Product Strategy Concept
- Analyzer
Summarized by Sam Mishra, Author, Strategic Case Analysis
Analyzers balance the opportunity-seeking nature of
prospectors against the risk aversion of
defenders. Analyzers seek to maintain
their position in the marketplace, waiting for the market's reaction to new
product or new entrants into the marketplace. Once the market's reaction is
analyzed, they pursue the opportunity, having identified the key success
factors. Thus, like prospectors, analyzers seek to exploit new market
opportunities, but they will also tend to draw most of their revenue from a
stable portfolio of products.
Analyzers typically operate in at
least two different product-market areas, one stable and one variable. In the current
Web 2.0 era (years 2006 - 2007), Microsoft can be argued to be an analyzer in the new
media advertising space, Google can be argued to be the prospector, with Yahoo! as the
defender.
(The terms prospectors, analyzers, and defenders were first
coined by Miles and Snow.)
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