An illustrative example of what the PIC might have looked like for the Apple iPad is shown in Figure 3.6
We will expand the discussion of the PIC soon, but let's first examine the vari ous inputs help managers make strategic decisions. them, statements take almost as many forms as there are firms preparing for but they tend to build around the structure given in Figure 3.5. They can an entire firm(if very small or very narrowly conceived), or for a standing platform of activity within a larger firm(for example, Black& Decker brand A PIC or a specific project(for example, Hewlett-Packard's newest laser printer) generally speaks to an opportunity(the focus), not to the specific product or products the group is yet to create. Oscar Mayer embarked on the development of for"big only to find later they needed Big& Juicy in six different flavors an U.S. regions. Of course, when products are very complex platform air press service for the Asian market, or a nation's new health plan), one product is all the team can handle The PIC should be in writing, but for various reasons it often is not, and it should be given to all participants, but again it often is not. This is unfortunate because secret, strategy will not do much for a team of 30 people