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Developing a Business             Strategy              With Pascal Maher
REAL MARKET   YOUR PRODUCT   WANTS &       & SERVICE    NEEDS        OFFERINGAlignment
   Direction & ToolsWorkshop Objectives
Your Role in                        Serving the                          Market                          Bringing         ...
   Where are We NOW?   Where SHOULD    We Be Going?   How Do We    Get There?   Common Error?Strategic Direction
STRENGTHS                       FACILITIES                        PEOPLE       OPPORTUNITIES    MONEY        THREATS      ...
   What We Do Well    NOW   What We    CAN and SHOULD    Build on    Common Error?Strengths
   Issues & Problems WE Have    That We CAN & MUST    Overcome    Common Error?Weaknesses
   ATTRACTIVE Areas For    SPECIFIC ACTION    By US    Common Error?Opportunities
   Things that left unaddressed    CAN and WILL    cause the venture to    FAIL    Common Error?Threats
   Let’s Test Our Understanding   Examples?Threats
   Where Is Your SPACE in the Market?   What WANTS & NEEDS Can You SERVE    Best?   What Is Your Competition?    (alter...
Strategy Canvas
 MUST HAVE – or customer will go  elsewhere PERFORMANCE – vs. competition DELIGHTER – more / better than  expectedThe K...
HOTEL        HOLIDAY   BUSINESS   HOW GOOD ARECHARACTERISTIC   VISITOR    VSIITOR       WE?LOCATIONPOOLFREE Wi-FiGOOD FOOD...
   WHO are you?   WHAT do you do?   WHY should I care?   DIFFERENTIATE   IDENTIFY It   COMMUNICATE It   TEST & RETE...
Your Marketing Mix – 4 P’s
Your Product & Service Portfolio
   Know Your € Breakeven Point   Price to Survive at Least   Common Error?Pricing
   Where You Stand in the Minds of Your    Customers & Prospects   Who Are THEY?   WHY?Positioning
ATTRACTIVENESS FACTOR      RANK Lo Med Hi          MARKET A   MARKET BCOMPETITIVE INTENSITY            Hi        MedPRICE ...
   Reach That TARGET Market   Create AWARENESS   Build BRAND & IMAGE   4 P’s SYNERGY &    CONSISTENCYPromotion
   Who Is It Intended to    REACH?   WHAT Is It Intended To    TELL Them?   WHAT IS It Intended to    GET THEM TO DO?Di...
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Developing a business strategy

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Workshop 1 of series of 5 Winter 2011

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Developing a business strategy

  1. 1. Developing a Business Strategy With Pascal Maher
  2. 2. REAL MARKET YOUR PRODUCT WANTS & & SERVICE NEEDS OFFERINGAlignment
  3. 3.  Direction & ToolsWorkshop Objectives
  4. 4. Your Role in Serving the Market Bringing Who You Are to What You Do Market Resources & Wants & Capabilities NeedsA Good Strategic Fit
  5. 5.  Where are We NOW? Where SHOULD We Be Going? How Do We Get There? Common Error?Strategic Direction
  6. 6. STRENGTHS FACILITIES PEOPLE OPPORTUNITIES MONEY THREATS CONTACTS ETC WEAKNESSESResources & Capabilities
  7. 7.  What We Do Well NOW What We CAN and SHOULD Build on Common Error?Strengths
  8. 8.  Issues & Problems WE Have That We CAN & MUST Overcome Common Error?Weaknesses
  9. 9.  ATTRACTIVE Areas For SPECIFIC ACTION By US Common Error?Opportunities
  10. 10.  Things that left unaddressed CAN and WILL cause the venture to FAIL Common Error?Threats
  11. 11.  Let’s Test Our Understanding Examples?Threats
  12. 12.  Where Is Your SPACE in the Market? What WANTS & NEEDS Can You SERVE Best? What Is Your Competition? (alternative / substitute)Market Wants & Needs
  13. 13. Strategy Canvas
  14. 14.  MUST HAVE – or customer will go elsewhere PERFORMANCE – vs. competition DELIGHTER – more / better than expectedThe Kano Model
  15. 15. HOTEL HOLIDAY BUSINESS HOW GOOD ARECHARACTERISTIC VISITOR VSIITOR WE?LOCATIONPOOLFREE Wi-FiGOOD FOODWHAT ELSE?The Kano Model
  16. 16.  WHO are you? WHAT do you do? WHY should I care? DIFFERENTIATE IDENTIFY It COMMUNICATE It TEST & RETEST ItYour Value Proposition
  17. 17. Your Marketing Mix – 4 P’s
  18. 18. Your Product & Service Portfolio
  19. 19.  Know Your € Breakeven Point Price to Survive at Least Common Error?Pricing
  20. 20.  Where You Stand in the Minds of Your Customers & Prospects Who Are THEY? WHY?Positioning
  21. 21. ATTRACTIVENESS FACTOR RANK Lo Med Hi MARKET A MARKET BCOMPETITIVE INTENSITY Hi MedPRICE SENSITIVITY Hi MedCURRENT MARKET SIZE Hi LoGROWTH RATE Lo HiPROMOTIONAL COSTS(HOW MUCH TO GET BUSINESS?)GROSS PROFIT MARGINSPAYMENT PERIOD(HOW LONG?)CAPITAL INVESTMENT(NEW EQUIPMENT ETC)Select A Target Market
  22. 22.  Reach That TARGET Market Create AWARENESS Build BRAND & IMAGE 4 P’s SYNERGY & CONSISTENCYPromotion
  23. 23.  Who Is It Intended to REACH? WHAT Is It Intended To TELL Them? WHAT IS It Intended to GET THEM TO DO?Digital Marketing Strategy

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