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The Value Trail
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Marc Sansó
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How to Effectively Understand, Deploy
and Monitor Successful Business Models
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The approach for competition
The traditional conceptual approach for business
The optimized way of approaching business
The Australian surfing business
The Three Dimensions of Value (TDV) Model
The relational link approach
Capturing customer insights
Apparel and accessories value chain (simplified)
The automotive business value chain (simplified)
Margin Predation for value boosters
The traditional value chain of the mobile phone business
The new value chain for the smartphone business
The TDV model: conceptual mapping
The internal analysis guidelines
The definition of corporate goals The levers for internal value generation
Different perspectives on the company/customer relationship
Most salient competitive models
Dimensions of the attribute Premium
A Brand Valuation model An integrated model to monitor corporate performance go
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1.1
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3.9
3.10
4.1
4.2
4.3
4.4
4.5
4.6
5.1
5.2
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List of Figures
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Apple versus Dell market capitalization (1995–2013)
2
Free-kick goals scored by Leo Messi by season (2008–13)
3
Evolution of average nominal price of houses in Spain
4
Stages of a speculative bubble
5
Number of Nostrum restaurants
14
Key P&L figures for Lego (2002–4)
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LEGOLAND parks aggregate figures (2002–4)
17
Perceived value of offered attributes, based on flight duration
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Apple’s figures I
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Apple’s figures II
50
Nokia’s figures I 50
Nokia’s figures II
51
Apple and Nokia I 51
Apple and Nokia II 52
Apple and Nokia III 52
Annual car expenses in different countries
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Apple’s revenue by category (Q1 2014)
72
A comparison of key metrics for the fashion retail business
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Different share values within the fashion retail business
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A comparison of key metrics for the furniture and DIY business
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Ikea’s top five selling countries
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2013 sales for some sport apparel manufacturers
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Innovation and profitability metrics for some sport apparel manufacturers 89
WhatsApp’s number of monthly active users
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WhatsApp’s number of daily messages
95
Zipcar Inc. market share (as a percentage of total carsharing
members worldwide)
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Zipcar Inc. revenue evolution
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Key financial ratios for Zipcar Inc.
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A comparison of Prada’s key financial ratios
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2.1
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3.1
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4.14
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List of Charts
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Overview of the strategic analysis process
Corporate goals by nature
Corporate goals by type of lever and focus
Actions taken to accomplish corporate goals
The five competitive priorities
Some examples on company positioning
Further dimensions of the attribute Premium
Brand Equity Statement: different metrics
Outside-in metrics and their added value
The Key Performance Indicator Matrix
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5.1
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List of Tables
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