
Strategy Transformation Example ◾ 203
Figure 10.28 Future strategy icon for current traditional chemicals based on the
attributes of the new offering. (From Anthony Sgroi Jr.)
Assigned Offering Levels (Our Company and Competitors)
Offering Name
Our Company
Levels
Current Green
Levels
Traditional
Chemical Levels
Offering price 2 3.8 1
Effective cleaning 3.9 1.4 3.8
Home safety 3.9 3.0 0.5
Ease of use 3.4 1.5 3.8
Pleasant fragrance 3.5 1.5 0.8
Availability 3.5 1.5 3.8
Credible source 3.8 0.5 3.8
Emotional well-being 3.2 3 0.5
Effective terminology and
trust
3.8 0.8 3.5
Figure 10.29 The new offering attributes and their respected levels. (From Anthony
Sg