1. Alex@Coman.OrgAlex@Coman.Org TelFax:(972)3-510-1768 -1- www.coman.org ARENAwww.coman.org Management-Of-Technology Copyright 2001 Alex Coman The ARENA Genome: Harmonic Strategic Planning Arena Layers: Corporate, Business Function- Define Hierarchy Refinement Stages: Arena, Focus, Action Create Strategy Corporate Arena Arena actors: Partners, Threats; Current, Future Tailored Patterns. Corporate Layer: Portfolio Businesses Maximize Value Function Layer: Process, Project and Product Agile value drive Business Layer: Positioning Products by Market Strategy

2. Alex@Coman.OrgAlex@Coman.Org TelFax:(972)3-510-1768 -2- www.coman.org ARENAwww.coman.org Management-Of-Technology Copyright 2001 Alex Coman Merchandising, Music, Publishing Disney corporate portfolio Animation Merchandising Animated Features Music Publishing TV Programming Disneyland Book Publishing Disney Stores Direct Mail Hollywood Records Software Visual effects Disneyworld Films Touchstone Home videos Hollywood Pictures Miramax Acquisition Movie Entertainment Live Entertainment KCAL TV ABC EPCOT Disney Studios MGM Euro Disney Disneyland Tokyo Hotels Resorts Holidays, Resorts, Real estate development Disney Channel Theater Broadcasting HokeyBaseball Amusement Parks Animal Kingdom Disney America Disney Institute Cruises Communities 30205060809020004070 Movie Entertainment Broadcasting Live Entertainment Amusement Parks Merchandising, Music, Publishing Holidays, Resorts, Real estate development

3. Alex@Coman.OrgAlex@Coman.Org TelFax:(972)3-510-1768 -3- www.coman.org ARENAwww.coman.org Management-Of-Technology Copyright 2001 Alex Coman Brandenburger and Nalebuff 95 Paradigmatic Isomorphism: Deep Structure Company Customers Suppliers Substitutes Complementors Porters 5 forces: Sustainable competitive advantage; Entry Barriers Competitors New entrants substitutes Suppliers Buyers A. Grove, 96: Six forces Diagram x10 force ARENA Canonical Form The Business Complementors Suppliers Existing Competitors A different way Customers Potential Competitors Substitutes/ Complementors/ A different way Mintzberg 88: Generic Strategies Primary Industries ExtractionProcessingFabricationAssemblyWholesaleRetail Secondary Industries Tertiary Industries Upstream Industries Midstream Industries Downstream Industries Hamel and Prahalad, 94 Brand & Distribution Creating coalitions Standards & Regulation Core competencies Market Learning & Experimentation Vertical Integratio n Standards/ Regulation Suppliers Upstream/ Technology/SCM Market/Buyers Customers Downstream/ Distribution/CRM Competitors Coalitions_ Clusters__ Firm/ Company Horizontal Integration Firm

4. Alex@Coman.OrgAlex@Coman.Org TelFax:(972)3-510-1768 -4- www.coman.org ARENAwww.coman.org Management-Of-Technology Copyright 2001 Alex Coman Spatial Paradigm: Vertical Axis Upstream; Downstream; Value Chain Supply Chain Distribution Chain Vertical Integration/ Vertical Application Depth Strategy Horizontal Integration/Diversification Horizontal Application Breadth Strategy Firm Value System Front Office; Forward Integration Market Pull Back Office; Backward Integration Technology Push

5. Alex@Coman.OrgAlex@Coman.Org TelFax:(972)3-510-1768 -5- www.coman.org ARENAwww.coman.org Management-Of-Technology Copyright 2001 Alex Coman Horizontal Value Chain: Integration: Vertical Control Information Relationships: Business Monopoly/ Regulatory Agency Entities: Market Firm/Coalition Drugs Teva Farmer Dairy Distributor Retailer Consumer Low High FDA Syntax Vocabulary Semantics Concise: Link to Market rather than instances. Business implies information flow. Titles on significant arrows. Pertinent entities only. Web ARENA Canonical Form

6. Alex@Coman.OrgAlex@Coman.Org TelFax:(972)3-510-1768 -6- www.coman.org ARENAwww.coman.org Management-Of-Technology Copyright 2001 Alex Coman Distributors Health-Care Corporate Arena Drug Manufacturers Ethical Generic GSKTeva FDAMinistry of HealthGMP CTS Lemon Health Management Org. Clalit Vitamed Macabi Physicians Public Prescription List Pharmacies Macabi Prescription Drugs Over the Counter ShorTab Adv ertising Prescription Data Services SuperPharm Web Product Specialists Glaxo IL TevaNovoPharm Disease Management American Hospital Supplies Tele medicine eMed EDI Admin Shahal Pharma Novolog

7. Alex@Coman.OrgAlex@Coman.Org TelFax:(972)3-510-1768 -7- www.coman.org ARENAwww.coman.org Management-Of-Technology Copyright 2001 Alex Coman Time-To-Market: TTM Garment Manufacturers Far East Labels Victorias Secret Customers Retailers Fabric Far East Calvin Klein StandardZara FocusCostSpeed ManufactureO/SVertical Tech Cash Registers Hand Held devices Models/Yr200-300>11K TTM9Months3W 10-15Days Delivery1/Season2/Week Bad products ? Off in Weeks Inventory trn.Gap=3Zara Adv. Camp.None Profits+30%/year Macys Benetton Walmart Inditex79 23 Robot cut & Die #3 Zara 400Stores Zara 75 300 Small Shops Delta M&S S5A Inner Secret