This information is confidential and was prepared by Knowledge Management Associates solely for the use of our client; it is not to be relied on by any 3rd party without KMA’s prior written consent.

Competitor/Market AnalysisOpportunities Across Channels

2

This information is confidential and was prepared by Knowledge Management Associates solely for the use of our client; it is not to be relied on by any 3rd party without KMA’s prior written consent.

Introduction

Overview- If your company is considering entering a new market, you might want to present a review of the market segments and the competitors in each segment.

-The three following slides provide an example of this analysis

Assumptions-There are three major competitors-The market can be divided into five segments, based on distribution channel

-This could be a construction product such as windows or doors

3

This information is confidential and was prepared by Knowledge Management Associates solely for the use of our client; it is not to be relied on by any 3rd party without KMA’s prior written consent.

Notes on Competitor/Market Analysis

100% stacked bars were used to present overview data on markets and competition

- for markets, growth trends were captured using: 2 years of data CAGR (Compound Annual Growth Rate)

The Marimekko chart was used to present data on competition by market

-both differences in market size and competitive position are evident

-market opportunities can be easily spotted

General notes:-The category “Other” was used to include all small competitors to make highlight the key competitors

-Each slide has a tag line to highlight “key learning”

4

This information is confidential and was prepared by Knowledge Management Associates solely for the use of our client; it is not to be relied on by any 3rd party without KMA’s prior written consent.

Channel Overview

Government $14M

School $32M

Installer $84M

Industrial $186M

Retail $284M

Government $14M

School $33M

Installer $90M

Industrial $193M

Retail $290M

2002 2003

$600M $620M

0

20

40

60

80

100%

3%Total CAGR

2%

4%

7%

2%3%

Retail and Industrial channels dominate. Overall growth is low. The highest growth is in the installer segment.

5

This information is confidential and was prepared by Knowledge Management Associates solely for the use of our client; it is not to be relied on by any 3rd party without KMA’s prior written consent.

Key Competitors

Other11%

Wenco 3%Summit 6%

Willmar13%

Pozzi68%

2002 Market Share

$598M

0

20

40

60

80

100%

Pozzi dominates the market.

Note: names are real companies for illustration only; all data fictional.

6

This information is confidential and was prepared by Knowledge Management Associates solely for the use of our client; it is not to be relied on by any 3rd party without KMA’s prior written consent.

Market Map

Other18%

Wenco3%Willmar5%

Summit13%

Pozzi61%

Other5%

Willmar17%

Pozzi78%

Other1%

Wenco8%

Willmar20%

Pozzi71%

Will

mar

13%

Pozzi88%

Other28%

Willmar61%

Pozzi11%

Retail Industrial InstallerSchoolGovernment

$284M $186M $84M $32M $14MTotal =$600M

0

20

40

60

80

100%

Note: names are real companies for illustration only; all data fictional.

Pozzi’s dominant position extends across all channels, except government. Willmar is in a relatively strong position in all channels except retail.