Road Mapping 3b

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Road Mapping 3b

  1. 1. Case III - Core Competencies & Strategic Roadmapping <ul><li>Case IIIB - Roadmapping </li></ul><ul><li>Problem Statement : Your Team has been hired by the Chief Technical Officer (CTO) of your chosen company. You have already completed the Products, Customer Needs, Competitive Advantage Matrix in Case IIIA. Using this and other information, construct the following 4 maps: (You will need to think about and propose to the CTO what will be needed to gain a sustainable competitive advantage for the next 5 years – products, services, technologies, & business processes. </li></ul><ul><ul><li>Customer Product Profile Map - (2008 to 2013) </li></ul></ul><ul><ul><li>Product Road Map - (2008 to 2013) </li></ul></ul><ul><ul><li>Core & Enabling Technology Map – (2008 to 2013) </li></ul></ul><ul><ul><li>Competitive Sourcing Map – (2008 to 2013) </li></ul></ul><ul><ul><ul><li>(Make assumptions as necessary) </li></ul></ul></ul><ul><li>Due week of Lecture 6 </li></ul>EMT 714, Module 4, Fall 2008 Slide of 39 © 2008 Murrae J. Bowden
  2. 2. EMT 714, Module 4, Fall 2008 Slide of 39 © 2008 Murrae J. Bowden Case IIIB Core Competency & Technology Roadmapping - 10 Points ANALYSIS FACTOR Evaluation 1.Customer Product/Service Profile Map – Customer needs well defined, competitive position clearly defined, logically constructed 2 2. Product/Service Evolution Map – Axis correctly labeled, radical product shown, properly constructed, Proper mix of new products/services 3 3. Core/Enabling Technology Map – map/axis correctly labeled, core & enabling tech’s. identified and included correctly, properly constructed and logical 2 4. Competitive Sourcing Map - Correct technologies and business processes identified, map properly constructed, competitive sourcing logical. 1 5. Overall clarity of thought & and professional quality/Presentation 2 Final Point Grade 10
  3. 3. EMT 714, Module 4, Fall 2008 Slide of 39 © 2008 Murrae J. Bowden Strategic Roadmapping Process Flow Diagram (A process for developing your technology strategy) <ul><li>THE NOW </li></ul><ul><li>Products </li></ul><ul><li>Services </li></ul><ul><li>Core & Enabling Technologies </li></ul><ul><li>Core competencies </li></ul><ul><li>Key customer needs </li></ul><ul><li>Competitive advantage gained </li></ul><ul><li>How technology delivers competitive advantage </li></ul><ul><li>Gaps - FUTURE </li></ul><ul><li>THE FUTURE </li></ul><ul><li>Key future customer needs defined. (Some current ones may be still relevant) </li></ul><ul><li>Units of each customer need defined, e.g., weight, size, etc. </li></ul><ul><li>How they are expected to change over time –’08-13’ </li></ul><ul><li>Competitor defined along with relative competitive position </li></ul><ul><li>Definitions of customer needs required </li></ul><ul><li>THE FUTURE </li></ul><ul><li>How the product line will evolve over time in response to customer need </li></ul><ul><li>New platforms </li></ul><ul><li>Breakthroughs </li></ul><ul><li>Relative value of each offering </li></ul><ul><li>Competitor’s current offerings for 2008. </li></ul><ul><li>THE FUTURE </li></ul><ul><li>Core & Enabling technologies needed to develop & deliver future products & </li></ul><ul><li>services to gain a sustainable competitive advantage </li></ul><ul><li>Contrast current level of capability with capability of competitor </li></ul><ul><li>Expected competitive position relative to your competitor 5 years hence </li></ul><ul><li>Technology maturity of each technology </li></ul><ul><li>Units of each defined </li></ul><ul><li>THE FUTURE </li></ul><ul><li>Strategy to source technologies, processes & capability to meet future product needs (Map 3) </li></ul><ul><li>internally or externally sourced. </li></ul><ul><li>Level of tech. maturity for each relative to your competitor </li></ul>1 2 3 4 5 Strategic Roadmapping Framework Customer Product Profile Map Product Generation/ Evolution Map Core & Enabling Technology Map Competitive Sourcing Map
  4. 4. EMT 714, Module 3, Fall 2008 11/04/08 Slide of 135 © 2008, Murrae J. Bowden Online Bill Payment Including EBPP L L H H H H L L H H L L H H L L H H Easy Access to Financial Portfolio Anytime, Anywhere Access Customer Service Real Time Transactions Wealth/Financial Management L L H H Financial Analysis Chase CitiBank L L 02 H L Customer Need Competitive Position Importance to Customer 2002 2007 1. CUSTOMER PRODUCT/PROFILE MAP 02 02 02 02 02 02 02 02 02 02 02 02 02 07 07 07 07 07 07 07 07 07 07 07 07 07 07 02 07 02 07
  5. 5. EMT 714, Module 3, Fall 2008 11/04/08 Slide of 135 © 2008, Murrae J. Bowden High Low Ease of Use Relevant Search Results Fast Response Limited Ads Availability Identify Vendor-Paid Ads/Results 2004 2009 G 09 G 04 Y 04 Y 09 = G o o g l e = Yahoo G 04 G 04 G 04 G 04 G 04 G 04 Y 04 Y 04 Y 04 Y 04 Y 04 Y 04 Y 09 Y 09 Y 09 Y 09 Y 09 Y 09 G 09 G 09 G 09 G 09 G 09 G 09 High Importance = Low Importance = 1.Customer Product/Profile Map Customer Need Competitive Position Importance to Customer
  6. 6. Maps and Mapping 2. Product Roadmap - Example EMT 714, Module 3, Fall 2008 11/04/08 Slide of 135 © 2008, Murrae J. Bowden Star C400 S3 S4 S5A S5 P2 P3 Plus P5 C240 C410 C330 C335 S3A C320 C300 C200 C210 C325 C310 C315 Tuff Vac 40 F F Series F9X F11X F12X F9 F11 F12 Price/Features Price/Features High Low High Low Coolidge Fillmore New Product Platform Discontinued TIME New Platform Active Product 2005 1990 1995 2000 Future Past VALUE VALUE Map Constructed in 2000 by Coolidge Co. Cx CX
  7. 7. EMT 714, Module 3, Fall 2008 11/04/08 Slide of 135 © 2008, Murrae J. Bowden 2.Product Road Map - Example Price/Features Price/Features High Low High Low Intel* AMD** New Product Platform Discontinued TIME New Platform Active Product 2007 2002 Celeron Pentium 4 Pentium 4x Xeon I Itanium Athlon 4 Athlon MP Opteron Athlon XP BioChip Key Pentium – Desktop/Laptop Microprocessor – 4x includes LAN/Wireless And low power applications Xeon – Mid-class server processor Itanium – Network class processor Biochip – Next generation, incorporating cellular transistors and LAN Celeron – Desktop/Laptop processor replacing Pentium II Opteron-Microprocessor designed for the mid-class server market Athlon – Microprocessor for mid-class server, desktop and low power Pentium 5 Athlon 4x Athlon MPx Athlon XPx Source for product information: *www.intel.com **www.amd.com Xeon II Xeon III Pentium 5X Opteron X Athlon 4x Athlon MPx Athlon XPx Opteron X Athlon 4x Athlon MPx Athlon XPx 2005 2006 2003 2004 Itanium II Itanium III ItaniumX
  8. 8. EMT 714, Module 4, Fall 2008 Slide of 39 © 2008 Murrae J. Bowden 3. Core & Enabling Technology Map Tech. Maturity Advanced Search Algorithms IT Infrastructure & Reliability Management Software Engineering Web Design & User Interface Security Technology Skills for G o o g l e Competitive Position L H L H L H L H G 04 Y 09 Y 04 G 09 Y 04 G 04 G 04 G 04 G 04 Y 04 Y 04 Y 04 Y 09 Y 09 Y 09 Y 09 G 09 G 09 G 09 G 09 G 09 G 04 Y 04 Y 09 = G o o g l e = Yahoo L H Cluster Management G 04 Y 04 Y 09 G 09 L H High Skill = Low Skill =
  9. 9. EMT 714, Module 3, Fall 2008 11/04/08 Slide of 135 © 2008, Murrae J. Bowden 3. Kodak : Digital Camera Core/Enabling Technology Map Image Sensor Technology Optics Firmware / Embedded OS Digital Image Processing (Compression Algorithms) Memory Storage Tech. Maturity Technology Skills for Kodak Competitive Position L H L H L H L H L H Kodak 00 00 Best competitor 05 05 05 05 05 05 05 05 05 05 05 05 00 00 00 00 00 00 00 00 00 00
  10. 10. 4. Competitive Source Map EMT 714, Module 4, Fall 2008 Slide of 39 © 2008 Murrae J. Bowden Clot Acting Mature* Growing* Embryonic* Internal External SOURCE Blood Collection Co. Competitor * State of technology within your company or that of a competitor Serum Separation Process Tech Process Tech Clot Acting Serum Separation
  11. 11. EMT 714, Module 4, Fall 2008 Slide of 39 © 2008 Murrae J. Bowden 4.Competitive Source Map (Eg) Mature Growing Embryonic Internal External SOURCE Advanced Search Algorithms Software Engineering Advanced Search Algorithms Software Engineering IT Infrastructure Mgmt IT Infrastructure Mgmt Web Design Web Design Cluster Management Cluster Management Security Security
  12. 12. NOTES

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