Post on 23-Jan-2015
description
Developing a Business Strategy
With Pascal Maher
Alignment
REAL MARKET WANTS
& NEEDS
YOUR PRODUC
T & SERVICE OFFERIN
G
Workshop Objectives
Direction & Tools
A Good Strategic Fit
Your Role in Serving the
Market
Resources & Capabilities
Bringing Who You
Are to What You Do
Market Wants & Needs
Strategic Direction
Where are We NOW?
Where SHOULD We Be Going?
How Do We Get There?
Common Error?
Resources & Capabilities
FACILITIESPEOPLEMONEY
CONTACTSETC
STRENGTHS
THREATS
WEAKNESSES
OPPORTUNITIES
Strengths
What We Do Well NOW
What We CAN and SHOULD Build on
Common Error?
Weaknesses
Issues & Problems WE Have That We CAN & MUST Overcome
Common Error?
Opportunities
ATTRACTIVE Areas For SPECIFIC ACTION By US
Common Error?
Threats
Things that left unaddressed CAN and WILL cause the venture to FAIL
Common Error?
Threats
Let’s Test Our Understanding
Examples?
Market Wants & Needs
Where Is Your SPACE in the Market?
What WANTS & NEEDS Can You SERVE Best?
What Is Your Competition?(alternative / substitute)
Strategy Canvas
The Kano Model
MUST HAVE – or customer will go elsewhere
PERFORMANCE – vs. competitionDELIGHTER – more / better than expected
The Kano Model
HOTEL CHARACTERISTIC
HOLIDAY VISITOR
BUSINESS VSIITOR
HOW GOOD ARE WE?
LOCATION
POOL
FREE Wi-Fi
GOOD FOOD
WHAT ELSE?
Your Value Proposition
WHO are you?WHAT do you do?WHY should I care?
DIFFERENTIATE
IDENTIFY ItCOMMUNICATE ItTEST & RETEST It
Your Marketing Mix – 4 P’s
Your Product & Service Portfolio
Pricing
Know Your € Breakeven Point
Price to Survive at Least
Common Error?
Positioning
Where You Stand in the Minds of Your Customers & Prospects
Who Are THEY?
WHY?
Select A Target Market
ATTRACTIVENESS FACTORRANK Lo Med Hi MARKET A MARKET B
COMPETITIVE INTENSITY Hi Med
PRICE SENSITIVITY Hi Med
CURRENT MARKET SIZE Hi Lo
GROWTH RATE Lo Hi
PROMOTIONAL COSTS(HOW MUCH TO GET BUSINESS?)
GROSS PROFIT MARGINS
PAYMENT PERIOD (HOW LONG?)
CAPITAL INVESTMENT(NEW EQUIPMENT ETC)
Promotion
Reach That TARGET Market
Create AWARENESS
Build BRAND & IMAGE
4 P’s SYNERGY & CONSISTENCY
Digital Marketing Strategy
Who Is It Intended to REACH?
WHAT Is It Intended To TELL Them?
WHAT IS It Intended to GET THEM TO DO?