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COPYRIGHT MARKETING STRATEGIES LTD. 1
““GOOD GOOD EVENING”EVENING”
COPYRIGHT MARKETING STRATEGIES LTD. 2
PRODUCT MANAGEMENTPRODUCT MANAGEMENT
““GETTING THE JOB DONE”GETTING THE JOB DONE”
THE AUDIT PROCESS & THE AUDIT PROCESS &
THE TOOLBOXTHE TOOLBOX
COPYRIGHT MARKETING STRATEGIES LTD. 3
TONIGHT’S OBJECTIVESTONIGHT’S OBJECTIVES
PROCESS OFSTRATEGIC PLANNING
DEVELOP/ROLE OF SCENARIOS
WHAT IS “CUSTOMER CENTRIC PLANNING?’
THE NEW ROLE OF CASE METHOD
BEING “CUSTOMER CENTRIC”
COPYRIGHT MARKETING STRATEGIES LTD. 4
TONIGHT’S CASE REVIEW
TONIGHT’S CASE REVIEW
THE FUTURE MARKET:THE FUTURE MARKET:
PDA’S
VIDEO CASE: DOWELANCO
COPYRIGHT MARKETING STRATEGIES LTD. 5
THE AUDITTHE AUDIT
"A Systematic, Critical and Unbiased Review and Appraisal of the Environment of the Company's Operations."
Answers the first question for the corporate plan:
Where is the company now?
COPYRIGHT MARKETING STRATEGIES LTD. 6
EXTERNAL
EXTERNAL
CUSTOMER ANALYSIS Segments, Motivations, Unmet Needs
COMPETITIVE ANALYSIS Identify, Strategic Groups, Performance, Objectives, Strategies, Culture, Cost Structure, Strengths, Weaknesses
MARKET ANALYSIS Size, Projected Growth, Profitability, Entry Barriers, Cost Structure, Distribution System, Trends, Key Success Factors
ENVIRONMENTAL ANALYSIS Technological, Government, Economic, Cultural, Demographic, Information Needs, Scenarios
OPPORTUNITIES, THREATS, & STRATEGIC QUESTIONS
COPYRIGHT MARKETING STRATEGIES LTD. 7
AUDIT TOOL BOX
AUDIT TOOL BOX
EXTERNAL
ENVIRONMENT SCENARIOSCUSTOMERS SEGMENTATIONCOMPETITION SCA, KSF, INTENSITYMARKET ATTRACTIVENESS
MATRIX
COPYRIGHT MARKETING STRATEGIES LTD. 8
INTERNAL
INTERNAL
PERFORMANCE ANALYSIS Profitability, Sales, Shareholder Value, Value Analysis, Customer Satisfaction, Product Quality, Brand Associations, Relative Cost, New Products, Employee Attitude and Performance, Product Portfolio Analysis
DETERMINANTS OFSTRATEGIC OPTIONS Past & Current Strategies, Strategic Problems, Organizational Capabilities and Constraints, Financial Resources and Constraints, Strengths, Weaknesses
STRATEGIC STRENGTHS,WEAKNESSES, PROBLEMS,
CONSTRAINTS & QUESTIONS
DEFINE CAPABILITIESDEFINE CAPABILITIES
COPYRIGHT MARKETING STRATEGIES LTD. 9
AUDIT TOOL BOX
INTERNAL PRODUCT BENEFIT ANALYSIS
PRODUCT LIFE CYCLESPORTFOLIO MATRIXPORTFOLIO ANALYSISGROWTH/SHARE MATRIX
FINANCIAL PROFIT, GROWTH, RATIOS
SUMMARY STRATEGIC QUESTIONSKEY CONSTRAINTS
COPYRIGHT MARKETING STRATEGIES LTD. 10
STRATEGIC MARKET
MANAGEMENT
STRATEGIC MARKET
MANAGEMENTINTERNAL ANALYSISEXTERNAL ANALYSIS
PERFORMANCE ANALYSIS
DETERMINANTS OFSTRATEGIC OPTIONS
CUSTOMER ANALYSIS
COMPETITIVE ANALYSIS
MARKET ANALYSIS
ENVIRONMENTAL ANALYSIS
IDENTIFICATION OFIDENTIFICATION OFSTRATEGIC OPTIONSSTRATEGIC OPTIONS
OPPORTUNITIES, THREATS, & STRATEGIC QUESTIONS
STRATEGIC STRENGTHS,WEAKNESSES, PROBLEMS,
CONSTRAINTS & QUESTIONS
PROBLEM SOLVING PROBLEM SOLVING FLOWCHARTFLOWCHART
DON'T MESSWITH IT
NO PROBLEM
CAN YOU BLAMEANYONE ELSE?
YOU POORSOUL
ARE YOU IN TROUBLE?
YOU DUMBTHING
DOES ANYONEKNOW?
DOES THE DUMBTHING WORK
DID YOU MESSWITH IT?
ROUND FILE IT
HIDE IT
NO
YES
NO
YES
YES
NO
YESNONO
COPYRIGHT MARKETING STRATEGIES LTD. 12
THE PROCESS
THE PROCESS
ANALYSIS OF FUTURE OPPORTUNITIES
ANALYSIS OF CUSTOMER NEEDS
WELL DEFINED MARKET SEGMENTS
PRODUCTS THAT DELIVER THE SOUGHT AFTER BENEFITS
COPYRIGHT MARKETING STRATEGIES LTD. 13
“SCENARIOS”
“SCENARIOS”
ENVIRONMENTAL AUDITENVIRONMENTAL AUDIT
"AN ALTERNATIVE VIEW OF THE FUTURE"
Usually prompted by an alternative answer to a strategic question or future event or identified trend
Major purpose is to create new strategic options
Each scenario contains rich descriptions of the future environment and will involve different assumptions about key trends & events
COPYRIGHT MARKETING STRATEGIES LTD. 14
SCENARIO PROCESS
SCENARIO PROCESS
DEVELOP THREE SCENARIOS DEPICTING THE PDA MARKET IN THE FUTURE.....
ONLY USE UNCONTROLLABLE ENVIRONMENTAL FACTORS
COPYRIGHT MARKETING STRATEGIES LTD. 15
SCENARIO KEYSSCENARIO KEYS
DEVEOP 3 SCENARIOS:
Best Case, Most Probable, Worst Case
TRENDS ANALYSIS
FACTORS - Key Success Factors
MARKETING MIX: Product, Price, Promotion,
Place, People, Principal
COPYRIGHT MARKETING STRATEGIES LTD. 16
VIDEO INTERVIEWVIDEO INTERVIEW
WAYNE RISH, COO, DIRECTOR WAYNE RISH, COO, DIRECTOR DOWELANCO, EUROPE, ASIA, AFRICADOWELANCO, EUROPE, ASIA, AFRICA
IDENTIFY ENVIRONMENT TRENDS IDENTIFY STRENGTHS, WEAKNESSES WHAT IS THEIR FUTURE BUSINESS
STRATEGY AND MODEL?
COPYRIGHT MARKETING STRATEGIES LTD. 17
CUSTOMER CENTRICCUSTOMER CENTRIC
““Customer-CenteredCustomer-Centered Global Market Development ProcessGlobal Market Development Process®”®”
11 STEP PROCESS
EACH STEP BEGINS WITH A CUSTOMER
FOCUS
COPYRIGHT MARKETING STRATEGIES LTD. 18
THE 11 STEPSTHE 11 STEPS
GLOBAL CUSTOMER TARGET
CORPORATE CULTURE AUDIT
CUSTOMER ATTRACTIVENESS
COMPETITIVE AUDIT: PRICE/QUALITY
CUSTOMER BEHAVIOUR AUDIT
COPYRIGHT MARKETING STRATEGIES LTD. 19
THE 11 STEPSTHE 11 STEPS
PRODUCT MIX ANALYSIS
DELIVERABLE AUDIT
CHANNEL/COST BUILD AUDIT
MARGIN TEST
ENTRY STRATEGY AND PLAN
DEVELOP 3 YEAR BUSINESS CASE
COPYRIGHT MARKETING STRATEGIES LTD. 20
FOR NEXT WEEKFOR NEXT WEEK
WINER CHAPTERS 3 & 4
AAKER 1, 2, 3
LCD INDUSTRY - SCENARIOS
www.duc.auburn.edu/~boultwr/
PROJECT CONTRACT
COPYRIGHT MARKETING STRATEGIES LTD. 21
TELECOM SCENARIOSTELECOM SCENARIOS
Scenario Reference - Telecom
www.ericsson.se/Connexion/
connexion2-97/telecom.html
