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1. Where we started Share price Debt ROA Capacity Utilization

2. Cost Leadership Differentiation Strategy Maximize Market Value Maintain market share of 20% Update Existing Product Lines Expand Product Portfolio

3. Evolution of Firm D’s Strategy – Era 1 Periods 0 – 5 Economic trends GDP Gas price

4. Evolution of Firm D’s Strategy – Era 1 Products Performance of existing product lines Expansion of product portfolio Main target groups Detonka Delite Defy Dope

5. Evolution of Firm D’s Strategy – Era 2 Period 6 Wake-up call Cutting costs Marketing Operations

6. Evolution of Firm D’s Strategy – Era 2 Margins Failure to recognize costs Restructuring of the team Functional layout

7. Evolution of Firm D’s Strategy – Era 3 Periods 7 – 10 Getting it right Manage inventories and margins Dope Gas price Downgrading the Delite

8. Where we finished Share price Debt ROA Capacity Utilization

9. $50 to $9 and almost back again Inventory management First-mover advantage Understanding price sensitivity