1. Competitor Analysis Compaq Competitive Environment Remote Environment Apple Sony Dell gobi

4. Competitor Intelligence Pyramid Sources of Data Analysis of Data Recommendations s z a

8. Who’s Job Is It? Top Execs Department Managers Project Managers Independent Consultants Department Staff Planning & Finance Analysts

10. Future Objectives How do our goals compare to our competitors’ goals? Where will emphasis be placed in the future? What is the attitude toward risk? Competitor Analysis What drives the competitor?

11. Competitor Analysis What is the competitor doing? What can the competitor do? Future Objectives How do our goals compare to our competitors’ goals? Where will emphasis be placed in the future? What is the attitude toward risk? Current Strategy How are they currently competing? Does this strategy support changes in the competitive structure?

12. Competitor Analysis What does the competitor believe about itself and the industry? Do we assume the future will be volatile? Are we assuming stable competitive conditions? What assumptions do our competitors hold about the industry and themselves? Assumptions Future Objectives How do our goals compare to our competitors’ goals? Where will emphasis be placed in the future? What is the attitude toward risk? Current Strategy How are we currently competing? Does this strategy support changes in the competition structure?

13. Competitor Analysis What are the competitor’s capabilities? What are my competitors’ strengths and weaknesses? How do our capabilities compare to our competitors? Capabilities Future Objectives How do our goals compare to our competitors’ goals? Where will emphasis be placed in the future? What is the attitude toward risk? Current Strategy How are we currently competing? Does this strategy support changes in the competition structure? Do we assume the future will be volatile? Are we operating under a status quo? What assumptions do our competitors hold about the industry and themselves? Assumptions

14. Dynamic Head-to-Head Rivalry Response What will our competitors do in the future? Where do we have a competitive advantage? How will this change our relationship with our competition? Future Objectives How do our goals compare to our competitors’ goals? Where will emphasis be placed in the future? What is the attitude toward risk? Current Strategy How are we currently competing? Does this strategy support changes in the competition structure? Do we assume the future will be volatile? Are we operating under a status quo? What assumptions do our competitors hold about the industry and themselves? Assumptions Capabilities What are my competitors’ strengths and weaknesses? How do our capabilities compare to our competitors?

15. Strategic Group Map: Beer (Pre-light / Pre-microbrew) Dark/Full Light Low Price High Price Amber Regular Heineken Miller Bud Old Swill Guinness

16. Strategic Group Map: Beer Dark/Full Light Low Price High Price Amber Regular Old Swill Guinness Blackened Voodoo Anchor Porter Amstel Cardinal Miller Lite Bud Ice Sam Adams Bass Ale Pilsner Urquell Killian’s Red Red Wolf Amber Bock Lowenbrau Killian’s Brown Lowenbrau Dark Milwaukee’s Best Light Bud Miller