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JHU Competitive Analysis Presentation

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These are the slides on my favorite competitive analysis frameworks that I presented in my recent guest lecture at Johns Hopkins University

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JHU Competitive Analysis Presentation

  1. 1. Guest Lecture: Competitive Analysis August Jackson august (at) augustjackson (dot) net http://www.augustjackson.net http://www.twitter.com/8of12
  2. 2. Your Guest Lecturer Web 2.0 Open Source Intelligence RSS
  3. 3. Where are we? <ul><li>Focus </li></ul><ul><li>Gather </li></ul><ul><li>Analyze </li></ul><ul><li>Apply </li></ul><ul><li>Decisions </li></ul><ul><li>Assumptions </li></ul><ul><li>Unknowns </li></ul><ul><li>Intelligence Questions </li></ul><ul><li>Indicators </li></ul><ul><li>Sources </li></ul><ul><li>Analysis </li></ul>
  4. 4. Analytical Process
  5. 5. Choosing analytical frameworks
  6. 6. How I choose: begin with the end in mind
  7. 8. FAROUT to evaluate analytical frameworks Analytical Method Future Orientation Accuracy Resource-Efficiency Objectivity Usefulness Timeliness Stakeholder Analysis Present to short-term Medium Medium Medium Medium Medium to high Business Screening Matrix Present to short-term Low to medium Medium Low Medium Medium SWOT/TOWS Present to short-term Medium Medium Low to Medium Medium to high Medium to high Industry Analysis Present Medium Medium to high Medium Medium to high Medium Scenario Analysis Long-term Medium to high Low to medium Medium Medium to high Low to medium Win/Loss Analysis Present Medium to high Low Low to Medium Medium to high Low
  8. 9. Strategic analysis: STEEP and PEST <ul><li>STEEP </li></ul><ul><li>Social </li></ul><ul><li>Technological </li></ul><ul><li>Economic </li></ul><ul><li>Environmental </li></ul><ul><li>Political </li></ul><ul><li>PEST </li></ul><ul><li>Political </li></ul><ul><li>Economic </li></ul><ul><li>Social </li></ul><ul><li>Technological </li></ul>Analytical Method Future Orientation Accuracy Resource-Efficiency Objectivity Usefulness Timeliness STEEP Long-term Medium High Medium Medium High PEST Long-term Medium High Medium Medium High
  9. 10. STEEP example: beer Adapted from Garland, Eric (2007). Future, Inc: How Businesses can Anticipate and Profit from What’s Next Peck, Garrett (2009). The Prohibition Hangover: Alcohol in America from Demon Rum to Cult Cabernet . Social Technological Economic Environmental Political <ul><li>Drink preferences for Millenials trend towards cocktails </li></ul><ul><li>“ Hipster” adoption of down market brands such as PBR </li></ul><ul><li>Biotechnology contributions to fermentation </li></ul><ul><li>New packaging technologies </li></ul><ul><li>Reduction in disposable income in the West </li></ul><ul><li>Growing affluence and income in China, India and Brazil </li></ul><ul><li>Climate change impact on growing wheat, barley and hops </li></ul><ul><li>Conflicts over access to water for agriculture </li></ul><ul><li>Current debate on lowering US drinking age to 18 </li></ul><ul><li>US Government budget deficit and search for new income sources </li></ul>
  10. 11. Market analysis: market trend analysis Diffusion of Innovation Theory “ Where are we on this curve?” Analytical Method Future Orientation Accuracy Resource-Efficiency Objectivity Usefulness Timeliness Market Trend Analysis Short-term Medium High High Low High
  11. 12. Market analysis: market trend analysis Gartner Hype Cycle
  12. 13. Market analysis: disruptive technology model “ Is there a technology out there that can disrupt out market?”
  13. 14. Market analysis: drivers and inhibitors <ul><li>Drivers </li></ul><ul><li>Factors that motivate adoption, growth </li></ul><ul><li>Technological change </li></ul><ul><li>Value drivers for customers </li></ul><ul><li>Inhibitors </li></ul><ul><li>Factors preventing adoption </li></ul><ul><li>Customer switching costs </li></ul><ul><li>Steep knowledge or experience curve </li></ul><ul><li>Uncertainty </li></ul>
  14. 15. Industry analysis: Porter five forces Analytical Method Future Orientation Accuracy Resource-Efficiency Objectivity Usefulness Timeliness Five Forces Present to short-term Medium to High High Low Medium Medium
  15. 16. Five forces example: defend low entry barriers <ul><li>Barriers to Entry </li></ul><ul><li>High entry costs </li></ul><ul><li>High customer switching costs </li></ul><ul><li>Established brands and differentiation </li></ul><ul><li>Regulation </li></ul><ul><li>Strategies to Defend Entry </li></ul><ul><li>Keep prices low </li></ul><ul><li>Regulatory rent-seeking </li></ul><ul><li>Long-term exclusive contracts with customers and distributors </li></ul>
  16. 17. Industry analysis: value net analysis Your Firm Competitors Complementors Suppliers Customers Analytical Method Future Orientation Accuracy Resource-Efficiency Objectivity Usefulness Timeliness Five Forces Present to short-term Medium to High High Low Medium Medium
  17. 18. Industry analysis: value net analysis Example: Google, AT&T, Verizon Wireless and the FCC in the 2008 700 MHz Wireless Spectrum Auction
  18. 19. Company analysis: business screening matrices Analytical Method Future Orientation Accuracy Resource-Efficiency Objectivity Usefulness Timeliness Business Screening Matrix Present to short-term Low to medium Medium Low Medium Medium
  19. 20. Business attractiveness screening matrix Business Attractiveness Industry Attractiveness High Medium Low High Invest to grow the business Invest selectively, expand where feasible Focus on income potential Medium Invest selectively, expand where feasible Develop selectively for income potential Harvest or divest Low Develop selectively and grow on strengths Evaluate harvesting these businesses Divest
  20. 21. Company analysis: SWOT Analytical Method Future Orientation Accuracy Resource-Efficiency Objectivity Usefulness Timeliness SWOT/TOWS Present to short-term Medium Medium Low to Medium Medium to high Medium to high
  21. 22. Company analysis: TOWS

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