Tel:(972) Fax:(972) www.coman.org ARENAwww.coman.org Management-Of-Technology Copyright 2001 Alex Coman The ARENA Genome: Harmonic Strategic Planning Arena Layers: Corporate, Business Function- Define Hierarchy Refinement Stages: Arena, Focus, Action Create Strategy FOCUSFOCUS Corporate Focus Corporate Layer: Portfolio Businesses Maximize Value Function Layer: Process, Project and Product Agile value drive Business Layer: Positioning Products by Market Strategy Filter Criteria Prioritize attention Manage Control span

Tel:(972) Fax:(972) www.coman.org ARENAwww.coman.org Management-Of-Technology Copyright 2001 Alex Coman Focus Patterns: Hidden Champions Supplier Classical Breadth Strategy HospitalsSchoolsHotels/Restaurants Dishwashers Winter halter Winterhalters Depth Strategy HospitalsSchoolsHotels/Restaurants Water conditioners Winterhalter DishwashersDetergentsService

Tel:(972) Fax:(972) www.coman.org ARENAwww.coman.org Management-Of-Technology Copyright 2001 Alex Coman Electronic Markets and Electronic Hierarchies Malone et. Al., Modeling Coordination in Organizations and Markets Supplier2 Decentralized Market Customer1 Centralized Market Supplier1Supplier3 Customer2Customer3 Supplier2 Customer1 Supplier1Supplier3 Customer2Customer3 IntermediaryBrokerInfoMediary

Tel:(972) Fax:(972) www.coman.org ARENAwww.coman.org Management-Of-Technology Copyright 2001 Alex Coman Corporate Focus Clinton elected: focus like a laser beam on this economy. There was this huge, vast, pent-up potential in the American economy. In retrospect: I was pushing a lot of rocks up the hill. I was obsessed. I was trying to get as much done as quickly as I could. Matrix: Bringing actors into model. Vs.Deploying model into Arena Criteria tailored for each business vs. uniform 2 dimensions. Appropriate control span: Boutique to Conglomerate. Synthetic perspective reflects customized perceptions: Exposing Polarities. Expansive Focus: GE-McKinsey Market Growth Rate High? ++ Low-- ? LowHigh Potential for market leadership (1/3)

Tel:(972) Fax:(972) www.coman.org ARENAwww.coman.org Management-Of-Technology Copyright 2001 Alex Coman Corporate Focus Expansive Focus Business Strengths/Weaknesses Core competencies Vs. Critical Success Factors (e.g. Market Share) Industry Attractiveness Opportunities/ Threats (e.g. Margins)

Tel:(972) Fax:(972) www.coman.org ARENAwww.coman.org Management-Of-Technology Copyright 2001 Alex Coman Corporate Focus Expansive Focus Business Strength=CSF*Core WeakStrong Industry Attractiveness Attractive Not- Attractive Expansive Focus Business Strength (e.g. Market Share) Industry Attractiveness (e.g. Margins) % 80% Share of Sales Number of products Per $67Million sales Successful Manufacturers Less Successful Manufacturers

Tel:(972) Fax:(972) www.coman.org ARENAwww.coman.org Management-Of-Technology Copyright 2001 Alex Coman Corporate Focus Defensive Focus: Risk Analysis, Stakeholder Vulnerability LowHigh Threat Intensity= Damage* Probability High Low Defensive Focus Vulnerability Threat Intensity (Damage & Probability) Steve Jobs on Apples losing the school market to Dell: Apple 1997:50%, 2000:19% We took our eyes off the ball

Tel:(972) Fax:(972) www.coman.org ARENAwww.coman.org Management-Of-Technology Copyright 2001 Alex Coman Technology Partnerships: The Palm Economy Users Business Private Government Palm Handheld/Pervasive Computing Enterprise Tech. 3Com Enterprise IBM SAP Education ConsumerCellular OEM Handspring Web sites FodorPalm Windows CE MSEricsson Palm OS SonyNokia SW Palm

Tel:(972) Fax:(972) www.coman.org ARENAwww.coman.org Management-Of-Technology Copyright 2001 Alex Coman Stan Shih: Navigating the PC Industrys Value Curve The PC industrys profit pool, HBR Going Global: Lessons from Late Movers, HBR, March-April, 2000 Software 15% CPU 35% DRAMLCDASIC Monitor 10% Motherboard Local Assembly 2.5% Local Sourcing Marketing Distribution E-commerce 15% Local Assembly

Tel:(972) Fax:(972) www.coman.org ARENAwww.coman.org Management-Of-Technology Copyright 2001 Alex Coman Edutainment Channel Bottleneck: The Edutainment Market Development $100K-$10M: $1.5M Distribution $40/Unit; Myst:2M Copies $1b<96 Enabler 96=20M MMPC $2K, 20MX5CD/PC/Year X$40=$4B 2,700X$1.5M=$400M Comfy: Fao Schwartz ToysRUs Packard Bell MATACH, Archeology Producer + Distributor=$2 $1M/$2=0.5M Make it<200 Retail: $8 Average: $10 Research Development Manufacturing Distribution Retail Customer Research Development Manufacturing Distribution Retail Customer Drugs/ Aviation Chemicals/ Fabs Retail<1% #2,700/95

Tel:(972) Fax:(972) www.coman.org ARENAwww.coman.org Management-Of-Technology Copyright 2001 Alex Coman Flow Focus: Sankey Diagrams