Andrews Corporation | Performance Assessment & Competitive Strategy Evaluation | Practice Rounds |

Table of Contents I. Performance Assessment 3 1. Marketing 3 1.1. Awareness and Accessibility 3 1.2. Product Attributes 4 1.3. Customer Survey Scores 5 2. Production / HR 6 2.1. Analysis 6 2.2. Productivity Improvements 8 3. Finance 9 4. Balanced Scorecard 9 II. Competitive Strategy Evaluation 11 1. Strategy and Competencies 11 2. Specific Decisions 12 3. Competitive Advantage 13

I. Performance Assessment (Desiree)
1. Marketing
1.1. Awareness and Accessibility

Andrews’ marketing efforts can and should be improved in the formal simulation. We understand that in order to gain market share, we must ensure customers are aware of our products and can easily purchase them. We intend to invest more in marketing in the early rounds of the simulation to maximize awareness and accessibility in order to spend less in subsequent rounds to maintain adequate levels. We intend to achieve a minimum of 80% awareness by round 4 for all of our primary products, though we will likely continue on a similar course with regard to accessibility.
Unfortunately, due to what we believe to be an unexplained glitch in the system, our awareness dollars seemed to be wasted on our new products. The primary evidence of this lies with Apex, a new product introduced in practice round 2. Apex started with 25% awareness as a new product in round 2. We invested $1.9M in round 3, only to have our awareness drop to 20%. Therefore, we spent only the $1.4M necessary to maintain awareness in round 4, as we did not want to waste money. We also chose to only invest $1200 in awareness for our newer product, Atlas, given the experience with Apex. Regrettably, this hurt our customer survey scores for both products in round 4.
1.2. Product Attributes