Skip to content
Jul 26 / heathgross

Threat Matrix

A little over a year ago, two American astronomers, Marcus Wolf and Leo Biederman, working on a mountain top in Arizona, saw something in the night sky that caused them great concern.

A comet.

But the comet was, well… There was a remote possibility that the comet was on a path that could bring it into direct contact with the Earth.

Now we get hit all the time by rocks and meteors, some of them the size of cars, some no bigger than your hand.

But the comet we discovered is the size of New York City.

If this comet continues on its path around the sun and keeps its present course, sometime on August roughly a year from now, there’s a chance that we might have impact. – President Beck (Morgan Freeman), Deep Impact

I realize this is a sci-fi movie, but think about it as analogy for looking at your competition. Someone in your organization spots a potential competitor, maybe it’s a rumor of a new product, or a press release about a successful clinical trial, or perhaps it’s a rival’s quarterly finical report that hints at expansion. Just like comets, we see these “potential threats” come and go every day, but every once in a while one comes along that is the size of New York City. The threat is huge, and if it hits your business it could have enormous consequences. It could, in fact, have a Deep Impact.

Impact and Probability, two of the key measurements we use to determine threat level.

In highly competitive markets, it is important to be able to rank various threats, whether they are competitors or market activities. Once the threat has been identified through the Threat Indicator Analysis (TIA),  it is beneficial to then examine how that threat, or threats, rank in terms of impact and probability.

The Threat Matrix (TM) is a strategic analysis tool used to help assess the threat of a potential or impending competitor action or market event. The TM plots multiple threats based on Impact & Probability. The TM enables the CI practitioner to prioritize specific tactical & strategic responses to competitive threats likely to be faced. The size, shape & color of the plotted points can be used to denote a number of other variables.

The TM tool is one that we have used for a number of years as an independent analytical tool; however, we have found that it also works exceptionally well as part of a larger framework for identifying and evaluating threats and determining subsequent responses.

Example:

Through their Early Warning Program, an analyst identifies a new competitor threat using the Threat Indicator Analysis.  Further research on the competitor identifies the following potential competitor activities:

  1. Expansion of product distribution into North America
  2. Significant increase in advertising spend in US markets (~25%)
  3. Partnerships with several leading national distributors
  4. Price discounts to help secure market entry
  5. New product feature that addresses unmet market need

The analyst plots each point on the TM based on the intelligence available.  The X axis is a qualitative measure of the impact that each activity would have of the company.  The Y axis is a qualitative measure of the likelihood, or probability, that the action will occur.  Probability is an important measurement as not all potential activities will actually occur.

Based on how the analyst has plotted the various competitor activities, it is clear that the two highest threats are 1 and 2, as these have both High Impact and High Probability. Competitor Activity 5 would be categorized as Medium since, although it has the potential for very high impact, the probability of it occurring is minimal. Competitor Activity 3 would also be considered a Medium Threat since, although it would not have a significant impact, it is very likely to occur.  Competitor Activity 3 would be considered Low; it has neither high potential Impact or High Probability.

High Threats should be considered the priority in terms of planning and resources. These are likely to occur and could represent significant threats to your company. These represent ‘New York’ size threats. A strategy to mitigate the Impact or Probability of these threats should be developed in the next phase:  Threat Response Analysis.

The medium threats demand less attention at the moment, however, it is a good idea to keep these on your radar.  Monitoring them frequently will prevent you from being surprised in the event that either the Impact or Probability of these activities increases.

2 responses to “Threat Matrix”

  1. Marc says:

    bookmarked!!, I really like your blog!

  2. bobop says:

    Very nice post. I just stumbled upon your blog and wanted to
    say that I have really enjoyed surfing around your blog
    posts. In any case I’ll be subscribing to your feed and I
    hope you write again very soon!

  3. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Cheers! Useful stuff!

    us viagra closest thing to viagra
    generic viagra 100mg
    how good is generic indian viagra – https://genericviagramsl.com

    KeithEmami
    RichardReuts
    ErnestoTed

  4. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    You actually suggested this effectively!

    does watermelon rhine work like viagra what is best viagra cialis
    viagra generic
    viagra online without prescription overnight – https://genericviagramsl.com

    KeithEmami
    RichardReuts
    ErnestoTed

  5. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    You revealed that perfectly!

    generic cialis free viagra does revatio work like viagra
    viagra without a doctors prescription
    generic nbsp nbsp nbsp viagra – https://genericviagrantx.com

    KeithEmami
    RichardReuts
    ErnestoTed

  6. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    You actually mentioned it exceptionally well.

    generaic viagra first time viagra use
    buy viagra
    viagra aphrodisiac – https://genericviagrarcp.com

    KeithEmami
    RichardReuts
    ErnestoTed

  7. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Regards! I appreciate it!

    viagra with out a perscription do viagra and cialis retard orgasm
    viagra for women
    pfizer logo viagra – https://genericviagrantx.com

    KeithEmami
    RichardReuts
    ErnestoTed

  8. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    You mentioned this effectively!

    steroids and viagra dangers kris kardashian otc viagra
    viagra 100mg
    best buy viagra – https://genericviagrarcp.com

    KeithEmami
    RichardReuts
    ErnestoTed

  9. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Fantastic forum posts. Kudos.

    fun viagra videos mail order and viagra
    cheap viagra
    insurance coverage for viagra – https://genericviagrantx.com

    KeithEmami
    RichardReuts
    ErnestoTed

  10. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Wow loads of very good tips.

    viagra douglas pharmaceuticals australia viagra buy germany
    viagra 100mg
    fake viagra at starship shops – https://genericviagramsl.com

    KeithEmami
    RichardReuts
    ErnestoTed

  11. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Nicely spoken indeed. !

    viagra anorgasmia mad about you viagra
    generic viagra
    where are best prices for viagra – https://genericviagramsl.com

    KeithEmami
    RichardReuts
    ErnestoTed

  12. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Really quite a lot of beneficial knowledge!

    51 viagra generic viagra sales in southern calif
    viagra 100mg
    playboy viagra – https://genericviagrantx.com

    KeithEmami
    RichardReuts
    ErnestoTed

  13. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    You said it adequately..

    hamster viagra jokes viagra does compared to levitra does
    buy generic viagra
    viagra handstand commercial – https://genericviagramsl.com

    KeithEmami
    RichardReuts
    ErnestoTed

  14. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Fantastic postings. Kudos!

    can you combine viagra and cialis what happen from viagra
    generic viagra online
    do porn stars use viagra – https://genericviagrarcp.com

    KeithEmami
    RichardReuts
    ErnestoTed

  15. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Amazing quite a lot of terrific info.

    chanson viagra cock on viagra video
    viagra generic
    buy cheap viagra online now uk – https://genericviagrarcp.com

    KeithEmami
    RichardReuts
    ErnestoTed

  16. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Amazing information, Thanks a lot.

    viagra trial pak name viagra
    viagra pills
    buy viagra in spain – https://genericviagrarcp.com

    KeithEmami
    RichardReuts
    ErnestoTed

  17. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    You actually expressed that fantastically.

    discount viagra pro viagra 50mg online
    generic viagra
    3 citrate generic sildenafil viagra – https://genericviagramsl.com

    KeithEmami
    RichardReuts
    ErnestoTed

  18. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Thanks a lot. Terrific stuff!

    online viagra review viagra physicians in houston
    buy viagra online
    is viagra affected by grapefruit juice – https://genericviagramsl.com

    KeithEmami
    RichardReuts
    ErnestoTed

  19. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Amazing quite a lot of fantastic advice!

    find search viagra ago edinburgh hours joke viagra ads
    viagra online
    free viagra order online – https://genericviagrantx.com

    KeithEmami
    RichardReuts
    ErnestoTed

  20. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Thanks a lot. I appreciate it.

    sex on viagra video clips levitra viagra comparison
    viagra online
    cialis viagra board – https://genericviagramsl.com

    KeithEmami
    RichardReuts
    ErnestoTed

  21. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    You actually said it terrifically!

    viagra through customs from mexico find search viagra edinburgh href
    generic viagra 100mg
    viagra erection lenght – https://genericviagramsl.com

    KeithEmami
    RichardReuts
    ErnestoTed

  22. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Effectively expressed certainly. .

    dose viagra cocaine what happens if i take viagra
    cheap viagra
    red viagra – https://genericviagrarcp.com

    KeithEmami
    RichardReuts
    ErnestoTed

  23. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Many thanks! Valuable stuff!

    tramadol online prescriptions free viagra generic viagra 100mg
    generic viagra 100mg
    bisoprolol fumerate and viagra – https://genericviagramsl.com

    KeithEmami
    RichardReuts
    ErnestoTed

  24. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Thank you. Ample content!

    viagra without prescription uk milf stories viagra
    buy viagra
    top selling herbal viagra – https://genericviagramsl.com

    KeithEmami
    RichardReuts
    ErnestoTed

  25. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    With thanks! I value it!

    active ingredient in viagra natural prescriptions men viagra rxtobuy
    viagra pills
    compare viagra levitra cialis – https://genericviagrantx.com

    KeithEmami
    RichardReuts
    ErnestoTed

  26. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Superb forum posts. Cheers.

    buying viagra in holland viagra australia
    viagra online
    viva viagra theme song – https://genericviagramsl.com

    KeithEmami
    RichardReuts
    ErnestoTed

  27. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Terrific write ups. Kudos!

    viagra invented by mistake viagra levitra increase penis size
    generic viagra online
    what the best generic viagra – https://genericviagrarcp.com

    KeithEmami
    RichardReuts
    ErnestoTed

  28. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Cheers. Numerous info!

    viagra cialis comparison does circumcision make men need viagra
    viagra without a doctors prescription
    viagra v – https://genericviagramsl.com

    KeithEmami
    RichardReuts
    ErnestoTed

  29. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Thanks. I enjoy this!

    viagra free trials is viagra safe for diabetics
    viagra without a doctors prescription
    viagra and performance enhancement – https://genericviagrantx.com

    KeithEmami
    RichardReuts
    ErnestoTed

  30. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    You reported that wonderfully.

    viagra spike viagra or dosage
    generic viagra 100mg
    viagra blue genuine cut – https://genericviagrarcp.com

    KeithEmami
    RichardReuts
    ErnestoTed

  31. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Factor nicely utilized!!

    viagra find sites computer edinburgh viagra st and
    viagra for women
    edinburgh uk viagra tid cfm moo – https://genericviagrantx.com

    KeithEmami
    RichardReuts
    ErnestoTed

  32. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Wow a good deal of beneficial material.

    viagra and injection therapy viagra without a precription
    generic viagra
    viagra recreational use – https://genericviagrarcp.com

    KeithEmami
    RichardReuts
    ErnestoTed

  33. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Nicely put. Cheers!

    viagra sales u risks of long term viagra use
    buy generic viagra
    viagra composition – https://genericviagrarcp.com

    KeithEmami
    RichardReuts
    ErnestoTed

  34. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Well spoken indeed. .

    levitra viagra cialis best snorting viagra
    generic viagra
    viagra and poppers – https://genericviagrantx.com

    KeithEmami
    RichardReuts
    ErnestoTed

  35. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Nicely put. Thank you.

    viagra discounters viagra in greece
    buy viagra online
    viagra serendipity – https://genericviagrarcp.com

    KeithEmami
    RichardReuts
    ErnestoTed

  36. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Really loads of helpful material.

    folgers coffee laced with viagra teenagers viagra
    generic viagra
    amoxicillin and viagra – https://genericviagrantx.com

    KeithEmami
    RichardReuts
    ErnestoTed

  37. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    You reported this very well!

    viagra on girls names for female viagra
    generic viagra
    viagra out of date – https://genericviagrarcp.com

    KeithEmami
    RichardReuts
    ErnestoTed

  38. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Cheers! Great stuff!

    los angeles viagra interaction flomax difference between levitra and viagra
    buy generic viagra
    niagra to viagra play – https://genericviagramsl.com

    KeithEmami
    RichardReuts
    ErnestoTed

  39. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Really many of helpful advice.

    viagra allergic reactions viagra in women
    viagra without a doctors prescription
    buy viagra fedex – https://genericviagramsl.com

    KeithEmami
    RichardReuts
    ErnestoTed

  40. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Wonderful info. Cheers!

    find viagra pages edinburgh free viagra intelligence afghanistan
    viagra for sale uk
    viagra type medication – https://genericviagramsl.com

    KeithEmami
    RichardReuts
    ErnestoTed

  41. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Good tips. With thanks.

    shirt viagra rush limbaugh arrest viagra
    buy generic viagra
    generic stats viagra – https://genericviagrantx.com

    KeithEmami
    RichardReuts
    ErnestoTed

  42. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Many thanks. Helpful stuff!

    antidepressants and viagra does viagra make your penis bigger
    buy viagra online
    find viagra free computer sites – https://genericviagrarcp.com

    KeithEmami
    RichardReuts
    ErnestoTed

  43. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Thanks a lot, Plenty of info.

    viagra dallas viagra women
    generic viagra 100mg
    mccain viagra birth control – https://genericviagramsl.com

    KeithEmami
    RichardReuts
    ErnestoTed

  44. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    You reported that well.

    find the cheapest viagra for sale viagra banned commercial
    generic viagra 100mg
    keywords buy viagra – https://genericviagramsl.com

    KeithEmami
    RichardReuts
    ErnestoTed

  45. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Kudos, Great information!

    mixing daily cialis with viagra viagra and preature ejaculation
    viagra for sale uk
    should every man take viagra – https://genericviagrantx.com

    KeithEmami
    RichardReuts
    ErnestoTed

  46. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    You reported that effectively.

    find search viagra pages edinburgh viagra cialis or levitra
    viagra for sale uk
    how do viagra cialis work – https://genericviagrarcp.com

    KeithEmami
    RichardReuts
    ErnestoTed

  47. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Reliable write ups. With thanks!

    if viagra dose not work viagra pamphlet
    viagra generic
    find viagra free edinburgh search pages – https://genericviagrarcp.com

    KeithEmami
    RichardReuts
    ErnestoTed

  48. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Wonderful information. Cheers.

    price of viagra in hyderabad site viagra viagra
    buy viagra
    generic viagra online without prescription – https://genericviagramsl.com

    KeithEmami
    RichardReuts
    ErnestoTed

  49. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Thank you. Plenty of advice.

    viagra on line pharmacy naturpathic viagra
    viagra without a doctors prescription
    what is better levitra viagra cialis – https://genericviagrantx.com

    KeithEmami
    RichardReuts
    ErnestoTed

  50. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Many thanks! Wonderful information!

    viagra works best erectile viagra over the counter mexico
    buy generic viagra
    viagra greeting card – https://genericviagramsl.com

    KeithEmami
    RichardReuts
    ErnestoTed

  51. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Kudos, Valuable information!

    the seven 7dwarfs using viagra viagra the other drug
    viagra without a doctors prescription
    viagra and drinking – https://genericviagrarcp.com

    KeithEmami
    RichardReuts
    ErnestoTed

  52. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    Many thanks! Loads of material.

    colleagues viagra pills viagra
    viagra pills
    viagra sexual enhancements – https://genericviagrantx.com

    KeithEmami
    RichardReuts
    ErnestoTed

  53. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    This is nicely put. !

    how to get viagra canada hours ago edinburgh viagra articleid good
    viagra generic
    united states sellers of viagra – https://genericviagrantx.com

    KeithEmami
    RichardReuts
    ErnestoTed

  54. ErnestoTed says:
    Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

    You actually mentioned that terrifically!

    viagra no presciption purchasing viagra
    generic viagra
    viagra lowest prices – https://genericviagrantx.com

    KeithEmami
    RichardReuts
    ErnestoTed