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Introduction to Capstone

Introduction to Capstone - You Are Now In Charge...

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You Are Now In Charge Congratulations! You are now in charge of an electronic sensor manufacturing company. Your company was recently formed when a former monopoly was broken up into identical competitors. Fortunately the industry is growing at a healthy rate, but customers expect faster, smaller and cheaper sensors each year. In addition, your competition is out to leave you in the dust. To beat them you have to improve your product line while increasing productivity not an easy trick in a competitive environment. You and your competitors have access to the industry newspaper, The Capstone Courier. This is a complete year end report of the sensor industry; customer buying patterns, product placements, manufacturing capacity and public financial information. Knowledge is power. If you have a questionabout your company, your customer, or a competitor, start with The Capstone Courier. Don't skip the Team Member Guide and the online Team Member Guide. They contain important information and tips on using the simulator to achieve your company goals. Market Segments Let’s start with your customers, who fall into different market segments. Some customers want proven products, while others are biased towards miniaturization or high speed. Segments are named for their customers' top concern and are called: TRADITIONAL LOW END HIGH END PERFORMANCE SIZE These segments can be visualized using a perceptual map, which plots two design attributes, the sensor’s size and its performance. The circles represent groups of customers. They cluster near the design attributes they want. These clusters are called Market Segments. Traditional customers want tried and true technology of moderate size and performance. Low End customers want low prices and are willing to sacrifice miniaturization and performance. Market Segments 6 High End customers want products that are fast performing and small in size. They are willing to pay high prices, Performance customers want performance and are willing to sacrifice miniaturization. Size customers want small products and are willing to sacrifice performance. In each segment, customers fall within a set of circles: the fine cut and the rough cut. Customers want products that are inside the fine cut, represented by the inner circles. Only desperate or eccentric customers buy products with performance and size outside the fine cut. Beyond the rough cut, represented by the outer circles, products fail customer specifications entirely -no customer will buy them.
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Each fine cut circle has a point where demand is highest. This point is called the ideal spot and it has the highest concentration of buyers. The high technology segments, High End, Performance and Size, prefer products near the leading edge of their fine cut circles. These customers want the latest technology-sensors that are better performing and/or smaller in size.
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