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Strategic Management
Dr. Garry Adams Auburn University
32
Management
Undergraduate 4
01/27/2010

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Cards

Term
What are sensors?
Definition
Cameras, biometric devices, and labs-on-a-chip are all sensors. New sensor businesses are being created today in areans as diverse as genetics, power generation, and satellites. My sensors are incorporated into my customer's products.
Term
True or False: We are in a business-to-business market, not a direct-to-consumer market
Definition
True
Term
What is the Capstone Courier?
Definition
an industry report that has key info about your company and your competitors. It shows "last years results"
Term
What is the difference between proformas and annual reports?
Definition
Proformas are projections of the upcoming year; annual reports are the results from the previous year.
Term
What are the four functional areas of your company?
Definition
1) Research and Development (R&D)
2) Marketing
3) Production
4) Finance
Term
True or False: Your simulation might include Human Resources, TQM (Total Qualilty Management)/Sustainability, Labor Negotiation and Advanced Marketing modules.
Definition
True
Term
What area of the company is responsible for inventing new sensors and re-engineering old ones.
Definition
Research and Development
Term
What are the three physical characteristics determined by Research and Development?
Definition
1) Size (The sensor's dimensions; there is a trend towards miniaturization)

2) Performance (The sensor's speed and sensitivity; there is a trend towards improvement)

3) MTBF (Mean Time Before Failure; the sensor's expected life span, measured in hours)
Term
How do R&D decisions affect the sensors?
Definition
Revising a sensor's size and/or performance makes the market view it as a newer product.

Decreasing size, increasing performance and increasing MTBF increases the cost of the material.
Term
True or False: Inventing a new product takes less than one year
Definition
False, it takes atleast a year because of new assembly lines that need to be built
Term
The Marketing Dept. sets these four things for each sensor model.
Definition
1) price
2) promotion budget
3) sales budget
4) sales forecast
Term
Sales forecasts are used by which two dept.?
Definition
production and finance
Term
How does marketing determine a sales forecast?
Definition
by assessing last year's sales, the segment's growth rate, and the characteristics of the sensor versus its competitors.
Term
For each sensor, the Production Dept. does what three things?
Definition
1) Schedules the number of sensors to manufacture based on Marketing's sales forecasts, while also considering unsold units from the previous year (inventory)

2) Changes capacity and automation on existing assembly lines

3) adds assembly lines to manufacture new sensors
Term
True or False: Not every assembly line has a first shift capacity
Definition
False, every assembly line has one
Term
What is first shift capacity?
Definition
the number of units that can be produced each year with a daily eight hour shift.
Term
Adding a second shift for production does what?
Definition
First of all, second shift labor is 50% higher than first shift, but adding a second shift saves the expense of adding capacity and increases the asset utilization of the assembly line.
Term
Describe a line with low automation.
Definition
a line with more workers and higher labor costs
Term
Describe a line with high automation.
Definition
a line with fewer workers and lower labor costs, but increasing automation is expensive itself.
Term
How long does it take purchases of capacity and automation for new and existing sensors to be implemented?
Definition
it takes one full year
Term
True or False: Sale of Capacity is immediate
Definition
True
Term
When all of a sensor's capacity is sold what happens?
Definition
it is no longer available for sale; discontinued
Term
What are the three outside sources of money for the Finance Dept.?
Definition
1) Stock issues

2) Current Debt (Theser are one year bank notes)

3) Bonds (These are 10 year notes)
Term
Other than raising funds, the Finance Dept. also does what three things?
Definition
1) Issues Dividends (Reduces retained earnings and increases leverage)

2) Retires Stock (The company can buy back stock to reduce shares outstanding)

3) Retires Bonds (The company can retire bonds before they come due)
Term
What happens if the company runs out of money?
Definition
The lender of last resort, or Big Al, issues emergency loans
Term
What does Big Al charge on top of the company's current debt rate?
Definition
a 7.5% penalty
Term
At the beginning of the following year, emergency loans are converted to what? And what happens to the stock price?
Definition
They are converted to current debt and it lowers the stock price
Term
Successful managers will:
Definition
1) Create a strategy

2) coordinate company activities

3) analyze the market and its competing products
Term
What are the five market segments?
Definition
1) High End
2) Low End
3) Performance
4) Size
5) Traditional
Term
At the beginning of the simulation, Traditional and Low End make up more than two thirds of the unit sales. True or False;
Definition
True- but by year five, High End, Performance, and Size will command a greater percentage of the overall market because of growth rates
Term
Customers within each market segment use four things for a buying criteria:
Definition
1) price
2) age
3) mtbf (reliability)
4) positioning
Term
What is the Perceptual Map/
Definition
it plots sensor size and performance characterisitcs as postioning
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