Executive Summary of Andrew Corporation

        My name is Maya Sherpa and I am running the Andrew Company in this Capsim simulation game. There are four markets segments in which Andrews Corporation is competing which are Thrift, Core, Nano, and Elite. All the segments are different in characteristics like Price, MTBF, Age and performance. All the mentioned segment of the market caters different need and preferences of the customers. Andrews Corporation is competing in all four segments of the market with its three competitors named as Baldwin, Chester and Digby.

            The strategy which I have taken for my company (Andrew) in round 0 is very simple; invest in my workers and factory to provide the best products to customers at the lowest possible cost. My goal in round 0 while making decisions was to look at the Currier reports to understand what customers want. I know with each round customers want higher performance and a smaller size across the board for all the products. So, it requires continuous investment in marketing and product placement to be able to keep customers interested.

            Companies that are specialized in a specific market, such as performance or budget are my biggest competition. So, I have tried to compete with my competitors by investing huge in promotion, human resource and performance.

            Brand marketing and availability are extremely important to keep the demand level with the production. My strategy is to keep the public as close to 100% on accessibility and awareness, for all of my products. I plan on doing this by investing into the marketing aspects of my company. Using the annual report to predict how much marketing is needed to raise the awareness and accessibility as well as make up for lost awareness from the previous year.