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Prepare a policy position that addresses the issue, “Does it make sense to invest in the productivity improvements offered by the HR module?” Access the Spreadsheet in this week’s Resources titled Activity 3 ROI Analysis.For this exercise, you need the spreadsheet and both the Capstone Courier and Annual Report. Use the Round 2 reports for the analysis. Human Resources statistics like workforce complement and turnover rate are on Courier page 12. Use Annual Report Income Statement’s total Labor cost to estimate payroll costs.Listed below are the assumptions for this exercise:These are the maximums for recruiting and training costs:Recruiting costs per new worker are $5000.Each employee trains 80 hours per year at $20 per training hour.Workforce complement increases by 4.2% to cover the 80 hours people are in training.Assume the following productivity payoffs:Round 2 – 102%Round 3 – 105%Round 4 – 108%Round 5 – 112%Round 6 – 115%Round 7 – 118%Therefore, in Round 7 each worker would be 1.18 times as effective as the beginning worker, and your workforce complement would fall to 1/1.18 or 85% of its current level.For a quick evaluation, assume your total labor expenditure from the Annual Report Income Statement will stay flat for the next 6 years.Part 1: Using this week’s course readings and supplemental readings, summarize (1-2 paragraphs) the importance of reviewing ROI for investments in human resourcesPart 2: How much of a cost savings might you expect in the seventh year? What are the savings for all 6 years? What are the Recruiting and Training costs? Would the total cost savings justify the necessary expenditures in recruiting and training made over time?Part 3: Assume your turnover rate doubles and no increase in workforce size. Are the Recruitment and training costs still justified?
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Northcentral University
MBA-6010 Strategic Planning
Assignment 3.2 Calculate Investing in Productivity Improvements (HR)
INPUTS
Total labor expenditure (direct
labor) from Annual Report
$
Income Statement
# of employees – Round 2
Turnover Rate
Insert these three numbers from CAPSIM
* Total Labor for Round 2 Income Statement in
the Annual Report (not the Courier)
* # of Employees from Complement # on HR
Summary, p.12 of the Courier
* Turnover Rate from Round 2, p.12 of the Courier
14,612,000
692
6.6%
RECAP
SAVINGS (Rows 21-26)
COSTS
RECRUITING COST (Rows 32-37)
TRAINING COSTS (Rows 42-47)
WORKFORCE COMPLEMENT TO COVER
TRAINING COSTS (Rows 52-57)
TOTAL COSTS
NET SAVINGS
$
7,765,123
$
$
$
965,000
308,800
3,356,089
$
4,629,889
$
3,135,235
SAVINGS
A
Productivity
Payoffs
Round 2
Round 3
Round 4
Round 5
Round 6
Round 7
1.02
1.05
1.08
1.12
1.15
1.18
B
Total labor
expenditure
(direct labor) from
Annual Report
Income Statement
$
$
$
$
$
$
$
14,612,000
14,612,000
14,612,000
14,612,000
14,612,000
14,612,000
87,672,000
C=B/A
Total Labor
Complement
$
$
$
$
$
$
$
14,325,490
13,916,190
13,529,630
13,046,429
12,706,087
12,383,051
79,906,877
D=B-C
Savings
$
$
$
$
$
$
$
286,510
695,810
1,082,370
1,565,571
1,905,913
2,228,949
7,765,123
COSTS
RECRUITING COST
E=#
employees/A
F = Difference in #
employees from
previous round
G = F/E
H
I = (H-G)*E
# of employees
given increase
in productivity
Round 2
Round 3
Round 4
Round 5
Round 6
Round 7
Difference in #
employees
692
678
646
598
534
464
Turnover
14
32
48
64
70
2%
5%
8%
12%
15%
6.6%
6.6%
6.6%
6.6%
6.6%
TRAINING COSTS
Round 2
Round 3
Round 4
Round 5
Round 6
Round 7
I
L
M
N=IxLxM
# Employees
need to hire
# Hours
Cost per hour
Total Training
Costs
45
43
39
35
31
80
80
80
80
80
80
$
$
$
$
$
$
20.00
20.00
20.00
20.00
20.00
20.00
WORKFORCE COMPLEMENT TO COVER TRAINING COSTS
C
O
P=CxO
Total Labor
Increase to cover
Complement
employees
training
Round 2
Round 3
Round 4
Round 5
Round 6
Round 7
$
$
$
$
$
$
14,325,490
13,916,190
13,529,630
13,046,429
12,706,087
12,383,051
0.042
0.042
0.042
0.042
0.042
0.042
$
$
$
$
$
$
$
601,671
584,480
568,244
547,950
533,656
520,088
3,356,089
$
$
$
$
$
$
$
72,000
68,800
62,400
56,000
49,600
308,800
# Employees
need to hire
45
43
39
35
31
e numbers from CAPSIM
Round 2 Income Statement in
rt (not the Courier)
from Complement # on HR
f the Courier
from Round 2, p.12 of the Courier
J
K=IxJ
Recruiting
cost per
employee
$
$
$
$
$
5,000
5,000
5,000
5,000
5,000
Total
Recruiting
cost
$
$
$
$
$
$
$
225,000
215,000
195,000
175,000
155,000
965,000
Page 1 Front Page
Page 2 Stocks & Bonds
Page 3 Financial Summary
Page 4 Production Analysis
Page 5 Traditional Segment Analysis
Page 6 Low End Segment Analysis
Page 7 High End Segment Analysis
Page 8 Performance Segment Analysis
Page 9 Size Segment Analysis
PRINT
Page 10 Market Share
Page 11 Perceptual Map
Page 12 HR/TQM Report
Page 13 Ethics Report
Top
Round: 1
Dec. 31, 2020
C88017_199
AP Industries
Andrews
Aaron Phillips
Baldwin
Chester
Digby
Erie
Ferris
Selected Financial Statistics
ROS
Asset Turnover
ROA
Leverage (Assets/Equity)
ROE
Emergency Loan
Sales
EBIT
Profits
Cumulative Profit
SG&A / Sales
Contrib. Margin %
CAPSTONE® COURIER
Andrews
-24.5%
0.56
-13.8%
10.6
-147.0%
$114,073,500
$118,677,676
($19,416,146)
($29,130,048)
($24,941,541)
13.1%
5.7%
Baldwin
6.4%
1.10
7.1%
1.9
13.6%
$0
$121,991,428
$18,179,854
$7,828,484
$12,016,991
12.5%
33.9%
Chester
3.3%
1.06
3.5%
2.0
7.0%
$0
$115,597,770
$11,893,801
$3,768,558
$7,957,065
12.6%
29.8%
Digby
5.0%
1.08
5.3%
2.0
10.5%
$0
$114,482,402
$14,688,845
$5,679,954
$9,868,461
14.2%
33.7%
Erie
4.4%
0.96
4.2%
2.0
8.3%
$0
$108,077,631
$13,643,137
$4,741,226
$8,929,733
10.2%
30.6%
Ferris
5.5%
1.24
6.8%
2.0
13.2%
$0
$112,037,226
$14,402,352
$6,128,832
$10,317,339
14.4%
33.4%
Page 1
Top
Stocks & Bonds
Round: 1
C88017_199
December 31 , 2020
Stock Market Summary
Company
Andrews
Baldwin
Chester
Digby
Erie
Ferris
Close
$1.00
$45.69
$37.79
$41.51
$39.69
$41.63
Change
($33.25)
$11.44
$3.53
$7.26
$5.44
$7.38
Shares
2,029,194
2,046,274
2,069,366
2,015,280
2,128,085
2,000,000
MarketCap ($M)
$2
$94
$78
$84
$84
$83
Book Value
$9.76
$28.03
$26.14
$26.87
$26.82
$23.19
EPS
($14.36)
$3.83
$1.82
$2.82
$2.23
$3.06
Dividend
$0.00
$0.00
$0.00
$0.00
$0.00
$3.85
Yield
0.0%
0.0%
0.0%
0.0%
0.0%
9.2%
P/E
-0.1
11.9
20.7
14.7
17.8
13.6
Bond Market Summary
Company
Andrews
Baldwin
Chester
Digby
Erie
Ferris
Series#
Face
Yield
Close$
S&P
11.0S2021
12.5S2023
14.0S2025
11.3S2030
$6,950,000
$13,900,000
$20,850,000
$18,994,000
11.3%
12.9%
13.9%
13.0%
97.54
96.97
100.69
86.86
DDD
DDD
DDD
DDD
11.0S2021
12.5S2023
14.0S2025
$993,022
$13,900,000
$20,850,000
11.1%
12.2%
12.9%
99.46
102.18
108.74
B
B
B
11.0S2021
12.5S2023
14.0S2025
$1,788,091
$13,900,000
$20,850,000
11.1%
12.3%
13.0%
99.28
101.69
107.97
B
B
B
12.5S2023
14.0S2025
$13,828,904
$20,850,000
12.3%
12.9%
101.93
108.35
B
B
11.0S2021
12.5S2023
14.0S2025
$3,809,769
$13,900,000
$20,850,000
11.1%
12.3%
12.9%
99.37
101.93
108.35
B
B
B
12.5S2023
14.0S2025
$5,899,561
$20,850,000
12.2%
12.9%
102.18
108.74
B
B
Next Year’s Prime Rate 7.50%
CAPSTONE® COURIER
Page 2
Top
Financial Summary
Cash Flow Statement Survey
Round: 1
December 31, 2020
C88017_199
Andrews
Baldwin
Chester
Digby
Erie
Ferris
($29,130)
$7,828
$3,769
$5,680
$4,741
$6,129
$9,707
$0
$7,553
$178
$7,573
$210
$7,267
$234
$7,987
$131
$5,853
$774
$9,337
($94,168)
($1,447)
($105,701)
($71)
$404
($1,719)
$14,174
$11
($179)
($1,194)
$10,190
($377)
($664)
($1,102)
$11,037
($608)
$1,447
($576)
$13,122
($541)
$63
($901)
$11,377
($31,800)
($3,875)
($4,770)
($800)
($9,080)
$15,220
$0
$1,000
$0
$18,994
$0
$0
$0
$114,074
$0
$1,585
$0
$0
($5,926)
$0
$11,359
$0
$0
$2,376
$0
$0
($5,135)
$0
$11,359
$0
$0
$523
$0
$0
($6,988)
$0
$11,359
$0
$0
$4,387
$0
$0
($3,124)
$0
$11,359
$0
($7,699)
$0
$0
$0
($15,211)
$0
$11,359
$0
Cash flows from operating activities
Net Income (Loss)
Adjustment for non-cash items:
Depreciation
Extraordinary gains/losses/writeoffs
Changes in current assets and liabilities:
Accounts payable
Inventory
Accounts receivable
Net cash from operations
Cash flows from investing activities
Plant improvements (net)
Cash flows from financing activities
Dividends paid
Sales of common stock
Purchase of common stock
Cash from long term debt issued
Early retirement of long term debt
Retirement of current debt
Cash from current debt borrowing
Cash from emergency loan
Net cash from financing activities
$134,068
$7,017
$8,599
$4,894
$12,622
($11,551)
($3,434)
$17,316
$14,019
$15,131
$16,664
$15,045
Balance Sheet Survey
Cash
Accounts Receivable
Inventory
Total Current Assets
Andrews
$0
$9,754
$102,785
$112,540
Baldwin
$20,750
$10,027
$8,213
$38,990
Chester
$17,453
$9,501
$8,796
$35,750
Digby
$18,565
$9,410
$9,281
$37,255
Erie
$20,097
$8,883
$7,171
$36,151
Ferris
$18,479
$9,209
$8,554
$36,242
Plant and equipment
Accumulated Depreciation
Total Fixed Assets
$145,600
($47,640)
$97,960
$113,300
($41,320)
$71,980
$113,600
($40,773)
$72,827
$109,000
($39,867)
$69,133
$119,800
($42,987)
$76,813
$87,800
($33,520)
$54,280
Total Assets
$210,500
$110,970
$108,577
$106,389
$112,964
$90,522
Accounts Payable
Current Debt
Long Term Debt
Total Liabilities
$15,920
$114,074
$60,694
$190,688
$6,513
$11,359
$35,743
$53,614
$6,594
$11,359
$36,538
$54,491
$6,206
$11,359
$34,679
$52,244
$5,975
$11,359
$38,560
$55,894
$6,042
$11,359
$26,750
$44,150
Common Stock
Retained Earnings
Total Equity
$19,360
$452
$19,812
$19,945
$37,411
$57,355
$20,736
$33,351
$54,086
$18,883
$35,262
$54,145
$22,747
$34,323
$57,070
$18,360
$28,012
$46,371
Total Liabilities & Owners’ Equity
$210,500
$110,970
$108,577
$106,389
$112,964
$90,522
Income Statement Survey
Sales
Variable Costs (Labor, Material, Carry)
Depreciation
SGA (R&D, Promo, Sales, Admin)
Other (Fees, Writeoffs, TQM, Bonuses)
EBIT
Interest (Short term, Long term)
Taxes
Profit Sharing
Net Profit
Andrews
$118,678
$111,865
$9,707
$15,523
$1,000
($19,416)
$25,399
($15,685)
$0
($29,130)
Baldwin
$121,991
$80,627
$7,553
$15,285
$346
$18,180
$5,890
$4,301
$160
$7,828
Chester
$115,598
$81,103
$7,573
$14,622
$406
$11,894
$5,978
$2,071
$77
$3,769
Digby
$114,482
$75,956
$7,267
$16,207
$365
$14,689
$5,772
$3,121
$116
$5,680
Erie
$108,078
$75,008
$7,987
$11,043
$397
$13,643
$6,200
$2,605
$97
$4,741
Ferris
$112,037
$74,602
$5,853
$16,178
$1,002
$14,402
$4,781
$3,367
$125
$6,129
Net change in cash position
CAPSTONE® COURIER
Page 3
Top
Production Analysis
Round: 1
December 31, 2020
C88017_199
Production Information
Name
Primary
Segment
Units
Sold
Unit
Inven
tory
Revision Date
Age
Dec.31
MTBF
Pfmn
Coord
Size
Coord
Material
Price
Cost
Labor
Cost
Contr.
Marg.
2nd Shift
&
Overtime
Auto
mation Capacity
Next
Next
Round
Round
Plant
Utiliz.
Able
Acre
Adam
Aft
Agape
Trad
Low
High
Pfmn
Size
1,087
2,806
546
345
374
1,726
6
881
921
877
9/18/2020
7/14/2020
3/18/2020
11/24/2020
2/24/2020
2.2
3.0
1.7
1.8
2.2
17500
16000
23000
25000
19000
6.2
3.5
8.4
9.0
4.0
13.5
16.5
12.0
17.0
11.2
$25.00
$15.99
$40.00
$34.00
$35.00
$11.52
$8.16
$15.05
$14.15
$12.47
$9.04
$8.32
$10.49
$11.09
$11.09
4%
-1%
23%
-1%
13%
47%
100%
56%
100%
100%
5.0
8.0
3.5
4.0
4.5
1,800
1,400
900
600
600
146%
198%
154%
198%
198%
Baker
Bead
Bid
Bold
Buddy
Trad
Low
High
Pfmn
Size
1,453
1,586
428
403
412
122
37
108
71
46
3/9/2020
5/25/2015
12/24/2020
8/24/2020
8/5/2020
2.5
5.6
1.4
1.9
2.0
17000
14000
23500
22500
19000
5.4
3.0
9.2
9.1
5.1
14.5
17.0
10.8
14.5
11.2
$29.50
$21.50
$39.50
$34.50
$34.50
$10.45
$7.05
$16.22
$14.21
$12.83
$7.85
$7.12
$9.39
$8.97
$8.97
36%
32%
35%
29%
35%
0%
14%
11%
0%
0%
5.0
6.0
3.0
3.0
3.0
1,600
1,400
450
600
600
87%
113%
110%
66%
66%
Cake
Cedar
Cid
Coat
Cure
Trad
Low
High
Pfmn
Size
1,297
1,731
457
507
360
130
41
128
65
49
4/21/2020
1/29/2020
11/25/2020
11/12/2020
12/16/2020
2.4
5.6
1.4
1.8
1.8
15000
12000
23000
26000
18000
5.7
3.0
9.1
10.6
4.9
14.3
17.0
10.9
14.7
9.7
$27.50
$20.00
$37.50
$32.50
$32.50
$10.10
$6.45
$15.96
$16.14
$13.42
$7.85
$7.36
$8.97
$8.97
$8.97
32%
29%
33%
24%
31%
0%
25%
0%
0%
0%
5.0
6.5
3.0
3.0
3.0
1,400
1,400
600
600
600
88%
124%
91%
83%
58%
Daze
Dell
Dixie
Dot
Dune
Trad
Low
High
Pfmn
Size
1,159
1,390
469
484
420
119
84
116
39
88
6/10/2020
5/25/2015
11/22/2020
11/2/2020
11/1/2020
2.3
5.6
1.4
1.8
1.9
17800
14000
23500
26000
19000
6.1
3.0
9.1
10.6
4.9
14.0
17.0
10.9
14.7
9.8
$29.50
$22.00
$39.50
$34.50
$34.50
$11.30
$7.05
$16.11
$16.14
$13.66
$7.85
$6.84
$9.35
$8.97
$8.97
34%
35%
35%
29%
34%
0%
4%
10%
0%
0%
5.0
6.0
3.0
3.0
3.0
1,400
1,400
500
600
600
78%
103%
109%
74%
74%
Eat
Ebb
Echo
Edge
Egg
Trad
Low
High
Pfmn
Size
1,419
1,787
312
329
280
107
35
75
46
80
3/16/2020
1/15/2020
12/22/2020
6/30/2017
12/24/2021
2.4
5.6
1.4
3.5
3.6
16500
13000
17000
25000
19000
5.6
3.0
7.0
9.4
4.0
14.5
17.0
12.9
15.5
11.0
$27.50
$20.00
$39.50
$34.50
$34.50
$10.40
$6.75
$12.08
$14.81
$12.60
$7.85
$7.43
$8.97
$8.97
$8.97
31%
27%
37%
28%
34%
0%
29%
0%
0%
0%
5.0
6.0
4.0
3.0
3.0
1,400
1,400
900
600
600
95%
127%
39%
50%
50%
Fast
Feat
Fist
Foam
Fume
Trad
Low
High
Pfmn
Size
1,374
1,258
399
466
348
102
118
87
57
61
3/2/2020
1/15/2020
12/21/2020
11/9/2020
12/9/2020
2.5
5.6
1.4
1.8
1.8
17500
13000
24000
26000
19000
5.6
3.0
9.1
10.6
4.7
14.5
17.0
10.9
14.8
9.6
$29.50
$22.00
$39.50
$34.50
$34.50
$10.70
$6.75
$16.26
$16.11
$13.73
$8.14
$7.55
$8.97
$8.97
$8.97
34%
33%
37%
28%
35%
8%
35%
0%
0%
0%
4.0
5.0
3.0
4.0
4.0
1,200
1,000
500
600
600
107%
134%
89%
74%
58%
CAPSTONE® COURIER
Page 4
Top
Traditional Market Segment Analysis
C88017_199
Round: 1
December 31, 2020
Traditional Statistics
Total Industry Unit Demand
Actual Industry Unit Sales
Segment % of Total Industry
8,067
8,067
31.4%
Next Year’s Segment Growth Rate
9.2%
Traditional Customer Buying Criteria
1.
2.
3.
4.
Expectations
Ideal Age = 2.0
$19.50 – 29.50
Pfmn 5.7 Size 14.3
MTBF 14000-19000
Age
Price
Ideal Position
Reliability
Importance
47%
23%
21%
9%
Perceptual Map for Traditional Segment
Top Products in Traditional Segment
Name
Baker
Eat
Fast
Cake
Daze
Able
Acre
Bead
Dell
Ebb
Feat
Cedar
Market
Share
17%
17%
16%
16%
13%
13%
2%
1%
1%
1%
1%
1%
Units Sold
to Seg
1,402
1,381
1,327
1,266
1,087
1,029
132
105
94
93
73
72
CAPSTONE® COURIER
Revision
Date
Stock Out
3/9/2020
3/16/2020
3/2/2020
4/21/2020
6/10/2020
9/18/2020
7/14/2020
5/25/2015
5/25/2015
1/15/2020
1/15/2020
1/29/2020
Pfmn
Coord
5.4
5.6
5.6
5.7
6.1
6.2
3.5
3.0
3.0
3.0
3.0
3.0
Size
Coord
14.5
14.5
14.5
14.3
14.0
13.5
16.5
17.0
17.0
17.0
17.0
17.0
List
Price
$29.50
$27.50
$29.50
$27.50
$29.50
$25.00
$15.99
$21.50
$22.00
$20.00
$22.00
$20.00
MTBF
17000
16500
17500
15000
17800
17500
16000
14000
14000
13000
13000
12000
Age
Dec.31
2.45
2.44
2.46
2.39
2.33
2.19
3.03
5.60
5.60
5.60
5.60
5.60
Promo Cust. AwareBudget
ness
$1,300
67%
$1,050
60%
$1,100
61%
$1,100
61%
$1,100
61%
$1,000
58%
$1,800
77%
$1,300
65%
$1,100
59%
$1,050
58%
$1,100
59%
$1,100
59%
Sales Cust. Access- Dec. Cust.
Budget
ibility
Survey
$1,362
58%
33
$1,015
51%
33
$1,175
54%
31
$1,070
53%
32
$1,330
58%
34
$1,000
48%
37
$1,800
48%
4
$1,362
58%
1
$1,396
58%
1
$1,015
51%
1
$1,175
54%
0
$1,123
53%
0
Page 5
Top
Low End Market Segment Analysis
C88017_199
Round: 1
December 31, 2020
Low End Statistics
Total Industry Unit Demand
Actual Industry Unit Sales
Segment % of Total Industry
10,009
10,009
39.0%
Next Year’s Segment Growth Rate
11.7%
Low End Customer Buying Criteria
1.
2.
3.
4.
Expectations
$14.50 – 24.50
Ideal Age = 7.0
Pfmn 2.2 Size 17.8
MTBF 12000-17000
Price
Age
Ideal Position
Reliability
Importance
53%
24%
16%
7%
Perceptual Map for Low End Segment
Top Products in Low End Segment
Name
Acre
Ebb
Cedar
Bead
Dell
Feat
Able
Eat
Cake
Market
Share
27%
17%
17%
15%
13%
12%
0%
0%
0%
Units Sold
to Seg
2,674
1,694
1,659
1,481
1,296
1,185
11
7
1
CAPSTONE® COURIER
Revision
Date
Stock Out
7/14/2020
1/15/2020
1/29/2020
5/25/2015
5/25/2015
1/15/2020
9/18/2020
3/16/2020
4/21/2020
Pfmn
Coord
3.5
3.0
3.0
3.0
3.0
3.0
6.2
5.6
5.7
Size
Coord
16.5
17.0
17.0
17.0
17.0
17.0
13.5
14.5
14.3
List
Price
$15.99
$20.00
$20.00
$21.50
$22.00
$22.00
$25.00
$27.50
$27.50
MTBF
16000
13000
12000
14000
14000
13000
17500
16500
15000
Age
Dec.31
3.03
5.60
5.60
5.60
5.60
5.60
2.19
2.44
2.39
Promo Cust. AwareBudget
ness
$1,800
77%
$1,050
58%
$1,100
59%
$1,300
65%
$1,100
59%
$1,100
59%
$1,000
58%
$1,050
60%
$1,100
61%
Sales Cust. Access- Dec. Cust.
Budget
ibility
Survey
$1,800
47%
27
$1,015
35%
18
$1,123
37%
18
$1,362
40%
16
$1,396
40%
14
$1,175
37%
13
$1,000
47%
0
$1,015
35%
0
$1,070
37%
0
Page 6
Top
High End Market Segment Analysis
C88017_199
Round: 1
December 31, 2020
High End Statistics
Total Industry Unit Demand
Actual Industry Unit Sales
Segment % of Total Industry
2,967
2,967
11.6%
Next Year’s Segment Growth Rate
16.2%
High End Customer Buying Criteria
1.
2.
3.
4.
Expectations
Pfmn 9.8 Size 10.2
Ideal Age = 0.0
MTBF 20000-25000
$29.50 – 39.50
Ideal Position
Age
Reliability
Price
Importance
43%
29%
19%
9%
Perceptual Map for High End Segment
Top Products in High End Segment
Name
Adam
Dixie
Cid
Bid
Fist
Echo
Bold
Daze
Coat
Dot
Foam
Aft
Market
Share
18%
16%
15%
14%
13%
11%
3%
1%
1%
1%
1%
1%
Units Sold
to Seg
546
469
457
428
399
312
100
38
35
35
31
24
CAPSTONE® COURIER
Revision
Date
Stock Out
3/18/2020
11/22/2020
11/25/2020
12/24/2020
12/21/2020
12/22/2020
8/24/2020
6/10/2020
11/12/2020
11/2/2020
11/9/2020
11/24/2020
Pfmn
Coord
8.4
9.1
9.1
9.2
9.1
7.0
9.1
6.1
10.6
10.6
10.6
9.0
Size
Coord
12.0
10.9
10.9
10.8
10.9
12.9
14.5
14.0
14.7
14.7
14.8
17.0
List
Price
$40.00
$39.50
$37.50
$39.50
$39.50
$39.50
$34.50
$29.50
$32.50
$34.50
$34.50
$34.00
MTBF
23000
23500
23000
23500
24000
17000
22500
17800
26000
26000
26000
25000
Age
Dec.31
1.74
1.40
1.39
1.35
1.36
1.36
1.92
2.33
1.81
1.82
1.81
1.79
Promo Cust. AwareBudget
ness
$1,500
68%
$1,100
57%
$1,000
54%
$1,250
62%
$1,000
54%
$900
51%
$1,300
61%
$1,100
61%
$1,000
52%
$1,100
55%
$1,000
52%
$400
35%
Sales Cust. Access- Dec. Cust.
Budget
ibility
Survey
$1,500
46%
12
$1,396
53%
29
$1,123
46%
27
$1,362
51%
31
$1,175
49%
29
$725
38%
2
$654
51%
4
$1,330
53%
1
$1,016
46%
1
$1,263
53%
1
$1,175
49%
1
$400
46%
0
Page 7
Top
Performance Market Segment Analysis
C88017_199
Round: 1
December 31, 2020
Performance Statistics
Total Industry Unit Demand
Actual Industry Unit Sales
Segment % of Total Industry
2,294
2,294
8.9%
Next Year’s Segment Growth Rate
19.8%
Performance Customer Buying Criteria
1.
2.
3.
4.
Expectations
MTBF 22000-27000
Pfmn 10.4 Size 15.3
$24.50 – 34.50
Ideal Age = 1.0
Reliability
Ideal Position
Price
Age
Importance
43%
29%
19%
9%
Perceptual Map for Performance Segment
Top Products in Performance Segment
Name
Coat
Dot
Foam
Aft
Edge
Bold
Daze
Fast
Able
Market
Share
21%
20%
19%
14%
13%
13%
0%
0%
0%
Units Sold
to Seg
472
449
435
321
307
303
2
2
1
CAPSTONE® COURIER
Revision
Date
Stock Out
11/12/2020
11/2/2020
11/9/2020
11/24/2020
6/30/2017
8/24/2020
6/10/2020
3/2/2020
9/18/2020
Pfmn
Coord
10.6
10.6
10.6
9.0
9.4
9.1
6.1
5.6
6.2
Size
Coord
14.7
14.7
14.8
17.0
15.5
14.5
14.0
14.5
13.5
List
Price
$32.50
$34.50
$34.50
$34.00
$34.50
$34.50
$29.50
$29.50
$25.00
MTBF
26000
26000
26000
25000
25000
22500
17800
17500
17500
Age
Dec.31
1.81
1.82
1.81
1.79
3.50
1.92
2.33
2.46
2.19
Promo Cust. AwareBudget
ness
$1,000
52%
$1,100
55%
$1,000
52%
$400
35%
$300
33%
$1,300
61%
$1,100
61%
$1,100
61%
$1,000
58%
Sales Cust. Access- Dec. Cust.
Budget
ibility
Survey
$1,016
33%
28
$1,263
37%
27
$1,175
35%
26
$400
26%
11
$145
25%
12
$654
29%
7
$1,330
37%
0
$1,175
35%
0
$1,000
26%
0
Page 8
Top
Size Market Segment Analysis
C88017_199
Round: 1
December 31, 2020
Size Statistics
Total Industry Unit Demand
Actual Industry Unit Sales
Segment % of Total Industry
2,347
2,347
9.1%
Next Year’s Segment Growth Rate
18.3%
Size Customer Buying Criteria
1.
2.
3.
4.
Expectations
Pfmn 4.7 Size 9.6
Ideal Age = 1.5
MTBF 16000-21000
$24.50 – 34.50
Ideal Position
Age
Reliability
Price
Importance
43%
29%
19%
9%
Perceptual Map for Size Segment
Top Products in Size Segment
Name
Dune
Buddy
Agape
Cure
Fume
Egg
Able
Baker
Daze
Fast
Cake
Eat
Market
Share
18%
17%
16%
15%
15%
12%
2%
2%
1%
1%
1%
1%
Units Sold
to Seg
418
390
372
353
347
279
42
37
31
27
26
24
CAPSTONE® COURIER
Revision
Date
Stock Out
11/1/2020
8/5/2020
2/24/2020
12/16/2020
12/9/2020
12/24/2021
9/18/2020
3/9/2020
6/10/2020
3/2/2020
4/21/2020
3/16/2020
Pfmn
Coord
4.9
5.1
4.0
4.9
4.7
4.0
6.2
5.4
6.1
5.6
5.7
5.6
Size
Coord
9.8
11.2
11.2
9.7
9.6
11.0
13.5
14.5
14.0
14.5
14.3
14.5
List
Price
$34.50
$34.50
$35.00
$32.50
$34.50
$34.50
$25.00
$29.50
$29.50
$29.50
$27.50
$27.50
MTBF
19000
19000
19000
18000
19000
19000
17500
17000
17800
17500
15000
16500
Age
Dec.31
1.88
2.00
2.22
1.81
1.82
3.60
2.19
2.45
2.33
2.46
2.39
2.44
Promo Cust. AwareBudget
ness
$1,100
55%
$1,300
61%
$900
49%
$1,000
52%
$1,000
52%
$900
49%
$1,000
58%
$1,300
67%
$1,100
61%
$1,100
61%
$1,100
61%
$1,050
60%
Sales Cust. Access- Dec. Cust.
Budget
ibility
Survey
$1,263
44%
37
$708
36%
15
$800
35%
11
$1,016
39%
34
$1,175
42%
37
$725
35%
6
$1,000
35%
3
$1,362
36%
1
$1,330
44%
1
$1,175
42%
0
$1,070
39%
1
$1,015
35%
0
Page 9
Top
Market Share Report
Actual Market Share in Units
Industry Unit
Sales
% of Market
Round: 1
December 31, 2020
C88017_199
Trad
Low
High
Pfmn
Size
Total
8,067
10,009
2,967
2,294
2,347
25,684
Potential Market Share in Units
Units
Demanded
% of Market
Trad
Low
High
Pfmn
Size
Total
8,067
10,009
2,967
2,294
2,347
25,684
31.4%
39.0%
11.6%
8.9%
9.1%
100.0%
31.4%
39.0%
11.6%
8.9%
9.1%
100.0%
Able
Acre
Adam
Aft
Agape
Total
12.8%
1.6%
0.1%
26.7%
0.1%
0.1%
1.8%
0.1%
31.4%
0.1%
0.1%
1.8%
14.5%
31.5%
18.4%
0.8%
0.1%
19.4%
14.0%
26.8%
Able
Acre
Adam
Aft
Agape
Total
12.7%
1.8%
14.4%
4.2%
10.9%
2.1%

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