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Tel:(972)3-510-1768 -1- Fax:(972)3-516-8960www.coman.org ARENAwww.coman.org Management-Of-Technology Copyright 2001 Alex Coman.

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Presentation on theme: "Tel:(972)3-510-1768 -1- Fax:(972)3-516-8960www.coman.org ARENAwww.coman.org Management-Of-Technology Copyright 2001 Alex Coman."— Presentation transcript:

1 Tel:(972) Fax:(972) 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 FOCUSFOCUS Business Focus Corporate Layer: Portfolio Businesses Maximize Value Function Layer: Process, Project and Product Agile value drive Business Layer: Positioning Products by Market Strategy Filter Criteria Prioritize attention Manage Control span

2 Tel:(972) Fax:(972) www.coman.org ARENAwww.coman.org Management-Of-Technology Copyright 2001 Alex Coman Business Focus Proportions: Market: Varied vs. Commodity vs. Emerging Market: Concentration Firm: Focused vs. Diversified Varied $D Mass Niche Emerging $D Mass Niche Barco HDTV Commodity $D Mass Oil Niche Focused $D MassBMW Niche Diversified $D Mass Chevrolet/ Pontiac Buick Oldsmobile Niche Chevette Cadillac Corvette

3 Tel:(972) Fax:(972) www.coman.org ARENAwww.coman.org Management-Of-Technology Copyright 2001 Alex Coman Business Focus/ Action Piechs brand strategy tree Spread $D Mass VW Audi Niche Seat, Ŝkoda Bentley, Bugatti Lamborghini The traditional buyer who wants quality starts out with entry-level Skoda, graduates to VW, and ends with Bugatti. The performance-minded driver, begins with Seat, moves up to Audi, ultimately reaches Bentley and Lamborghini.

4 Tel:(972) Fax:(972) www.coman.org ARENAwww.coman.org Management-Of-Technology Copyright 2001 Alex Coman Business Action: Market Vectors Emerging/ Varied / Commodity Action: Lifecycle and Reversal. Varied $D Mass Niche Emerging $D Mass Niche Commodity $D Mass Niche Variation Commoditization Commodity$: ValueD %25% Value Brands 25% Higher Commodity $: ValueD % 3% Varied $:Value25%


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