[insert your name or team name here]

WTP, Cost, and Positioning Evaluation for:

[insert your firm, business unit or product name here]

Two Competitors Used for This Assignment:

Competitor 1: [insert name of competitor 1 here]

Competitor 2: [insert name of competitor 2 here]

Assignment Part 1: Evaluate WTP (Willingness-To-Pay) Drivers

Instructions:
Consider what drives your customers to be willing to pay for these products/services you chose. Use the next slide as a
template.

1. First, list these willingness to pay (WTP) drivers.

2. Next, for your own company's business unit or product, rate your customers' willingness to pay.
3. Then, for competitor 1, rate their customers' willingness to pay.
4. Finally, for competitor 2, rate their customers’ willingness to pay.

You can use the Icon Bank to drag and drop your firm, Competitor 1, and Competitor 2 icons onto the table to rate them.
 Worst in industry Average Best in industry
Icon Bank
You can drag these icons and
drop them into the table to
rate your firm, competitor 1,
Willingness-to-pay drivers: 1 2 3 4 5
and competitor 2.
Assignment part 2: Evaluate Drivers of Cost

Instructions:
Consider what drives cost for these products/services you chose. Use the template on the next slide.

1. For the your firm, business unit or product you have selected, rate your key cost drivers.
2. Rate these cost drivers for competitor 1.
3. Rate these cost drivers for competitor 2.

You can use the Icon Bank to drag and drop your firm, Competitor 1, and Competitor 2 icons onto the table to rate them.
 Worst in industry Average Best in industry
Icon Bank
You can drag these icons and
drop them into the table when
Cost drivers:
you rate your firm, competitor
1, and competitor 2.
1 2 3 4 5
Strategic Positioning Chart
Instructions: Position your firm and your two competitors: use your evaluation of WTP and cost drivers to place your firm and the two competitors on the
Strategic Positioning Chart.

Icon Bank
You can drag these icons and
drop them onto the chart. High
Productivity Frontier
(State of Best Practice)

WTP

Low
High Low
Relative Cost Position

Source: “What Is Strategy?” Porter, Harvard Business Review, 1996

Evaluate Your Positioning
Instructions: Answer the following questions.

1. In which direction are we going?

2. In which direction are our two competitors going?

3. Is there strategic convergence?