2. THE JOHNSON AGENCY 1 COMPETITOR ANALYSIS “Induce your competitors not to invest in those products, markets and services where you intend to invest the most…that is the fundamental rule of strategy.” Bruce Henderson Founder, BCG

3. THE JOHNSON AGENCY 2 COMPETITOR ANALYSIS  IDENTIFYING COMPETITORS  DEVELOPING THE DATA SET  ANALYSIS & PRESENTATION  IDENTIFYING STRATEGIC SCA’S

4. THE JOHNSON AGENCY 3 IDENTIFYING COMPETITORS  Identify Usual Competitors  Customer Choices  Product-Use Associations  Using Strategic Groups  similar competitive strategies  similar characteristics  similar assets & competencies

5. THE JOHNSON AGENCY 4 EVALUATING COMPETITORS  Evaluation  Evaluate Intensity  Porter Analysis Cost Structure & Capabilities  Objectives & Strategies

6. THE JOHNSON AGENCY 5 Elements of Strategy Winer  Two Key Elements  Segment Appeal  Core Strategy  Information Sources  Product Sales Literature  Sales Force  Trade Advertising

7. THE JOHNSON AGENCY 6 5 KEY QUESTIONS TO DETERMINE SCA’S Aaker  Identify assets or competency that contribute to success/weakness  What are key customer motivations  What are the large cost components  What are the mobility barriers  Analyse the value chain for weaknesses

8. THE JOHNSON AGENCY 7 ANALYSE PDA STRUCTURE  Generate a SWOT analysis, from Sharp’s point of view of PDA’s  Key Success Factors  Other Assets & Competencies  Consider the Competition as a Strategic Group

9. THE JOHNSON AGENCY 8 A WELL DESERVED… BREAK!

10. THE JOHNSON AGENCY 9 Assess Market Attractiveness  Market Size (multiple segments)  Volume Growth  Competitive Intensity  Profitability/Vulnerability 1. 2. 3. 10-76-32-1

11. THE JOHNSON AGENCY 10 POPULATION DENSITY

12. UK “4” Advanced Technology “4” Stable Economy & Growth “4”Venture Capital Market PRODUCT/MARKET ATTRACTIVENESS THE JOHNSON AGENCY 11

13. GERMANY PRODUCT/MARKET ATTRACTIVENESS THE JOHNSON AGENCY 12 “3” Entrepreneurial Out of Box Spirit/Similar Organizational Structures/ High Risk Takers “2”Successful Team Players

14. PRODUCT/MARKET ATTRACTIVENESS CZECH REPUBLIC THE JOHNSON AGENCY 13

15. EUROPEAN COUNTRY COMPARISON PRODUCT/MARKET ATTRACTIVENESS THE JOHNSON AGENCY 14

16. THE JOHNSON AGENCY 15 Analyse Your Relative Strengths  Product Advantage  Market Image  Ability to Supply  Set Scoring Criteria  Use Judgement to Assign Weights  Score All Key Competitors 10-76-32-1 1. 2. 3.

17. THE JOHNSON AGENCY 16 TARGETING SCA’S  Generate a Competitor Matrix  Identify Weaknesses, Expose Differences  Determine Competitive Advantage  List Suggested Strategies

18. THE JOHNSON AGENCY 17 Competitive Matrix Relative Competitive Position Market attractiveness 10 0 0 MARKET SHARE PRODUCTSPRICEPROMOCHANNELCOSTPRODUCTIONR&DPERSONNELINVESTMENT WORKING CAPITAL

19. THE JOHNSON AGENCY 18 Competitive Matrix Relative Competitive Position Market attractiveness 10 0 0 MARKET SHARE PRODUCTSPRICEPROMOCHANNELCOSTPRODUCTIONR&DPERSONNELINVESTMENT WORKING CAPITAL

20. THE JOHNSON AGENCY 19 Competitive Matrix Relative Competitive Position Market attractiveness 10 0 0 MARKET SHARE PRODUCTSPRICEPROMOCHANNELCOSTPRODUCTIONR&DPERSONNELINVESTMENT WORKING CAPITAL

21. THE JOHNSON AGENCY 20 Competitive Matrix Relative Competitive Position Market attractiveness 10 0 0 MARKET SHARE PRODUCTSPRICEPROMOCHANNELCOSTPRODUCTIONR&DPERSONNELINVESTMENT WORKING CAPITAL

22. THE JOHNSON AGENCY 21 FOR NEXT SESSION  WINER CHAPTER 6  AAKER CHAPTER 3  DEVELOP A COMPETITIVE MATRIX FOR SHARP OR YOUR COMPANY