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Capsim Baldwin Strategy

ICS 395
by

Brenna Fitzpatrick

on 4 October 2013

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Transcript of Capsim Baldwin Strategy

Ganesh Ramakrishnan
Brenna Fitzpatrick
Grace Bartolome
Araceli Trujillo
Koemi Valencia
Nisarg Thakkar
Navraj Randhawa
Baldwin
Strategy
Products
Simulation Overview
Our Positioning
Product Perceptual Map
Baker
inc.
A Sensor Company
8 rounds (1 round = 1 year)
4 Departments
R&D
Marketing
Production
Finance
Customer's Primary Buying Concerns
Price
Age
Reliability
Positioning
Segmented Markets
Low End
Traditional
High End
Performance
Size
Baldwin, inc.
A Hybrid Focus Across Market Segments
Low End
Performance
High End
Traditional
Size
Baker
Bead
Bid
Buddy
Bead
Bid
Buddy
Avg % of Mkt
Baldwin %
Avg % of Mkt
Baldwin %
Avg % of Mkt
Baldwin %
Avg % of Mkt
Baldwin %
36.2%
19%
25.5%
10%
12.0%
23%
13.6%
16%
Key Points
Finance
Stock Price: $66.58
Started being a Niche Differentiator
Ended focusing on Low End and saw potential in the High End
Exited the Performance market due to low margins
Efficient cost structure. Leader in contribution margins
High volume cash generated. Liquidity.
$32,362,704
Emergency Loan
Successful Decisions
Used forecasting to our advantage
Competitive Analysis
Kept a steady Cash Position
R&D decisions within Customer's Ideal Range
Unsuccessful Decisions
Retired Debt early which required fees that killed us
Emergency Loan
Undersold Products
Low Plant Utilization
Late Spending on Marketing & Automation
Lessons Learned
Communication within Team Members for Decisions
Coordination among Departments
Awareness of the Importance of Forecasting
Construction of a Good Strategy
Awareness of the Importance of Competitive Analysis
Cumulative Profit: $49,478,983
Next Rounds...
Continue meeting R&D consumer ideal ranges
Use strategic forecasting to make Sales Decisions
Reduce Cash by Issuing Dividends
Retire Debt
Strive to remain Cost Efficient to maintain good margins
Full transcript