This document discusses territory marketing and outlines common mistakes. It provides a roadmap for developing an effective territory marketing strategy with four stages: 1) identifying stakeholders, 2) discovering needs, 3) sorting and rating needs, and 4) designing solutions. Key management tools include Quality Function Deployment, Matrix of Change, and Hoshin Kanri. Research skills like interviewing and data analysis are also important. The document recommends literature and provides an example research project outline following the four-stage roadmap.

1. Territory marketing
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2. 1.
The most common mistakes
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3. - There may by a dusty document
titled “Strategy” –
but it is not strategy at all
- So the process should start with some
strategic vision and goals, at least
Mistakes
Marketing and/or branding
go ahead of the STRATEGY
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4. - The place named Xxxxxxx
- The vision of this place’s future
- The roadmap of getting to this future
- The brand of this place
and its promotion program
- …
Mistakes
You think of just one product (outcome)
but there are many!
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5. - The inhabitants (actual and potential)
- The visitors (both domestic and foreign)
- The business (both incumbent and new)
- Communities, associations, etc.
- The local authorities
- Higher authorities
Mistakes
You think of just one customer
but there are many!
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6. - Nobody's needs are ever obvious
and simple asking (questionnaires, focus groups)
never helps
- The needs are not a plain list – they are hierarchy!
They have a structure which is equally important
- Various stakeholders have surprisingly similar
sets of needs. The difference is in the weights
of importance
Mistakes
“The needs of those customers (stakeholders)
seem obvious
If they are not obvious – just ask”
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7. - Yes, so called “quantitative” research
may be expensive and inefficient –
but we don’t need it at this stage
- What we need is qualitative research
to discover the real needs
of the stakeholders and weigh them
It’s cheap but tricky
Mistakes
“Field research is expensive
and is a waste of money”
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8. - The list of the stakeholders’ needs
and the list of satisfying them activities are NEVER
correspond each other in linear manner!
- Each need always demands several activities
to satisfy it. Each activity influences several needs
– and not always positively
- This means we need very specific planning tools
Mistakes
“The planning is simple.
Just make a list of activities”
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9. - All the territory marketing
is about change management!
- The main secret of change management
is to pick the most salient
from the easiest problems to solve
(this needs double weighting)
Mistakes
“We need to solve the most important
problem first”
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10. 2.
The Roadmap
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11. 1. Identify stakeholders
2. Discover their real needs
3. Sort out, quantify and rate the needs
4. Design technical means to satisfy them
5. Choose the right problem for the first round
6. Develop a concept
7. Design the product
8. Create the change management tactics
9. Implement
10. Measure the outcome
The Roadmap
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12. 3.
Management Tools
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13. - The proven tool for getting great results
for small money (50 years of success
in Japan, 25 years in Europe)
- The methodology to discover real needs
and translate them into technical
characteristics of a product and/or
standards of a service
The Tools
Quality Function Deployment (QFD)
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14. - Specific version of QFD
for change management
- The methodology to provide
smooth transition from old practices
to the new ones
The Tools
The Matrix of Change
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15. - Specific version of QFD
to decompose strategy into tactics,
and to trace the tactical outcomes back
to the strategic goals
- The methodology to provide
consistent implementation of any strategy
The Tools
Hoshin Kanri
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16. - Innovative instrument of visual
project management
- Inspired by Hoshin Kanri and
Toyota A3 reporting
The Tools
One Page Project Management (OPPM)
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17. 4.
Research Skills
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18. - Planning the interview session
- Preparing Interview Guide
- Composing the team of interviewers
- Recruiting the respondents
- Conducting interviews
- Debriefing the interviewers
and analyzing the records
The Skills
Interviewing
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19. - Analyzing the interview records
- Clearing and sorting the verbal data
- Selecting the target data (needs)
- Affinity structuring
- Constructing the Questionnaire
- Conducting the survey and quantification
The Skills
Data treatment and analysis
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20. - Find volunteers
with necessary qualifications
- Find the means to outsource skills
- Train the members of the project team
- Combination of all the above
The Skills
How to obtain the needed skills?
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21. 5.
Research project outline
(Stages 1-4 of the Roadmap)
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22. The Research
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Tactical steps Duration Outcome
1. Strategic session I with stakeholders 1 day The list of strategic goals
2. Planning and preparing the research 1 week Research plan, Research
guide, the list of respondents
3. Training the interviewers (optional) 2 days Research team
4. Conducting the interviews 1-2 weeks Interview records and notes
5. Data handling and analysis 1-2 weeks Hierarchy of needs; the long
list (100 – 300) of needs
6. Quantification survey 1-4 weeks The Pareto-sorted short list
(10 – 30) of weighted needs
7. Competitive benchmarking session 1 day Benchmarking data
8. Strategic session II with stakeholders 1 day Technical characteristics for
QFD design project

23. 6.
Recommended reading
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24. 1. Christina H. Brodie, Gary Burchill (1997)
Voices into Choices:
Acting on the Voice of the Customer
www.amazon.co.uk/Voices-Into-Choices-Christina-Brodie/dp/1884731139/
2. Edward F. McQuarrie (2008)
Customer Visits: Building a Better Market Focus
www.amazon.co.uk/Customer-Visits-Building-Better-Market/dp/0765622254/
3. William J. Pardee (1996)
To Satisfy & Delight Your Customer:
How to Manage for Customer Value
www.amazon.co.uk/Satisfy-Delight-Your-Customer-Manage/dp/0932633358/
4. Michael Clargo (2002)
Managing by Design: Using QFD
to Transform Management Performance
www.amazon.co.uk/Managing-Design-Transform-Management-Performance/dp/0954302109/
Literature
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25. 5. Yoji Akao (2004)
Hoshin Kanri:
Policy Deployment for Successful TQM
www.amazon.co.uk/Hoshin-Kanri-Policy-Deployment-Successful/dp/156327311X/
6. Clark A. Campbell, Mike Collins (2010)
The One Page Project Manager for Execution:
Drive Strategy and Solve Problems with a Single
Sheet of Paper
www.amazon.co.uk/One-Page-Project-Manager-Execution/dp/0470499338/
7. Сергей Хромов-Борисов, ред. (2013)
Управление сложностью.
Операционная система бизнеса
boffobooks.ru/book/245933-upravlenie-slozhnostyu-operatsionnaya-sistema-biznesa/
Literature
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26. Thank you
Sergey Khromov-Borisov
khromov@sensecraft.ru
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