Introduction – What Drives Rapid Change in Markets?
- Why We Face Fierce Competition Today
- Strategy is Positioning
- How to Most Effectively Use This Book
Chapter 1 – Case Study #1 Albuquerque Turkey Burger
- Defining the Product Market
- Individual Competitor Analysis
- Market Alternatives to Burgers
- Externalities Affecting Future Market Growth
- Market Saturation, Impact on Future Growth
- Putting 37 Pages of Analysis on One Page
- Summary Meeting on Market Information
- Developing the Strategic Plan
- Summary and Open Issues
Chapter 2 – Case Study #2 Georgia Wireless Constructors
- Products and Services
- Customers and Customer Needs
- Shape of Market Battlefield
- Acquisition Opportunities
- Development of Strategic Plan
- Summary and Open Issues
Chapter 3 – Case Study #3 Eclipse 500, Personal Jet
- Aviation Market Background
- Advantages of Eclipse 500 over Market Alternatives
- Externalities Affecting Market
- Market Saturation
- Competitors
- Eclipse 500 Market Battlefield
- Developing the Eclipse 500 Strategic Plan
- Summary and Open Issues
Chapter 4 – Strategic Planning – Defining the Market Battlefield
- Visualizing the “Market Battlefield”
- Anticipating Changes in Markets
- Market Battlefield Summary Form
Chapter 5 – Strategic Planning – Developing the Strategic Plan
- Steps in Selecting the Appropriate Strategy
- Adjusting Strategies to Market Maturity
- Developing Winning Strategies
- The Strategic Plan Summary Form
Chapter 6 – Summary – Winning and Losing Strategies
- Now You Know How to Use QuickStrategy
- The Rest of the Story on the Cases
- Conclusion
Appendix A – The Market Battlefield Summary Form and Instructions
Appendix B – The Strategic Plan Summary Form and Instructions
Appendix C – Glossary
Appendix D – Blank Forms and Notes
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