On Strategy Making by munas kalden


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'Strategy Making' is a mentoring presentation facilitated for Senior Managers at the Ministry of Education in Sri Lanka in 2011

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On Strategy Making by munas kalden

  1. 1. Strategy Making Munas Kalden, Consultant
  2. 2. Strategy..is taking an unique stand ina strategically selected market or industry. munas kalden 2
  3. 3. Not Better than competitionBut Different to competition munas kalden 3
  4. 4. UnderlyingValues assumption Belief munas kalden 4
  5. 5. Differentiation munas kalden 5
  6. 6. Strategy asPosition (stand) munas kalden 6
  7. 7. Key QuestionsWho are you?What do you stand for? munas kalden 7
  8. 8. Strategy: Three Correlates Stand Standing Steps munas kalden 8
  9. 9. An Example: Sri Lanka TourismStanding: of being a leading tourist destination in Asia, and attracting million tourists per year.Country Specific Steps:Programme X for the UK marketProgramme Y for the Indian Market, andProgramme Z for the Middle East.. munas kalden 9
  10. 10. MissingStand…………..?Stand/position:“a land like no other”!? munas kalden 10
  11. 11. Improving the Position“a land like no other”-Does not entail a positiontaken on the market, tobegin with. munas kalden 11
  12. 12. Question on the standa land like no other”-Where is this land?What makes it unique?What does it stand for? (for shopping, to do munas kalden activity , to see nature..?) 12
  13. 13. „Asia‟s authentic being-seeing compact island‟ munas kalden 13
  14. 14. „me-tooism‟ is not strategic munas kalden 14
  15. 15. Differentiationas DivergenceDivergence occurs when thewhole breaks up into stand-alone parts that begin todevelop their own entities,and then identities. munas kalden 15
  16. 16. Divergence: Sub categoriesbased on the form “ball”hard red White Soft munas kalden 16
  17. 17. Divergence: Sub categoriesbased on the Purpose “ball”Cricket Volley ball Soccer Rugby ball ball ball munas kalden 17
  18. 18. „Sweet Spot‟•The challenge posted to organizations is to find the “sweet spot”• And continue to occupy it in the wake of changing competitive offerings and customers needs, while acquiring the requisite competencies to fill the “sweet spot”. munas kalden 18
  19. 19. Finding the “Sweet Spot” Customers needs Competitive Company Offerings capabilities munas kalden 19
  20. 20. Point of Difference (POD)• Finding point of difference (POD) within existing market spaces and mental categories, in order to meaningfully and uniquely differ.• Proving an identity of a particular entity in the category. munas kalden 20
  21. 21. POD: ExampleAgainst Position: Coca Cola -7UPParacetamol & Panadol: munas kalden 21
  22. 22. POD and Value PoD Value Cost based based munas kalden 22
  23. 23. Value Based value - based Value Value of - for me me munas kalden 23
  24. 24. Value..When a customer askValue for me: What it does for me? (functional value )What it does to me? (experiential value )Value of me:Symbol that signifies (not a “performing value”) munas kalden 24
  25. 25. Liyanage Value Pyramid Actualizer psychological Value Communicator of me Social Member Relational Experienc Experiential erValue Userfor Functionalme munas kalden 25
  26. 26. Thanks munas kalden 26