Playing Field, Competition, and Our Organization
(Student will update all sections color-coded in RED)
Introduction
Provide an opening paragraph which explains the intended purpose of this Executive Briefing.
Playing Field
| Company Name | Example “Motel Six” |
| Organization within the company | Example “Motel Division”. (note: If your company is diverse like Apple, it is advised to analyze a specific segment/business unit/product because competitors in the iPhone segment (Samsung/Google) are very different than competitors in their Music division (Spotify, Pandora) |
| Industry | Example “Hospitality Industry” |
| Market Size | Provide a market size estimate for the Industry or the Playing Field |
| Recommended Playing Field | Example: “Two-star motels in the US and Canada serving road travelers.” (note: this is the specific description of the segment of the industry in which you will compete. These often have geographic boundaries and descriptors of the key product attributes.) |
| Rationale for Recommended Playing Field | Brief explanation of why you selected this segment. (Note: we usually determine target segments based on factors like revenue potential, growth rates, financial attractiveness, conformance with our key capabilities and competencies, our ability to meet this segment’s customer needs, etc.) |
Competitor 1
| Size | Provide information on the relative size of this competitor in the Playing Field. if specific data is not available, a qualitative description is acceptable like “Company X is believed to be the market leader” or “Company Y is relatively small and focused only in the US and doesn’t have a presence in Canada.” |
| Most Significant Strength | Highlight their biggest strength, and briefly explain how it helps them compete effectively. |
| Most Significant Weakness | Highlight their biggest weakness, and briefly explain how it hinders their ability to compete effectively. |
| Recent Performance | Explain whether they are generally winning or losing in this Playing Field. Note, you would be well-served to support your conclusions with data |
| Major Developments? | Has the competitor introduced any game-changing new products, technologies, capabilities, etc. (focus on revolutionary and not evolutionary). Have they developed (or lost) a key competitive advantage? |
Competitor 2
| Size | Provide information on the relative size of this competitor in the Playing Field – qualitative perspective is acceptable if data is not available |
| Most Significant Strength | Highlight their biggest strength, and briefly explain how it helps them compete effectively. |
| Most Significant Weakness | Highlight their biggest weakness, and briefly explain how it hinders their ability to compete effectively. |
| Recent Performance | Explain whether they are generally winning or losing in this Playing Field. Note, you would be well-served to support your conclusions with data. |
| Major Developments? | Has the competitor introduced any game-changing new products, technologies, capabilities, etc. (focus on revolutionary and not evolutionary). Have they developed (or lost) a key competitive advantage? |
Our Organization
| Size | Provide information on our relative size in the Playing Field – qualitative perspective is acceptable if data is not available |
| Most Significant Strength | Highlight our biggest strength, and briefly explain how it helps us compete effectively. |
| Most Significant Weakness | Highlight our biggest weakness, and briefly explain how it hinders our ability to compete effectively. |
| Recent Performance | Explain whether we are generally winning or losing in this Playing Field. Note, you would be well-served to support your conclusions with data. |
| Major Developments? | Have we introduced any game-changing new products, technologies, capabilities, etc. (focus on revolutionary and not evolutionary). Have we developed (or lost) a key competitive advantage? |
Key Conclusions
End with a succinct final paragraph or two which highlights your most insightful “a-ha” conclusions on the target segment and the relative competitive advantage of the three companies you analyzed.
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