The unique contribution of your textbook is the "pair-wise" analysis that captures the "fine-grained complexity of competition." In chapter 10, the authors applied their action model to Cedant and Starbucks. As part of this written assignment, your job is to do something similar using Game 1 BSG data for Industry 94 from Y11-Y16.

A) Select a focal firm in Industry 94 on your own. You may select your own company as the focal firm. But if you feel very strongly, you could select any company in Industry 94 as the focal firm. Cendant and Starbucks were the focal firms in chapter 10 in the authors' application.

B) Identify a key competitor that has a high degree of customer and market overlap with the selected focal firm for Y11-Y14. You may show your analysis using the CSI framework (pages 62-63). Intercontinental Group and Second Cup were the key competitors, respectively, of Cedant and Starbuck in the chapter 10 application.

C) Compare the relative internal resource positions of the focal firm and the key competitor at the end of Y14. Depending on the kind of information, you may use a figure similar to 10.2, 10.4, 4.1-4.4 and/or a table similar to 4.1.

D) Compare the relative external market positions of the focal firm and the key competitor at the end of Y14.

E) Plot the internal and external resource positions [see figure 10.3] at the end of Y14.

Note in C, D, and E above you are analyzing relative positions at the end of Y14. Essentially, you are treating Y11-Y14 as historical data. You will use this historical data to predict the behavior of your key competitor for Y15-Y16 as described below.

F) Predict the future competitive behavior of the key competitor for Y15-Y16 using the competitor analysis framework (figure 10.5) proposed by the authors: beliefs (industry, competitors, and self), competitive intent and goals (corporate, business, and functional), and past competitive actions.

G) Compare and contrast your predictions of the key competitor's behavior for Y15-Y16 in item F above with what the key competitor actually did in Y15-Y16.

H) Based on this application of the action model, what are your three most important take-aways that you can use in BSG Game 2? I will share you answer to this item H with everyone. Please try to make your answer to this part as "self-sufficient" as possible.

SU Uccision is 1769127, 128 PM A Company PERTORMANCE HIGHLIGHTS Year 18 ! 10 - 1211 Financial Www Wor 10 Www 11 Mar 12 War 13 Word War 15 Years War 17 War 18 Yar 19 Wor Er 22.00 01.31 0.63 $ $1.29 tas t- RDE . 24 Black The 2015 $1.54 520.00 $17.20 4:21 511.4 $1277 5.5 Credit Ring $ a Inulating TU 51 7 43 28 Not Intel 39215 SAD 29971 115,41 TL 1,671 7481D 20 Regues Wall Private Label 27.000 27,450 414.681 ! ! 24 21 28 14:39 in AM D To 422.0 443.221 352438 229. SIZE 28.124 12246 Branded Production Www 10 www11 Year 3 War 13 Www 10 War 16 Yars Wer 13 Www 1 Yar 18 Wars NAM . SERE 3.1 517 4 DT wa AB 99 158 000 Prackstaal Nala 23.91 94.22 21.FI 22.00 SEVGI 0.5 0.00 GA-Producthtud aren Labda DOU D.2 Wiad C.00 ar DU 0.30 Producent 0.00 Bm CM Ap-rockcity 8.5 * BET 3648 Labrador 4.95 453 136 02 LO Predenen we 91.16 1.11 1A 3A 199 5.2 LA - U U d V . 60 0. 000 C 001 000 Producten Cont DOU 01.20 . CU bou U.SC 0.00 Branded Operior War 10 11 Waar 12 War 13 W 14 Kar 16 Year Www 17 War 15 Years War 17 War 18 Yar 18 War NLAR 1.DK 1. Hot-Bold 340 200 392 112 Nakon Shorts 17 PA LA . purk 189 17.30 18.50 * 81.22 Whak-piha 1.00 D Nata 14 100% 7. 2.24 iyinai Wea 15T EDI !! abo FA- 9040 10* 18 1 17* Hami 300 221 294 210 594 208 Marta 14 HE Opening 15.15 10.14 ! 58 3.12 27.24 1135 WHB 1.10 1.170 1.222 1.10 23 181 D: DAE als Opening at Port 11.21 GE 11A 13.21 6 1AC 119 AP- att 4.1* 2.0* 1.5* 2.17 18* 1.:* WP 2 175 2103 131 161 Nadat Bera 143 11 120 22 Opening Prot 1989 613 99 : Wh-Pain Bold 1275 1,123 . DE 1,51 in Nako Show da . 10 & Cereby Pre 1981 Opera 10.15 ID 10. C.TA 2.51 TT.42 09.45 LA-9D 1D 1.1* 9.45 1.** 1.77 Hant-Bold 167 29 Nation Shon then 10 GIA 1 0.75 Opere 125 1.7 -1.EB 10.12 204.14 Wha-Psh. Sold 1976 1,19 1 100 1,71 25 Mah 484 10.15 14 D DOS Opening Part LA 2.18 ai an P-Lahn Operation Year 10 yearl Your 12 Year 13 Year 14 kuris Year Year 17 Year 18 Year 13 Year 20 1D 11 Year 15 4 NAH 30 U Marin ooreet Cant -3.07 d. CU pei F-A-Pries 93 Marga Oberward -WWF +0.70 U.DO C. De 0.00 A-P-Paire de 23 990 0 0.00 010 LANiSoldes 200 0 g . 220 Murano Dret Uud D -0. +0.42 W.LO CU DOU 0.00 14:34 "293"} PA Can- hilips Www.gorline. Siswiperfonarchiches Hoge 101 Po A Company Industry 94 PERFORMANCE HIGHLIGHTS Year 16 -25 Financial Year 10 Year 11 Year 12 Year 13 Year 14 Year 15 Year 16 Year 17 Year 18 Year 19 Year 20 EPS perware $2.00 $2.01 $1.31 $0.63 ROE) $1.81 $2.53 20.0 $-0:53 17.5 9.9% 4.45 Stock Price 12.84 20.15 -4.8% $30.00 $17.08 $7.54 Credit Rating $521 $11.61 $12.77 $6.75 B B+ B: B CH C Image Rating 70 68 51 54 57 47 46 Net Internet 90,315 88,674 Revenues 74,510 Wholesale 74,585 82.271 115,438 52,540 314731 327,023 257 928 246,451 263,584 174,339 Private Label 75.958 27.600 27,600 0 0 0 0 0 Total 432.646 443,297 332,438 328,722 399,022 248,924 128.498 Branded Production Year 10 Year 11 Year 12 Year 13 Year 14 Year 15 Year 16 Year 17 Year 18 Year 19 Year 20 NA-Productivity 5.000 5,160 5,026 5,133 5,174 Labor Costa dond 0 4.707 8.98 8.49 8.69 9.24 10.28 Production Cost 0.00 0.00 23.98 24.02 21.81 22.00 28.68 0.00 0.00 E-A-Productivity pun 0 0 0 0 0 0 Labor Cost per 3,850 0.00 0.00 0.00 0.00 0.00 0.00 Production Costa) 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 A-P-Productivity 3,500 3,662 3.634 3,627 3,723 0 Labor Contra 3,846 4.89 4.50 4.53 4.96 5.22 Production Cost 0.00 0.00 21.15 21.38 18.38 19.20 20.53 0.00 0.00 LA-Productivity 0 0 0 0 0 0 Labor Cost 0.00 0.00 0.00 0.00 0.00 0.00 0.00 Production Costa) 0.00 0.00 0.00 0.00 0.00 0.00 0.00 Branded Operations Year 10 Year 11 Year 12 Year 13 Year 14 Year 15 Year 16 Year 17 Year 18 Year 19 Year 20 NA-S/Q Rating 4.0* 4.0* 1.7* 1.5* 2.1* 1.8* 1.5* Internet - Pairs Soldo 353 348 303 322 770 357 112 Market Share 14,3 12.5% 9.4 8.9% 18.45 8.0% Operating Profit 17.88 17.36 13.80 11.91 5.81 31.27 6.57 Whiske-Pairs Soldes 1.997 2,075 1,666 1,625 1,313 1,216 0 Market Share 14.3 14.25 10.5% 9.95 7.85 7.5% 0.0 Operating Profit 8.80 8.63 8.64 8.57 20.63 35.88 0.00 E-A-SO Rating 4.0* 40* 1.8* 1.6* 20* 1.7* 1.4* Internet-Pairs Sold 300 291 254 210 586 240 266 Market Share 14.3% 122 92 6.8 16.25 6.3% 6.4 Operating Profit 15.15 1424 10.64 8.88 -232 27.04 13.63 Whale-Pairs Sold 1,700 1,770 1.332 1,609 1.179 836 931 Market Share 14.3% 14.0 9.8% 11.3 8.15 5.6 6.8% Operating Profit 7.04 6.83 6.78 1.19 12.83 18.80 4.12 A-P-SQ Ratings 40* 4.1* 20* 1.8* 2.1* 1.8* 1.5* Internet-P -Pairs Sold 225 220 175 203 181 131 151 Market Share 14.3% 11.9 7.95 7.9% 5.96 3.8% 4.0% Operating Profit 13.92 12.97 6.36 438 2.75 36.87 22.96 Whsle-Pairs Soldes 1,275 1,325 1,082 1,293 1,534 31 64 Market Share 14.3% 138 100% 10.9% 11.9% 0.3% 0.5% Operating Profit 10.51 10.18 10.52 0.74 254 77.42 65.45 LA SVQ Ratings 40* 4.1* 20* 1.96 2.3* 2.0* 1.7* Internet-Pairs Sold 225 224 187 267 195 50 7 Market Share 14.3% 12.05 8.4 10.4% 6.6% 1.8% 0.2 Operating Profit 8.25 7.71 -1.88 9.97 10.12 49,20 204.14 Whale-Pairs Sold on 1,275 1,321 1.109 1.701 1,318 35 0 Market Share 14.3% 13.5 10.15 14.3 10.7 0.3 0.0 Operating Profit 484 4.49 1.44 -123 8.97 3.74 0.00 P-Label Operations Year 10 Year 11 Year 12 Year 13 Year 14 Year 15 Year 16 Year 17 Year 18 Year 19 Year 20 NA-Pairs Soldo 200 200 0 0 0 0 Margin Over Direct Cost .3.07 -2.78 0.00 0.00 0.00 E-A-Pairs Sold 200 200 0 0 0 0 0 Margin Over Direct Cost +1.07 -0.78 0.00 000 0.00 0.00 0.00 A-P-Pairs Soldo 200 200 0 0 0 o Margin OverDirect Cost *6.86 +6.45 0.00 0.00 0.00 000 0.00 LA -Pairs Soldo 200 200 0 0 0 0 o Margin Over Direct Cost +0.86 -0.45 0.00 0.00 0.00 0.00 0.00 0.0 0.08 SU Uccision is 1769127, 128 PM A Company PERTORMANCE HIGHLIGHTS Year 18 ! 10 - 1211 Financial Www Wor 10 Www 11 Mar 12 War 13 Word War 15 Years War 17 War 18 Yar 19 Wor Er 22.00 01.31 0.63 $ $1.29 tas t- RDE . 24 Black The 2015 $1.54 520.00 $17.20 4:21 511.4 $1277 5.5 Credit Ring $ a Inulating TU 51 7 43 28 Not Intel 39215 SAD 29971 115,41 TL 1,671 7481D 20 Regues Wall Private Label 27.000 27,450 414.681 ! ! 24 21 28 14:39 in AM D To 422.0 443.221 352438 229. SIZE 28.124 12246 Branded Production Www 10 www11 Year 3 War 13 Www 10 War 16 Yars Wer 13 Www 1 Yar 18 Wars NAM . SERE 3.1 517 4 DT wa AB 99 158 000 Prackstaal Nala 23.91 94.22 21.FI 22.00 SEVGI 0.5 0.00 GA-Producthtud aren Labda DOU D.2 Wiad C.00 ar DU 0.30 Producent 0.00 Bm CM Ap-rockcity 8.5 * BET 3648 Labrador 4.95 453 136 02 LO Predenen we 91.16 1.11 1A 3A 199 5.2 LA - U U d V . 60 0. 000 C 001 000 Producten Cont DOU 01.20 . CU bou U.SC 0.00 Branded Operior War 10 11 Waar 12 War 13 W 14 Kar 16 Year Www 17 War 15 Years War 17 War 18 Yar 18 War NLAR 1.DK 1. Hot-Bold 340 200 392 112 Nakon Shorts 17 PA LA . purk 189 17.30 18.50 * 81.22 Whak-piha 1.00 D Nata 14 100% 7. 2.24 iyinai Wea 15T EDI !! abo FA- 9040 10* 18 1 17* Hami 300 221 294 210 594 208 Marta 14 HE Opening 15.15 10.14 ! 58 3.12 27.24 1135 WHB 1.10 1.170 1.222 1.10 23 181 D: DAE als Opening at Port 11.21 GE 11A 13.21 6 1AC 119 AP- att 4.1* 2.0* 1.5* 2.17 18* 1.:* WP 2 175 2103 131 161 Nadat Bera 143 11 120 22 Opening Prot 1989 613 99 : Wh-Pain Bold 1275 1,123 . DE 1,51 in Nako Show da . 10 & Cereby Pre 1981 Opera 10.15 ID 10. C.TA 2.51 TT.42 09.45 LA-9D 1D 1.1* 9.45 1.** 1.77 Hant-Bold 167 29 Nation Shon then 10 GIA 1 0.75 Opere 125 1.7 -1.EB 10.12 204.14 Wha-Psh. Sold 1976 1,19 1 100 1,71 25 Mah 484 10.15 14 D DOS Opening Part LA 2.18 ai an P-Lahn Operation Year 10 yearl Your 12 Year 13 Year 14 kuris Year Year 17 Year 18 Year 13 Year 20 1D 11 Year 15 4 NAH 30 U Marin ooreet Cant -3.07 d. CU pei F-A-Pries 93 Marga Oberward -WWF +0.70 U.DO C. De 0.00 A-P-Paire de 23 990 0 0.00 010 LANiSoldes 200 0 g . 220 Murano Dret Uud D -0. +0.42 W.LO CU DOU 0.00 14:34 "293"} PA Can- hilips Www.gorline. Siswiperfonarchiches Hoge 101 Po A Company Industry 94 PERFORMANCE HIGHLIGHTS Year 16 -25 Financial Year 10 Year 11 Year 12 Year 13 Year 14 Year 15 Year 16 Year 17 Year 18 Year 19 Year 20 EPS perware $2.00 $2.01 $1.31 $0.63 ROE) $1.81 $2.53 20.0 $-0:53 17.5 9.9% 4.45 Stock Price 12.84 20.15 -4.8% $30.00 $17.08 $7.54 Credit Rating $521 $11.61 $12.77 $6.75 B B+ B: B CH C Image Rating 70 68 51 54 57 47 46 Net Internet 90,315 88,674 Revenues 74,510 Wholesale 74,585 82.271 115,438 52,540 314731 327,023 257 928 246,451 263,584 174,339 Private Label 75.958 27.600 27,600 0 0 0 0 0 Total 432.646 443,297 332,438 328,722 399,022 248,924 128.498 Branded Production Year 10 Year 11 Year 12 Year 13 Year 14 Year 15 Year 16 Year 17 Year 18 Year 19 Year 20 NA-Productivity 5.000 5,160 5,026 5,133 5,174 Labor Costa dond 0 4.707 8.98 8.49 8.69 9.24 10.28 Production Cost 0.00 0.00 23.98 24.02 21.81 22.00 28.68 0.00 0.00 E-A-Productivity pun 0 0 0 0 0 0 Labor Cost per 3,850 0.00 0.00 0.00 0.00 0.00 0.00 Production Costa) 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 A-P-Productivity 3,500 3,662 3.634 3,627 3,723 0 Labor Contra 3,846 4.89 4.50 4.53 4.96 5.22 Production Cost 0.00 0.00 21.15 21.38 18.38 19.20 20.53 0.00 0.00 LA-Productivity 0 0 0 0 0 0 Labor Cost 0.00 0.00 0.00 0.00 0.00 0.00 0.00 Production Costa) 0.00 0.00 0.00 0.00 0.00 0.00 0.00 Branded Operations Year 10 Year 11 Year 12 Year 13 Year 14 Year 15 Year 16 Year 17 Year 18 Year 19 Year 20 NA-S/Q Rating 4.0* 4.0* 1.7* 1.5* 2.1* 1.8* 1.5* Internet - Pairs Soldo 353 348 303 322 770 357 112 Market Share 14,3 12.5% 9.4 8.9% 18.45 8.0% Operating Profit 17.88 17.36 13.80 11.91 5.81 31.27 6.57 Whiske-Pairs Soldes 1.997 2,075 1,666 1,625 1,313 1,216 0 Market Share 14.3 14.25 10.5% 9.95 7.85 7.5% 0.0 Operating Profit 8.80 8.63 8.64 8.57 20.63 35.88 0.00 E-A-SO Rating 4.0* 40* 1.8* 1.6* 20* 1.7* 1.4* Internet-Pairs Sold 300 291 254 210 586 240 266 Market Share 14.3% 122 92 6.8 16.25 6.3% 6.4 Operating Profit 15.15 1424 10.64 8.88 -232 27.04 13.63 Whale-Pairs Sold 1,700 1,770 1.332 1,609 1.179 836 931 Market Share 14.3% 14.0 9.8% 11.3 8.15 5.6 6.8% Operating Profit 7.04 6.83 6.78 1.19 12.83 18.80 4.12 A-P-SQ Ratings 40* 4.1* 20* 1.8* 2.1* 1.8* 1.5* Internet-P -Pairs Sold 225 220 175 203 181 131 151 Market Share 14.3% 11.9 7.95 7.9% 5.96 3.8% 4.0% Operating Profit 13.92 12.97 6.36 438 2.75 36.87 22.96 Whsle-Pairs Soldes 1,275 1,325 1,082 1,293 1,534 31 64 Market Share 14.3% 138 100% 10.9% 11.9% 0.3% 0.5% Operating Profit 10.51 10.18 10.52 0.74 254 77.42 65.45 LA SVQ Ratings 40* 4.1* 20* 1.96 2.3* 2.0* 1.7* Internet-Pairs Sold 225 224 187 267 195 50 7 Market Share 14.3% 12.05 8.4 10.4% 6.6% 1.8% 0.2 Operating Profit 8.25 7.71 -1.88 9.97 10.12 49,20 204.14 Whale-Pairs Sold on 1,275 1,321 1.109 1.701 1,318 35 0 Market Share 14.3% 13.5 10.15 14.3 10.7 0.3 0.0 Operating Profit 484 4.49 1.44 -123 8.97 3.74 0.00 P-Label Operations Year 10 Year 11 Year 12 Year 13 Year 14 Year 15 Year 16 Year 17 Year 18 Year 19 Year 20 NA-Pairs Soldo 200 200 0 0 0 0 Margin Over Direct Cost .3.07 -2.78 0.00 0.00 0.00 E-A-Pairs Sold 200 200 0 0 0 0 0 Margin Over Direct Cost +1.07 -0.78 0.00 000 0.00 0.00 0.00 A-P-Pairs Soldo 200 200 0 0 0 o Margin OverDirect Cost *6.86 +6.45 0.00 0.00 0.00 000 0.00 LA -Pairs Soldo 200 200 0 0 0 0 o Margin Over Direct Cost +0.86 -0.45 0.00 0.00 0.00 0.00 0.00 0.0 0.08