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Corporate (Group)
Multipoint Competitor Table
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Template for: Corporate (Group) Multipoint Competitor Table
The purposes of this section are to help plan for
diversification, to anticipate competitor moves, and to maximize your company's
business-unit interrelationships vis-à-vis competitors.
This analysis is one of the easiest and most powerful tools at the
disposal of the corporate planner.
In practice, there are a few key guidelines that should be followed, or
the value of the analysis will be greatly reduced. The guidelines for
developing the multipoint competitor table are as follows:
- Guidelines for industry selection (the columns in the matrix):
include those industries in which your company competes, plus industries of
current and potential, traditional and non-traditional competitors.
- Guidelines for competitors to list (the rows of the matrix):
include traditional competitors and powerful potential competitors from
related industries. Include at least the top four competitors by industry,
even if those competitors compete in only one industry and are not viewed as
traditional multipoint competitors.
- Guidelines for cell entry: Begin with a simple `X' to designate
that the company competes in the industry. After the matrix is well
developed and the industry definitions are clear, more specific information
should be given to indicate the market share or strategic strength of each
competitor by industry.
- Size of the matrix: Using the format on the opposite page works
great when the number of industries is fifteen or fewer. Turning the page
900 (landscape) will work for up to 30 businesses. So, for example, a large
bank might need ten pages (five if landscape) to represent the 150 banking
industries in which they and their competitors compete. Additionally, the
number of pages going down the matrix would be a function of the number of
competitors monitored.
Decorating a conference room with the multipoint competitor table is an
excellent means to keep executive management focused on a key responsibility: to
determine the corporation's optimal business mix.
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