GIL Silicon Valley 2012 J. Kevin Mann, Manager, Market Insights, Competitive Intelligence, IBM Developing Strategy from Competitive Intelligence

Transcription

1 GIL Silicon Valley 2012 J. Kevin Mann, Manager, Market Insights, Competitive Intelligence, IBM Developing Strategy from Competitive Intelligence Key Take-Aways: Understand your high ground, and how you are differentiated Engage with senior leaders on competitive high ground Assess strategy earthquakes for opportunities and threats

2 Developing Strategy from Competitive Intelligence J. Kevin Mann Manager, Competitive Intelligence IBM Corporation Please view in Slide Show mode 2

3 Strategic Action Focus Strategic Action: Significant action to improve competitive position or performance 3

4 High Ground Machu Picchu ~1400 AD Elevation 7,970 ft 4

5 High Ground High ground is how you sustainably meet customer needs with excellence Planned in advance Usually requires a decision and effort to achieve it, but can also happen organically over time Improves over time Advantages increase the longer you occupy the position Differentiated from competitors Becomes identified with your company Note: This idea is very similar to core competencies. 5

6 Signs of Success Growth Innovation Earning Longevity 6

7 What if this was one company? 7

8 Renren Real-name Social Network Online video sharing Collective purchasing deals Online games 8

9 Renren We revolutionize the way that users connect, communicate, entertain, and shop in China because we have: The leading real-name social network Online social gaming Video sharing and blogging Collective purchasing Note: this strategic summary was prepared for discussion at GIL 2012, it has not been reviewed or approved by company management. 9

10 Gaggenau Gaggenau winning IF Communications Design Award Gold Operating since Germany High-end kitchen appliances, acquired by Bosch 10

11 Gaggenau We help customers have a stylish, state-of-the-art kitchen because we have: Design excellence Innovative technology Quality manufacturing Note: this strategic summary was prepared for discussion at GIL 2012, it has not been reviewed or approved by company management. 11

12 Hard Lesson We provide software appl. developers an enterprise platform with: Reliability Security Support We provide software appl. developers a popular platform with: Performance Ease-of-use Large ecosystem Note: this strategic summary was prepared for discussion at GIL 2012, it has not been reviewed or approved by company management. 12

13 Caterpillar Operating since USA Market leader, high growth, admired company 13

14 Caterpillar We help customers succeed by providing equipment with the lowest overall owning and operating life-cycle cost, because we: Excel at product development Have a superior distribution system Support our customers Note: this strategic summary was prepared for discussion at GIL 2012, it has not been reviewed or approved by company management. 14

15 Group Exercise As a group, at your table, write a high ground statement for one of the following companies: Starbucks Ben & Jerry s American Express Walt Disney Boeing United Parcel Service Caterpillar High Ground We help customers succeed by providing equipment with the lowest overall owning and operating life-cycle cost, because we: Excel at product development Have a superior distribution system Support our customers 15

16 Strategy Earthquakes Digitally Connected relationships based on being always on and using social networks Telepresence projecting yourself into another physical location (Cisco / Polycom / Remote Pilots) Robotics machine sensing and control autonomous vehicles, robotic medical devices Globalization companies operating more and more globally over time Note your industry might have different earthquakes 16

17 Strategy x Earthquakes Caterpillar High Ground x Earthquakes Table Earthquakes High Ground Digitally Connected Globalization Telepresence Robotics Lowest overall owning and operating cost Product development Distribution System Help customers succeed 17

18 Strategy x Earthquakes Caterpillar High Ground x Earthquakes Table High Ground Digitally Connected Earthquakes Robotics Lowest overall owning Remote Reduce and operating cost operator skill level Product development Distribution System Help customers succeed Remote diagnostics Customer dialogue Remote operator Access to experts New capabilities Telepresence Globalization Note: this strategic summary was prepared for discussion at GIL 2012, it has not been reviewed or approved by company management. 18

19 Nisiyama Onsen Keiunkan Operating since 705 AD -- Japan Oldest business in the world 19

20 Nisiyama Onsen Keiunkan We help customers relax, recharge, and restore their health, because we have: A beautiful setting with hot spring pools A luxurious facility, designed for relaxation And traditional hospitality Note: this strategic summary was prepared for discussion at GIL 2012, it has not been reviewed or approved by company management. 20

21 Ypióca Group Caipirinha Operating since Brazil Brazilian traditional manufacturer of cachaça 21

22 Ypióca Group We help customers enjoy life with a Brazilian flair, because we provide: Drinks with style to match Brazilian tastes Made with the best quality control From a company that supports the community Note: this strategic summary was prepared for discussion at GIL 2012, it has not been reviewed or approved by company management. 22

23 Group Exercise Share one strategy earthquake that you have to deal with in your business soon, and why it s important for your company. 23

24 HSBC HSBC provides a comprehensive range of financial services: personal financial services; commercial banking; corporate, investment banking and markets; private banking; and other activities. Operating since 1850 Hong Kong Universal Bank with 7,500 offices in 87 countries 24

25 HSBC We provide high net-worth individuals with superior banking services, because we: Have local offices throughout the world Provide universal banking services to meet retail, trust, investment, and business needs Leverage our scale for efficiency, quality, and scope of services Note: this strategic summary was prepared for discussion at GIL 2012, it has not been reviewed or approved by company management. 25

26 Simonis Cloth Operating since Belgium Cloth for Pool Tables 26

27 Simonis Cloth We help our customers enhance their enjoyment by playing their best (on our cloth), because we: Focus exclusively on billiard cloth so we understand the unique demands of customers Provide products to meet specific needs... to the highest quality Participate in the billiard community Note: this strategic summary was prepared for discussion at GIL 2012, it has not been reviewed or approved by company management. 27

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29 Your High Ground We provide (value to customer segment): Because we have (strengths): A B C D 29

30 Competitor A High Ground We provide (value to customer segment): Because we have (strengths): A B C D 30

31 Strategy x Earthquakes Competitive High Ground x Earthquakes Table You Comp A High Ground / Strategy Customer value How - 1 How - 2 How - 3 Customer value How - 1 How - 2 How - 3 Earthquakes (edit for your industry) Digitally Connected Robotics Telepresence Globalization 31

32 Strategic Advantage Strategy Impact by Competitor by Earthquake Strengthens You Weakens Advantage Robotics Risk Parity Digitally Connected Threat Globalization Telepresence Weakens Comp A Strengthens 32

33 Group Exercise What strategy earthquake might be hard for your company to see clearly because it runs counter to your current operating model? 33

34 Strategic models High-ground is a practical, intuitive model Depending on the issues at hand, you have more options Ansoff - Product/Market BCG - Growth/Share Benchmarking Competitive Advantage Core Competencies GE - Strength/Attractiveness McKinsey Growth Pyramid Mission / Objectives / Vision PEST Analysis Porter - Five Forces McKinsey 7-S SWOT Analysis Value Chain Analysis Moore - Tornado 34

35 Summary Understand your high ground Engage with senior leaders Assess the earthquakes opportunities blindspots... and you will impact your business 35

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37 Abstract Strategic Differentiation from Competitive Intelligence J. Kevin Mann Manager, Competitive Intelligence IBM Corporation Enterprises thrive by finding competitive high ground that is differentiated from competitors and by surviving or profiting from the constant earthquakes caused by new markets and new technologies. In a hands-on exercise we will use a customer-centered model to understand differentiation and how you can pick external trends that your company can leverage strategically. Key Take-Aways: Your strategic high-ground, and that of your top competitor How to assess which external trends can improve your differentiation Which emerging competitive threats your company is most likely to ignore 37

38 Brief Bio J. Kevin Mann Manager, Competitive Intelligence, IBM Corporation Kevin Mann manages IBM s Competitive Intelligence Program focused on services competitors. Mr. Mann is a recognized expert in competitor intelligence, market segmentation, and marketing strategy development. Mr. Mann s prior assignments have included Principal Consultant, Growth Markets; Global Market Analyst for banking and financial markets; Engagement Manager in IBM s IT Strategy Consulting practice; and Marketing Strategist for Pervasive Computing. Mr. Mann has worked with IBM clients in more than 25 countries, including postings to Seoul and Tokyo. Mr. Mann published Ask an Intelligent Question a paper on competitor analysis for utilities in Electric Perspectives. Mr. Mann has a patent pending related to text analytics. He is listed in Marquis Who s Who in Finance and Industry. Mr. Mann received an MBA from the University of Chicago in 1983, and a Bachelor of Science in 1978 from MIT. 38

39 High Ground Your Company We provide (value to customer segment): Because we have (strengths): A B C D Competitor A We provide (value to customer segment): Because we have (strengths): A B C D Source: GIL 2012 Developing Strategy from Competitive Intelligence. J. Kevin Mann, IBM Corporation, jkmann@us.ibm.com

40 Strategy x Earthquakes Competitive High Ground x Earthquakes Table High Ground / Strategy Value Earthquakes (edit for your industry) Digitally Con. Tele-presence Robotics Globalization You How.1 How.2 How.3 Value Comp A How.1 How.2 How.3 Source: GIL 2012 Developing Strategy from Competitive Intelligence. J. Kevin Mann, IBM Corporation, jkmann@us.ibm.com