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Data Analysis and Processing Guide

You are the president of Back Bay Battery, a $240 million division of a larger $40 billion consumer electronics manufacturer. Back Bay Battery sells nickel metal-hydride and ultracapacitor batteries to businesses that produce consumer electronics. Their three primary markets are portable power tools, two-way radios, and portable power packs. The batteries vary in performance across five technology features important to customers. Players must review reports, set prices and R&D spending, provide a strategy, and make yearly decisions to maximize cumulative profits by 2016.

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1K views2 pages

Data Analysis and Processing Guide

You are the president of Back Bay Battery, a $240 million division of a larger $40 billion consumer electronics manufacturer. Back Bay Battery sells nickel metal-hydride and ultracapacitor batteries to businesses that produce consumer electronics. Their three primary markets are portable power tools, two-way radios, and portable power packs. The batteries vary in performance across five technology features important to customers. Players must review reports, set prices and R&D spending, provide a strategy, and make yearly decisions to maximize cumulative profits by 2016.

Uploaded by

maxankit
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Summary

You are the president of Back Bay Battery, a $240 million company, which is a division of a larger $40 billion consumer electronics manufacturer. Back Bay Battery sells two types of batteries: Nickel Metal-Hydride (NiMH) batteries have been a mainstay of the business and currently make up 80% of your revenue. The newer ultracapacitor batteries make up the remaining 20%. You sell your batteries to businesses that produce consumer electronics. Your three primary markets are:

portable power tools Power tools are drills, sanders, electric screwdrivers, and other wireless tools. two way radios Two way radios are commercial radios and walkie talkie systems used by service personnel and taxi companies. portable powerpacks Portable power packs are used for emergency back-up power, industrial products, medical equipment, and small electric appliances.

Your two products vary in their performance across five technology features. The features are: energy density, recharge cycles, self-discharge to 50%, recharge time, and price. Your markets vary by the features they desire.

How to Play
Step 1: Review the dashboard and detailed reports under the Analyze tab The reports will give you information about current and historical sales, product features that are desired by your customers, how feature performance is changing for your products over time, and financial statements showing the financial health of your company. Step 2: Enter your decisions for the current year Click on the Decide tab to enter your estimates and decisions for next year. You can set your price and allocate your R&D spending across your two product lines and five features. Note that your available R&D budget is roughly 3% of the sales estimate. Your pro forma sales estimate will have a direct impact on your available R&D spending, but be careful because a negative sales variance can get you fired. In the first year, after entering your decisions, you will need to provide a description of the strategy that you plan to implement over the coming years. Step 3: Review your results and make adjustments your decisions

After submitting your decisions, the simulation will advance one year (round) and you will return to the Analyze tab to review the results of your decisions and read any news about market changes. Continue to play by submitting yearly decisions until you reach 2016. Note that many of the Analyze pages will show you information for current and past years of play in tabular form. Click the export table button to launch this data in Microsoft Excel for further analysis. Your goal is to maximize cumulative profits at the end of the simulation. Cumulative profit is shown at the bottom of your income statement and won't start accumulating until you begin

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