6/30/2016

IndustryConditionsReport

CompXMIndustryConditionsReport

1:

S E G M E NT

LOCATIONS

AND

DRIFT

RATE S :

Eachyear,thesegmentsdriftthelengthofthehypotenuseofthetriangleformedbycustomersdesireforsmallerandfasterproducts.
Table1:SegmentCircleDriftRates:Everyyear,customersdemandincreasedperformanceanddecreasedsize.

Segment Performance Size

Thrift

+0.5

0.5

Core

+0.8

0.8

Nano

+0.8

1.1

Elite

+1.1

0.8

Perceptual Map
PerceptualMapForm:ThesegmentfinecutcirclesandcentersforRound0areshownbelow.

Table2:SegmentCentersattheEndofEachRound:Notethedriftratesvaryforeachsegment.

Thrift

Round

Core

Nano

Elite

Performance

Size

Performance

Size

Performance

Size

Performance

Size

5.7

14.3

7.4

12.6

8.9

9.4

10.6

11.1

6.2

13.8

8.2

11.8

9.7

8.3

11.7

10.3

http://ww2.capsim.com/conditionsreport/compxmParameter.cfm

1/6

6/30/2016

IndustryConditionsReport

6.7

13.3

9.0

11.0

10.5

7.2

12.8

9.5

7.2

12.8

9.8

10.2

11.3

6.1

13.9

8.7

7.7

12.3

10.6

9.4

12.1

5.0

15.0

7.9

TheinformationinTable2reflectsthesegmentcentersattheendoftheround.Therefore,theRound0positionscanbeseenasthe
Round1startingpositions,Round2positionscanbeseenastheRound3startingposition,etc.Eachmonthduringthesimulationyear,
thesegmentdrifts1/12thofthedistancefromthestartingpositiontotheendingposition.
Table3:IdealSpotOffsets:Customerspreferproductslocatedthisdistancefromthecenterofthesegmentcircle.

Segment Performance Size

2:

Thrift

0.0 0.0

Core

+0.4 0.4

Nano

+0.8 1.1

Elite

+1.1 0.8

S E G M E NT

SIZES

AND

GROWTH

RATES

Yourcustomersfallintofourgroupswhicharecalledmarketsegments.Amarketsegmentisagroupofcustomerswhohavesimilar
needs.Eachmarketsegmentgrowsatadifferentrate.Table1.1liststhebeginningsegmentgrowthratesforyourindustry.Thegrowth
ratesmightchangefromyeartoyear.ChecktheSegmentAnalysisReportsintheCompXMInquireeachroundfortheupcomingyear's
growthrate.
Table4:IndustryConditionsBeginningSegmentGrowthRates

GrowthRate

3:

Thrift

11.0%

Core

10.0%

Nano

14.0%

Elite

16.0%

B U Y I N G

CRITERIA

BY

SEGMENT

Customerswithineachmarketsegmentemploydifferentstandardsastheyevaluatesensors.Theyconsiderfourbuyingcriteria:

Price
Age

http://ww2.capsim.com/conditionsreport/compxmParameter.cfm

2/6

6/30/2016

IndustryConditionsReport

MTBF(Reliability)
Positioning.

Thebuyingcriteriaforeachsegment,inorderofimportance,displaysbelow.PositioningandAgescoreinformationalsodisplay.
3.1ThriftSegmentBuyingCriteria(Round0)
Thriftcustomersseekprovenproducts,areindifferenttotechnologicalsophisticationandarepricemotivated:

Price,$14.00$26.00importance:55%
MTBF,14,00020,000importance:20%
IdealPositionattheendofRound0,performance5.7size14.3importance:15%
Age,3yearsimportance:10%

IndustryConditionsFigure3.1:ThriftBuyingCriteria

Thriftcustomersgivehigherscorestosensorsinthe3year
range

3.2CoreSegmentBuyingCriteria(Round0)
Corecustomersseekprovenproductsusingcurrenttechnology:

Price,$20.00$32.00importance:46%

http://ww2.capsim.com/conditionsreport/compxmParameter.cfm

3/6

6/30/2016

IndustryConditionsReport

Age,2yearsimportance:20%
MTBF,16,00022,000importance:18%
IdealPositionattheendofRound0,performance7.8size12.2importance:16%

IndustryConditionsFigure3.2CoreBuyingCriteria

Corecustomersgivehigherscorestosensorsinthe2year
range.

3.3NanoSegmentBuyingCriteria(Round0)
Nanocustomersseekcuttingedgetechnologythatissmallinsize.

IdealPositionattheendofRound0,performance9.7size8.3importance:35%
Price,$28.00$40.00importance:27%
Age,1yearimportance:20%
MTBF,18,00024,000importance:18%

IndustryConditionsFigure3.3NanoBuyingCriteria

http://ww2.capsim.com/conditionsreport/compxmParameter.cfm

4/6

6/30/2016

IndustryConditionsReport

Nanocustomerswantsensorsinthe1yearrange.

3.4EliteSegmentBuyingCriteria(Round0)
Elitecustomersseekhighreliabilityandcuttingedgeperformancetechnology:

Age,0yearsimportance:34%
Price,$30.00$42.00importance:24%
IdealPositionattheendofRound0,performance11.7size10.3importance:22%
MTBF,20,00026,000importance:20%

IndustryConditionsFigure3.4EliteBuyingCriteria

http://ww2.capsim.com/conditionsreport/compxmParameter.cfm

5/6

6/30/2016

IndustryConditionsReport

Elitecustomersgivehigherscorestonewersensors.

4.

P R OJ E CT E D

INTEREST

RATES

PrimeInterestRateRound1:8.0%

http://ww2.capsim.com/conditionsreport/compxmParameter.cfm

6/6