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ConditionsReport C140297 Digby
ConditionsReport C140297 Digby
Your instructor can customize the simulation scenario. The information below is specific to your industry.
Drift Rates
Each year, the segments drift the length of the hypotenuse of the triangle formed by customers'
desire for smaller and faster products.
Table 1 Segment Circle Drift Rates: Every year, customers
demand increased performance (Pfmn) and decreased size.
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Capstone® Industry Conditions Report For C140297
Pfmn Size
Traditional +0.7 -0.7
Low End +0.5 -0.5
High End +0.9 -0.9
Performance +1.0 -0.7
Size +0.7 -1.0
Segment Centers
Table 2 Segment Centers at the End of Each Round: As shown in the Perceptual
Map Form above, size is on the vertical axis and performance (Pfmn) is on the
horizontal axis.
The information in Table 2 reflects the segment centers at the end of the round. Therefore, the
Round 0 positions can be seen as the Round 1 starting positions, Round 2 positions can be seen as
the Round 3 starting position, etc. Each month during the simulation year, the segment drifts 1/12th
of the distance from the starting position to the ending position.
Ideal Spots
Table 3 Ideal Spot Offsets:
Customers prefer products
located this distance from
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Pfmn Size
Traditional 0.0 0.0
Low End -0.8 +0.8
High End +1.4 -1.4
Performance +1.4 -1.0
Size +1.0 -1.4
The information in Table 3 shows the Ideal Spot "offsets" or distances from the segment center. The
ideal spot is that point where, all other things being equal, demand is highest. It is different from the
segment center. Why are some ideal spots ahead of the segment centers? The segments are moving.
From a customer’s perspective, if they buy a product at the ideal spot, it will still be a cutting edge
product when it wears out.
At the beginning of the simulation, Traditional and Low End sell more units than the high
technology segments, High End, Performance and Size. Page 10 of the Capstone Courier, the
Market Segment Report, displays total industry sales.
Each market segment grows at a different rate. Table 4 lists the beginning segment growth rates for
your industry. The growth rates might change from year to year. Check the Segment Analysis
reports in the Capstone Courier each round for the upcoming year's growth rates.
Table 4 Beginning Segment Growth Rates
Traditional 9.9%
Low End 12.6%
High End 16.9%
Performance 20.9%
Size 19.0%
These are your products and the primary segments they sell into at the beginning of the simulation.
These can change according to your decisions and as the simulation evolves.
Daze Traditional
Dell Low End
Duck High End
Dot Performance
Dune Size
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Capstone® Industry Conditions Report For C140297
The buying criteria for each segment, in order of importance, are displayed below. Positioning and
Age score information also display. Passing your cursor over an image will enlarge it. See Chapter 3
of the Team Member Guide for explanations of Positioning, Age, Price and MTBF scores.
Traditional customers give higher position scores to sensors located in the center of the
segment circle.
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Capstone® Industry Conditions Report For C140297
Low End customers prefer inexpensive sensors with slower performance and larger size.
Low End customers give higher scores to sensors in the 7 year range.
3.3 High End Segment Buying Criteria (Round 0)
High End customers seek cutting-edge technology in size/performance and new designs.
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Capstone® Industry Conditions Report For C140297
High End customers demand cutting edge sensors with high performance and small size.
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