【正文】 and entry doors Entry doors and garage door openers Low High Perceptual Barriers “ Garage doors need to be made of steel and be strong. Entry doors should be well crafted and be attractive.” Garage door customer “Garage door openers should be bought from a reputable electronics type pany.” Garage door opener customer “ I like to buy my garage door and the opener from the same manufacturer. It’s the same as with TVs. I wouldn’t buy the remote control from one pany and the TV from another.” Garage door customer Customer feedback revealed low barriers between garage doors and openers. However, customers viewed entry doors as separate from garage doors and openers. Garage doors and garage door openers Source: Customer Interviews Costs Customers Compet itors 42 CU7121997ECA Business Definition Bunker Hill Competitor Acid Test ?Bunker Hill ?Chamberlain ?Overhead door ?WayneDalton ?Clopay ?Castlegate/Premdor ?Peachtree ?Pease ?ThermaTru A petitor acid test validated the team’s findings. Bunker Hill is the only player who participates in all three segments. All other players make and sell only entry doors or only garage doors and garage door openers. Company Garage Door Openers Garage Doors Entry Doors Costs Customers Compet itors Source: Competitor Annual Reports and Web Sites 43 CU7121997ECA Business Definition Bunker Hill Customer and Cost Summary High Low Cost Sharing Low High Customer Sharing One business with potential for differentiation or niche position Separate businesses with potential for cost leadership Entry doors and garage doors One business Entry doors and garage door openers Separate businesses Garage doors and garage door openers Separate businesses with potential for bundling One business with potential for substitution Based on its analysis, the Bain team classified Bunker Hill’s businesses as follows: 44 CU7121997ECA Business Definition Agenda ?The business definition concept ?Applications ?Business definition steps ?Client examples –Bunker Hill Door Systems –JJR Industrial Coatings ?Key takeaways 45 CU7121997ECA Business Definition JJR* . Industrial Coatings Market *Disguised client case Source: Skeist, . Census, Frost Sullivan, Freedonia, Literature Searches, Industry Interviews H P C /s pecialtyc oatin gs/ r ef in ishIndustrial / O E MAr c hi tect ura lAu to O E MN on au to O E MO t herE l ec tr o nicsO v e rp ri n tAuto par t sT r uck /bu s / R RIM /AC EP las ticW ood F FM F FEle c . E quip .C oi lC on taine rG en . m et alU .S. C oa t i ngs U .S. Ind us tria l C oa t i ngs U . S . N on autoInd us tria l C oa t i ngs0%20%40%60%80%10 0%Percent of Total Revenue$14,433MM $5,380MM $4,297MM JJR defined its business as the 13 enduse segments of the nonauto industrial coatings market. Many clients will define their business in this way. 46 CU7121997ECA Business Definition JJR Coatings Products Description Uses Solventbased (SB): Waterbased (WB): Ultra violet cure (UV): Electracoat (Ecoat): Powder: ? Most mon sprayon industrial paint ? Used by OEMs ? Highly toxic ? Common OEM sprayon paint ? Environmentally friendly ? Specialized application for curing or drying final clear coat ? Dries under UV light for better appearance ? Anticorrosive primer coat ? Items are dipped into tanks ? Electric current passes through paint tank to apply color ? Limited colors ? Newer, more environmentally friendly ? Applied in spray booth ? Easy to collect excess and recycle ? Paint on tractors, cars, metal office furniture, toys, etc. ? Clear coat on hardwood floors, food cartons and containers (., orange juice cartons) ? Antirust undercoating on cars ? Similar to solvent based There are five types of industrial coatings: solventbased, waterbased, ultra violet cure, Ecoat, and powder. 47 CU7121997ECA Business Definition Source: Skeist。 = $1 $2 $5 10 20 50 100 200 500 1,000 Cost per Transaction Now + Savings Accounts Slope =% R178。 Bain Analysis E co a tS B / W BP o w d e rE co a tS B / W BE c o a tP o w d e rS B / W BE c o a tP o w d e rSB / W BPowderE c o a tSB/WBSB/WBE c o a tSB / W BSB/WBUVE c o a tS B / W BUVSB/WBS B / W BPowderSB/WBUVSB/WBUVS B / W BSB/WBEcoatPowderUVS B / W BUVSB/WBG e n .m e ta l /o th e rEl e c.e q u i p .M F FIM / A C EA u t op a r t sMillworkTruck/bus/RRAircraftC o n ta i n e rOverprint C o i lAlum. extru.Comp. boardW o o dF FAppliancePl a st i cElectronics0%2 0 %4 0 %6 0 %8 0 %1 0 0 %Percent of Total$403 $206 $209 $149 $170 $52 $164 $42 $284 $91 $257 $36 $57 $201 $47 $193 $67 Total sales = $2,578MM JJR Coatings UsageThe usage of the five coating types varies significantly across the enduse segments. 48 CU7121997ECA Business Definition JJR Direct Cost Sharing Using SB as a baseline, the team used limited cost data along with qualitative assessments from manufacturing and industry experts to determine that the only signific。s UtilityIf products offer very similar nonprice attributes or functional benefits, they are potential substitutes. 29 CU7121997ECA Business Definition Functional Substitution Cross Elasticity If a price increase in one product incre