Page 54 - CSAM2 - Successful Sales Engagement for Cloud Services

Supporting Student Notes:

Analyzer
The analyzer is in between the defender and prospector. They take less risk and make less mistakes than a prospector,
but are less committed to stability than defenders. Most firms are analyzers. They are seldom a first mover in an
industry, but are often second or third place entrants.
They tend to expand into areas close to their existing core competency. Rather than develop wholly new products,
they make incremental improvements in existing products. Rather than expanding into new markets, they gradually
expand existing markets. They try to maintain a balanced portfolio of products with some stable income generators
and some potential winners. They watch the developments in their industry closely, but don’t act until they are sure
that the time is right.

Reactor
A reactor has no proactive strategy, often reacting to events as they occur. They respond only when they are forced to
by macro environmental pressures. This is the least effective of the four strategies. It is without direction or focus.