Strategy Maps: Competitor Analysis Beyond the 4 corners. Discussion Handouts

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1 Strategy Maps: Competitor Analysis Beyond the 4 corners Discussion Handouts Fuld & Company 25 First Street, Suite 301 Cambridge, MA USA phone: fax: Boston London Manila

2 Strategy Map Benchmarking & Reporting Checklist A strategy map is a one-page visual representation of a company s strategy that describes how an organizations create value by linking strategic objectives in causal relationships. A checklist of prompts: Level 1: Financial Perspective How does a company generate revenue? (Example: growth initiatives) How does a company generate profit? (Example: productivity initiatives) Level 2: Customer Perspective Why will a customer spend money on company X? How does it tie into the Financial Perspective? What does the customer value? Is it price, availability, selection, service, image? Level 3: Internal Perspective What internal processes support your customer proposition? (Example: Product innovation, speed, efficiency, design, ease of use) Level 4: Learning & Growth What is supporting Level 3: Internal Perspective? (Example: What does it take in terms of capital, skills, talent, recruiting, IT capital, infrastructure, organization leadership, culture) Page 2

3 Generic Strategy Map as Holistic Framework for Competitor Analysis Sample: Generic Strategy Map Page 3

4 Sample: Consumer Products / Goods Strategy Map (Patagonia) Sample: Retailer Strategy Map (Store 24) Page 4

5 Sample: Trade Association Strategy Map (ATA ebusiness) Sample: Ad Agency Strategy Map (Saatchi & Saatchi) Page 5

6 Sample: Development Financing Authority Strategy Map (ADFIAP) Sample: Military Strategy Map Page 6

7 Sample: Airline Ground Operations Strategy Map Sample: Strategy Map Elements with Associated Metrics Page 7

8 Sample: Competitor Strategy Maps for Low-fare Airlines (from Frigo & Barrows, BSC Report, July 2008) Jet Blue (2008 data) Southwest (2008 data) Ryanair ( data) Financial Perspective Return on total capital 3% 5.50% 5.50% Net profit margin 0.80% 4.60% 4.60% Operating margin 11% 1.30% 21.8% (2005) Revenue/ Revenue growth $2.8 B / 20% $9.8 B / 9% $9.8B / 9% Customer Perspective Value proposition Customer intimacy & innovation Operational excellent - on time flights Lowest possible fares with minimal service; zero personal service; on time flights (best record in Europe in 2005) Segments/share Value-oritened leisure & business travelers (3% market share) No-frills business & leisre travelers (10% market share) No-frills leisure travelers Service 550 flights daily to 53 destinations >3300 flights daily to 64 destinations Heavy use of secondary & tertiary airports; use of public subsidies Geography US & Caribbean 32 US states Western Europe; tourist destinations Load factor 80% 72% Internal Process Perspective After-sales service Reward programs for student & business travelers; AMEX partnership Rewards programs; Visa partnership None Marketing & sales One-way fares, pre-assigned seats, no overbookings policy, vacation packages One-way fares, simple fees, no assigned seating, partner credit plan No refunds; highly competitive low fares Passenger service Satellite TV & radio; pay-per-view movies Folksy customer service, limited snacks, new Business Select Nothing free. Next step: Pay to go to the toilet? Flight operations Point-to-point routes from flagship or focus cities Point-to-point routes; short haul, but transferable; high frequency of flights to secondary airports; fast turnarounds Point-to-point routes; no transfers Fleet planning/ procurement Airbus 320 & Embraer 190; one class Boeing 737 only; one class; fuel cost hedging Infrastructure Owns firm that provides in-flight TV Started gate refurbishment program Boeing 737 only; one class; no window blinds or reclining seats; fuel cost hedging Learning & Growth Perspective Human resources 8785 FT employees & 2847 part time; flexible work schedules 34,378 FT employees 82% unionized Non union; lower salaries than competitors but significant incentive compensation Technology All electronic ticketing; most booking through website Limited technology investments; booking only through own web site Fees for phone use push passengers to book on web site Page 8

9 About Fuld & Company ABOUT FULD & COMPANY Fuld & Company is the world s preeminent research and consulting firm in the field of competitive intelligence and business strategy. Founded by Leonard Fuld, a pioneer and leading authority in the field, Fuld & Company provides customized research and analysis, business process consulting, strategy gaming and scenario analysis, and training to help clients understand the external business environment. Our ultimate goal is to help our clients make better decisions and improve their performance. Since 1979, Fuld has served many public and private clients, including over half the U.S. Fortune 500, as well as numerous international firms, and our client roster continues to grow. Within those companies, we serve the competitive intelligence needs of many functional areas including operations, R&D, strategic planning, new ventures, e-commerce, M&A, marketing, sales, distribution/logistics, purchasing, and human resources. Our staff is organized across industry lines, with centers of expertise in technology, telecommunications, financial services, business services, insurance, pharmaceuticals/healthcare, medical devices/diagnostics, consumer products, and industrial manufacturing. With offices in Boston, London, and Manila, Fuld & Company has global in-house, on-the-ground resources and language capabilities, since many of our assignments involve participants from locations around the world. Whether we are analyzing markets or competitors, helping companies establish their own competitive intelligence capabilities, facilitating strategy game and scenario analysis simulations, or training staff in intelligencegathering methods and analysis techniques, our work translates into bottom-line gains for our clients. North America Fuld & Company, Inc. Global US Headquarters 25 First Street, Suite 301 Cambridge, Massachusetts Phone: +1 (617) Fax: +1 (617) Europe Fuld & Company Ltd. (London, United Kingdom) 20 Conduit Street London W1S 2XW UNITED KINGDOM Phone: +44 (0) Fax: +44 (0) Asia-Pacific Fuld & Company (Manila, Philippines) 3402 One Corporate Centre Julia Vargas cor. Meralco Ave. Ortigas Center, Pasig City PHILIPPINES Phone: +63 (2) For more information, please contact: Jeanne LaFrance Senior Vice President jlafrance@fuld.com +1 (617) Page 9