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“GOOD EVENING” COPYRIGHT MARKETING STRATEGIES LTD. 1 PRODUCT MANAGEMENT “GETTING THE JOB DONE” THE AUDIT PROCESS & THE TOOLBOX COPYRIGHT MARKETING STRATEGIES LTD. 2 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. 3 TONIGHT’S CASE REVIEW THE FUTURE MARKET: PDA’S VIDEO CASE: DOWELANCO COPYRIGHT MARKETING STRATEGIES LTD. 4 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. 5 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. 6 AUDIT TOOL BOX EXTERNAL ENVIRONMENT CUSTOMERS COMPETITION MARKET SCENARIOS SEGMENTATION SCA, KSF, INTENSITY ATTRACTIVENESS MATRIX COPYRIGHT MARKETING STRATEGIES LTD. 7 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. 8 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. 9 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. 10 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. 12 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. 13 SCENARIO PROCESS DEVELOP THREE SCENARIOS DEPICTING THE PDA MARKET IN THE FUTURE..... ONLY USE UNCONTROLLABLE ENVIRONMENTAL FACTORS COPYRIGHT MARKETING STRATEGIES LTD. 14 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. 15 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. 16 CUSTOMER CENTRIC “Customer-Centered Global Market Development Process®” 11 STEP PROCESS EACH STEP BEGINS WITH A CUSTOMER FOCUS COPYRIGHT MARKETING STRATEGIES LTD. 17 THE 11 STEPS GLOBAL CUSTOMER TARGET CORPORATE CULTURE AUDIT CUSTOMER ATTRACTIVENESS COMPETITIVE AUDIT: PRICE/QUALITY CUSTOMER BEHAVIOUR AUDIT COPYRIGHT MARKETING STRATEGIES LTD. 18 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. 19 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. 20 TELECOM SCENARIOS Scenario Reference - Telecom www.ericsson.se/Connexion/ connexion2-97/telecom.html COPYRIGHT MARKETING STRATEGIES LTD. 21