road mapping 3b

EMT 714, Module 4, Fall 2008 Slide of 39 © 2008 Murrae J. Bowden

Case III - Core Competencies & Case III - Core Competencies & Strategic RoadmappingStrategic Roadmapping

Case IIIB - RoadmappingProblem Statement: Your Team has been hired by the Chief

Technical Officer (CTO) of your chosen company. You have already completed the Products, Customer Needs, Competitive Advantage Matrix in Case IIIA. Using this and other information, construct the following 4 maps: (You will need to think about and propose to the CTO what will be needed to gain a sustainable competitive advantage for the next 5 years – products, services, technologies, & business processes. Ø Customer Product Profile Map - (2008 to 2013)

Ø Product Road Map - (2008 to 2013)

Ø Core & Enabling Technology Map – (2008 to 2013)

Ø Competitive Sourcing Map – (2008 to 2013) • (Make assumptions as necessary)

Due week of Lecture 6


Case IIIB Core Competency & Technology Roadmapping - 10 Points

ANALYSIS FACTOR Evaluation

1.Customer Product/Service Profile Map – Customer needs well defined, competitive position clearly defined, logically constructed

2

2. Product/Service Evolution Map – Axis correctly labeled, radical product shown, properly constructed, Proper mix of new products/services

3

3. Core/Enabling Technology Map – map/axis correctly labeled, core & enabling tech’s. identified and included correctly, properly constructed and logical

2

4. Competitive Sourcing Map - Correct technologies and business processes identified, map properly constructed, competitive sourcing logical.

1

5. Overall clarity of thought & and professional quality/Presentation

2

Final Point Grade10


Strategic Roadmapping

Framework

Strategic Roadmapping Process Flow Diagram(A process for developing your technology strategy)

THE NOW• Products• Services• Core & Enabling

Technologies• Core competencies• Key customer

needs• Competitive

advantage gained• How technology

delivers competitive advantage

• Gaps - FUTURE

Customer Product

Profile Map

THE FUTURE• Key future customer

needs defined. (Some current ones may be still relevant)

• Units of each customer need defined, e.g., weight, size, etc.

• How they are expected to change over time –’08-13’

• Competitor defined along with relative competitive position

• Definitions of customer needs required

ProductGeneration/Evolution

Map

THE FUTURE• How the product

line will evolve over time in response to customer need

• New platforms• Breakthroughs• Relative value

of each offering• Competitor’s

current offerings for 2008.

Core & Enabling

Technology Map

THE FUTURE• Core & Enabling

technologies needed to develop & deliver future products &

services to gain a sustainable competitive advantage

• Contrast current level of capability with capability of competitor

• Expected competitive position relative to your competitor 5 years hence

• Technology maturity of each technology

• Units of each defined

Competitive Sourcing

Map

THE FUTURE• Strategy to

source technologies, processes & capability to meet future product needs (Map 3)

• internally or externally sourced.

• Level of tech. maturity for each relative to your competitor

1 2 3 4 5

EMT 714, Module 3, Fall 2008 11/04/08 Slide of 135 © 2008, Murrae J. Bowden

02

HL

Customer Need Competitive Position Importance to Customer 2002 2007

1. CUSTOMER PRODUCT/PROFILE MAP

Online Bill PaymentIncluding EBPP

LL HH

HH

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Easy Access to Financial Portfolio

Anytime, Anywhere Access

Customer Service

Real Time Transactions

Wealth/Financial Management

LL HHFinancial Analysis

Chase CitiBank

02

02

02

02

LL

02

02

02

02

02

02

02

02

02

07

07

07

07

07

07

07

07

07

07

07

07

07

07

02 07 02 07


1.Customer Product/Profile Map1.Customer Product/Profile Map

HighLow

Customer Need Competitive Position Importance to Customer

Ease of Use

Relevant Search Results

Fast Response

Limited Ads

Availability

Identify Vendor-Paid Ads/Results

2004 2009

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= = GGooooggllee

= = YahooYahoo

GG0404

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High Importance =High Importance =

Low Importance =Low Importance =


Maps and MappingMaps and Mapping2. Product Roadmap - Example2. Product Roadmap - Example

Star

C400

S3S4

S5AS5

P2P3

PlusP5

C240

C410

C330

C335

S3AC320C300

C200 C210

C325

C310 C315

Cx

TuffVac 40F F Series

F9X

F11X

F12X

F9

F11

F12

Pri

ce/F

eatu

res

Pri

ce/F

eatu

res

High

Low

High

Low

Coolidge

Fillmore

New ProductPlatform

Discontinued

TIME

New Platform Active Product

CX

20051990 1995 2000

FuturePast

VA

LU

EV

AL

UE

Map Constructed in 2000 by

Coolidge Co.


2.Product Road Map - Example2.Product Road Map - ExampleP

rice

/Fea

ture

sP

rice

/Fea

ture

s

High

Low

High

Low

Intel*

AMD**

New Product Platform Discontinued

TIME

New Platform Active Product

20072002

Celeron

Pentium 4 Pentium 4x

Xeon I

Itanium

Athlon 4

Athlon MP

Opteron

Athlon XP

BioChip

KeyPentium – Desktop/Laptop Microprocessor – 4x includes LAN/WirelessAnd low power applicationsXeon – Mid-class server processorItanium – Network class processorBiochip – Next generation, incorporating cellular transistors and LANCeleron – Desktop/Laptop processor replacing Pentium IIOpteron-Microprocessor designed for the mid-class server marketAthlon – Microprocessor for mid-class server, desktop and low power

Pentium 5

Athlon 4x

Athlon MPx

Athlon XPx

Source for product information: *www.intel.com **www.amd.com

Xeon II Xeon III

Pentium 5X

Opteron X

Athlon 4x

Athlon MPx

Athlon XPx

Opteron X

Athlon 4x

Athlon MPx

Athlon XPx

2005 20062003 2004

Itanium II Itanium III ItaniumX


3. Core & Enabling Technology 3. Core & Enabling Technology MapMap

Tech. MaturityTech. Maturity

Advanced Search Advanced Search AlgorithmsAlgorithms

IT Infrastructure & IT Infrastructure & Reliability Reliability ManagementManagement

Software Software EngineeringEngineering

Web Design & Web Design & User InterfaceUser Interface

SecuritySecurity

Technology SkillsTechnology Skillsfor for GGooooggllee

Competitive PositionCompetitive Position

LL HH

LL HH

LL HH

LL HH

GG0404

YY0909

YY0404

GG0909

YY0404

GG0404

GG0404

GG0404

GG0404

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YY0909

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GG0909

GG0909

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GG0404

YY0404

YY0909

= = GGooooggllee = = YahooYahoo

LL HH

Cluster Cluster ManagementManagement GG

0404YY

0404YY

0909GG

0909LL HH

High Skill =High Skill = Low Skill =Low Skill =


3. Kodak : Digital Camera 3. Kodak : Digital Camera Core/Enabling Technology MapCore/Enabling Technology Map Kodak0000

0000 Best competitor

0505

0505

Image SensorImage Sensor TechnologyTechnology

OpticsOptics

Firmware /Firmware / Embedded OSEmbedded OS

Digital Image Digital Image Processing Processing

(Compression Algorithms)(Compression Algorithms)

Memory Memory StorageStorage

Tech. MaturityTech. MaturityTechnology SkillsTechnology Skillsfor Kodakfor Kodak

Competitive PositionCompetitive Position

LL HH

LL HH

LL HH

LL HH

LL HH

0505

0505

0505

0505

05050505

0505

0505

0505

0505

0000

0000

0000

0000

0000

0000

0000

0000

0000

0000


4. Competitive Source Map4. Competitive Source Map

Serum Separation

ProcessTech

ProcessTech

ClotActing

SerumSeparation

ClotActing

Mature*

Growing*

Embryonic*

Internal ExternalSOURCE

Blood Collection Co. Competitor

* State of technology * State of technology within your company or within your company or that of a competitorthat of a competitor


4.Competitive Source Map (Eg)4.Competitive Source Map (Eg)

Advanced Search Algorithms

Mature

Growing

Embryonic

Internal ExternalSOURCE

Software Engineering

Advanced Search

Algorithms

Software Engineering

IT Infrastructure Mgmt

IT Infrastructure Mgmt

Web Design

Web Design

ClusterManagement

Cluster Management

Security

Security

NOTESNOTES

road mapping 3b

Business