Market Disruption and Competitive Response: Imagine you are the CEO of a well- established retail company that specializes in selling consumer electronics through brick-and- mortar stores. Over the past few years, you've enjoyed steady growth and a loyal customer base. However, a new disruptive technology has emerged that allows for direct-to-consumer sales through an augmented reality (AR) platform. This AR platform allows customers to virtually try out products before purchasing them, eliminating the need for physical stores. You face 2 main problems: 1. Disruption and Opportunity: The AR platform has gained rapid adoption, and several of your competitors have already embraced this technology. They are offering a broader range of products and a unique shopping experience, leading to a shift in consumer preferences. You need to decide whether to invest in developing your AR platform or partnering with existing ones to stay relevant and tap into this new market opportunity. 2. Risk of Cannibalization: While the AR platform presents an opportunity, there's a risk that could cannibalize your existing in-store sales. You need to formulate a strategy that leverages the new technology while maintaining the loyalty of your current customer base and mitigating the potential negative impact on your traditional retail business. To address these problems, you need to think strategically. Please address the following areas to help this company survive. You may need to make some details up along the way for your fake company. Thats okay! The point of this exercise is the process not the detail. Assessment and Analysis: What information do you need to carry out a full assessment and analysis of the situation? Please list the internal and external data that would help inform your next steps. Competitive Positioning: What are your current strengths and weaknesses in the market and in comparison, to other competitors that are using the AR platform? How can you differentiate your offerings from others so that they will continue to shop with you? Write down your list of strengths/weaknesses and your ideas for differentiation from other companies. Risk Mitigation: What could you do to mitigate the risk of your sales being taken over by the AR platform? What strategies could you put into place to try to retain customers? Add to your document. Options Generation: What are the options for your business moving forward? What could your company do to stay relevant and profitable? Brainstorm the possibilities and choose what you think are the best 2 options for the business. Resource Allocation: What resources will each option need to be successful? Think about the financial, technological, and people related investments that will be required. Long-Term Vision: Think about the long-term vision of the company. Which option fits into the overall business goals and long-term vision of the company several years down the road. Choose

erbally or with slides. Presence and participation will inform the 10% mark for this exercise!