A presentation I did for Portland Chapter of PDMA in July 2009

1. The Importance of Being Competitive By: Roger Hicks July 2009 [email_address] Prepared for Portland Chapter of PDMA

3. Competitive Analysis and The Product Lifecycle Situation Assessment Product Development Product Introduction Ongoing Operations Company Objectives Market Characteristics

5. Summarizing the Situation Competitor A Competitor B Competitor C Your Company Brand Position Target Customers Marketing Initiatives Product Strength Channel Strength Supplier Strengths Financial Situation

8. Developing the Solution Factor 1 Factor 4 Factor 5 … Factor n Factor 2 Factor 3 Low High Value Competitor A Competitor B Competitor C Each competitor has a distinctive customer value curve based on its’ choice of the key strategic factors to focus on to achieve success Note: based on principles from “Blue Ocean Strategy”

9. Competing on Total Value Included Features and Performance Integration into a total solution Encouragement of Loyalty and Good Will Company Value Experience Value Basic Value Less might be more How the pieces go together adds value that’s hard to measure directly Benefits of a reinforcing system of developing and selling product What is the extra value of a superior understanding of all the competitive factors? Potential Value Them US