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CONFIDENTIALFrequentlyUsedTemplateConceptualTemplateJune2002Thisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotacompleterecordofthediscussion.1TextTextTextTextTextTextTextText2X2CUBEDUnitofmeasure*FootnoteSource:Source22X2TOWERUnitofmeasure*FootnoteSource:Source35PSMARKETINGPlacePriceProductPackagePositioningpromotionProductofferingUnitofmeasure*FootnoteSource:Source4StrategySkillsSystemsStaffSharedvaluesStructureStyle7SUnitofmeasure*FootnoteSource:Source5ARROW3DUnitofmeasure*FootnoteSource:Source6CUBES13DUnitofmeasure*FootnoteSource:Source7CUBES23DUnitofmeasure*FootnoteSource:Source8CUBES33DUnitofmeasure*FootnoteSource:Source9TextTextTextTextCUTOUT3DUnitofmeasure*FootnoteSource:Source10NewentrantSuppliersIndustrycompetitorsBuyersSubstitutesFORCESATWORKUnitofmeasure*FootnoteSource:Source11TextTextTextTextTextTextTextTextTextTextJOINTUnitofmeasure*FootnoteSource:Source12TextTextTextTextLEVELSEPARATE4Unitofmeasure*FootnoteSource:Source13TextTextTextLINEARA3DUnitofmeasure*FootnoteSource:Source14TextTextTextTextLINEARB3DUnitofmeasure*FootnoteSource:Source15TextTextTextLINEARC3DUnitofmeasure*FootnoteSource:Source16TextTextTextLINEARD3DUnitofmeasure*FootnoteSource:Source17TextTextTextTextLINEARE3DUnitofmeasure*FootnoteSource:Source18TextTextTextLINEARG3DUnitofmeasure*FootnoteSource:Source19TextTextLINEARI3DUnitofmeasure*FootnoteSource:Source20TextTextTextTextLINEARJ3DUnitofmeasure*FootnoteSource:Source21TextLINEARN3DTextTextTextUnitofmeasure*FootnoteSource:Source22TextTextTextLINEARP3DUnitofmeasure*FootnoteSource:Source23LINEARQ3DTextTextUnitofmeasure*FootnoteSource:Source24TextTextLINEARQ3DUnitofmeasure*FootnoteSource:Source25PlanImplementSupportLINKS3Unitofmeasure*FootnoteSource:Source26PERSPECTIVE3DUnitofmeasure*FootnoteSource:Source27PROPELLER3DUnitofmeasure*FootnoteSource:Source28RINGS3DUnitofmeasure*FootnoteSource:Source29TextSCALETextUnitofmeasure*FootnoteSource:Source30TextTextSCALESUnitofmeasure*FootnoteSource:Source31TextTextTextTextTextTextSIZESINUnitofmeasure*FootnoteSource:Source32SPIRAL13DUnitofmeasure*FootnoteSource:Source33SpiralBrakesTubeintubeSPIRAL23DUnitofmeasure*FootnoteSource:Source34TextTextTextTextSPOTLIGHTUnitofmeasure*FootnoteSource:Source35TextTextTextTextTextTextSTAIRCASEUnitofmeasure*FootnoteSource:Source36STARS3DUnitofmeasure*FootnoteSource:Source37TextTextWIRECUBESUnitofmeasure*FootnoteSource:Source38TextTextTextTextTextTextTextARROWSUnitofmeasure*FootnoteSource:Source39LEVEL1TextUnitofmeasure*FootnoteSource:Source40LEVEL2TextTextUnitofmeasure*FootnoteSource:Source41LEVEL3TextTextTextUnitofmeasure*FootnoteSource:Source42LEVEL4TextTextTextTextUnitofmeasure*FootnoteSource:Source43LEVEL5TextTextTextTextTextUnitofmeasure*FootnoteSource:Source44LEVEL6TextTextTextTextTextTextUnitofmeasure*FootnoteSource:Source45FLOW2TextHeaderHeaderTextUnitofmeasure*FootnoteSource:Source46TextFLOW2TITLETextHeaderHeaderTextUnitofmeasure*FootnoteSource:Source47FLOW3TextHeaderHeaderTextHeaderTextUnitofmeasure*FootnoteSource:Source48TextFLOW3TITLETextHeaderHeaderTextHeaderTextUnitofmeasure*FootnoteSource:Source49FLOW4TextHeaderHeaderTextHeaderHeaderTextTextUnitofmeasure*FootnoteSource:Source50TextFLOW4TITLETextHeaderHeaderTextHeaderHeaderTextTextUnitofmeasure*FootnoteSource:Source51FLOW5TextHeaderHeaderTextHeaderHeaderHeaderTextTextTextUnitofmeasure*FootnoteSource:Source52TextFLOW5TITLETextHeaderHeaderTextHeaderHeaderHeaderTextTextTextUnitofmeasure*FootnoteSource:Source53FLOW6TextTextHeaderHeaderHeaderHeaderHeaderTextTextTextHeaderTextUnitofmeasure*FootnoteSource:Source54TextFLOW6TITLETextTextHeaderHeaderHeaderHeaderHeaderTextTextTextHeaderTextUnitofmeasure*FootnoteSource:Source55BLADESTextTextTextTextUnitofmeasure*FootnoteSource:Source56BOXTextTextTextTextUnitofmeasure*FootnoteSource:Source57BOXTextTextTextTextUnitofmeasure*FootnoteSource:Source58CYCLE1TextTextTextUnitofmeasure*FootnoteSource:Source59CYCLE2TextTextUnitofmeasure*FootnoteSource:Source60CYCLE3TextTextTextUnitofmeasure*FootnoteSource:Source61CYCLE4TextTextTextTextUnitofmeasure*FootnoteSource:Source62CYCLE5TextTextTextTextTextUnitofmeasure*FootnoteSource:Source63CYCLE6TextTextTextTextTextTextUnitofmeasure*FootnoteSource:Source64CYCLE7TextTextTextTextTextTextTextUnitofmeasure*FootnoteSource:Source65CYCLE8TextTextTextTextTextTextTextTextUnitofmeasure*FootnoteSource:Source66TextINCOMINGTextTextTextTextTextUnitofmeasure*FootnoteSource:Source67RIBBONTextTextTextTextTextUnitofmeasure*FootnoteSource:Source68RINGTextTextTextTextTextUnitofmeasure*FootnoteSource:Source69UPON2TextTextUnitofmeasure*FootnoteSource:Source70CONTINUOUSTextTextTextTextTextTextTextTextUnitofmeasure*FootnoteSource:Source71CUTOUTTextTextTextTextUnitofmeasure*FootnoteSource:Source72LINEARATextTextTextUnitofmeasure*FootnoteSource:Source73LINEARBTextTextTextTextUnitofmeasure*FootnoteSource: