Capsim – Module 3_Option #2: Review the Capsim Mini-Case Study entitled â??Strategyâ?

In the Capsim simulation, you receive clear information about customersâ?? requirements and how they change over time. This allows you to anticipate exactly where a new product should be placed to best capture market share throughout the simulation. Even knowing that, however, doesnâ??t make the implementation simple.Review the Capsim Mini-Case Study entitled â??Strategy.â? To access Capsim case studies, click â??eText and Casesâ? from the left navigation menu, as shown below:Consider the following important topics:Describe what your competitors are doing.Analyze other products in the market.Evaluate the resources needed to design and market the product.Compare the capacity needed to build the product with the available capacity.Address each of these four elements in your paper.Your paper should meet the following requirements:Be 5-6 pages in length, excluding the title and references pages.Be formatted according to the APA (see attached)In addition to course resources, use the CSU-Global Library to find three additional resources to support the position you take.
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1
Mini Case Studies
Strategy
Low Cost vs Legacy â??
definitions get cloudy
Mini Case Studies
Strategy: Low Cost vs Legacy â?? definitions get cloudy
Strategy: Low Cost vs Legacy â??
definitions get cloudy
EasyJet â?? the British-born low cost airline that launched
in the mid-90â??s with the slogan â??flights as cheap as a pair of
jeansâ?? â?? announced record profits of 686 million pounds in
2015. That was 18% above its previous yearâ??s results and its
5th record profit in a row. Southwest Airlines, the U.S. low
cost airline that started it all in the 1970â??s with hostesses
in orange hot pants and white go-go boots, also finished
2015 with record profits of 620 million U.S. dollars. It was
Southwestâ??s 43rd consecutive year of posting a profit.
While these low cost carriers (LCCs) are making profits, legacy airlines are struggling to cut
costs and increase margins. Low fuel costs have helped the legacy airlinesâ?? bottom line in
recent years, but profitability has been far more variable than for LCCs.
Disrupting the market
Low cost airlines disrupted the traditional air travel market, changing the concept of a
domestic flight from a luxury to a commodity. They focused on short-haul flights, leaving the
costly long-haul flights to the legacy carriers. As the low cost carrier market has matured,
however, the gap between low cost and legacy airlines services has narrowed significantly. In
recent years legacy airlines have watched their markets erode, they cut costs and services in
an attempt to match the competition. Meanwhile, the no-frills airlines have become successful,
and begun to introduce a few fancy ruffles, if not fully fledged frills â?? like assigned seats and
perks for business passengers.
The LCC sector took off in new markets as well. According to the Center for Asia Pacific
Aviation, the regionâ??s LCC fleet increased 50% from 2013 to 2015 in Southeast Asia, from 400
to 600 aircraft. AirAsia, the leading Asian LCC based in Malaysia, was voted Worldâ??s Best
Low-cost Airline at the Oscars of the aviation industry, the Skytrax Awards, for the 8th year in
a row in July 2016.
While these low cost carriers (LCCs) are making
profits, legacy airlines are struggling to cut costs
and increase margins.
New profit model
Low cost carriers developed a new profit model for air travel. They cut costs in a myriad of
ways. Specifically, they cut fleet costs by using one type of aircraft with minimal additions
(seats on Irelandâ??s Ryanair planes, for example, did not recline or have seat back pockets to
reduce weight and maintenance costs). They hedged gas price contracts to smooth their fuel
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Mini Case Studies
Strategy: Low Cost vs Legacy â?? definitions get cloudy
costs. They cut labor costs by hiring less experienced staff at lower pay grades. According to
The Economist, one Indian low-cost carrier hires only female flight attendants because they
are on average 10â??15kg lighter than men. Such parsimony pays off. Fuel accounts for a third of
an airlineâ??s costs and every kilogram thus shed removes $100 from an aircraftâ??s annual fuel bill.
Many ways to cut
LCCs cut passenger amenities to the bone, offering no inflight entertainment and charging for
each service including food, beverage, luggage, pillows, blankets â?? even debating the merits
of charging for bathroom use. They cut airport fees by ensuring planes spent less time on the
ground, using secondary airports instead of major hubs and avoiding jetways that attract high
usage fees. The result was an ability to cut prices â?? sometimes to as low as zero (excluding
taxes and charges) â?? with simple fare structures such as one-way fares priced at half return
fares and seat prices that increase as flights fill up. For some time, all that cutting allowed the
LCCs to offer what European guide book publisher and media personality Rick Steves called
â??remarkable, it-must-be-a-typo dealsâ?.
Major shake-ups, and more to come
The shake-up has led to several dramatic shifts. Delta and Northwest Airlines have merged.
Legacy airlines like Lufthansa have acquired their own LCCs (Eurowings). United failed in
building a low-cost brand (Ted). Over time, the price gap has even slightly closed between
low cost and legacy airlines. Analysis by The Economist in May 2013 showed it cost a typical
legacy carrier 2.5 cents more to move one seat through the air for one kilometer (0.6 miles)
than it cost a low cost carrier â?? but that was down from a 3.6-cent premium in 2006: â??The
cost gap between traditional and budget airlines has fallen by an average of 30% in six years,
partly because legacy airlines have abandoned old differentiators like free baggage and inflight catering on short-haul flights.�
For customers, the price of a flight has dropped more than 20% since 1995. Customers are
winning; for airline shareholders the story is less clear. Airline stocks are down an average of
more than -15% to mid 2016, â??and if you include all of 2015 the average is worse than -20,â?
according to Forbes.com.
With cost cutting being the only game in town for airlines, further innovation in the industry
is likely. Suggestions like containerizing passengers and crew in portable cabin pods that are
loaded into the plane in minutes is one suggestion. Whatever technologies are employed,
however, the overall impact of the LCCs means the search for lower costs will continue until
the next big disruption in the industry.
… the gap between low cost and legacy airlines
services has narrowed significantly.
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Running head: INSERT FIRST 50 CHARACTERS OF TITLE [double click to edit]
Title of Paper
Studentâ??s Name
Course Number (ORG500) â?? Name of Course (Foundations of Effective Management)
Colorado State University â?? Global Campus
Instructorâ??s Name
August 6, 2010
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INSERT FIRST 50 CHARACTERS OF TITLE [double click to edit]
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Title of Paper
This is your introduction. If you need help writing this paper you can view the Writing
an Effective Paper handout/tutorial which is located in the Library under the Library Tutorials.
Please note: this template has not translated appropriately in some Microsoft products. Please be
sure the paper you submit adheres to APA formatting standards. Ipsum lorem vei illum sat dolor
euis mod tincidunt vei auminiure dolor in esse. Ulta ceet dolore magna si napi. Wisi e nim admin
im veniam, quis nostrud. In atsvulpate velt esse meleste at semper manet sola. Ut lacreet dolore
magna aliquam sic semper fi tyrannis erat volutpat. Wisi enim ad minim veniam. Dolore eu sata
sfeugiat. Ipsum lorem vei illum sat dolor euis mod tincidunt vei auminiure dolor in esse. Ultaceet
dolore magna si napi. Wisi e nim ad minim veniam, quis nos In a tsvulpate velt esse meleste at
semper manet sola. UT lacreet dolore magna aliquam sic semp fi tyrannis erat volutpat. Wisi
enim ad minim veniam. Dolore eu sata sfeugiat.
Level 1 Header (Example: Leadership and Diversity)
The Level 1 Header is going to be a broad topic. The Level 2 Header is a subtopic under
Level 1 and Level 3 Headers is a subtopic under Level 2 Header, and so on. Depending on your
topic and your outline, you may not use all the Headers. Ipsum lorem vei illum sat dolor euis
mod tincidunt vei auminiure dolor in esse. Ulta ceet dolore magna si napi. Wisi e nim admin im
veniam, quis nostrud. In atsvulpate velt esse meleste at semper manet sola. Ut lacreet dolore
magna aliquam sic semper fi tyrannis erat volutpat. Wisi enim ad minim veniam. Dolore eu sata
sfeugiat. Ipsum lorem vei illum sat dolor euis mod tincidunt vei auminiure dolor in esse. Ultaceet
dolore magna si napi. Wisi e nim ad minim veniam, quis nos In a tsvulpate velt esse meleste at
semper manet sola. UT lacreet dolore magna aliquam sic semp fi tyrannis erat volutpat. Wisi
enim ad minim veniam. Dolore eu sata sfeugiat.
INSERT FIRST 50 CHARACTERS OF TITLE [double click to edit]
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Ipsum lorem vei illum sat dolor euis mod tincidunt vei auminiure dolor in esse. Ulta ceet
dolore magna si napi. Wisi e nim admin im veniam, quis nostrud. In atsvulpate velt esse meleste
at semper manet sola. Ut lacreet dolore magna aliquam sic semper fi tyrannis erat volutpat. Wisi
enim ad minim veniam. Dolore eu sata sfeugiat. Ipsum lorem vei illum sat dolor euis mod
tincidunt vei auminiure dolor in esse. Ultaceet dolore magna si napi. Wisi e nim ad minim
Level 2 Header â?? This is a subtopic of Level 1 (Example: Leadership)
Ipsum lorem vei illum sat dolor euis mod tincidunt vei auminiure dolor in esse. Ulta ceet
dolore magna si napi. Wisi e nim admin im veniam, quis nostrud. In atsvulpate velt esse meleste
at semper manet sola. Ut lacreet dolore magna aliquam sic semper fi tyrannis erat volutpat. Wisi
enim ad minim veniam. Dolore eu sata sfeugiat. Ipsum lorem vei illum sat dolor euis mod
tincidunt vei auminiure dolor in esse. Ultaceet dolore magna si napi. Wisi e nim ad minim
veniam, quis nos In a tsvulpate velt esse meleste at semper manet sola. UT lacreet dolore magna
aliquam sic semp fi tyrannis erat volutpat. Wisi enim ad minim veniam. Dolore eu sata sfeugiat.
Level 3 Header – Indented, boldface, lowercase heading with a period. Begin body
text after the period. This is a subtopic of Level 2 (Example: Team communication.). Ipsum
lorem vei illum sat dolor euis mod tincidunt vei auminiure dolor in esse. Ulta ceet dolore magna
si napi. Wisi e nim admin im veniam, quis nostrud. In atsvulpate velt esse meleste at semper
manet sola. Ut lacreet dolore magna aliquam sic semper fi tyrannis erat volutpat. Wisi enim ad
minim veniam. Dolore eu sata sfeugiat. Ipsum lorem vei illum sat dolor euis mod tincidunt vei
auminiure dolor in esse.
Level 4 Header – Indented, boldface, italicized, lowercase heading with a period. Begin
body text after the period. This is a subtopic of Level 3 (Example: Public speaking.). Ultaceet
dolore magna si napi. Wisi e nim ad minim. Ulta ceet dolore magna si napi. Wisi e nim admin im
INSERT FIRST 50 CHARACTERS OF TITLE [double click to edit]
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veniam, quis nostrud. In atsvulpate velt esse meleste at semper manet sola. Ut lacreet dolore
magna aliquam sic semper fi tyrannis erat volutpat. Wisi enim ad minim veniam. Dolore eu sata
sfeugiat. Ipsum lorem vei illum sat dolor euis mod tincidunt vei auminiure dolor in esse. Ultaceet
dolore magna si napi. Wisi e nim ad minim
Level 5 – Indented, italicized, lowercase heading with a period. Begin body text after the
period. This is a subtopic of Level 4 (Example: Posture and tone.). Ipsum lorem vei illum sat
dolor euis mod tincidunt vei auminiure dolor in esse. Ulta ceet dolore magna si napi. Wisi e nim
admin im veniam, quis nostrud. In atsvulpate velt esse meleste at semper manet sola. Ut lacreet
dolore magna aliquam sic semper fi tyrannis erat volutpat. Wisi enim ad minim veniam. Dolore
eu sata sfeugiat. Ipsum lorem vei illum sat dolor euis mod tincidunt vei auminiure dolor in esse.
Ultaceet dolore magna si napi. Wisi e nim ad minim veniam, quis nos In a tsvulpate velt esse
meleste at semper manet sola. UT lacreet dolore magna aliquam sic semp fi tyrannis erat
volutpat. Wisi enim ad minim veniam. Dolore eu sata sfeugiat.
Ipsum lorem vei illum sat dolor euis mod tincidunt vei auminiure dolor in esse. Ulta ceet
dolore magna si napi. Wisi e nim admin im veniam, quis nostrud. In atsvulpate velt esse meleste
at semper manet sola. Ut lacreet dolore magna aliquam sic semper fi tyrannis erat volutpat. Wisi
enim ad minim veniam. Dolore eu sata sfeugiat. Ipsum lorem vei illum sat dolor euis mod
tincidunt vei auminiure dolor in esse. Ultaceet dolore magna si napi. Wisi e nim ad minim
Level 2 Header (Example: Diversity)
Ipsum lorem vei illum sat dolor euis mod tincidunt vei auminiure dolor in esse. Ulta ceet
dolore magna si napi. Wisi e nim admin im veniam, quis nostrud. In atsvulpate velt esse meleste
at semper manet sola. Ut lacreet dolore magna aliquam sic semper fi tyrannis erat volutpat. Wisi
enim ad minim veniam. Dolore eu sata sfeugiat. Ipsum lorem vei illum sat dolor euis mod
INSERT FIRST 50 CHARACTERS OF TITLE [double click to edit]
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tincidunt vei auminiure dolor in esse. Ultaceet dolore magna si napi. Wisi e nim ad minim
veniam, quis nos In a tsvulpate velt esse meleste at semper manet sola. UT lacreet dolore magna
aliquam sic semp fi tyrannis erat volutpat. Wisi enim ad minim veniam. Dolore eu sata sfeugiat.
Ipsum lorem vei illum sat dolor euis mod tincidunt vei auminiure dolor in esse. Ulta ceet
dolore magna si napi. Wisi e nim admin im veniam, quis nostrud. In atsvulpate velt esse meleste
at semper manet sola. Ut lacreet dolore magna aliquam sic semper fi tyrannis erat volutpat. Wisi
enim ad minim veniam. Dolore eu sata sfeugiat. Ipsum lorem vei illum sat dolor euis mod
tincidunt vei auminiure dolor in esse. Ultaceet dolore magna si napi. Wisi e nim ad minim
INSERT FIRST 50 CHARACTERS OF TITLE [double click to edit]
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References
Carroll, A. B. (1979). A three-dimensional conceptual model of corporate performance. The
Academy of Management Review, 4(4), 497. [This is a journal article citation. Articles
from the Library databases are based on print journals so the citation will end with page
numbers.]
Collins, J. (2001). Good to great. New York, NY: HarperCollins Publishers Inc. [This is a book
citation.]
Epstein, M. J. (2008). Making sustainability work. San Francisco, CA: Greenleaf
Publishing Limited.
Epstein, M., & Roy, M. (2003). Improving sustainability performance: Specifying, implementing
and measuring key principles. Journal of General Management, 29(1), 15-31.
French, S. (2009). Critiquing the language of strategic management. The Journal of Management
Development, 28(1), 6-17. doi: 10.1108/02621710910923836 [This is a journal article
citation from a Library database. Include a doi number if available.]
Ginter, P., Ruck, A., & Duncan, W. (1985). Plannersâ?? perceptions of the strategic management
process. Journal of Management Studies, 22(6), 581-596.
Hollingworth, M. (2009, November/December). Building 360 organizational sustainability. Ivey
Business Journal Online. Retrieved from
http://www.iveybusinessjournal.com/article.asp?intArticle_ID=868 [This is a journal that
is published online, so you would include the URL.]
Reuters. (2010). Walgreens Co. (WAG.N). Retrieved from
http://www.reuters.com/finance/stocks/companyProfile?symbol=WAG.N
INSERT FIRST 50 CHARACTERS OF TITLE [double click to edit]
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Walgreens. (2010a). Mission statement. Retrieved from
http://news.walgreens.com/article_display.cfm?article_id=1042 [This is a website citation
with a corporate author. If you retrieve information from various pages of this particular
website, you need to cite each web page. However, because the author and the year will
be exactly the same, the lowercase letters, â??a,â? â??b,â? etc. need to be added to the year. The
in-text citation would be: (Walgreens, 2010a).]
Walgreens. (2010b). Our past. Retrieved from
http://www.walgreens.com/marketing/about/history/default.html

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