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“GOOD EVENING”
COPYRIGHT MARKETING STRATEGIES LTD.
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PRODUCT MANAGEMENT
“GETTING THE JOB DONE”
THE AUDIT PROCESS &
THE TOOLBOX
COPYRIGHT MARKETING STRATEGIES LTD.
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TONIGHT’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.
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TONIGHT’S CASE REVIEW
THE FUTURE MARKET:
 PDA’S
 VIDEO CASE: DOWELANCO
COPYRIGHT MARKETING STRATEGIES LTD.
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THE 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.
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CUSTOMER ANALYSIS
Segments, Motivations,
Unmet Needs
EXTERNAL
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
OPPORTUNITIES, THREATS,
& STRATEGIC QUESTIONS
ENVIRONMENTAL ANALYSIS
Technological, Government,
Economic, Cultural, Demographic,
Information Needs,
Scenarios
COPYRIGHT MARKETING STRATEGIES LTD.
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AUDIT TOOL BOX
EXTERNAL
ENVIRONMENT
CUSTOMERS
COMPETITION
MARKET
SCENARIOS
SEGMENTATION
SCA, KSF, INTENSITY
ATTRACTIVENESS
MATRIX
COPYRIGHT MARKETING STRATEGIES LTD.
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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 OF
STRATEGIC OPTIONS
Past & Current Strategies,
Strategic Problems, Organizational
Capabilities and Constraints, Financial
Resources and Constraints, Strengths,
Weaknesses
STRATEGIC STRENGTHS,
WEAKNESSES, PROBLEMS,
CONSTRAINTS & QUESTIONS
DEFINE CAPABILITIES
COPYRIGHT MARKETING STRATEGIES LTD.
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AUDIT TOOL BOX
INTERNAL
PRODUCT BENEFIT ANALYSIS
PRODUCT LIFE CYCLES
PORTFOLIO MATRIX
PORTFOLIO ANALYSIS
GROWTH/SHARE MATRIX
FINANCIAL PROFIT, GROWTH, RATIOS
SUMMARY STRATEGIC QUESTIONS
KEY CONSTRAINTS
COPYRIGHT MARKETING STRATEGIES LTD.
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STRATEGIC MARKET MANAGEMENT
EXTERNAL ANALYSIS
INTERNAL ANALYSIS
CUSTOMER ANALYSIS
COMPETITIVE ANALYSIS
MARKET ANALYSIS
ENVIRONMENTAL ANALYSIS
OPPORTUNITIES, THREATS,
& STRATEGIC QUESTIONS
PERFORMANCE ANALYSIS
DETERMINANTS OF
STRATEGIC OPTIONS
STRATEGIC STRENGTHS,
WEAKNESSES, PROBLEMS,
CONSTRAINTS & QUESTIONS
IDENTIFICATION OF
STRATEGIC OPTIONS
COPYRIGHT MARKETING STRATEGIES LTD.
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PROBLEM SOLVING
FLOWCHART
DOES THE DUMB
THING WORK
YES
NO
YES
DOES ANYONE
KNOW?
DON'T MESS
WITH IT
NO
HIDE IT
YOU DUMB
THING
YES
YOU POOR
SOUL
NO
CAN YOU BLAME
ANYONE ELSE?
NO PROBLEM
DID YOU MESS
WITH IT?
YES
NO
ARE YOU
IN TROUBLE?
NO
ROUND FILE IT
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.
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SCENARIOS”
“
"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
ENVIRONMENTAL AUDIT
COPYRIGHT MARKETING STRATEGIES LTD.
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SCENARIO PROCESS
 DEVELOP THREE SCENARIOS
DEPICTING THE PDA MARKET IN THE
FUTURE.....
 ONLY USE UNCONTROLLABLE
ENVIRONMENTAL FACTORS
COPYRIGHT MARKETING STRATEGIES LTD.
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SCENARIO 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.
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VIDEO INTERVIEW
 WAYNE RISH, COO, DIRECTOR
DOWELANCO, EUROPE, ASIA, AFRICA
 IDENTIFY ENVIRONMENT TRENDS
 IDENTIFY STRENGTHS, WEAKNESSES
 WHAT IS THEIR FUTURE BUSINESS
STRATEGY AND MODEL?
COPYRIGHT MARKETING STRATEGIES LTD.
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CUSTOMER CENTRIC
“Customer-Centered
Global Market Development
Process®”
 11 STEP PROCESS
 EACH STEP BEGINS WITH A
CUSTOMER FOCUS
COPYRIGHT MARKETING STRATEGIES LTD.
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THE 11 STEPS
 GLOBAL CUSTOMER TARGET
 CORPORATE CULTURE AUDIT
 CUSTOMER ATTRACTIVENESS
 COMPETITIVE AUDIT:
PRICE/QUALITY
 CUSTOMER BEHAVIOUR AUDIT
COPYRIGHT MARKETING STRATEGIES LTD.
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THE 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.
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FOR NEXT WEEK
 WINER CHAPTERS 3 & 4
 AAKER 1, 2, 3
 LCD INDUSTRY - SCENARIOS
www.duc.auburn.edu/~boultwr/
 PROJECT CONTRACT
COPYRIGHT MARKETING STRATEGIES LTD.
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TELECOM SCENARIOS
 Scenario Reference - Telecom
www.ericsson.se/Connexion/
connexion2-97/telecom.html
COPYRIGHT MARKETING STRATEGIES LTD.
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