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By Krishnamurti Jiddu

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Vs. • Use own distribution • Have weaker partners who can be better vs. • Target fewer high-value customers to sell • • • • investments/acquisitions and alliances Resell and form alliances with established players Extend reach through alliances, JVs Have strong partners well established in their areas of expertise Reach large customer segments, with an increasing consumer orientation Fast and opportunistic moves, with potential execution challenges and acquisitions influenced Growing, changing, and uncertain markets?

8 Net sales Variable shop costs Base costs Operating profits 37 Different is better Once more, the waterfall chart is at work here, but this one strikes me as even busier than the last. The scale is so squeezed that the differences in the plotted values are difficult to measure. In addition, the labels at the bottom of the columns are redundant. Most importantly, the chart doesn't accomplish its main goal: allowing the audience to easily compare the company and its competitor in each of the two segments.

Use own distribution Have strong partners vs. Have partners who can be influenced Reach large customer segments vs. Target fewer high-volume customers Fast and opportunistic moves, with potential execution challenges Planned approach aiming for wholly-owned, perfect answers and customer control Growing, changing, uncertain markets Gene’s solution 53 This page intentionally left blank. SIGNIFICANT CHANGES IN MARKET SHARE Percentage of domestic cigarette market 100 Company F 90 Company E 80 Company D 70 Company C 60 50 40 Company B 30 20 10 Company A 0 Q1 Q2 Your solution Q3 Q4 55 Different is better One of the criteria for designing charts that work is making sure that the chart clearly depicts the message in the title.

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