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Experience Curve 02 06 01

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Information about Experience Curve 02 06 01
Education

Published on February 24, 2008

Author: Connor

Source: authorstream.com

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The Economic Context for Strategy:  The Economic Context for Strategy PRODUCT LIFE-CYCLE:  PRODUCT LIFE-CYCLE Sales Volume Over Time:  Sales Volume Over Time Time Sales Embryonic Growth Mature Decline Profits Continued Growth:  Continued Growth Time Sales Embryonic Growth Mature Decline Rejuvination The Product Life Cycle:  The Product Life Cycle Variations on Business Life Cycle:  Variations on Business Life Cycle $ $ $ $ Market Segments in Business Life Cycle:  Market Segments in Business Life Cycle $ Composite PLC Time M10 M10 M20 M20 M30 M30 M40 Products in Business Life Cycle --Warner-Lambert Company:  Products in Business Life Cycle --Warner-Lambert Company Dispos- able razor Easprin E.P.T. Plus Bubblicious Angiocath II Listerine Surgical Gloves Norlestrine Bromo-Seltzer 1 2 3 4 5 6 7 8 9 EXPERIENCE CURVE:  EXPERIENCE CURVE Experience Curve:  Experience Curve Based on observations of cost of manufacturing aircraft. For every doubling in volume produced, X% of cost was reduced. Ct = C0 (Pt /P0)-a Where Ct is cost at time t Pt is production volume at time t. a is an industry constant Experience Curve:  Experience Curve Cost Accumulated Volume Experience Curve:  Experience Curve Cost Accumulated Volume 1 10 100 1000 $1.00 $0.50 $10.00 $30.00 Log-Log Experience Curve Examples:  Experience Curve Examples Experience Curve:  Experience Curve Cost Accumulated Volume (millions of units) 1 10 100 1000 $1.00 $0.50 $10.00 $30.00 Integrated Circuits 1964-74 70% Slope Experience Curve:  Experience Curve Cost Accumulated Volume (millions of units) 1 10 100 1000 $400 $200 $800 $1000 3-ton Split System Air Conditioners 1957-74 80% Slope INTEL #2716--A 16K EPROM:  INTEL #2716--A 16K EPROM Price 1-79 1-80 1-79 1-80 Cost 1-81 3-81 Cumulative Experience Price Index Cost Index (on different scales) Cost Experience for Steam Turbine Generators:  Cost Experience for Steam Turbine Generators COST/ Megawatt Steam Turbine Generators Log Industry Cumulative Megawatts of Generators Delivered 70% slope 200 MW units 400 MW units 600 MW units 87% slope Price Experience Curves for Japanese Motorcycles (1959 to 1974):  Price Experience Curves for Japanese Motorcycles (1959 to 1974) Average Price ( 000 1965) Cumulative Volume (million units) 1 10 100 80 60 40 20 Slope 76% 126-250 cc 51-125 cc <50 cc Slope 81% Slope 88% Slide21:  Photovoltaic modules, 1976-1992 (William and Terzian 1993). Experience Curve Components:  Experience Curve Components Experience Curve Components:  Experience Curve Components Learning Specialization of Labor Product & Process Improvements Methods & Systems Rationalizations Economies of Scale Know-How GROWTH/SHARE MATRIX:  GROWTH/SHARE MATRIX Product Life Cycle Meets the Experience Curve BCG Growth/Share Matrix:  BCG Growth/Share Matrix Relative Market Share Relative Market Growth Low High Problem Child High Rising Star Low Cash Cow Dog BCG Growth/Share Matrix:  BCG Growth/Share Matrix Relative Market Share Relative Market Growth High High Low Low Problem Child (Top Executive Version) BCG Growth/Share Matrix Development Path:  BCG Growth/Share Matrix Development Path Relative Market Share Relative Market Growth High High Low Low Rising Star Problem Child Cash Cow Dog BCG Growth/Share Matrix Cash Flow:  BCG Growth/Share Matrix Cash Flow Relative Market Share Relative Market Growth High High Low Low Rising Star Problem Child Cash Cow Dog $ $ $ $ $ $ $ BCG Matrix:  BCG Matrix Mark II BCG Matrix II:  BCG Matrix II Number of Approaches to Achieve Advantage Size of the Advantage Many Small Fragmented Few Stalemate Large Specialization Volume BCG Matrix II:  BCG Matrix II Number of Approaches to Achieve Advantage Size of the Advantage Many Small Fragmented Few Stalemate Large Specialization Volume Industry Value Chain:  Industry Value Chain Manufacturing Product and service flow R & D Engineering Production & Manufacturing Marketing Sales & Distribution Service Disposal Administrative & other Indirect Value Added The Experience Curve & The Value Chain:  The Experience Curve & The Value Chain R & D Production & Manufacturing Subassembly Marketing Sales & Distribution Retailing 95% 75% 70% 90% 85% 95% Slide36:  THE END THE END

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