Enhanced Industry Mapping

Industry mapping is a powerful tool, and gives you a strategic view of the competitive terrain. This can be used as the foundation of an ongoing intelligence program.

 

Building on Dr. Michael Porter's pioneering work, TKA has developed a set of tools we call Enhanced Industry Mapping.  These take account of both "intra-industry" forces of Porter's model, but also add "extra-industry" forces—strategic externalities that can affect all industry players.  In our experience, these are not as intuitive to understand, and can often be more important factors in enterprise competitiveness, than forces inside the industry alone.

 

These two key components of TKA's Enhanced Industry Mapping methodology are illustrated below.

 

 

Each of Porter's "five forces" is indicated above with an asterisk.  While a good starting point, this is not a good ending point for competitive analysis.  Strategic factors outside the industry must also be taken into account, as shown below.

 

 

 

In one case example, TKA built a dynamic map of industry players in various segments of the RFID industry (software, hardware readers, etc.)  This enabled our client to:

In another example, TKA used these models to help a major credit card company think beyond its traditional rivals to more innovative competitors like online payment systems.