The document outlines the vision, mission, market strategies, functional strategies, group processes, and lessons learned for a company called Baldwin over 10 simulation rounds. The company's vision is to be the leading cost sensor company through customer, shareholder, and employee satisfaction. Their mission is to provide high quality, reliable sensors at low prices across all market segments while allowing employees to thrive. The document analyzes Baldwin's strategies and processes for research and development, marketing, production, finance, and human resources over the 10 rounds.

1. Maricruz Chavez
Daniel Gandara
Jessica Gonzalez
Teresa Nogues Fraile
Luis Ozaeta

2. Team Vision Statement

 At Baldwin, our vision is to be the best cost leader
sensor company in the world through the eyes of
customers, shareholders and people

3. Team Mission Statement

 The mission of Baldwin is to provide the highest
technological sensors at the best prices in the market at no
specific segment. We strive to exceed our customers
expectations in quality, delivery, and cost through
continuous improvement . We provide work
environments where our employees can meet their
potential and thrive in an atmosphere of excellence. We
are committed to build in our history of product
excellence and technology innovation to provide the
highest quality and more reliable products that will lead a
substantial profit to our shareholders.

4. Market Segment Strategies

Generic Strategy:
 Cost leadership
 High reliability
 Invest more in promotion and sales
 Increase automation
 Ensure to have enough capital to pay investments

5. Market Segment Strategies

Grand Strategy
 “Intensive”
 Market penetration
 Increase promotion & sales budget

6. Traditional
• Price: $24.50
• Units Sold: 1779
• Awareness: 100%
• Accessibility: 69%
Low End
• Price: $18.00
• Units Sold: 2338
• Awareness: 100%
• Accessibility: 63%

7. High End
• Price: $36.50
• Units sold: 636
• Awareness: 99%
• Accessibility: 62%
Performance
• Price: $31.00
• Units Sold: 677
• Awareness: 93%
• Accessibility: 40%

8. Size
• Price: $31.00
• Units sold: 760
• Awareness: 93%
• Accessibility: 42

9. Strongest Competitors
by Segments

Traditional: Andrews and Chester
Low-End: Chester
High-End: Andrews
Performance: Andrews
Size: Andrews and Chester

10. Strongest Competitors
by Segments

Overall: Andrews were the strongest competitors
because of their continuous price leadership and
high profits.

11. Functional Strategies
R&D

Round 1:Tried to hit ideal position
Round 2: Tried to hit ideal position/rise MTBF
Round 3: Tried to hit ideal position/rise MTBF
Round 4: Tried to hit ideal position /TQM
Round 5: Tried to hit ideal position

12. Functional Strategies
Marketing 
Round 1: Invest on promotion budget
Round 2: Decrease prices and
investment
Round 3: Increase/Decrease investments
Round 4: Lower prices
Round 5: Attractive prices

13. Functional Strategies
Production

Round 1: Sell capacity/Increase automation
Round 2: Increase automation
Round 3: Increase automation for Baker, Bead
and Bid
Round 4: Keep automation the same
Round 5: Sell capacity

14. Functional Strategies
Finance

Round 1: Issue stock
Round 2: Issue stock and long term debt
Round 3: Issue stock
Round 4: No changes
Round 5: Pay dividends /retire stock/retire long
term debt

15. Group Processes

 Teamwork split between members
 R&D- Maricruz and Teresa
 Marketing- Luis
 Production- Daniel
 Finance- Jessica
 HR and TQM worked on as a group
 Revised decisions as a group
 Went Back to Performa's section
 Focused on balance scorecard
 All decisions submitted as group
 Made within time limit

16. Group Processes

 Vision and mission statement not factors
 High product prices
 High investment
 Made own decision round 1-3
 Followed the market round 4-5
 Critical incident faced round 4-5
 Big Al visit
 Getting to ideal spot and date
 Predicting market; avoid stockouts
 Issue stock to finance decisions

17. Lesson Learned (Rounds 6-10)

R&D
Increase Budget for R&D
Product Placement
Marketing
Customer Awareness
Customer Accessibility
Productions
Maintain Automation
Increase Automation

18. Lesson Learned (Rounds 6-10)

Human Resources
Employee Turnover
TQM
Maintain Investment
Finance
Buyback Shares
Increase Long-Term Debt

19. Lesson Learned (Rounds 1-5)

R&D
Increase Budget for R&D
Product Placement
Marketing
Customer Awareness
Customer Accessibility
Productions
Maintain Automation
Increase Automation

20. Lesson Learned (Rounds 1-5)

Human Resources
Employee Turnover
TQM
Maintain Investment
Finance
Combination of Debt and Stock options

21. Questions?
