Product Development Research ProjectWill attach all details for the assignment below. Must be familiar with HOQ analysis and Excel!
CSE 171A MidtermMichael HakimMOT 1Project PlanCurrent date: Friday, November 6thSchedule:• Friday (6th) – Go through the case study and review the assignment instructions.• Saturday (7th) – Complete part 1.• Sunday (8th) – Complete part 2.• Monday (9th) – Complete part 3 and make necessary corrections to the work.• Tuesday (10th) – Submit the paper when completed.Assumptions made: The year is 1995.
Integrated Technology, Product/Market, and Competitive Strategy for MicrosoftMicrosoft is an American multinational technological company that was founded in 1975 and deals with the development, manufacture, and sales of personal computers, consumer electronics, and computer software. Before analyzing the company’s strategy, an analysis of the company’s evolution using functional maps, statement of its objectives, and how Microsoft performs in comparison to its competitors will be evaluated first.Stage 1: Company AnalysisReturn on Investment (ROI) = Net income / total assets= $1,453 / $7,210 = 0.2015=20.15% The company has a 20.15% profitability. The current market share is 57% and the net revenue is $5,937 million (Case Study 7, 1995). The profit margin is, therefore, (($1,453 / $5,937) *100%) 24.47%.a) Technological StrategyThe main technologies that make Microsoft have a technological edge are:• The creation of MITS Altair.• The creation and release of Windows 95.Microsoft has also used DOS’s success to introduce other products into the market and it has also partnered with technological conglomerates such as IBM.b) Product Market StrategyMicrosoft products are user-friendly. For instance, they compressed BASIC to MITS Altair which is an improvement of the former by making it easier to use than the former. Most of the company’s products are bundled and sold as one package. Given that their return customers are the ones who have significantly contributed to the company’s success, Microsoft is highly focused on its return customers. Microsoft serves the GUI interface, PC, Operating Systems, and Computer hardware and software markets.c) Overall Development GoalsSome of Microsoft’s overall development goals are that it wants to solely focus on their customers and the current market trends so that they can come up with products that are relevant to their customers’ needs. They also want to increase revenue and be more technologically advanced than their competitors by manufacturing products before their competitors do the same (Case Study 7, 1995). Before the creation of a functional map, the development goals will be aligned with the business goals and the product, market, and technological strategies. Microsoft made MITS Altair in 1975, in 1980 MS-DOS was created for IBM computers, in 1984 Microsoft together with IBM released OS/2, Windows NT was released in 1993, in 1995, IBM computers chose Windows 3.0 as its preferred OS and Windows 95 was released in 1995. Cairo was set to be released in 1996.Figure 1: Microsoft’s Functional Map1975MITS Altair was made.1980MS-DOS was made for IBM computers.1993Windows NT and MS Select were released.1984Microsoft and IBM made OS/31996Cairo will be released.1995Windows 3.0 is the preferred OS for IBM computers.1995Windows 95 is released.Stage 2: Industrial AnalysisA structural analysis of the industry is done using Porter’s Force analysis as illustrated in the table below.ForceDeterminantsStrengthAnalysisRecommendationRivalry among competitors• Brand and product identity.• Size.ModerateIBM and UNIX are among its biggest competitors.Product differentiation.Threat of substitution• Price• Cost switchingModerate – highDR-ROC from Novell has 10% of the market share.Build the company’s reputation.Barrier to entry• Capital requirements.• Economies of scale.ModerateLotus was able to make products that can compete with Microsoft’s products.Come up with products that are technological advanced.Supplier power• Supplier concentration• Supplier volumeLow – moderateNot much power here.Maintain working relations with the suppliers.Buyer power• Buyer power• Buyer volumeHighIBM is creating hardware that is compatible with MS OSMaintain working relations and keep control of the market.Complementors• Complementor volume• Brand and product identityLow – moderateConduct more research on complementors.Table 1: Porter’s ForcesStage 3: Assessment and Evolution of Microsoft’s Strategy within the Relevant Industries and MarketsMicrosoft initially used the cost-leadership strategy and it was not successful (Reed, 2019). They then opted to use a differentiation strategy with the aim of increasing revenue, market share, and company reputation. The company currently aligns its product market and technological strategies with consumer needs.Recommendations for 1996The company can develop televisions that make use of Windows OS so that Bill Gate’s vison of taking Microsoft to every home is actualized. The current version of OS can be improved and made more user-friendly and appealing to the consumers. Bugs can be fixed and minimized, and the overall runtime can be improved. Microsoft should venture into other markets in the technology industry such as creating interactive maps that would guide users on the roads. It could also create emails that would make their consumer’s communication easier than before.Initiatives Taken by Microsoft since 1995• Windows 98 (the last MS-DOS) was released in 1998 which made information easily accessible from the internet.• Windows ME was released in 2000 (Reed, 2019). This was a graphical operating system that supported digital media.• Windows 200 professional was released in 1999 and it was mainly for business computers and it was the last OS that included Windows NT.Assessment of the RecommendationsThe release of new versions of operating systems meant that Microsoft took into account the recommendations I had made earlier by improving their operating systems. All of the applications in Windows ME clearly shows how much Microsoft can diversify its products which means that their portfolio is not differentiated. Nonetheless, Microsoft decided to play safe and make products that are well-within their specialty.
Aggregate Project Plan for Enterprise SoftwareProject E1The option that maximizes payoff is when the EMV = $49.69M. This is when the project is not feasibleSensitivity Analysis +/- 10%10% Change – P(nominal)Calculate Increases and Decreases• +10%= P(nominal) + .10P(nominal)= (.15) + .1(.15) =.165• -10%= P(nominal) + .10P(nominal)= (.85) – .1(.85) =.765Not FeasiblePositive Change:58.6(.165) + (-.75) (.835)= $9.49MNegative Change:58.6(.765) + (-.75) (.235)= $44.65MFeasiblePositive Change:60(.165) + (-10) (.835)= $1.55MNegative Change:60(.765) + (-10) (.235)= $43.55MThis choice is very sensitive and is not robust.Project E2The option that maximizes payoff is when the EMV = $59.925MSensitivity Analysis+/- 10%10% Change – P(nominal)Calculate Increases and Decreases• +10%= P(nominal) + .10P(nominal)= (.1) + .1(.1) =.111• -10%= P(nominal) + .10P(nominal)= (.9) – .1(.9) =.81Not FeasiblePositive Change:66.5(.111) + (-.75) (.889)= $6.715MNegative Change:66.5(.81) + (-.75) (.19)= $53.72MFeasiblePositive Change:75(.111) + (-10) (.8389)= $-0.064MNegative Change:75(.81) + (-10) (.19)= $58.85MThis choice is very sensitive and is not robust.Project P1The option that maximizes payoff is when the EMV = $191.06MSensitivity Analysis+/- 10%10% Change – P(nominal)Calculate Increases and Decreases• +10%= P(nominal) + .10P(nominal)= (.15) + .1(.15) =.165• -10%= P(nominal) + .10P(nominal)= (.85) – .1(.85) =.765Not FeasiblePositive Change:225(.165) + (-1.25) (.835)= $36.08MNegative Change:225(.765) + (-1.25) (.235)= $171.83MFeasiblePositive Change:250(.165) + (-25) (.835)= $20.375MNegative Change:250(.765) + (-25) (.235)= $185.375MThis choice is very sensitive and is not robust.Project P2The option that maximizes payoff is when the EMV = $265.625MNegative Change:380(.63) + (-1.25) (.37)= $238.94MFeasiblePositive Change:400(.33) + (-20) (.67)= $118.6MNegative Change:400(.63) + (-20) (.37)= $244.6MThis is the most robust decision.Project R&D19Sensitivity Analysis+10%= P(nominal) + 0.10P(nominal)= (0.30) + 0.10(30)= 3320-10%= P(nominal) – 0.10P(nominal)= (0.70) – 0.10(70)= 63Not FeasiblePositive Change:= 510(0.33) + 0.67(-4.5)= $165.29MNegative Change:= 510(.63) + (-4.5) (.37)= $319.64MFeasiblePositive Change:= 650(.33) + (-50) (.67)= $181MNegative Change:= 650(.63) + (-50) (.37)21= $391MThis is the most robust decision since the general conclusion is optimal when the project is feasible.ProjectEMVCumulative CostE1$49.69M$10ME2$59.93M$10MP1$191.06M$25MP2$265.63M$20MR&D$355.65M$50MTable 2: Integer ProgrammingGiven that the budget is $80M, the best projects to pursue are E2, R&D, and P2 because they ensure that the money spent is within the budget while also making profit. We would spend $76M pursuing these three projects. The total amount left would be $4M. The leftover money should be used in rewarding the workers involved in these projects. This would be enough incentive to motivate them to do a better job in the upcoming projects.
House of Quality (HOQ) for Video Game ConsolesFunction Analysis System Technique22When?The main object of the EXbox video game console is to play a game. This is its higher order function. Its design criteria are to display clear motion pictures, have great graphics, and meet its specifications. The scope of the problem under study shows the critical path taken before the gaming console is able to play the game. The firs step of the critical path would be to load the game after plugging in a device that contains the game into the console. Next, the device is read and if it works well then, the audio and video settings are detected. The codes are then decoded so that the game can be displayed on a monitor.HOQ AnalysisPlay gameLoad gameRead the deviceDisplay videoHow?Convert codesDetect audio & video23In this analysis, there are several components that I would need to look at in order to come up with a good HOQ analysis for the company. These components are the correlation and relationship matrix, engineering requirements, benchmark performance, engineering targets, customer requirements, and customer satisfaction ratings. There is a strong correlation between size and weight, graphics and the cost of production, memory space and the operating system, just to name a few. The research done on the other competitors have shown that EXbox still has a long way to go before it can aggressively compete with the rest and become a gaming giant.24Figure 2: HOQ Analysis25
Integer Programming in Java
import java.util.ArrayList;
import java.util.Collection;7.
import org.apache.commons.math.optimization.GoalType;
import org.apache.commons.math.optimization.OptimizationException;
import org.apache.commons.math.optimization.RealPointValuePair;
import org.apache.commons.math.optimization.linear.LinearConstraint;
import org.apache.commons.math.optimization.linear.LinearObjectiveFunction;
import org.apache.commons.math.optimization.linear.Relationship;
import org.apache.commons.math.optimization.linear.SimplexSolver;15.26
@SuppressWarnings(“deprecation”)
public class Main {
@SuppressWarnings({ “rawtypes”, “unchecked”})
public static void main(String[] args) {
//describe the optimization problem
LinearObjectiveFunction f = new LinearObjectiveFunction(new double[] { 1, 1}, 0);22.
Collection constraints = new ArrayList();
constraints.add(new LinearConstraint(new double[] { 0.60, 0.80}, Relationship.LEQ, 600));
constraints.add(new LinearConstraint(new double[] { 0.80, 0.90}, Relationship.LEQ, 200));
constraints.add(new LinearConstraint(new double[] { 0.75, 0.85}, Relationship.GEQ, 300));
constraints.add(new LinearConstraint(new double[] { 0.95, 0.98}, Relationship.GEQ, 50));
constraints.add(new LinearConstraint(new double[] { 0.90, 0.98}, Relationship.GEQ, 75));
//create and run solver
RealPointValuePair solution = null;
try {
solution = new SimplexSolver().optimize(f, constraints, GoalType.MAXIMIZE, false);
}
catch (OptimizationException e) {
e.printStackTrace();
}37.
if (solution != null) {
//get solution
double max = solution.getValue();
System.out.println(“Opt: ” + max);42.
//print decision variables
for (int i = 0; i < 2; i++) {
System.out.print(solution.getPoint()[i] + “t”);27ReferencesMicrosoft Case 7 (1995).Reed, E. (2019) History of Microsoft: Timeline and Facts. TheStreet. https://www.thestreet.com/technology/history-of-microsoft-15073246
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