This information is confidential and was prepared by Knowledge Management Associates solely for the use of our client; it is not to be relied on by any 3rd party without KMA’s prior written consent. Competitor/Market Analysis Opportunities Across Channels

This information is confidential and was prepared by Knowledge Management Associates solely for the use of our client; it is not to be relied on by any 3rd party without KMA’s prior written consent. 2 Introduction  Overview -If your company is considering entering a new market, you might want to present a review of the market segments and the competitors in each segment. -The three following slides provide an example of this analysis  Assumptions -There are three major competitors -The market can be divided into five segments, based on distribution channel -This could be a construction product such as windows or doors

This information is confidential and was prepared by Knowledge Management Associates solely for the use of our client; it is not to be relied on by any 3rd party without KMA’s prior written consent. 3 Notes on Competitor/Market Analysis  100% stacked bars were used to present overview data on markets and competition -for markets, growth trends were captured using:  2 years of data  CAGR (Compound Annual Growth Rate)  The Marimekko chart was used to present data on competition by market -both differences in market size and competitive position are evident -market opportunities can be easily spotted  General notes: -The category “Other” was used to include all small competitors to make highlight the key competitors -Each slide has a tag line to highlight “key learning”

This information is confidential and was prepared by Knowledge Management Associates solely for the use of our client; it is not to be relied on by any 3rd party without KMA’s prior written consent. 4 Channel Overview Retail and Industrial channels dominate. Overall growth is low. The highest growth is in the installer segment.

This information is confidential and was prepared by Knowledge Management Associates solely for the use of our client; it is not to be relied on by any 3rd party without KMA’s prior written consent. 5 Key Competitors Pozzi dominates the market. Note: names are real companies for illustration only; all data fictional.

This information is confidential and was prepared by Knowledge Management Associates solely for the use of our client; it is not to be relied on by any 3rd party without KMA’s prior written consent. 6 Market Map Note: names are real companies for illustration only; all data fictional. Pozzi’s dominant position extends across all channels, except government. Willmar is in a relatively strong position in all channels except retail.