Although this is an undergraduate course, I expect a high standard of work from each student in this class in terms of accuracy, quality, completeness, and English grammar. I expect your answers to each question to be fully developed; not brief and skimpy. Remember, this exercise is worth 20% of your final grade. A one-page answer to each of the following questions would be considered a minimum response.
1. 10 Points: Chapter 4 of the text discusses “Communication Difficulties Faced by Analysts”. 1.) Using the text discussion (and any supporting reference sources), select the three most important communication difficulties faced by analysts and explain in detail why these difficulties are so critical for analysts to overcome. 2.) Pick a real-life situation that you have experienced or observed where one of these communication difficulties had a major negative (or positive) effect on a decision(s) in an organization. (Examples might include a business where you work(ed); a university you attend(ed); a church/temple/synagogue you attend(ed); sports team/club you belong(ed) to; etc. Or you can do some research to find a news article that would demonstrate this point.)
2. 10 Points: Chapter 6 of the text discusses “A Better SWOT Analysis”. 1.) Identify and discuss three key strengths of SWOT analysis and three key weaknesses of a SWOT analysis. 2.) You are a market analyst for Netflix. Identify and describe one important strength; one critical weakness; one significant opportunity; and one dangerous threat – to that company and its future survival and potential success. Use references to support your answers.
Business and Competitive
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Business and Competitive
Effective Application of New and Classic Methods
Craig S. Fleisher and Babette E. Bensoussan
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Library of Congress Cataloging-in-Publication Data
Fleisher, Craig S. Business and competitive analysis
methods: effective application of new and classic methods/Craig Fleisher, Babette Bensoussan.
p. cm. ISBN 0-13-187366-0 (hardback : alk.
paper) 1. Business intelligence. 2. Competi- tion. I. Bensoussan, Babette E. II. Title.
HD38.7.F57 2007 658.4'032—dc22
This book is dedicated to my immediate family, my wonderful wife Angela and three awesome boys Zachary, Austin, and Kieren.
They have contributed love, patience, and understanding—characteristics that were
particularly needed during the cold, winter months as we put the finishing touches on this effort and tried to keep the synapses connected. Thanks again everybody—I
couldn't have done it without you and your support.
—Craig S. Fleisher I dedicate this book to Garry Johnston,
my husband and best friend. His encourage- ment, patience, and love throughout the
countless days, weeks, and months involved were instrumental in me emerging with
some semblance of sanity. Garry, you have been a tower of strength. Thank you.
—Babette E. Bensoussan 11/1629
Table of Contents
Acknowledgments About the Authors Preface 1 Business and Competitive Analys-
is: Definition, Context, and Benefits Understanding the Terminology
Competitive Strategic Analysis Intelligence
Analysis as a Component in the Intelli- gence Cycle
Competitive Analysis and Decision Making
The Competitive Context Facing Con- temporary Enterprises
Contemporary Context Facing the Analyst
Shifting Organizational Priorities for Analysts and Analysis
Summary References Endnotes 2 Performing the Analysis Process
Understanding the Customers of Analysis Defining the Analysis Problem Identifying the Scope of the Analysis
Intelligence Analysis at Differing Organ- izational Levels
Strategic Intelligence Analysis (SIA) Tactical Intelligence Analysis (TIA) Operational Intelligence Analysis (OIA)
Evaluating the Inputs to Analysis Making Sense of the Analysis
Facts Perceptions Beliefs Assumptions Projections Synthesis
Infrastructure to Support the Analysis Process
Intelligence Solutions Limitations of Intelligence Solutions Managing the Internal Network Managing the External Network Proactivity, Efficiency, and Perpetual
Fleisher and Bensoussan's 10 Com- mandments for Business and Competitive Analysis
References Endnotes 3 Avoiding Analysis Pitfalls
Analysis of Failure Failure Location Sources of Failure
Four-Level Hierarchical Model of Analys- is Failures
Individual Analyst-Level Failures Analysis Task-Level Failures
Internal Organizational-Level Failures External Environment-Level Failures
Overcoming the Barriers and Improving Analysis Performance
Provide Empowerment Realize the Value of Analysis Value the Link Between Analysis and
Success Ask the Right Questions Develop Recognized Analysis Training Measure Performance Appropriately Position the Analyst Correctly Provide the Right Tools Differentiate the Task
Summary References Endnotes 4 Communicating Analysis Results
The Art of Effective Communication Packaging the Results of Your Analysis Delivering the Message
Written Reports and Briefings Presentations in Meetings, Seminars,
and Workshops E-Mail/Instant Messaging Intelligence Systems Exercises and Planning Sessions
Common Products and Reports Used by Analysts
News Bulletins and Newsletters Assessments Competitor Profiles Strategic Impact Worksheets Intelligence Briefings Situation Analysis Special Intelligence Summaries
Creating the Report Communication Difficulties Faced by
Analysts Effective Listening and Answering the
Questions of Decision Makers Conduct Communication Follow-Up and
Pragmatic Considerations Summary References Endnotes 5 Applying the FAROUT Method
Applying the Techniques An Evaluation Scheme for Assessing the
Adequacy of Tools and Techniques: FAROUT
Using the FAROUT Rating System References Endnotes 6 Industry Analysis (The Nine
Forces) Short Description Background
General Environment Operating Environment/Industry
Analysis Internal Environment
Strategic Rationale and Implications Strengths and Advantages
Weaknesses and Limitations Process for Applying the Technique Case Study: Rating the Nine Forces Model
in the Australian Airline Industry Barriers to Entry-Weighting 9 Bargaining Power of Buyers-Weighting
6 Bargaining Power of Suppliers-Weight-
ing 6 Government-Weighting 6 Social-Weighting 5 Competitors-Weighting 9 Technology-Weighting 8 Substitutes-Weighting 3 International-Weighting 6
FAROUT Summary Related Tools and Techniques References Endnotes 7 Competitive Positioning Analysis
Short Description Background
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