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Full Description
Meet any business or competitive analysis challengebusiness insights and on-point recommendations that enterprise decision makers can't and won't ignore! All you need is one book: Business and Competitive Analysis, Second Edition. This generation's definitive guide to business and competitive analysis has now been thoroughly updated with additional methods, applications and examples. Craig S. Fleisher and Babette E. Bensoussan begin with a practical primer on the process and context of business and competitive analysis: how it works, how to avoid pitfalls, and how to communicate results. Next, they introduce their unique FAROUT method for choosing the right tools for each assignment. The authors then present dozens of today's most valuable analysis methods. They cover "classic" techniques, such as McKinsey 7S and industry analysis, as well as emerging techniques from multiple disciplines: economics, corporate finance, sociology, anthropology, and the intelligence and futurist communities. You'll find full chapters outlining effective analysis processes; avoiding pitfalls; communicating results; as well as drill-downs on analyzing industries, competitive positioning, business models, supply chains, strategic relationships, corporate reputation, critical success factors, driving forces, technology change, cash flow, and much more. For every method, Fleisher and Bensoussan present clear descriptions, background context, strategic rationales, strengths, weaknesses, step-by-step instructions, and references. The result is a book every analyst, strategist, and manager can rely on - in any industry, for any challenge.
Contents
Preface xxixChapter 1 Business and Competitive Analysis: Definition, Context, and Benefits 3Understanding the Terminology 4Competitive 4Strategic 5Analysis 6Intelligence 8Analysis as a Component in the Intelligence Cycle 10Competitive Analysis and Decision Making 11The Competitive Context Facing Contemporary Enterprises 13Contemporary Context Facing the Analyst 14Shifting Organizational Priorities for Analysts and Analysis 16Summary 17References 18Chapter 2 Performing the Analysis Process 22Understanding the "Customers" of Your Analysis Work 23Defining the Analysis Problem 25Identifying the Scope of the Analysis 26Intelligence Analysis at Differing Organizational Levels 31Strategic Intelligence Analysis 32Tactical Intelligence Analysis 32Operational Intelligence Analysis 33Micro Intelligence Analysis 33Evaluating the Inputs to Analysis 34Making Sense of the Analysis 37Facts 37Perceptions 38Beliefs 38Assumptions 38Projections 38Synthesis 39Infrastructure to Support the Analysis Process 39Intelligence Solutions 40Limitations of Intelligence Solutions 40Managing the Internal Network 41Developing and Managing the External Network 42Proactivity, Efficiency, and Perpetual Learning 43Summary 44Fleisher and Bensoussan's 10 Commandments for Business and Competitive Analysis 45References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46Chapter 3 Avoiding Analysis Pitfalls by Developing Analytical Fitness 48Trade-Offs Made by Analysts 48Analysis of Failure 49Failure Location 49Sources of Failure 50Four-Level Hierarchical Model of Analysis Failures 51Individual Analyst-Level Failures 53Analysis Task-Level Failures 55Internal Organizational-Level Failures 57External Environment-Level Failures 59The Movement to a New Generation of Analysis 62Overcoming the Barriers and Improving Performance through Developing Analytical Fitness 63Summary 65References 66Chapter 4 Communicating Analysis Results 69The Art of Effective Communication 69Packaging the Results of Your Analysis 71Delivering the Message 71Face-to-Face Briefings 72Written Reports and Briefings 72Presentations in Meetings, Seminars, and Workshops 72E-Mail/Instant Messaging 73Web-Based Intelligence Solutions and Systems 73Exercises and Planning Sessions 74Common Products and Reports Used by Analysts 74News Bulletins and Newsletters 74Assessments 76Competitor Profiles 76Battlecards 76Strategic Impact Worksheets 77Intelligence Briefings 77Situation Analysis 78Special Intelligence Summaries 78Creating the Report 78Communication Difficulties Faced by Analysts 79Effective Listening and Answering the Questions of Decision Makers 86Conduct Communication Follow-Up and Gather Feedback 87Pragmatic Considerations 87Summary 89References 90Chapter 5 Applying the FAROUT Method 92Applying the Techniques 94An Evaluation Scheme for Assessing the Adequacy of Tools and Techniques: FAROUT 95Using the FAROUT Rating System 98References 101Chapter 6 A Better SWOT Analysis 105Background 105Strategic Rationale and Implications 107Key Intelligence Topics and Questions 110Strengths and Advantages 111Weaknesses and Limitations 112Process for Applying the SWOT Technique 113Worksheet 119FAROUT Summary 120Related Tools and Techniques 122References 122Chapter 7 Analysis of Competing Hypotheses 123Background 123Strategic Rationale and Implications 124Key Intelligence Topics and Questions 125Strengths and Advantages 126Weaknesses and Limitations 127Process for Applying the Technique 128Step 1: Identify the Possible Hypotheses to Be Considered 128Step 2: List the Significant Evidence in Support of and Against Each Hypothesis 128Step 3: Prepare a Matrix with Hypotheses Across the Top and Evidence Down the Side 129Step 4: Refine the Matrix 130Step 5: Draw Tentative Conclusions About the Relative Likelihood of Each Hypothesis by Trying to Disprove It 131Step 6: Analyze How Sensitive Your Conclusion Is to a Few Critical Pieces of Evidence 132Step 7: Report Conclusions 132Step 8: Identify Milestones for Future Observation That May Indicate Events Are Taking a Different Course Than Expected 133Summary 133Worksheet 133FAROUT Summary 134Related Tools and Techniques 136References 136Chapter 8 Benchmarking Analysis 137Background 137Strategic Rationale and Implications 138Taxonomy of Benchmarking 139Key Intelligence Topics and Questions 143Strengths and Advantages 144Weaknesses and Limitations 145Process for Applying the Technique 147Step 1: Identify the Processes That Need to Be Benchmarked 147Step 2: Identify Performance Measures 148Step 3: Evaluate Your Own Firm's Capabilities 150Step 4: Identify Firms to Be Benchmarked 150Step 5: Conduct Research of Selected Firms 151Step 6: Analyze the Collected Data and Develop an Action Plan 152Worksheet 155FAROUT Summary 156Related Tools and Techniques 157References 157Chapter 9 Business Model Analysis 159Background 160Strategic Rationale and Implications 161The Business Model 162Classification of Business Models 164Key Intelligence Topics and Questions 167Strengths and Advantages 167Weaknesses and Limitations 168Process for Applying the Technique 168Step 1: Articulate the Value Proposition 168Step 2: Specify the Target Segment 170Step 3: Determine Competitors 170Step 4: Evaluate the Value Chain and the Cost Model 171Step 5: Evaluate the Value Network 173Step 6: Determine the Revenue Model for the Firm 174Step 7: Determine the Critical Success Factors for the Industry 175Step 8: Complete an Analysis Grid Detailing Each Element of the Business Model 175Worksheet 179FAROUT Summary 179Related Tools and Techniques 181References 181Chapter 10 Competitive Positioning Analysis 183Background 183Strategic Rationale and Implications 184Develop and Build on the Firm's Position 185Maintain and Hold the Firm's Strong Market Position 186Defend a Dominant Position 186Withdraw from a Market 186Key Intelligence Topics and Questions 187Strengths and Advantages 187Weaknesses and Limitations 188Process for Applying the Technique 189Step 1: Identify Current Strategy and Market/Product/Project Parameters 190Step 2: Conduct Analysis 192Step 3: Review Results and Formulate Positioning Strategy 193Summary 195Worksheet 197FAROUT Summary 198Related Tools and Techniques 200References 200Chapter 11 Competitor Cash Flow Analysis 202Background 202Strategic Rationale and Implications 204Key Intelligence Topics and Questions 206Strengths and Advantages 207Weaknesses and Limitations 208Processes for Applying the Technique 209Future Cash Flow Analysis 210Tip Sheet on Cash Flow Analysis 211Worksheet 218FAROUT Summary 219Related Tools and Techniques 220References 221Chapter 12 Critical Success Factors Analysis 222Background 222Strategic Rationale and Implications 224Key Intelligence Topics and Questions 229Strengths and Advantages 229Weaknesses and Limitations 230Process for Applying the Technique 231Leidecker and Bruno's Identification Techniques 232Determining Critical Success Factor Importance 236Worksheet 238FAROUT Summary 239Related Tools and Techniques 240References 241Chapter 13 Driving Forces Analysis 243Background 243Strategic Rationale and Implications 244Key Intelligence Topics and Questions 244Strengths and Advantages 245Weaknesses and Limitations 246Process for Applying the Technique 246Step 1: Identifying an Industry's DFs 247Step 2: Assessing the Impact of the DFs 250Worksheet 258FAROUT Summary 259Related Tools and Techniques 260References 261Chapter 14 Event and Timeline Analysis 263Background 263Strategic Rationale and Implications 264Key Intelligence Topics and Questions 265Strengths and Advantages 265Weaknesses and Limitations 266Process for Applying the Technique 267Plot the Target Firm's History of Key Events on a Line 267Develop a Chronological Table of Events 269Develop an Events Matrix 270Event and Causal Factors Analysis 270Worksheet 278FAROUT Summary 278Related Tools and Techniques 280References 280Chapter 15 Historiographical Analysis 282Background 282Strategic Rationale and Implications 283Key Intelligence Topics and Questions 285Strengths and Advantages 286Weaknesses and Limitations 287Process for Applying the Technique 288Step 1: Develop a General Proposition About the Analytical Target 288Step 2: Collect Primary Information 289Step 3: Collect and Relate Secondary Information 289Step 4: Cross-Reference and Select the Best Sources for the Third Draft 290Step 5: Analysis, Validation, and Reporting 290Worksheet 292FAROUT Summary 293Related Tools and Techniques 294References 295Chapter 16 Indications and Warning Analysis 296Background 296Strategic Rationale and Implications 298Key Intelligence Topics and Questions 299Strengths and Advantages 299Weaknesses and Limitations 300Process for Applying the Technique 302Step 1: Establish a Set of Indicators 302Step 2: Establish Meaning Behind Indicators 304Step 3: Validate and Rank Indicators Against Threshold Levels to Determine When Warnings Need to Be Issued 306Step 4: Determine and Recommend Appropriate Firm Responses to the Warning 307Worksheet 308FAROUT Summary 309Related Tools and Techniques 311References 311Chapter 17 Industry Fusion Analysis 313Background 313General Environment 314Operating Environment/Industry Analysis 317Internal Environment 318Strategic Rationale and Implications 318Key Intelligence Topics and Questions 320Strengths and Advantages 321Weaknesses and Limitations 322Process for Applying the Technique 323Worksheet 330FAROUT Summary 331Related Tools and Techniques 332References 332Chapter 18 Interpretation of Statistical Analysis 335Background 335Strategic Rationale and Implications 336Key Intelligence Topics and Questions 337Strengths and Advantages 338Weaknesses and Limitations 338Process for Applying the Technique 339Percentage Changes 339Percentiles and Quartiles 341Normal Distribution and Bell Curve 341Summarizing Data with One Value-Central Tendency 342Standard Deviation 344Comparing Data 345Regression Analysis 346Correlation 350P-Values 351Worksheet 351FAROUT Summary 352Related Tools and Techniques 353References 354Chapter 19 Linchpin Analysis 355Background 355Strategic Rationale and Implications 356Key Intelligence Topics and Questions 359Strengths and Advantages 360Weaknesses and Limitations 360Process for Applying the Technique 361Linchpin Assumption Sensitivity Analysis 362Process for Using Linchpin Analysis in Assessing Risk 363Worksheet 364FAROUT Summary 365Related Tools and Techniques 366References 367Chapter 20 McKinsey 7S Analysis 368Background 368Strategic Rationale and Implications 371Key Intelligence Topics and Questions 372Strengths and Advantages 373Weaknesses and Limitations 374Process for Applying the Technique 375Worksheet 381FAROUT Summary 381Related Tools and Techniques 383References 383Chapter 21 Product Line Analysis 385Background 385Strategic Rationale and Implications 386Key Intelligence Topics and Questions 386Strengths and Advantages 387Weaknesses and Limitations 388Process for Applying the Technique 389Step 1: Initial Product Audit 389Step 2: Assess the Product Relative to Its Position in the Product Life Cycle 390Worksheet 401FAROUT Summary 403Related Tools and Techniques 404References 405Chapter 22 Scenario Analysis 407Background 407Strategic Rationale and Implications 408Methods for Generating Scenarios 408Quantitative Method: Computer-Generated Econometric Model 409Qualitative Methods 409Key Intelligence Topics and Questions 411Strengths and Advantages 412Weaknesses and Limitations 413Processes for Applying the Technique 413Worksheet 421FAROUT Summary 422Related Tools and Techniques 424References 424Chapter 23 SERVO Analysis 425Background 425Strategy 426Environment 427Resources 428Values 430Organization 431Strategic Rationale and Implications 432Key Intelligence Topics and Questions 433Strengths and Advantages 434Weaknesses and Limitations 434Process for Applying the Technique 435Step 1: Evaluate the Current Performance of the Firm 435Step 2: Assess the Current Strategy and Discern Whether Change Is Necessary 436Step 3: Develop and Evaluate Strategic Options and Programs 439Worksheet 442FAROUT Summary 443Related Tools and Techniques 444References 445Chapter 24 Shadowing 447Background 447Strategic Rationale and Implications 450Key Intelligence Topics and Questions 451Strengths and Advantages 451Weaknesses and Limitations 452Process for Applying the Technique 454Team Composition 454Team Structure 455Performance Goals 455Shadowing 456Developing a Shadow Market Plan 458Mini Case Studies 461Case 1: Deregulating Utility 461Case 2: Packaged-Food Multinational 461Case 3: Ready-to-Eat Foods 461Case 4: Pharmaceutical Firm 462Worksheet 462FAROUT Summary 463Related Tools and Techniques 464References 465Chapter 25 Strategic Relationship Analysis 466Background 466Strategic Rationale and Implications 469Purposes Served by SRs 469Two Key Strategic Relationship Processes 472Key Intelligence Topics and Questions 473Strengths and Advantages 474Weaknesses and Limitations 475Process for Applying the Technique 475Studying Your Own Firm's Relationship Formation Readiness 475Studying a Rival's Relationships 478Worksheet 485FAROUT Summary 486Related Tools and Techniques 487References 488Chapter 26 Supply Chain Management (SCM) Analysis 492Background 493Strategic Rationale and Implications 494Key Intelligence Topics and Questions 496Strengths and Advantages 497Weaknesses and Limitations 498Process for Applying the Technique 499Rules and Tools 501Worksheet 507FAROUT Summary 508Related Tools and Techniques 510References 510Chapter 27 Technology Forecasting 513Background 513Strategic Rationale and Implications 515Key Intelligence Topics and Questions 518Strengths and Advantages 518Weaknesses and Limitations 519Process for Applying the Technique 5211. Expert Opinion 5222. Trend Extrapolation 5233. Growth Curves 5254. Historical Analogy 5265. Scenarios 5266. Modelling, Simulations, and Gaming 5267. Morphological Analysis 5278. Relevance Trees 5279. Monitoring 52810. Creativity Stimulators 529Using the Information 531Worksheet 535FAROUT Summary 535Related Tools and Techniques 537References 537Chapter 28 War Gaming 539Background 539Strategic Rationale and Implications 540Key Intelligence Topics and Questions 541Strengths and Advantages 542Weaknesses and Limitations 543Process for Applying the Technique 544Step 1: Is a War Game the Way to Go? 545Step 2: Getting a Business War Game Off the Ground 546Step 3: Who Should Play? 548Step 4: Preparing for Your War Game 548Step 5: Playing the Game 549Step 6: After the Game 550Worksheet 552FAROUT Summary 553Related Tools and Techniques 554References 555Chapter 29 Win/Loss Analysis 556Background 556Strategic Rationale and Implications 557Key Intelligence Topics and Questions 559Strengths and Advantages 560Weaknesses and Limitations 561Process for Applying the Technique 562Step 1: Determine the Target Segments and Identify Prospects 562Step 2: Understand Internal Cultural Issues 563Step 3: Develop the Questionnaire 563Step 4: Prepare for the Interviews 564Step 5: Conduct Interviews 564Step 6: Analyze and Interpret 565Step 7: Disseminate 565Worksheet 568FAROUT Summary 570Related Tools and Techniques 571References 571Index 573The definitive practical guide to business and competitive analysis, now fully updated: all the tools, step-by-step instructions for using them, and expert guidance on choosing the right tool for every assignment!
