A presentation on

BOLD RETREAT:A New

Strategy For Old Technology
 Impact of new technology on business

 When a new technology emerges, incumbents frequently try—unsuccessfully—to either leap

to it or defeat it. There’s a third, often superior, option.

 technology emerges on the horizon, threatening your existing business.

 All too many companies can’t admit to themselves that they actually don’t have the
wherewithal to make that transition—and so they fail disastrously.

 perhaps because they lack the necessary capabilities or financial resources, or because they
believe that the new technology isn’t really superior and can be defeated.

 So, they redouble their efforts to upgrade the old technology and in many cases succeed in
improving its performance.
 Implementation of new technology in business

 Functionality

 Technology

 Vendor

 Support

 Costs
Retrenching to sustainable niches-:
There is some question to guide your effort to retrench an old technology-

Q 1- What elements of our value creation does the new leave unaddressed.
Fore example-: about performance mode of delivering, service, interaction

Q 2- Which of our customer care about these elements.

Q 3- If we were to focus on these unique attribution, how could we further improve

value creation for this customer.

Q 4- If we could capture this segment, would it be enough to sustain us- in terms o

of revenues, margin, and differentiation from the competition.

Q 5- How would we need to our organization.

Q 6- What can expect in term of competition.

Cont…………………

Q 7- Will our ecosystem of suppliers and compliments be available to support this

move.

Q 8- How attractive is this option relative to our realistic alternatives.

 A bold retreat bold case study : ultra tech

The company was a successful producer of 1X semiconductor lithography steppers.

Resource constraints prevented Ultratech from following its peers in developing the next
generation of 5X steppers.

if the company couldn’t afford to reinvent its technology in order to compete in its existing
market.

Ultratech’s first move was to retrench in a lower –end segment of the semiconductor wafer
market.

Chip makers is using one type of tool.

Ultratech searched for relocation opportunities outside its traditional market .

 Relocation: Finding new markets

Who would want it? Who could use it?

The old tech using it now.

How much are they paying?

What adustments would we need to make in order to sell at this price.

Old technology / new alternative

Compared with our other choices.

Organizing Bold Retreats

Making a change from an old technology to a new technology is extremely

difficult.
There are some factor which is most effecting to these changes.

 Lack of technology

 Product development

 Manufacturing

 Cost structure
There is huge risk involve to transform old technology in to new technology.

Don’t underestimate the challenges of selling a retreat strategy.

Conclusion
If you want to sustain your business as a long term basis than you have to update your
technology as well as your strategy according trend & you have to satisfied your
customer’s needs & expectations.
Presented by:-
Hitesh Gupta
Saurabh singh
Pankaj Sachan
Rashid Khan