it will enable us to introduce new high and low tech products making us the leader in both markets. By monitoring the success and/or failure of our current products we will determine when to introduce our new products. The MTBF ratings of all our products will be relatively high directly affecting our material costs. Marketing We will spend a great deal on advertising and sales. We want 100% customer awareness about our excellent products and to make our product easy to find and widely available. We will price above industry averages. These premium prices will reflect the quality of our products . Production 2
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Initially, we will be better off investing in capacity. We will grow the capacity to meet the demand generated by our products. This allows us to occasionally avoid overtime. At first, we will build low-tech labor intensive factories. But, we will gradually increase our automation levels to improve margins. We will do this gradually to ensure our ability to keep up with segments as the move across the perceptual map and to reposition our products. Finance We will finance our investments through stocks issues and cash received from operating. We will try to keep our operating leverage between 1.5 and 2. We will try to avoid debt unless our operating leverage is below 1.5, in that case we will issue bond. On the other hand, if our operating leverage exceeds 2, we will consider paying dividends to our shareholders and retiring stocks. We are being conservative by remaining the choice of bond in the case of emergency, so we won’t get caught up with high interest emergency loans. 3
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Performance Overview We believe that we did live up to our mission statement because as we said we were striving to be the leader in low and high tech industries. Although we did not finish as the leaders in both industries, we were the overall leader for market share. Our competitors focused their efforts towards one specific market segment; meanwhile, we were focusing on being the best in both industries. Company Erie focused their efforts on the low tech segment and Company Ferris
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Andrews_Final - Meghan Sullivan Hsiaolin Chang Taylor Brown...

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