Best Capstone Courier Interpretation
A capstone courier is an industry-based report that contains information about your company and its competitors. It consists of strengths and weaknesses of the companies and its competitors. It displays results of the previous year. The courier which is available at the beginning of Round 1 contains information for the last year results which is Round 0, where all companies had an equal standing. The courier at the beginning of round 2 indicates results for Round 1. Are you looking for Capstone courier report interpretation? Worry no more! We got you covered!
As there is progression in the simulation, strategies that are implemented by the companies start varying. The report is found either on the website after clicking the report links, or capstone spreadsheet after clicking reports in the menu bar.
On the front page of the courier what appears is the last year’s results. What one should do is compare the sales, and profits of both the company and its competitors.
On the second page, there are stock and bond ratings for all the companies. It also contains the prime interest rate for the forth coming year.
On the third page, financial statements and surveys for each company’s cash flow, balance sheet and income statements are contained. This information helps to give an idea about the competitor’s financial status. The financial statements contain the cost of plant improvements for all companies.
On the fourth page, it contains the production analysis which is a summary for each product in terms of sales, inventory levels, price, material and labor cost. It gives information on whether the competitors or your company is building excess inventory If there is excess inventory, then there is much pressure on the profits. It also gives reports on dates of product revision. It indicates whether the competitor has product with a revision date in the year after the year of the report. This implies that there is a long repositioning project that will place the product into another segment.
Also, one should check the competitor’s automation capacity and plant utilization. An increase in the automation leads to reduced labor costs and it could imply that competitors could reduce prices for those products. Sell of capacity leads to a reduction in assists. Running the remain capacity at 150% to 200% can lead to an improvement of Return of Assets (ROA).
The product analysis contains report on the release date of a new product when the following events occur: The purchasing of the production capacity, entering of the promotion budget, and sales budget. It contains the reports for capacity and automation ratings for the upcoming round.
Segment Analysis Reports
These reports are contained from page 5 to 9.
The Figure1 below shows Market Segment Analysis.
The statistics box in the upper left corner reports Total Industry Unit Demand, Actual Industry Unit Sales, Segment Percent of Total Industry and Next year’s Growth rate. The Customer Buying Criteria box positions each customer criteria with each segment.
Ideal position: this is defined as the preferred product location as of December 31st of the last year. Price varies every year from the previous year by dropping by $0.50. Age preferences remain constant annually. In terms of reliability, MTBF requirements remain constant annually. The perceptual map indicates the position of each product in the segments as of December 31 of the last year.
Accessibility and market share
The Accessibility charts contains company’s levels in terms of accessibility. Accessibility is determined by the Marketing Department’s sales budget. If the budget is high, the accessibility is also high. 100% implies that there is ease of interaction between each and every customer with the company’s sales, customer support, among others.
The Market Share Actual versus Potential Chart shows two bars per company. The actual bar gives a summary of the market percentage each company has obtained in the segment. The potential bar shows what the company should have sold in that segment. If the potential segment is higher than the actual segment, this indicates that the company missed some sales opportunities or produced a lower amount of the products. If the potential bar is lower than the actual bar, the companies picked up sales because other companies produced a lower number of expected products and stocked out.
The top products in the segment lists the products selling in the segment and reports include: Market share, Units sold to segment, revision date, stock out, performance and size coordinates, price, MTBF, the product’s Age on December 31, promotion and sales budgets, awareness, accessibility and custom survey score.
Awareness and December Custom Survey Score
Marketing Department promotion budget influences the customer awareness. High budget implies high awareness. Measurement for awareness is in percent. If the awareness is 100 %, that implies the each and every customer knew about the product.
The December Customer Survey shows the perception of the customers on the products. It matches the products with the purchasing criteria for the customers. The most ideal points for change are product ages and distances. The scoring for the two variables differs monthly. The conclusion of a repositioning project late in the year leads to score for December to be inflated than other scores in the previous months. When conducting competition analysis, customer survey score is used. Good is considered on scores above 50 since obtaining a perfect score are is not possible.
Market Share Report and Perceptual Map
The Market Share Report contains sales volume of every segment indicating both the actual and potential sales. It indicates whether the company under or over produced. If the company’s actual percentage is lower than the potential percentage, this implies that the company failed to exploit some opportunities. If the potential percentage is lower than the actual percentage, this implies that the competitors produced less than expected and your company exploited the opportunity presented by the situation.
The perpetual Map contains all the segments and each product in the industry. It indicates whether the products are competitively positioned or not.
Figure 2 indicates a perceptual map example.
This report shows other information First and Second Shift labor usage by each company.
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