How e-content helps Competitive Intelligence

1. How e-content helpsCompetitive Intelligence By:Sharad Mathur Teknion Corporation

2. Teknion Tag Line-“Winner of corporate innovator award” • Manufacturer of High End Contract Furniture • Winner of numerous awards for Innovative products • Offices in North America, Europe and Asia • Major Global clients include IBM and P&G • First furniture manufacturer to obtain Green guard certification for all products

3. Products

4. Why Competitive Intelligence? Tag Line-“Win ! and enhance product development” • Knowledge about competitor products and strategies • Keeping track of competitive activities • Competitors positioning products to their advantage • Losing projects to inferior products • Loss of margin dollars comparable to competitors

5. Objectives Tag Line-“Knowledge base” • Develop an understanding of the competitive landscape • Assist product development in designing products superior to competitor products • Train sales teams on how to win against the competition • Analyze wins and losses and determine probable reasons • Maintain a competitive library

6. Project start date-May 2003 Tag line-“Wherever money is exchanged, so is information” • Contacted • Ex- employees • Suppliers • Industry experts • Surfed web-sites of • Competitors • Industry related organizations • Financial and investment sites

7. When does e-content HELP!! Tag Line-“Drive Decisions” • Strategic Decisions • What are current trends in the market? • Why are competitors successful or failing? • How can we understand global markets? • Where should we focus our efforts? • When should we be ready to launch our product? • Tactical Decisions • What product features would give us a competitive edge? • How are competitors advertising for their products? • Why are we winning or losing? • Where are Design Markets or Industrial markets located? • What can we do to grow our business?

8. COMPETITIVE LANDSCAPE- HIGH ENDCONTRACT FURNITURE DIVERSIFIED STEELCASE CHALLENGERS LEADERS HERMAN MILLER TEKNION HAWORTH INSCAPE KNOLL KIMBALL SMALL<US$300M LARGE>US$300M KI ALLSTEEL NIENKAMPER SPECIALISTS LOW END DAVIS HON VITRA UNIFOR GLOBAL KEILHAUER RIVIERA KRUG NON-DIVERSIFIED DIVERSIFIED-SYSTEMS,CASEGOODS,SEATING,FILING,HEALTHCARE,CONFERENCE,ARCHITECTURAL,FLOORS,TECHNOLOGY

9. Why e-content Tag Line-“Easy to do business with” • Company Perspective • Reaches larger audience • Reduces transaction cost • Information requests • Printed material • Real time content • Provide convenience • Large volumes of information • Easy to access

11. Why e-content Tag Line-“No secrets; information helps” • User Perspective • Quick availability of information • Multiple sources at same place • Links from websites • Easy search capabilities • Search engines • Improved Quality • Updated regularly • Access to multiple sources

13. Types of e-content Tag Line-“Knowledge of products and market” • Product Features/Benefits • Company web-sites • Annual Reports • Brochures • Price Lists • Market Analysis • Financial and Research sites • Bloomberg • Edgar • Data-Monitor

16. Analysis to Intelligence Tag Line-“Easy to understand and Communicate” • Spread-Sheets- Marketing • Product launch, communication, features • Positioning Charts- Sales • Comparable products, strategies to win • Reports- Manufacturing/ Finance • Warranty info, delivery casts, manufacturing • Graphs- Executives/ Sales/Marketing • performance, changing landscape

17. Systems Positioning Template

18. Relative Price Positioning

19. STANDARD SYSTEMS SOLUTIONS (list per station) BLENDED SYSTEMS SOLUTIONS (list per station) • Kick - CAN$ 4570 • 2” thick with unitized frame • Limited choice of finishes • Limited wire management • 90 & 120 degree planning • low price worksurface & storage • Answer & Kick - CAN$ 4667 • Limited off modularity • Answer large kit of parts • Low pressure Kick worksurface • High price glass and accessory elements • Answer - CAN$ 4824 • 3” thick with demountable frame • Large number of pieces • Mid panel off-modularity • High price glass and accessory elements • Blends with kick-worksurface & storage • Tech Wall & Kick - CAN$ 5256 • Base cover lines do not match • Low pressure Kick worksurfaces • Limited wire management in wings • Limited finish selection with Kick wings • Montage - CAN$ 5727 • 3” thick with unitized frame • Plans 90,120 and 135 • Separate on & off module frames • Separate frame for desk height power • Vertical travel of cables at junctions only • No floor to ceiling options for new clients • Answer and P & B- CAN$ 5971 • Acoustic issues • No off-modular connections • No element choice on wings • Non cube look with openness • single color paint finish on wings • Technology Wall - CAN$ 6695 • 4 “ thick with unitized frame • Large element choice • Large cable carrying capacity • Monolithic and segmented look • Extra rail to be ordered for off modularity • Tech Wall and P&B- CAN$ 6472 • Acoustic issues • Single paint color for wings • No element choice in wings • No overhead storage on wings • Limited cable capabilities in wings • OTHER STEELCASE SYSTEMS Regular & with Blending Post & Beam Series 9000 Avenir Context

20. SOURCE BIFMA-OFFICE SHIPMENTS FOR 2002

21. US Political Party Split US Map with Republican and Democrat states Cartogram-Corrected for population US Map with Republican and Democrat states

22. Tips for searching Tag Line-“All information is not accurate” • Determine your audience • Triangulate every result • Always use reliable sources only • Know specifically what you are looking for • Use primary research to confirm findings

23. Primary Data Tag Line-“Primary data is priceless” • e-content provides excellent Secondary data • e-content provides information for making faster decisions • Secondary data with Primary data – helps in taking better decisions

24. Questions??