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Systemic approach to commercial programming and commercial choices Jean-Antoine Moreau

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ystemic approach to commercial programming and commercial choices
Jean-Antoine Moreau
https://sites.google.com/site/jammooc/

Published in: Business
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Systemic approach to commercial programming and commercial choices Jean-Antoine Moreau

  1. 1. Jean-Antoine Moreau, engineer Commercial ProgrammingCommercial Programming Commercial ChoicesCommercial Choices
  2. 2. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 2Contact http://jeanantoine.moreau.free.fr Systemic approachSystemic approach
  3. 3. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 3Contact http://jeanantoine.moreau.free.fr Management of the each product. Portfolio for the activity management. A product-market strategy: – Analysis of the performance of a product line – Construction of a representative product configuration – Recognition operational options
  4. 4. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 4Contact http://jeanantoine.moreau.free.fr The forecast of a product line analysis • Models forecast: – Sales forecasting – Market share – Dominance • calculation of dominance • dominance prediction of the brand – Growth rate of the market share
  5. 5. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 5Contact http://jeanantoine.moreau.free.fr systemic approach Growth rate of the market share Dominant market share Area with low growth Area with strong growth
  6. 6. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 6Contact http://jeanantoine.moreau.free.fr systemic approach Growth rate of the market share Dominant market share Area with low growth Area with strong growth current sales sales forecasting
  7. 7. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 7Contact http://jeanantoine.moreau.free.fr systemic approach Growth rate of the market share Dominant market share Area with low growth Area with strong growth current sales sales forecasting Sales must be made
  8. 8. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 8Contact http://jeanantoine.moreau.free.fr systemic approach Growth rate of the market share Dominant market share Area with low growth Area with strong growth Product live Product evolution Product improvement
  9. 9. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 9Contact http://jeanantoine.moreau.free.fr systemic approach Growth rate of the market share Dominant market share Area with low growth Area with strong growth Removing the product from the market Product profitability evolution
  10. 10. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 10Contact http://jeanantoine.moreau.free.fr systemic approach Growth rate of the market share Dominant market share Area with low growth Area with strong growth Removing the product from the market Product live Product evolution Product improvement
  11. 11. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 11Contact http://jeanantoine.moreau.free.fr different cases of products • Products with high growth and high growth rate • Products with high dominance and low growth rate • Products with low dominance and growth rate • Products with low dominance and low growth rate
  12. 12. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 12Contact http://jeanantoine.moreau.free.fr The graphical representation of products • Axis current performance • Axis future performance • Variables: – dominance – rate of growth – sales
  13. 13. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 13Contact http://jeanantoine.moreau.free.fr Options of the Product Manager • The growth rate of the market share • Dominance • Sales • Time • The life cycle of the product
  14. 14. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 14Contact http://jeanantoine.moreau.free.fr The features of different products
  15. 15. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 15Contact http://jeanantoine.moreau.free.fr • Prospect and qualified products • Star qualified products • Qualified products and the locomotives' products • The fastest growing products • The remodelables products • Products sentenced • The produts breathless
  16. 16. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 16Contact http://jeanantoine.moreau.free.fr Cases and evolution graphs Product sales growth rate dominance prospect Start loco rapid growth remodelable sentenced breathless
  17. 17. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 17Contact http://jeanantoine.moreau.free.fr Cases with logical operators Product sales growth rate dominance prospect 1 1 0 Start 1 0 1 loco 1 0 0 rapid growth 0 1 1 remodelable 0 1 0 sentenced 0 0 1 breathless 0 0 0
  18. 18. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 18Contact http://jeanantoine.moreau.free.fr Optimization of the marketing effort and endeavour. When a product of the maturity of its life cycle • It is necessary to streamline and restructure existing resources; because the sales level may deteriorate in the near future
  19. 19. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 19Contact http://jeanantoine.moreau.free.fr Diagnostic Elements • characteristics – commercial, – technical, – environment.
  20. 20. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 20Contact http://jeanantoine.moreau.free.fr Diagnostic Elements • characteristics – commercial, – technical, – environment. • The demands imposed by the competition • Impacts related to concurrency.
  21. 21. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 21Contact http://jeanantoine.moreau.free.fr Diagnostic Elements • characteristics and performances – commercial, – technical, – environmental request competition economic monetary social cultural lifestyles environment
  22. 22. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 22Contact http://jeanantoine.moreau.free.fr commercial optimization program • it involves the simultaneous definition of all trade variables, • and good cost control • knowledge of the rate of profit, and market share • and also to have a methodological evaluation process
  23. 23. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 23Contact http://jeanantoine.moreau.free.fr Method of pricing • Methods based on costs and profitability • Method to estimate the selling price, from the neutral point • Method to estimate the selling price from a profit target • Method based on the attitude and behavior of the client from the price
  24. 24. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 24Contact http://jeanantoine.moreau.free.fr Assumptions related to the perception of price • for examples: – above a price, the buyer consider the product as too expensive given its budget. – above a price, the buyer consider the product as too expensive given the use it makes of the product. – below a price, the buyer will issue doubts about the quality of the product
  25. 25. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 25Contact http://jeanantoine.moreau.free.fr discriminatory pricing • according to purchasing power – The prices are even lower when the quantities purchased are important • depending on the product version by the geographic location • depending on the time of sale risk of speculation
  26. 26. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 26Contact http://jeanantoine.moreau.free.fr Substitutable products • they are not completely distinguishable • they can become complementary products  we need to know the elasticity of substitution.
  27. 27. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 27Contact http://jeanantoine.moreau.free.fr Complementary products • they constitute elements of a single set – examples: • car – seats – wheels • stereo – speaker – mp3 player • they represent the operation of this assembly.
  28. 28. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 28Contact http://jeanantoine.moreau.free.fr Development of the marketing effort • Resource allocation model modeling – Define the assumptions and the data – Define the management rules – Define the decision rules – Define the objectives • profit • market expansion • Provide a review of the model and its improvement by a series of iterations
  29. 29. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 29Contact http://jeanantoine.moreau.free.fr Improvement of the model • Taking into account, the objective and expectations. • Use optimization of the marketing mix • Taking into account, the constraints • Consideration of the motivation of sellers • Taking into account, the rules of management sales force
  30. 30. © Jean-Antoine Moreau copying and reproduction prohibited Managing my copyright ADAGP. JAM 30Contact http://jeanantoine.moreau.free.fr Productivity of the sellers • Potential measurement • Measure of actual sales • Measure seller performance • Measuring the seller's motivation • Calculating productivity • Analysis of the relationship • Profitability analysis of the seller • Calculating the rate of return • Optimization of the sales force  Improved profitability

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