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Competitive Intelligence The Art and Science of Being Competitively Minded in Today’s Dynamic Marketplaces Agenda Items Early Warning Signals/Indicators Whirlpool Case Course Evaluations Early Warning Signals Individual actions or reactions in the marketplace…showing a change
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Competitive Intelligence The Art and Science of Being Competitively Minded in Today’s Dynamic Marketplaces
Agenda Items • Early Warning Signals/Indicators • Whirlpool Case • Course Evaluations
Early Warning Signals • Individual actions or reactions in the marketplace…showing a change • Alone may indicate several futures • Together indicate a single outcome • Create time for contingencies and/or alternative actions • Based upon the 5 Whys…
The Five Whys Why did that happen? Why did that happen? An Event Happened Why did that happen? Why did that happen? Why did that happen? Use these responses to deepen your understanding of the dynamics and systems at work.
Categories of Indicators • New Players, Influencers or Competitors • Strategic Relationship opportunities • Firm strategy • Firm structure • Sales Initiatives • New Product Launches • Financial Situations
Early Warning Signals TIME FUTURE H1-2-3 TODAY
EWS: Strategy Shift • Why does a company change its strategy in the marketplace? • (new opportunity) • Potential Earnings must outweigh risk + costs • Shifts cause resources to be redeployed…what actions would you see in the marketplace regarding these shifts?
EWS: Strategic Shift • stop losses • Why could the company being losing share or profits? • Operational issues, better value, better price vs. value, distribution issues, service issues, etc. • Okay…but why from a strategy perspective? • Wrong placement, wrong read of the market, etc. • What actions would this type of company take in the marketplace prior to an announcement?
EWS: M&A or Strategic Relationship • Why does a company enter into a strategic relationship? • Gaps! • What actions will a company take prior to releasing a statement that indicate a strategic relationship is likely? • Alliance • Joint Venture • M&A or Divestiture
EWS: Bankruptcy • Why does bankruptcy occur? (outcome) • Why is a company unable to cover expenses? • Why does a company have cash flow problems? • How would you know if a company is unable to cover its expenses by its actions? • What would a company announce to the press regarding its financial issues?
EWS: Sales • What causes a company to change its sales strategy or approach? • …Change service orientation or levels? • …Compensation or Incentives to salespeople (this too can be seen at times…) • What actions are likely to be seen in the marketplace prior to the change?
EWS: Change in Operations • Why does a company change its… • Capacity? • Manufacturing Process? • Distribution Network? • Supplier Network? • What actions would be seen in the marketplace prior to an announcement?
Using EWS • Develop Competitive Analysis Outcomes & Implications • Establish EWS • Develop Contingencies or Alternative Actions • Establish Timeframes and/or Timelines
Whirlpool Global Strategy • David Whitman needs assistance in determining the best metrics to use to measure the success of the new European wide strategy. • What tools would you use to create these metrics? • What early warning indicators could there be to warn David of shifts in the marketplace?
Team One: Mike Chuck Dorothy Team Two: Marta Ed Steve Whirlpool Global Strategy
Whirlpool Global Strategy • Metrics • European Overall Market Share… • Sales Growth… • Operations’ Costs and Expenses… • Product Characteristic Comparisons for Universal Demands • What would cause Whirlpool to not meet set goals?...what actions would David see in the marketplace?
Final Project Wrap-Up • Saturday August 14th… Room 213, here… • 10 Minutes in length! I must hear from all of you in some way… • Papers are due when you present • Topics • Automotive Aftermarket Strategic Alliance • Food Franchise Distribution • Freight/Moving Company Strategic Alliance