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TheOperationofEnterpriseMBA……[e-mail]igenceCICICICICICICICICICIIBMCICISocietyofCompetitiveIntelligenceProfessionalsSCIPSCIP406,000441,5004%17%79%CISCIP40%SCIPCI21%199557,000199769,000CICICISCIPNutraSweetRobertFlynnSCIPCI5,000y@Netscape80%WarRoomWarGamingNovellSunJavayAmericanOnLineLarryEllisonNetscapeisdeadSocietyofCompetitiveIntelligenceProfessionalsSCIPCompetitiveintelligenceCIRobertGalvinIBM1959197619818235Motorola1234BrainStorming5-90CIACIACIA1SWOTSStrengthWWeaknessOOpportunityTThreadSWOT2CompetitorProfile3ScenarioDevelopment4WarGaming5Benchmarking12342860804025yBlackandDecker19281952196519671974MatsushitaRobertGalvinDomino’s30-1123/4567-1-21KodacolorGoldEktar19596070197619818235SavinSavinCharlesChrist82****1131185/1,0002/1,0008/1,0002IBM34…5/123Me-TooStrategyGuerrillaTacticsAMDAMDCPU25%25%123451280AT&TMOTORALASematech34MBA103010BorlandBorlandBorland8%Frost&SullivanFIND/SVP/90-15-3301030BetamaxTITITI50100504070301030305060%$7060%$100$60$70$60$10100%60%40%$1040%0.4$25$50$100$50$40$70$30$10$30%/%=$30/$50=60%10EsteeLauderRevlon(SKUs)270250460A7041003505080104002505007001003509050340480810400250500700200%IBM123AT&TJohnCain19984645”[e-mail]!iMacsearsTGIFridayAllenO’LivoIraBlumenthalCo-OpportunitiesCo-OpportunitiesVeveyBentonvilleWal-MartIraBlumenthalNotreDaneMichiganState-+BlumenthalMacintoshMacintosh1997820‚‚O’LivoO’LivoMacintoshPC199711G3MacpowerPCO’LivoSearsHoffmanEstates1993Sears2554SearsSearsSearsDanLaughlinSearsTGIFridayTGIFridayBlumenthalTGIFridayTGIFridayBlumenthalTGIFridayTGIFridayOreo1997TGIFridayBlumenthaliMaciMacCPUG3PowerPC1,200PC“perpetuallycomplicated”profuselycorded”10SteveJobsiMac29.412.5%PC19985903.09iMacO’LivoSears40SearsSearsSearsKenmoreSearsSears1993304199741219936.2519971219983.5%29021.3%5.13TGIFriday2535BlumenthalTGIFriday1984TGIFriday19861998TGIFridayBlumenthal199909934P’[e-mail]4Ps4RsEJeromeMcCarthy504PsProductPricePlaceDistributionPromotion4Ps4P4Ps4Ps4Ps4Ps4Ps214Ps4Rs1Relevance2Response3Relationship4Return4Rs4Ps4Rs4RsWantNeed/1012******3.4567RKW1996RKW880%-85%15%-20%91050010001010Ludlow4111196650010010063525002008001200500100020090%‚EdwarddeBono……1212110110123***1210%11%50015%B-10033%50050%70%XZY50070%B-10033%12075%80%20%30%20%80%800800IntelInside2.5199120OracleAMDS3182424ChiatDay18241210%123CD4OEMVAR5nixie6RegisMcKennaTheRegisTouchbyRegisMcKennaGeoffreyMooreCrossingtheChasmandInsidetheTornadoCrossingtheChasmGeoffreyMooreMoore12--34IDCGartnerMETA53PArchilochus50MTVTNNIBMLarryOsterwiseOsterwiseMalcolmBaldrigeAS400ColbyRaymondPhillipsWatervilleDavidCooleyCooleyPhillipsCooleyIBM1001GB3Com12343C5678910!.,75//,[e-mail]1998GDP19981998GDP7.8%1998DVDVCD1001997VCD80019981,0001998VCD2,50019991,00019986VCDCVD9VCDSVCDCVD929VCD111VCD1998VCDDVD19983060%1DVD1999752000150DVD1998150199950020001,000VCD12PAL3VCD2504VCD1998DVDVideoDVDVCDDVD19981HDTV19984,00020,000530023400DVDDVDDVDDVD1720VCDDVD5VCD2,500VCD17VCD1VCDVCDVCDDVDVCD250VCD350300~400DVD600600VCD500~600VCD1,000~1,100DVD2,600~2,800DVD2,000DVDVCDVCDVCDVCDDVDDVD30~50VCD1998DVDDVD3,000DVDDVD1999DVDVCDVCDDVDVCDSVCDCVDVCDVCDVCDVCDVCDDVDM-PEG2VCDVCDVCD74DVD125VCD45100DVDVCDVCDVCDVCDVCD1998VCDVCDVCDVCDVCDVCD5~10%VCDVCDVCDVCDVCD2VCDVCDDVDVCDVCDESSC-CubeVCD1998VCDVCD1996VCDC-CubeVCDVCDVCDVCDDVDVCDVCDVCDVCDVCDVCD11999VCDDVDVCDVCDVCDDVDVCDVCDVCDVCD11.FROST&SULLIVANDVDVCDVCDDVDTargetConsumerVCDMPEG1DVDVCDVCDVCDVCDVCDVCDVCDDVDCVDSVCDDVD1998DVD1999DVD25020004003200DVD19991DVD--200DVD3,000DVD4003,2003,000DVDDVD5.12DVD2,500DVDDVDDVDDVD2199719971998IT1998ITIT3%19972.5%50%18.7%219972.199719971997%108.764.684.365.811.281.955.661.913.444.202.846.431.405.8818.7BeijingConsultech31996IBMIT3.IT()()Compaq199831.174%1.353HP199842.97%3.078NEC199739.917%2.81019971.511.6%0.024BeijingConsultechCO-OPITETIONAdamM.BrandenburgerBarryJ.Nalebuff19961CPUIntelAMDCyrixMotorolaNECIntelCPU90%IntelCPUIntelIntelIntelIntel2MicrosoftIntelMicrosoftNetscapeMicrosoftWindowsWindow95Window97InternetExplorerMS-DOSWindow98CPUPentiumGMicrosoftJVC1976VHSJVCJVCJVCVHS50%JJJLJJJL199860%50%abACBDADBCcdMe-TooStrategyAMDe19990326497AMD80500TCLVCDCo-opetitionCo-opetitionCollaboratingtoCompeteABBAAB-dominantstrategyBABA810AB818JVC1976VHSJVCJVCJVCVHS50%JVCCo-OpetitionCo-OpetitionCo-Opetitionx……1996~1997GDP7.8%1997~19985.0%1998~19995.8%100040%60200......ITITITITWTO2005ISO9001GMP5090200Frost&Sullivan20040010Frost&SullivanFrost&SullivanFrost&SullivanFrost&Sullivan1991505080C.K.PrahladKennethLieberthal50809090805007300220074%74%2901997-2001802001-200510522.52974%BOT6%9%1996-97152011-201215.37831500900100%68.5%16%0.7%74%1454210212400IT19945TRAI20%DOT49%51%60TCL20010116129620002000600-80020%90%20%30002129200025005%8%25%TCL20003110003312000312491000199019931997A5VCD45%VCDA3%8%20002000200102ITGEGEGEGEGEITGEGEIT1980500198892050019901001987199092800350LowCostSolution199890,000100,000200060,00040,00030,00020,00090,000+