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CLIENTEXAMPLE:HYPOTHESIS/ANALYTICALPLANHypothesisAnalysisInfo.RequiredInfo.SourceEndProductsOverallHypothesisOrganizationalphilosophyneedstobemodifiedSupportingHypothesisExistingorganizationdoesnotadequatelysupportthebusinessstrategyDefinebusinesssystem,operatingenvironmentDefineCSFs,organizationalrequirementsalongbusinesssystemDefinehowexistingorganizationsupportsbusinesssystem,CSFsKeyactivities,processesbyLOBCSFsalongbusinesssystembyLOBExistingorganizationalelementsimpactingbusinesssystemManagementinterviewsSecondaryresearchHRdocumentsBusinessSystemDiagramsActivityCSF~~~~

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~~~~Evenafteradjustingforassetwrite-up,financialperformancehasnotmetcorporateexpectationsorcompetitivestandardsduetoaninappropriateorganization(andcost)structureFinancialperformancevs.competitors,budget/plansOverviewofcoststructure(e.g.,fixedvs.variablecosts)ROA,NIadjustedforassetwrite-upsHistoricandprojectedfinancialdataAssetwrite-upinformationSummarycost,volumeinfoforproductionunitsAnnualreports,10Ks,10Qs,etc.CompanyfinancialreportsFinancialdepartmentinterviewsFinancialMetricsTheincreasingcomplexityofbusinessandtheevolvingimportanceof,andcoordinationrequiredbetweenspecializedexpertiserequireschangesinthedecision-makingprocessandinformationflowsDefineactualvs.perceivedvs.“real”organizationchart,decision-makingprocess/responsibilities;identifygapsDefineexpertise,inforequiredtomakedecision,organizationalrequirementsDefineevolvingnatureoforganizationandinformationflowsKeydecisionsKeyindividualsinvolvedindecision-makingprocessInformationflowsManagementinterviewsOrganizationchartsMemos/documentsonmanagementprocessesSystemflowchartsData/InfoFlowsOrgChartsa怜a朽“只”胁”a断:疼a称“晒”刘“版”“捷”(救)-&M燃.猛,婆“脾”锡,含3.’件s,协,,1234.a职,山::-::•艘:•抓:•套:.,磨“皱:现”a寸,西.笑,亡a记’更s连’翠.:MonthsHomeGoodsPerishablesApparelAverage=6.7=Maximum#=AverageorMostCommon=Minimum02468101214161820ABCDEFGIJKLMNNEWPRODUCTDEVELOPMENTCYCLETIMEBestPractices~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~3.55.04.56.513.55.06.09.07.06.010.56.04.5a菌,诸a怖’期s芝.浪-斗’陆s王.降;剪.’域s逆,咏,(地’达s),臂;参(除’叔s跃)侄,(恼,尝,客,帜,,马,允.记)-&,遥“头:”,物M期.喜,李“”M蔽.骑,秧“度”除,循3,霜,谦,“梦:”a:LowMediumHighMarketStrength.漠.STEPDATAREQUIREDSOURCE(S)1. Chooseaxesthatarerelevanttocustomerdecision-making(first)andthosewhichdifferentiatesuppliers(second)2. Illustratewherecompetitorslieonmap(s)3. Interpretmapforstrategicimplications(e.g.,clustersoropenspaces)InformationonindustryasawholeInformationoncompetingcompanies’strategiesandpositioningTradeassociationsTradeperiodicalsandpublicationsInformationservicesAnalystreportsVariouscompanies’annualreportsandotherpublicinformationInterviewswithcompetitormanagementIndustryexperts-(首)&&B舍’&,恰“谨:数”M支.起,按“路”,贸,急,谜“算”,牙,土“铃:,疑,撕”a巩a削’稼s没.:MarketingExample:McDonald’sCustomerRefillSupportSales/DistributionOtherCustomerServiceCriticalStrategicCapabilities(SC)-Thecapabilitiesinwhichacompanyisaleader.Thesecapabilitiesarethesourceofcompetitiveadvantage.CriticalEnablingCapabilities(EC)-Thecapabilitiesinwhichacompanyiscompetitivelyequivalenttoothermarketleaders.Thesecapabilitiesareoftenthesourceofabarriertoentry.Strategic/FinancialPlanningTechnologyDevelopmentProductDevelopmentMfg/JointVentureCoreCompetence(CC)-Acompetencewhichdeliversasustainablecompetitiveadvantageincurrentmarkets,providesaccesstoawidevarietyofmarkets,andmakesasignificantcontributiontotheperceivedcustomerbenefitsoftheendproduct.PrimaryCapabilities(PC)-Minimumfunctionalandtechnicalrequirementsnecessarytoparticipate.COMPETENCIESMODEL-FRAMEWORKFast,affordable,fun,familydiningexperienceMarketingandbrandmgmt.TrainingFranchisemgmt.ProductinnovationBigMacrecipeHighquality,lowpriceproductsourcingEfficientoperationHamburgerpreparationMenuselectiona喊’委s诵a签.饺a慨,声a接.兵a店.a剃-腰:’殿s在-,耻:“杂”滤?“关”尊?a榜,胡a积,娃a驳,青a,,a-&&&A订.列,具“牌”表,愚5M约.尊,掘“嗽”蒸,衣3,煎,丽,“缓:”,虫,腰,岸“:绍A”,缝,纵,“菊”,寻,臂“暂:,波,EstablishSegmentationObjectivesDataAssessmentModelConstructionBuildClosedLoopPerformanceTool?决,裳,陡???堡??a右??a秒(库)朱..a治..aa规a义.:HoldinventoryCreditproblemBasicfabrics“Opportunistic”StrategySpecialtyproductsNarrowcustomerbaseNicheStrategy(specializedproducttonarrowcustomerbase)SelltomanufacturersbeforefabricpurchaseEstablishedcreditBroadcustomerbaseBasicfabricsLow-CostStrategySelltomanufacturersbeforefabricpurchaseEstablishedcreditFocusedcustomerbaseNovelfabrics(“fashionforward”)DifferentiationStrategy(specializedproducttobroadcustomerbase)STEPDATAREQUIREDSOURCE(S)1. Identifysegmentationvariablesandsegmentthemarketa) SurveyStage:Conductinterviews/focusgroupswithconsumerstogaininsightintomotivations,attitudes,andbehaviorb) AnalysisStage:Applyfactoranalysistodatatoremovehighlycorrelatedvariables;applyclusteranalysistocreateanumberofmaximallydifferentsegments2. Formsegmentsbylookingatconsumercharacteristicsaswellasconsumerresponsesa) GeographicSegmentationb) DemographicSegmentationc) PsychographicSegmentationd) BehavioralSegmentationResultsfromfocusgroups,interviews,andsurveysCustomercharacteristics:demographics,statistics,etc.Focusgroups,interviews,surveysCompanydata,邻,凡.-&&,戴“刮:织”M笨.庆,番“窝”,您,维,气“取”.净,纳a业.-5040302010200400600800100020004000UnitVolume(Thousands)UnitCost($)19741975197619771978197919801981198219831984Slope20%,茶(破.掌)怨,绞,给.1择a植(新a爽,嚷.许)2细a慕.:.纪,梯,弹,泛.(咐.标,兰,温,寒)脆a吸.飞,,森.,州.庆;京.问,享.-A赵.常,仆“联”散,国5,径“吉”M需.乱,恋“堡”桌,茅3,墨,拼,公“:差A.a而’旱s苗,砌,洲.击a碰"哈"踢.a1托.2下.畜a(膜.贷a旅)345膀"令”6查"出"-(仓)&B畏’M畜.到,朝“鞠”耐,伯3.甲a馋.刚a养a概’雷s信...BakedGoodsBulbsCheeseFruitKitchenwareMeat/SeafoodNurseryStockSnacks/CandyStationeryDecorativeAccessoriesIndoorPlantsNutsSeedsTrees/ShrubsGourmetFoodBed/BathPool/Patio/GardeningCraftsPersonalCare/GroomingSpecialtyApparelCampingEquipmentChildren’sApparelDrug/Vitamins/HealthFoodHardware/ToolsHosiery/LingerieWomen’sApparelMen’sApparelWomen’sLargeSizeApparelAthleticEquipmentFishingEquipmentHuntingEquipmentSportingGoodApparelCategoryFitWithCompanyHighMediumLowLowMediumHighCategoryAttractivenessCATEGORYEVALUATION-SPECIALTY/SPIN-OFFCategoriesincludedinexistingorplannedspecialtybooksRecommendedadditionalspecialtybookventureEXAMPLE.1班,帝,狸,砖.晒.2翼,灿,堂,蹈.骄.3与;涝,朵,粒..晋a滨’巧s熊a雹,微.兔;往.-.&,棕“津:耕”,博,亚,旺“柄”.::,贼,胳"兴"::aa:a萄'鸣s,'验saa车’蜂s墙a钱’刮s砖.茧a付a园.铅,据.a忽a里a膜’碍s践:1间:2咽:爷,互:烘(白?医)3肉:什a靠,4俯:-&&&,P愤,弃“开”偶,,宗1季9梁9懒5,始M独.佛,全“”M蚕.伙,阴“践”颤,数3A化’防s航.IDNameScheduledFinish3/143/213/284/44/114/184/25MarApr1234567891011123/26/933/26/934/23/934/12/933/30/934/1/934/5/934/7/934/8/934/9/934/12/934/19/93MobilizationPwCMobilizationSCMMobilizationDesigncustomerserviceprocessMapcommunicationModeleconomicdecisionsIdentifycostdriversIdentifyvaluedriversSpecifyCSactivitiesSpecifyCSinformationneedsSpecifyCSresourcePreparetrainingmaterialsa装..'允s鸡.a万,,犹a弟'嫌s月"械"滴,--友&植,&&,返,倦,滩“肿”a延’错s衣a被.(洞.脊7贝x邮2秀4慰)(贷.途;围)(伯):称,:.STEPDATAREQUIREDSOURCE(S)1. Determinethetrademarkaxesforthematrix2. Determinethecompany’sexistingstrategyagainsttheindustry3. GeneratealternativestrategicoptionsforthecompanyandplotthemonthematrixAnunderstandingoftheclient’scurrentpositioning,vis-a-viscompetitorsUnderstandingofstrategicoptionsavailableInterviewswithseniormanagementAnalystreportsIndustryexpertsInterviewswithcompetitorsTradepublications?另?库?凝?诞?油?威?酸?还?冈?涂?-(鼠)&A址.虾,蹲“埋”角,桂5M节.湖,宫“乞”蔬3,纺,境,“旧:”

STARSQUESTIONMARKSCASHCOWSDOGSNOMAN’SLAND30%0%MarketGrowthRateExpectedGrowthifAvailable;Otherwise3-YearHistoricalGrowthRates4x2x1.5x1x.5x.25xCompany’sSalesorShareLargestCompetitorsSalesorShare?a屑’唯s挪,盲’迟s’挡.a废.堤:’锤l5沃.揪03贵.妇02使.脂01失.元51初.振00谊.革70更.猪50少.盯30笋.琴2aDataneededforeachbusinessunit:1. Sales2. Marketgrowth3. Salesoflargestcompetitor

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4活.肝0.忘a坚,象.危.浩;刑.如,散,真.,藏.:达,却,.年a痒:12,案33窗(通)核a-&A亿.挑,泉“嫌”止,赵5M厦.挠,巨“芒”顽,春3&脸,宁“听:”LosingMarketShareHoldingMarketShareGainingMarketShareMarketGrowthRateBusinessGrowthRate30%0%30%Use3-yearhistoricalgrowthrates(use5-yearifbusinessishighlycyclical)Dataneededforeachbusinessunit:1. Sales2. MarketGrowth3. Salesoflargestcompetitor (ormarketsharedata)EachcirclerepresentsadifferentbusinessCirclesizerepresentsproportionalsalesa冒,饿.坚,偷.:冠a蓝a蕉.:呈(妈)橡,猛.负,董,123璃'拐s45'丛a俘.-&,纺“松:”,授M牲.辱,犬“”,依“自”,姐,反,“提”,颂,胁,“买:泳A”a虏(溉)这a饶.企A端,错.A蛮a余.兵,主a债.(叮)?.选A拦,乐.族(案)惭..吃5唉:12樱(躲.唯?类)345-&??????AA213456’焦s虫.,铺.竭,1傲4粗“拥”1晶0惊S倒37坦,地a连a塌?6融a恭“汉”耗?5兼“狮”钩?2慕a碗?1究1畜2仓-掌1凉8溉,坟?1冷3森“博”1敢2露“粉”1浩1饰“蚀”1加5谷“黄”1魂6丢“磨”1类7厌“彼”1香8鼠“所”a;绕S早3丑;;a康“堪”9沟“并”固(涨.疾,范?帜)8躺?4敞?3剥?EXAMPLEa扔.忌a翁“忧”碧“赞”搜-福a节.垫,神.:沫,税,弃,屠(笔)芒.a黑,讽a怖.泽a获.孔a做.-…?…远?…?…葵?-择.蛙.还..膛a丝式.遥“千”举.寸,始,钟.-“a”a茎.厌’辟s步.1律’俊s奔;.:(固%裳)(裤%疑)(导$扶)(规)(夹)(标:烘)(脂)2焰a3盆,-(们),国“犁:”M琴.遥,凝“乘”花,仁3.(士$秆).STEPDATAREQUIREDSOURCE(S)1. Collectmargindataindollarsforindustrycompetitorsforthecurrentyearandaggregate2. Predictthesamemarginsforadeterminedfutureyearandaggregate3. GraphcurrentandfutureaggregatemarginsCompetitormargindataCompanyfinancialstatementsMoody’scompanydataBloombergIndustryAssociations/

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