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Index
About This eBook Title Page Copyright Page Praise for the Second Edition of Business and Competitive Analysis Praise for the First Edition of Business and Competitive Analysis Dedication Page Contents Acknowledgments About the Authors Preface
How to Use the Book
Section 1: Essentials of Performing Business and Competitive Analysis
1. Business and Competitive Analysis: Definition, Context, and Benefits
Understanding the Terminology
Competitive Strategic Analysis Intelligence
Analysis as a Component in the Intelligence Cycle Competitive Analysis and Decision Making
The Competitive Context Facing Contemporary Enterprises Contemporary Context Facing the Analyst
Shifting Organizational Priorities for Analysts and Analysis Summary References Endnotes
2. Performing the Analysis Process
Understanding the “Customers” of Your Analysis Work
Defining the Analysis Problem Identifying the Scope of the Analysis
Intelligence Analysis at Differing Organizational Levels
Strategic Intelligence Analysis Tactical Intelligence Analysis Operational Intelligence Analysis Micro Intelligence Analysis
Evaluating the Inputs to Analysis Making Sense of the Analysis
Facts Perceptions Beliefs Assumptions Projections Synthesis
Infrastructure to Support the Analysis Process
Intelligence Solutions Limitations of Intelligence Solutions Managing the Internal Network Developing and Managing the External Network Proactivity, Efficiency, and Perpetual Learning
Summary
Fleisher and Bensoussan’s 10 Commandments for Business and Competitive Analysis
References Endnotes
3. Avoiding Analysis Pitfalls by Developing Analytical Fitness
Trade-Offs Made by Analysts Analysis of Failure
Failure Location Sources of Failure
Four-Level Hierarchical Model of Analysis Failures
Individual Analyst-Level Failures Analysis Task-Level Failures Internal Organizational-Level Failures External Environment-Level Failures
The Movement to a New Generation of Analysis Overcoming the Barriers and Improving Performance through Developing Analytical Fitness Summary References Endnotes
4. Communicating Analysis Results
The Art of Effective Communication Packaging the Results of Your Analysis Delivering the Message
Face-to-Face Briefings Written Reports and Briefings Presentations in Meetings, Seminars, and Workshops E-Mail/Instant Messaging Web-Based Intelligence Solutions and Systems Exercises and Planning Sessions
Common Products and Reports Used by Analysts
News Bulletins and Newsletters Assessments Competitor Profiles Battlecards Strategic Impact Worksheets Intelligence Briefings Situation Analysis Special Intelligence Summaries
Creating the Report Communication Difficulties Faced by Analysts Effective Listening and Answering the Questions of Decision Makers Conduct Communication Follow-Up and Gather Feedback Pragmatic Considerations Summary References Endnotes
5. Applying the FAROUT Method
Applying the Techniques An Evaluation Scheme for Assessing the Adequacy of Tools and Techniques: FAROUT
Using the FAROUT Rating System
References Endnotes
Section II: New and Classic Methods of Business and Competitive Analysis
6. A Better SWOT Analysis
Background Strategic Rationale and Implications Key Intelligence Topics and Questions Strengths and Advantages Weaknesses and Limitations Process for Applying the SWOT Technique Worksheet FAROUT Summary Related Tools and Techniques References
7. Analysis of Competing Hypotheses
Background Strategic Rationale and Implications Key Intelligence Topics and Questions Strengths and Advantages Weaknesses and Limitations Process for Applying the Technique
Step 1: Identify the Possible Hypotheses to Be Considered Step 2: List the Significant Evidence in Support of and Against Each Hypothesis Step 3: Prepare a Matrix with Hypotheses Across the Top and Evidence Down the Side Step 4: Refine the Matrix Step 5: Draw Tentative Conclusions About the Relative Likelihood of Each Hypothesis by Trying to Disprove It Step 6: Analyze How Sensitive Your Conclusion Is to a Few Critical Pieces of Evidence Step 7: Report Conclusions Step 8: Identify Milestones for Future Observation That May Indicate Events Are Taking a Different Course Than Expected
Summary Worksheet FAROUT Summary Related Tools and Techniques References
8. Benchmarking Analysis
Background Strategic Rationale and Implications
Taxonomy of Benchmarking
Key Intelligence Topics and Questions Strengths and Advantages Weaknesses and Limitations Process for Applying the Technique
Step 1: Identify the Processes That Need to Be Benchmarked Step 2: Identify Performance Measures Step 3: Evaluate Your Own Firm’s Capabilities Step 4: Identify Firms to Be Benchmarked Step 5: Conduct Research of Selected Firms Step 6: Analyze the Collected Data and Develop an Action Plan
Worksheet FAROUT Summary Related Tools and Techniques References
9. Business Model Analysis
Background Strategic Rationale and Implications
The Business Model Classification of Business Models
Key Intelligence Topics and Questions Strengths and Advantages Weaknesses and Limitations Process for Applying the Technique
Step 1: Articulate the Value Proposition Step 2: Specify the Target Segment Step 3: Determine Competitors Step 4: Evaluate the Value Chain and the Cost Model Step 5: Evaluate the Value Network Step 6: Determine the Revenue Model for the Firm Step 7: Determine the Critical Success Factors for the Industry Step 8: Complete an Analysis Grid Detailing Each Element of the Business Model
Worksheet FAROUT Summary Related Tools and Techniques References
10. Competitive Positioning Analysis
Background Strategic Rationale and Implications
Develop and Build on the Firm’s Position Maintain and Hold the Firm’s Strong Market Position Defend a Dominant Position Withdraw from a Market
Key Intelligence Topics and Questions Strengths and Advantages Weaknesses and Limitations Process for Applying the Technique
Step 1: Identify Current Strategy and Market/Product/Project Parameters Step 2: Conduct Analysis Step 3: Review Results and Formulate Positioning Strategy
Summary Worksheet FAROUT Summary Related Tools and Techniques References Endnotes
11. Competitor Cash Flow Analysis
Background Strategic Rationale and Implications Key Intelligence Topics and Questions Strengths and Advantages Weaknesses and Limitations Processes for Applying the Technique
Future Cash Flow Analysis Tip Sheet on Cash Flow Analysis
Worksheet FAROUT Summary Related Tools and Techniques References
12. Critical Success Factors Analysis
Background Strategic Rationale and Implications Key Intelligence Topics and Questions Strengths and Advantages Weaknesses and Limitations Process for Applying the Technique
Leidecker and Bruno’s Identification Techniques Determining Critical Success Factor Importance
Worksheet FAROUT Summary Related Tools and Techniques References Endnotes
13. Driving Forces Analysis
Background Strategic Rationale and Implications Key Intelligence Topics and Questions Strengths and Advantages Weaknesses and Limitations Process for Applying the Technique
Step 1: Identifying an Industry’s DFs Step 2: Assessing the Impact of the DFs
Worksheet FAROUT Summary Related Tools and Techniques References Endnotes
14. Event and Timeline Analysis
Background Strategic Rationale and Implications Key Intelligence Topics and Questions Strengths and Advantages Weaknesses and Limitations Process for Applying the Technique
Plot the Target Firm’s History of Key Events on a Line Develop a Chronological Table of Events Develop an Events Matrix Event and Causal Factors Analysis
Worksheet FAROUT Summary Related Tools and Techniques References Endnotes
15. Historiographical Analysis
Background Strategic Rationale and Implications Key Intelligence Topics and Questions Strengths and Advantages Weaknesses and Limitations Process for Applying the Technique
Step 1: Develop a General Proposition About the Analytical Target Step 2: Collect Primary Information Step 3: Collect and Relate Secondary Information Step 4: Cross-Reference and Select the Best Sources for the Third Draft Step 5: Analysis, Validation, and Reporting
Worksheet FAROUT Summary Related Tools and Techniques References
16. Indications and Warning Analysis
Background Strategic Rationale and Implications Key Intelligence Topics and Questions Strengths and Advantages Weaknesses and Limitations Process for Applying the Technique
Step 1: Establish a Set of Indicators Step 2: Establish Meaning Behind Indicators Step 3: Validate and Rank Indicators Against Threshold Levels to Determine When Warnings Need to Be Issued Step 4: Determine and Recommend Appropriate Firm Responses to the Warning
Worksheet FAROUT Summary Related Tools and Techniques References Endnotes
17. Industry Fusion Analysis
Background
General Environment Operating Environment/Industry Analysis Internal Environment
Strategic Rationale and Implications Key Intelligence Topics and Questions Strengths and Advantages Weaknesses and Limitations Process for Applying the Technique Worksheet FAROUT Summary Related Tools and Techniques References
18. Interpretation of Statistical Analysis
Background Strategic Rationale and Implications Key Intelligence Topics and Questions Strengths and Advantages Weaknesses and Limitations Process for Applying the Technique
Percentage Changes Percentiles and Quartiles Normal Distribution and Bell Curve Summarizing Data with One Value—Central Tendency Standard Deviation Comparing Data Regression Analysis Correlation P-Values
Worksheet FAROUT Summary Related Tools and Techniques References
19. Linchpin Analysis
Background Strategic Rationale and Implications Key Intelligence Topics and Questions Strengths and Advantages Weaknesses and Limitations Process for Applying the Technique
Linchpin Assumption Sensitivity Analysis Process for Using Linchpin Analysis in Assessing Risk
Worksheet FAROUT Summary Related Tools and Techniques References
20. McKinsey 7S Analysis
Background Strategic Rationale and Implications Key Intelligence Topics and Questions Strengths and Advantages Weaknesses and Limitations Process for Applying the Technique Worksheet FAROUT Summary Related Tools and Techniques References Endnotes
21. Product Line Analysis
Background Strategic Rationale and Implications Key Intelligence Topics and Questions Strengths and Advantages Weaknesses and Limitations Process for Applying the Technique
Step 1: Initial Product Audit Step 2: Assess the Product Relative to Its Position in the Product Life Cycle
Worksheet FAROUT Summary Related Tools and Techniques References Endnotes
22. Scenario Analysis
Background Strategic Rationale and Implications
Methods for Generating Scenarios Quantitative Method: Computer-Generated Econometric Model Qualitative Methods
Key Intelligence Topics and Questions Strengths and Advantages Weaknesses and Limitations Processes for Applying the Technique Worksheet FAROUT Summary Related Tools and Techniques References
23. SERVO Analysis
Background
Strategy Environment Resources Values Organization
Strategic Rationale and Implications Key Intelligence Topics and Questions Strengths and Advantages Weaknesses and Limitations Process for Applying the Technique
Step 1: Evaluate the Current Performance of the Firm Step 2: Assess the Current Strategy and Discern Whether Change Is Necessary Step 3: Develop and Evaluate Strategic Options and Programs
Worksheet FAROUT Summary Related Tools and Techniques References Endnotes
24. Shadowing
Background Strategic Rationale and Implications Key Intelligence Topics and Questions Strengths and Advantages Weaknesses and Limitations Process for Applying the Technique
Team Composition Team Structure Performance Goals Shadowing Developing a Shadow Market Plan
Mini Case Studies
Case 1: Deregulating Utility Case 2: Packaged-Food Multinational Case 3: Ready-to-Eat Foods Case 4: Pharmaceutical Firm
Worksheet FAROUT Summary Related Tools and Techniques References
25. Strategic Relationship Analysis
Background Strategic Rationale and Implications
Purposes Served by SRs Two Key Strategic Relationship Processes
Key Intelligence Topics and Questions Strengths and Advantages Weaknesses and Limitations Process for Applying the Technique
Studying Your Own Firm’s Relationship Formation Readiness Studying a Rival’s Relationships
Worksheet FAROUT Summary Related Tools and Techniques References Endnotes
26. Supply Chain Management (SCM) Analysis
Background Strategic Rationale and Implications Key Intelligence Topics and Questions Strengths and Advantages Weaknesses and Limitations Process for Applying the Technique
Rules and Tools
Worksheet FAROUT Summary Related Tools and Techniques References Endnotes
27. Technology Forecasting
Background Strategic Rationale and Implications Key Intelligence Topics and Questions Strengths and Advantages Weaknesses and Limitations Process for Applying the Technique
1. Expert Opinion 2. Trend Extrapolation 3. Growth Curves 4. Historical Analogy 5. Scenarios 6. Modelling, Simulations, and Gaming 7. Morphological Analysis 8. Relevance Trees 9. Monitoring 10. Creativity Stimulators
Using the Information Worksheet FAROUT Summary Related Tools and Techniques References
28. War Gaming
Background Strategic Rationale and Implications Key Intelligence Topics and Questions Strengths and Advantages Weaknesses and Limitations Process for Applying the Technique
Step 1: Is a War Game the Way to Go? Step 2: Getting a Business War Game Off the Ground Step 3: Who Should Play? Step 4: Preparing for Your War Game Step 5: Playing the Game Step 6: After the Game
Worksheet FAROUT Summary Related Tools and Techniques References
29. Win/Loss Analysis
Background Strategic Rationale and Implications Key Intelligence Topics and Questions Strengths and Advantages Weaknesses and Limitations Process for Applying the Technique
Step 1: Determine the Target Segments and Identify Prospects Step 2: Understand Internal Cultural Issues Step 3: Develop the Questionnaire Step 4: Prepare for the Interviews Step 5: Conduct Interviews Step 6: Analyze and Interpret Step 7: Disseminate
Worksheet FAROUT Summary Related Tools and Techniques References
Index
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