1. Alex@coman.orgAlex@coman.org Tel:(972)3-510-1768 -1- Fax:(972)3-516-8960www.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. Alex@coman.orgAlex@coman.org Tel:(972)3-510-1768 -2- Fax:(972)3-516-8960www.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. Alex@coman.orgAlex@coman.org Tel:(972)3-510-1768 -3- Fax:(972)3-516-8960www.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. Alex@coman.orgAlex@coman.org Tel:(972)3-510-1768 -4- Fax:(972)3-516-8960www.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 199775%25% Value Brands 25% Higher Commodity $: ValueD 198897% 3% Varied $:Value25%<D 199760%40% Variation 19881997 Soup20%70% Yogurt50%60% Commoditization19881997 Italian Sauce 80%50% Premium % of Sales Varied$25%<D 198840%60% Coffee Variation Facial Tissue Commoditization Variation