Capsim - Team 2C, ChesterKen Nguyen

Christina Williams Stella Ngan

Executive Summary Our goal was to adopt a Broad Cost Leader strategy, while maintaining a presence in both the high and low tech markets. We gained competitive advantage by lowering our material & labor costs. We were able to offer an affordable product without sacrificing quality.

Vision Statement - “To become a world leader by providing

high-quality at an affordable price.”

Intended vs. Emergent Strategy

Intended Strategy- To win market share and make profits by

cutting costs, improving processes, and being a broad cost leader in both low tech and high tech segments.

Emergent Strategy- Provide a broad range of products that

focus on consumer’s buying criteria, constantly search for efficiencies, and strive for ecological prosperity.

SWOT AnalysisStrength

● TQM & HR: Low material &

labor costs

● Stable market share

● AA stock bonds

Weakness

● Forecasting

● Customer satisfaction

Opportunity

● Gain Market Share

● Develop new products

● Coffee

Threat

● Competitor had more products

● Competitor price adjustments

Situational Analysis

Market Analysis● 5 Competing Companies

● 2 Markets○ Low Tech Market

● 9 competing products ○ High Tech Market

● 7 competing products

Market Analysis

Competitor Analysis

Competitor Analysis

Strategic Decisions

Strategic Decision● Invested in TQM in later rounds● Invested in HR ● Paid dividends

Learning from Experience

● Forecasting● Adjust our prices to attract more consumers ● Develop more products

Game EvaluationThis simulation was a valuable learning experience that gave us a chance to apply the skills we’ve learned through our education, and connect the dots to paint a better picture of business management.

It was adequately challenging, but not overbearingly difficult.