Answer four questions. Use frameworks such as 5+1 Forces, competitive advantage, and Value Chain breakdown when composing a strategy. 1. How attractive is the market for street furniture advertising (as measured by the performance of a typical competitor)? Is it more or less attractive than the market for billboard advertising? 2. Does JCDecaux have a sustainable competitive advantage relative to a typical competitor in the market for street furniture advertising? If so, what are the sources of its advantage? 3. Characterize, in detail, JCDecaux’s strategy in 2004. 4. Compose a strategy statement that JCDecaux could include in its bid for the New York City concession.
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