This question has to do with the simulation program CAPSIM. Please only answer if you have used the program before. Thank you.

Dear Andrews Associate,

Allow me to introduce myself, I am Robert Andrews, President of the Andrews Company. I am proud to have you running our local Andrews branch and hope that you have been given a warm welcome during your orientation process these past few weeks.

Let me get right to the point. As the manager of your Andrews branch, your goal is to maximize sales and profits for the betterment of our company, the world leader in electronic sensors. To help me understand your role as the branch manager, I would like you to present your business strategy using the outline below.

First, tell me what your overall strategy is. For example, are you a broad differentiator? Broad cost leader?

Second, describe how you will be approaching your decisions for EACH of your products. One to two sentences per product is all that is necessary.

Continue in this format for the following:

R&D - Performance - Each of your products will have a different strategy in regards to performance. On what basis will you be increasing the performance of your product round by round?

R&D - Size - Use the same rationale here as you did in the performance discussion above..

R&D - MTBF - What will your MTBF levels be for each of your products? Why did you decide on those levels?

Marketing - Price - What will your pricing strategy be for each of your products? In other words, will you be raising or lowering prices or doing some combination of above.

Marketing - Promotional Budget - What amounts will you be setting for each of your products? Once you reach 100 customer awareness, what will your promotional budget be?

Marketing - Sales Budget - What amounts will you be setting for each of your products? What customer accessibility % are you aiming for?

Marketing - Forecasting - Your forecasting should be done each round using an Excel Spreadsheet. Attach the Excel spreadsheet file to this assignment showing me how you will be forecasting round 1.

Production - Automation - List the final automation levels you will be striving for on each of your five products. Why did you pick those levels?

Human Resources - What amount will you be spending on recruiting? What amount will you be allocating for training hours? Why did you pick those amounts?

TQM - List out the five benefits of TQM. Then, designate which of the five benefits you will be allocating money into. After that, list out the individual TQM programs you will be using to achieve those results.

Financing - Cash needs - describe how you intend to raise cash to finance your company. Explain WHY you are taking this approach.

Financing - Dividends - describe what your dividend policy will be. Explain WHY you are following this policy.

I will use this rubric to assess your strategy to make sure it meets the standards of sound strategic policy. Of course, the ultimate measure of your success will be your financial performance and contribution to the Andrews Company. These will be assessed later in your 8 round review.

Your report should be in a business letter back to me, and as brief as possible, but at the same time, be thorough and comprehensive in your strategy. Your report needs to be complete and submitted by the assignment deadline. I may need to send your report back for a second review if there is something unclear in your strategy. However, please make every effort to have your report complete the first time you send it. This will save everybody some time and resources.

Best regards,

Robert Andrews

President, The Andrews Company - The World Leader in Sensors