Marketing and High End
Capstone Simulation Report
430550708
Xiaofu CAI xai5030@uni.sydney.edy.au BUSS 6000
Scceeding in Business
Capstone Simulation Report
Bozena Pieniazek
Part 1:
1. Introduction
This report is designed to critically analyse the changing environment of simulation and review the performance of Baldwin by using a set of business models. To start with, the general industry background and company overview will be introduced by highlighting some market segments. Secondly, competitive landscape will be demonstrated by applying Porter’s Five Force and SWOT analysis tools. Thirdly, it will present Baldwin’s performance with identification of diverse strategies in different rounds. Finally, based on the overall performance of Baldwin, some recommendations will be given for future direction.
2. Overview of simulation
2.1 General Background of the industry
Initially, the sensors industry that the Baldwin operates can be simulated as monopoly before the competition and at the same time the initial Selected Financial Statistics are equal within all these five companies. Hence this market is known as red ocean market as all the companies competed in the current market are engaging in getting more market share with existing demand (Kim and Mauborgne 2005). In addition, the products the sensor industry is divided into five market segments based on customers’ different demands and companies are using relevant strategies to target them. To be exact, customers of the sensors are concerned about four aspects of the products, which include price, MTBF, age and positioning. In addition, nowadays, the current trend for customers’ preferences is using smaller and faster sensors. The general trend for customers’ preference is for the smaller and faster products.
2.2 Company overview
The initial strategy of Baldwin is to develop high end and performance market and then try to strike a balance of all segments of the market share. Based on the perceptual map as at the end of 2014,
430550708
Xiaofu CAI xai5030@uni.sydney.edy.au BUSS 6000
Scceeding in Business
Capstone Simulation Report
Bozena Pieniazek
Part 1:
1. Introduction
This report is designed to critically analyse the changing environment of simulation and review the performance of Baldwin by using a set of business models. To start with, the general industry background and company overview will be introduced by highlighting some market segments. Secondly, competitive landscape will be demonstrated by applying Porter’s Five Force and SWOT analysis tools. Thirdly, it will present Baldwin’s performance with identification of diverse strategies in different rounds. Finally, based on the overall performance of Baldwin, some recommendations will be given for future direction.
2. Overview of simulation
2.1 General Background of the industry
Initially, the sensors industry that the Baldwin operates can be simulated as monopoly before the competition and at the same time the initial Selected Financial Statistics are equal within all these five companies. Hence this market is known as red ocean market as all the companies competed in the current market are engaging in getting more market share with existing demand (Kim and Mauborgne 2005). In addition, the products the sensor industry is divided into five market segments based on customers’ different demands and companies are using relevant strategies to target them. To be exact, customers of the sensors are concerned about four aspects of the products, which include price, MTBF, age and positioning. In addition, nowadays, the current trend for customers’ preferences is using smaller and faster sensors. The general trend for customers’ preference is for the smaller and faster products.
2.2 Company overview
The initial strategy of Baldwin is to develop high end and performance market and then try to strike a balance of all segments of the market share. Based on the perceptual map as at the end of 2014,