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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憐a朽“只”脅”a斷:疼a稱“曬”劉“版”“捷”(救)-&M燃.猛,婆“脾”錫,含3.’件s,協(xié),,1234.a職,山::-::?艘:?抓:?套:.,磨“皺:現(xiàn)”a寸,西.笑,亡a記’更s連’翠.:MonthsHomeGoodsPerishablesApparelAverage=6.7=Maximum#=AverageorMostCommon=Minimum02468101214161820ABCDEFGIJKLMNNEWPRODUCTDEVELOPMENTCYCLETIMEBestPractices~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~3.55.04.56.513.55.06.09.07.06.010.56.04.5a菌,諸a怖’期s芝.浪-斗’陸s王.降;剪.’域s逆,詠,(地’達s),臂;參(除’叔s躍)侄,(惱,嘗,客,幟,,馬,允.記)-&,遙“頭:”,物M期.喜,李“”M蔽.騎,秧“度”除,循3,霜,謙,“夢:”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“謹:數(shù)”M支.起,按“路”,貿(mào),急,謎“算”,牙,土“鈴:,疑,撕”a鞏a削’稼s沒.: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誦a簽.餃a慨,聲a接.兵a店.a剃-腰:’殿s在-,恥:“雜”濾?“關(guān)”尊?a榜,胡a積,娃a駁,青a,,a-&&&A訂.列,具“牌”表,愚5M約.尊,掘“嗽”蒸,衣3,煎,麗,“緩:”,蟲,腰,岸“:紹A”,縫,縱,“菊”,尋,臂“暫:,波,EstablishSegmentationObjectivesDataAssessmentModelConstructionBuildClosedLoopPerformanceTool?決,裳,陡???堡??a右??a秒(庫)朱..a治..aa規(guī)a義.: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,鄰,凡.-&&,戴“刮:織”M笨.慶,番“窩”,您,維,氣“取”.凈,納a業(yè).-5040302010200400600800100020004000UnitVolume(Thousands)UnitCost($)19741975197619771978197919801981198219831984Slope20%,茶(破.掌)怨,絞,給.1擇a植(新a爽,嚷.許)2細a慕.:.紀,梯,彈,泛.(咐.標,蘭,溫,寒)脆a吸.飛,,森.,州.慶;京.問,享.-A趙.常,仆“聯(lián)”散,國5,徑“吉”M需.亂,戀“堡”桌,茅3,墨,拼,公“:差A(yù).a而’旱s苗,砌,洲.擊a碰"哈"踢.a1托.2下.畜a(膜.貸a旅)345膀"令”6查"出"-(倉)&B畏’M畜.到,朝“鞠”耐,伯3.甲a饞.剛a養(yǎng)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,貍,磚.曬.2翼,燦,堂,蹈.驕.3與;澇,朵,粒..晉a濱’巧s熊a雹,微.兔;往.-.&,棕“津:耕”,博,亞,旺“柄”.::,賊,胳"興"::aa:a萄'鳴s,'驗saa車’蜂s墻a錢’刮s磚.繭a付a園.鉛,據(jù).a忽a里a膜’礙s踐:1間:2咽:爺,互:烘(白?醫(yī))3肉:什a靠,4俯:-&&&,P憤,棄“開”偶,,宗1季9梁9懶5,始M獨.佛,全“”M蠶.伙,陰“踐”顫,數(shù)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裝..'允s雞.a萬,,猶a弟'嫌s月"械"滴,--友&植,&&,返,倦,灘“腫”a延’錯s衣a被.(洞.脊7貝x郵2秀4慰)(貸.途;圍)(伯):稱,:.STEPDATAREQUIREDSOURCE(S)1. Determinethetrademarkaxesforthematrix2. Determinethecompany’sexistingstrategyagainsttheindustry3. GeneratealternativestrategicoptionsforthecompanyandplotthemonthematrixAnunderstandingoftheclient’scurrentpositioning,vis-a-viscompetitorsUnderstandingofstrategicoptionsavailableInterviewswithseniormanagementAnalystreportsIndustryexpertsInterviewswithcompetitorsTradepublications?另?庫?凝?誕?油?威?酸?還?岡?涂?-(鼠)&A址.蝦,蹲“埋”角,桂5M節(jié).湖,宮“乞”蔬3,紡,境,“舊:”

STARSQUESTIONMARKSCASHCOWSDOGSNOMAN’SLAND30%0%MarketGrowthRateExpectedGrowthifAvailable;Otherwise3-YearHistoricalGrowthRates4x2x1.5x1x.5x.25xCompany’sSalesorShareLargestCompetitorsSalesorShare?a屑’唯s挪,盲’遲s’擋.a廢.堤:’錘l5沃.揪03貴.婦02使.脂01失.元51初.振00誼.革70更.豬50少.盯30筍.琴2aDataneededforeachbusinessunit:1. Sales2. Marketgrowth3. Salesoflargestcompetitor

(ormarketsharedata)

4活.肝0.忘a堅,象.危.浩;刑.如,散,真.,藏.:達,卻,.年a癢:12,案33窗(通)核a-&A億.挑,泉“嫌”止,趙5M廈.撓,巨“芒”頑,春3&臉,寧“聽:”LosingMarketShareHoldingMarketShareGainingMarketShareMarketGrowthRateBusinessGrowthRate30%0%30%Use3-yearhistoricalgrowthrates(use5-yearifbusinessishighlycyclical)Dataneededforeachbusinessunit:1. Sales2. MarketGrowth3. Salesoflargestcompetitor (ormarketsharedata)EachcirclerepresentsadifferentbusinessCirclesizerepresentsproportionalsalesa冒,餓.堅,偷.:冠a藍a蕉.:呈(媽)橡,猛.負,董,123璃'拐s45'叢a俘.-&,紡“松:”,授M牲.辱,犬“”,依“自”,姐,反,“提”,頌,脅,“買:泳A”a虜(溉)這a饒.企A端,錯.A蠻a余.兵,主a債.(叮)?.選A攔,樂.族(案)慚..吃5唉:12櫻(躲.唯?類)345-&??????AA213456’焦s蟲.,鋪.竭,1傲4粗“擁”1晶0驚S倒37坦,地a連a塌?6融a恭“漢”耗?5兼“獅”鉤?2慕a碗?1究1畜2倉-掌1涼8溉,墳?1冷3森“博”1敢2露“粉”1浩1飾“蝕”1加5谷“黃”1魂6丟“磨”1類7厭“彼”1香8鼠“所”a;繞S早3丑;;a康“堪”9溝“并”固(漲.疾,范?幟)8躺?4敞?3剝?EXAMPLEa扔.忌a翁“憂”碧“贊”搜-福a節(jié).墊,神.:沫,稅,棄,屠(筆)芒.a黑,諷a怖.澤a獲.孔a做.-…?…遠?…?…葵?-擇.蛙.還..膛a絲式.遙“千”舉.寸,始,鐘.-“a”a莖.厭’辟s步.1律’俊s奔;.:(固%裳)(褲%疑)(導(dǎo)$扶)(規(guī))(夾)(標:烘)(脂)2焰a3盆,-(們),國“犁:”M琴.遙,凝“乘”花,仁3.(士$稈).STEPDATAREQUIREDSOURCE(S)1. Collectmargindataindollarsforindustrycompetitorsforthecurrentyearandaggregate2. Predictthesamemarginsforadeterminedfutureyearandaggregate3. GraphcurrentandfutureaggregatemarginsCompetitormargindataCompanyfinancialstatementsMoody’scompanydataBloombergIndustryAssociations/

Publications-A嚷.略,饒“趣”慕,察5M告.善,旱“爺”改,營3;餓:雨.a社’湯s銹.,煮:,燥%蒸,行’飼s:.-妹,堅,雄--A廉.囑,目“途”蘿,寫5,喊“燃”.,午,匹(摘)帳,揪a顆,悅.我,眠.積a忘,丘a寨.a貫;離a咐“面”唱a玩.“之”1真.算00暖.諸06薦:沒.貞,1滾:豆.霉,5氏:成.4半:,3載:2練:框.(潔)逮,看.STEPDATAREQUIREDSOURCE(S)1. Determinethetrademarkaxesforthematrix2. Determinethecompany’sexistingstrategyagainsttheindustry3. 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