Presents frameworks and methodology for building those segments of a company which are vital to long term sustainability. The systematic process of identifying business strategy, marketing, and a mission statements which articulates the developed value proposition. This framework enables companies to build a brand that helps target the identified market.
What does success look like in your industry how do you get topLeul Girma
What does success look like in YOUR industry? How do you get top?
Success is one of the most controversial issues today
Also the concept of industry has become more complex than ever before. Some companies still find it difficult to identify which industry they are in, No matter if you are in one or several industries, you will enjoy this topic.
This video will bring you the most useful tools to analyze your business internal and external environment , then guide you to moving ahead dramatically .After watching this video you will able to know how to lead your business significantly moving forward.
We will discuss deeply how to identify your success factors, in this session will get clear understanding
about industry nature and characteristics very well. Because when you know about the particular city’s road traffic, drivers behavior ,exceptional rule and regulations you will drive greatly. It is very similar with business world
based on industry and company facts we will evaluate your business current position , if is that great you will maintain to being more strong. other ways it motivate you to do something significant action in your business, that could be a milestone to moving ahead dramatically.
Presents frameworks and methodology for building those segments of a company which are vital to long term sustainability. The systematic process of identifying business strategy, marketing, and a mission statements which articulates the developed value proposition. This framework enables companies to build a brand that helps target the identified market.
What does success look like in your industry how do you get topLeul Girma
What does success look like in YOUR industry? How do you get top?
Success is one of the most controversial issues today
Also the concept of industry has become more complex than ever before. Some companies still find it difficult to identify which industry they are in, No matter if you are in one or several industries, you will enjoy this topic.
This video will bring you the most useful tools to analyze your business internal and external environment , then guide you to moving ahead dramatically .After watching this video you will able to know how to lead your business significantly moving forward.
We will discuss deeply how to identify your success factors, in this session will get clear understanding
about industry nature and characteristics very well. Because when you know about the particular city’s road traffic, drivers behavior ,exceptional rule and regulations you will drive greatly. It is very similar with business world
based on industry and company facts we will evaluate your business current position , if is that great you will maintain to being more strong. other ways it motivate you to do something significant action in your business, that could be a milestone to moving ahead dramatically.
Market Research - Course Slides
CONTENTS
1. Introduction
-Marketing Research
-Types of Market Research
-Research Methods
2.Qualitative Research Methods
- Focus Groups
- Depth Interview
- Projective Techniques
- Comparison of Qualitative Techniques
3. Observation Methods
4. Survey: Measurement and Scaling
- Intorduction
- Comparative Scales
- Non-comparative Scales
- Multi-item Scales
- Reliability and Validity
5.Questionnaire
- Asking Questions
- Overcoming Inability to Answer
- Overcoming Unwillingness to Answer
- Increasing Willingness of Respondents
- Determining the Order of Questions
- What’s Next?
6.Sampling
- Non-probability Sampling
- Probability Sampling
- Choosing Non-Probability vs. Probability Sampling
- Sample Size
7. Data Analysis: A Concise Overview of Statistical Techniques
- Descriptive Statistics: Some Popular Displays of Data
- Organizing Qualitative Data
- Organizing Quantitative Data
- Summarizing Data Numerically
- Cross-Tabulations
- Inferential Statistics: Can the results be generalized to population?
- Hypothesis Testing
- Strength of a Relationship in Cross-Tabulation
- Describing the Relationship Between Two (Ratio Scaled) Variables
8. Advanced Techniques of Market Analysis: A Brief Overview of Some Useful Concepts
- Conjoint Analysis
- Market Simulations
- Market Segmentation
- Perceptual Positioning Maps
9. Reporting Results
How to develop winning business strategy and create company identity. Develops an alternative view at how to conduct market and industry while focusing on how they converge to create opportunities. With this focus companies can look at the future of their industry and develop future state plans through the road mapping process laid out within the presentation.
Highlights the two views of the customer that predominate in business - the Vulcan view that customers are Rational Economic Maximizers (typically held by Finance and Operations executives) and the Earthling view that customers are Utility Maximizers (typically held by HR and Marketing executives). The presentation discusses how brands enable a company to appeal to the product functionality requirements of the Vulcan customer as well as the a broader set of requirements from the Earthling customer.
The presentation illustrates how the head and the heart are not at odds (Earthlings care about both dimensions) and that the role of Marketing is understand and deliver on all dimensions of customer need.
How is sales force management likely to evolve in the coming 10 years?
Main themes are: co creation, networking, communication, the sales process, team based selling and the relationship between sales, marketing and customer service.
Strategy formulation is the process of using available knowledge to document the intended direction of a business and the actionable steps to reach its goals.
This process is used for resource allocation, prioritization, organization-wide alignment, and validation of business goals.
A successful strategy can allow your organization to share one clear vision, catch biases by examining the reasoning behind goals, and track performance with measurable key performance indicators (KPIs).
The presentation was part of a one-day roundtable session held for the membership of the Association of National Advertisers (ANA). It contains a real-world case study that illustrates how a former client: 1) dissected and ultimately defined what it means to be "green" in their industry, 2) identified key purchase decision-makers associated with "green," 3) segmented the market based on customers' attitudes toward "green," and 4) developed a compelling "green-based" value proposition and go-to-market strategy for the chosen target segment.
Market Research - Course Slides
CONTENTS
1. Introduction
-Marketing Research
-Types of Market Research
-Research Methods
2.Qualitative Research Methods
- Focus Groups
- Depth Interview
- Projective Techniques
- Comparison of Qualitative Techniques
3. Observation Methods
4. Survey: Measurement and Scaling
- Intorduction
- Comparative Scales
- Non-comparative Scales
- Multi-item Scales
- Reliability and Validity
5.Questionnaire
- Asking Questions
- Overcoming Inability to Answer
- Overcoming Unwillingness to Answer
- Increasing Willingness of Respondents
- Determining the Order of Questions
- What’s Next?
6.Sampling
- Non-probability Sampling
- Probability Sampling
- Choosing Non-Probability vs. Probability Sampling
- Sample Size
7. Data Analysis: A Concise Overview of Statistical Techniques
- Descriptive Statistics: Some Popular Displays of Data
- Organizing Qualitative Data
- Organizing Quantitative Data
- Summarizing Data Numerically
- Cross-Tabulations
- Inferential Statistics: Can the results be generalized to population?
- Hypothesis Testing
- Strength of a Relationship in Cross-Tabulation
- Describing the Relationship Between Two (Ratio Scaled) Variables
8. Advanced Techniques of Market Analysis: A Brief Overview of Some Useful Concepts
- Conjoint Analysis
- Market Simulations
- Market Segmentation
- Perceptual Positioning Maps
9. Reporting Results
How to develop winning business strategy and create company identity. Develops an alternative view at how to conduct market and industry while focusing on how they converge to create opportunities. With this focus companies can look at the future of their industry and develop future state plans through the road mapping process laid out within the presentation.
Highlights the two views of the customer that predominate in business - the Vulcan view that customers are Rational Economic Maximizers (typically held by Finance and Operations executives) and the Earthling view that customers are Utility Maximizers (typically held by HR and Marketing executives). The presentation discusses how brands enable a company to appeal to the product functionality requirements of the Vulcan customer as well as the a broader set of requirements from the Earthling customer.
The presentation illustrates how the head and the heart are not at odds (Earthlings care about both dimensions) and that the role of Marketing is understand and deliver on all dimensions of customer need.
How is sales force management likely to evolve in the coming 10 years?
Main themes are: co creation, networking, communication, the sales process, team based selling and the relationship between sales, marketing and customer service.
Strategy formulation is the process of using available knowledge to document the intended direction of a business and the actionable steps to reach its goals.
This process is used for resource allocation, prioritization, organization-wide alignment, and validation of business goals.
A successful strategy can allow your organization to share one clear vision, catch biases by examining the reasoning behind goals, and track performance with measurable key performance indicators (KPIs).
The presentation was part of a one-day roundtable session held for the membership of the Association of National Advertisers (ANA). It contains a real-world case study that illustrates how a former client: 1) dissected and ultimately defined what it means to be "green" in their industry, 2) identified key purchase decision-makers associated with "green," 3) segmented the market based on customers' attitudes toward "green," and 4) developed a compelling "green-based" value proposition and go-to-market strategy for the chosen target segment.
Executing a Billion Dollar Customer StrategyBill Lee
Our newest publication on building a robust customer strategy. This is a major missing link in most firms trying to engage with today's empowered buyers and customers. Both the C-suite, and executives and managers executing the firm’s total customer experience (TCE) operations will want to ready this carefully.
Chapter 7 MEASURE At the beginning, a startup is little more than .docxmccormicknadine86
Chapter 7 MEASURE
At the beginning, a startup is little more than a model on a piece of paper. The financials in the business plan include projections of how many customers the company expects to attract, how much it will spend, and how much revenue and profit that will lead to. It’s an ideal that’s usually far from where the startup is in its early days. A startup’s job is to (1) rigorously measure where it is right now, confronting the hard truths that assessment reveals, and then (2) devise experiments to learn how to move the real numbers closer to the ideal reflected in the business plan. Most products—even the ones that fail—do not have zero traction. Most products have some customers, some growth, and some positive results. One of the most dangerous outcomes for a startup is to bumble along in the land of the living dead. Employees and entrepreneurs tend to be optimistic by nature. We want to keep believing in our ideas even when the writing is on the wall. This is why the myth of perseverance is so dangerous. We all know stories of epic entrepreneurs who managed to pull out a victory when things seemed incredibly bleak. Unfortunately, we don’t hear stories about the countless nameless others who persevered too long, leading their companies to failure.
WHY SOMETHING AS SEEMINGLY DULL AS ACCOUNTING WILL CHANGE YOUR LIFE People are accustomed to thinking of accounting as dry and boring, a necessary evil used primarily to prepare financial reports and survive audits, but that is because accounting is something that has become taken for granted. Historically, under the leadership of people such as Alfred Sloan at General Motors, accounting became an essential part of the method of exerting centralized control over far-flung divisions. Accounting allowed GM to set clear milestones for each of its divisions and then hold each manager accountable for his or her division’s success in reaching those goals. All modern corporations use some variation of that approach. Accounting is the key to their success. Unfortunately, standard accounting is not helpful in evaluating entrepreneurs. Startups are too unpredictable for forecasts and milestones to be accurate. I recently met with a phenomenal startup team. They are well financed, have significant customer traction, and are growing rapidly. Their product is a leader in an emerging category of enterprise software that uses consumer marketing techniques to sell into large companies. For example, they rely on employee-to-employee viral adoption rather than a traditional sales process, which might target the chief information officer or the head of information technology (IT). As a result, they have the opportunity to use cutting-edge experimental techniques as they constantly revise their product. During the meeting, I asked the team a simple question that I make a habit of asking startups whenever we meet: are you making your product better? They always say yes. Then I ask: how do you know? I invar ...
Before 1900, despite its weaknesses in effective management of worke.pdfarishaenterprises12
Before 1900, despite its weaknesses in effective management of workers, manufacturing
leadership was well provided by top management. They were technological entrepreneurs,
archictects of productive systems, veritable lions of industry. But when they delegated their
production responsibilities to a second-level department, the factory institution never recovered
its vitality. The lion was tamed. It\'s management systems became protective and generally were
neither enterpreneual nor strategic. Production managers since then have typically had little to do
with initiating substantially new process technology-in contrast to their predecessors before 1900
(skinner 1985).
D) how is Japan (or Germany) different from (or the same as) America with regards to this trend
in manufacturing leadership?
E) taking the structural charestaristics of manufacturing enterprises (e.g., scale, complexity, pace
of technological change) as given, what can be done to revitalize manufacturing leadership?
Solution
Strategic Windows: their nature.
The nature and purpose of strategy and how it is formulated. The nature of marketing strategy
and how this should take account of the interests of various stakeholders when involving such
things as, product/service development and delivery, promotional mix, support services,
manufacturing and production processes, R&D, and material purchasing affect the stakeholders.
Other factors in the business environment that influence marketing strategy: political, economic,
socio-cultural and technological (PEST).
Marketing and competitors: how a firm must be able to position itself competitively in the minds
of its customers so that its products and services stand out very favourably in important respects
in relationship to competitors.
Matching the firm’s products / services with opportunities and threats in the market place. The
limited periods during which the fit between the key requirements of a market and the particular
competencies of a firm competing in that market are at an optimum. Investment in a product line
or a market area should be timed to coincide with periods during which a strategic window is
open. Correspondingly, withdrawal should be considered where something which was a good fit,
is no longer a good fit. Ways in which a market can evolve and how firms might develop a
competitive strategy to take advantage of Strategic Windows.
Portfolio Analysis
How organisations create their own environments rather than simply adapt to existing ones. How
they select the strategic windows of opportunities and threats through which they want to look
out into the world and develop and market product and services to meet the needs of what they
observe to be required in the face of environmental turbulence.
How well the fit between an organization’s products/services meet the needs presented by the
windows of opportunities and threats is a fitting start for exploring the subject of strategic
marketing. It introduces the many factors t.
Week 4 Dis 1Please respond to the following Brand Stretch .docxmelbruce90096
Week 4
Dis 1
Please respond to the following: "Brand Stretch Spectrum and Market Product Grid"
· Assess the importance of evaluating newly developed health care products in order to determine whether the products should carry existing brand names or whether they should be assigned new brand names. Suggest realistic branding strategies needed for marketers to evaluate newly developed health care products or services. Provide support for your rationale.
· From the e-Activity, determine whether or not the product offerings that you selected are consistent with the perceived selections of the given health care entity. Explain your rationale.
2 page
Dis 2
Please respond to the following: "Lateral Marketing Strategy"
· Assess the value of target marketing as an effective health care marketing strategy. Appraise the degree to which vertical and traditional segmentation help marketing managers use target marketing strategies. Support your rationale with at least two (2) specific examples of target marketing within a health care organization with which you are familiar.
· Evaluate the impact of lateral segmentation in encouraging marketing managers to look broadly at markets in order to identify previously overlooked opportunities. Provide at least one (1) specific example of quality initiatives within a health care organization.
2 page
Week 5
Dis 1
· Please respond to the following: "Marketing Segment and Perceptual Map"
· Evaluate the value and utility afforded by Philip Kotler’s Segment-by-Segment Invasion Plan as a tool for mapping current and future market segment pursuits. Provide support for your rationale.
· Assess the importance of a Perceptual Map for current and potential product offerings in the marketplace. Suggest one (1) way in which this instrument can be used by marketers to affect better product positioning outcomes within the health care industry.
2 page
Dis 2
Please respond to the following: "Product Ladder and Hierarchy of Needs"
· Assess the importance of the Ries and Trout’s Product Ladder as a target marketing device within the health care industry. Provide a rationale for your response.
· Assess the level of necessity for health care marketers to possess an effective understand of human motivation in order to better understand their customers. Provide at least two (2) specific examples of the use of human motivation within a health care organization.
2 page
Week 6
Dis 1
Please respond to the following: "Diffusion of Innovation"
· Per the text, health care consumers vary in their willingness to adopt new product offerings, with some being quicker to adopt than others. Suggest the key reasons why you believe these variances exist. Provide a rationale with at least (1) example of a situation or scenario that would support your response.
· Assess the importance of Everett Rogers’ Diffusion of Innovation Model as a tool for understanding the product adoption tendencies of health care consumer. Provide at least two (2) specific.
Many of my friends from industry have asked for my opinion on the economic crisis and its impact on business. My answer to them is that the real problem is that companies simply do not internalise the proper actions to take in order to respond to such a situation.
And rarely is it more critical than in retail business strategy, and the far-reaching implications surrounding the phenomena often known as ‘wallet share’ or ‘share of wallet’.
‘Share of wallet’ is in essence an holistic term capturing the aspect of a retailer’s desire to understand and manage consumer spending, how much they have, and how frequent and recent this occurs. This clearly introduces the aspects of service, proposition, customer loyalty, and internal & external change as strategy components for serious consideration by the senior management team.
This paper seeks to explore these aspects of a Retail business strategy, giving insight and advice for a stronger business strategy in ‘Changing Times’.
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Development criteria for companies in open markets
1. DEVELOPMENT CRITERIA FOR COMPANIES IN OPEN MARKETS
The biggest risk for companies that are located in open market niches is that of having a rebound
effect in the short term.
We understand that an Open Market is one that already exists and offers a broad spectrum of
products already developed by companies that have applied the technologies of development and
research of new products.
They are not markets where innovation is the key to growth. An example is automobiles and
motorcycles in which the basic concepts of the design of both engines and bodies are maintained
over time.
If we evaluate the above, we can assert that the engineering concept of the Otto cycle (The Otto
cycle is the thermodynamic cycle that is applied in the engines of internal combustion of ignited
provoked (gasoline engines) invented by Nicolaus Otto in 1876). Two and four stroke engines is the
same since the beginning of the industry. Except for the concept of the Wankel engine and the new
concepts of electric vehicles, the engines continue to operate under the same principle.
Returning to the concept of Open Market, we can say that a company can redesign or modify a
vehicle or motorcycle based on what is available in the market. This does not mean literally “Copy”
for what is perfectly valid and allows the optimization of the existing in function of the application
of criteria of excellence and offering to the possible client elements that improve their perception
of a product.
However, a company that ventures into this type of market even when its ideas and products are
innovative must grow neatly in such a way that the "promise" you make to the Customer is
maintained over time.
Much has been said in management texts to define the concept of Quality and Customer
Satisfaction. Think for a moment as customers and define the previous terms; When we go to a
store or select a good or service our criterion is based on evaluating how reliable or credible the
"PROMISE" or "COMMITMENT" of the manufacturer or seller in terms of the characteristics and
behavior of what is sold.
Terms such as "Satisfaction", "Delight" and any of those used to define the quality of a product, do
not show more than the confidence that we can have in fulfilling what is offered. In a management
course in which I participated, the facilitator asked the participants ... What does AVON sell? ...
some of responded..” redolence, creams, beauty products etc ...” the facilitator's response was:
AVON sells HOPE ....
This is nothing more than what we expect from a product .... The fulfillment of what it offers and
the guarantee that it will last after it acquires it.
The business life cycle in business architecture is the process of change in a company over time by
incorporating new business processes, new technologies, and new capabilities, as well as the
maintenance, provision and availability of existing elements in the company. (Wikipedia:
Illustration of the business life cycle)
2. In particular, the case of family companies requires special attention because it is affected by own
factors that, if not corrected, can accelerate the decline of its development after accelerated growth.
WHAT WE UNDERSTAND BY FAMILY COMPANY (FC)
In general, FCs are often associated with small and unprofessional companies; But in reality what
defines them is not their size or the quality of their management, but the fact that ownership and
management are in the hands of one or more members of the same family group and that there is an
intention that the company continue to be owned by the family (Gallo, 1989; Lansberg, 1983).
In the case of FCs, they face the additional challenge of balancing family strategies and issues. In
this scenario, corporate governance plays a crucial role in ensuring a strategy of alignment between
the interests of the business and the interests of the owner families.
SUCCESS AND CRISIS RELATED TO THE LIFE CYCLE OF THE FAMILY
BUSINESS
The FCs fail if they do not see that the key to their future success lies in how the family engages in the
company, that is, in how they prepare themselves to overcome their own crisis that they will have to
overcome by the mere fact of being EF.
3. KEY ELEMENTS IN THE DEVELOPMENT OF NEW PRODUCTS AND
MARKETS
The process of developing a market and brand depends fundamentally on the organizational
structure of the company.
One of the most common and dangerous mistakes in a company's life cycle is the development of
accelerated growth based on open niche markets without the prior development of a solid
organizational structure.
The growth sequence must be supported by exponential growth in terms of service strategy and
market dominance based on their real needs.
In family enterprises in their early stages, performance measurement is the behavior of sales with
priority given to the present and with an emphasis on the achievement of the task with fuzzy and
unstructured objectives. The analysis of the market virtually does not exist and the autocratic style
is the predominant one.
Administrative control is based on the flow of funds and revenue management as a measure of the
success of the company.
4. Another element of family organization is the lack of rigid structures and the management of
projects without information or analysis. Success is measured only with attention to the present.
The client is a medium rather than a goal and the biggest mistake of any organization is made,
which is not to take into account the fundamental objective of the company which should be the
increase of the customer base with emphasis on the quality of the After-sales service.
It is well known that the feedback given by an unsatisfied customer reaches an average of 8
potential clients.
In FCs, the CRM cycle is based on its early stages in terms of promotion and sales effort, rather than
achieving customer loyalty through the feedback of a structured system to listen to the Voice of the
Customer.
Customer Relationship Management (CRM) is interpreted as the use of appropriate software rather
than as a structured means of completing the Sales and Service cycle.
DEVELOPMENT CYCLE OF A NEW PRODUCT
5. WEIGHTING OF A BUSSINES CASE
STEPS FOR THE DEVELOPMENT OF A NEW PRODUCT
6. BUSINESS CASE
A "business case" is a document that summarizes the main aspects of a commercial actions and
allows us to gain clarity to justify an investment and subscribe the service level agreements
necessary for the correct development of the plan, based on pre-established efficiency and
effectiveness indicators.
The Business Case is a means to review the considerations, assumptions and methods taken into
account, as well as to document the repercussions if the alternative or proposal is implemented or
not; and even more so, to identify the benefits that its implementation will generate, is generally
structured as follows:
• General Scheme
• Executive Summary
• Introduction
• Methods and Data Analysis
• Scope and Limits
• Assumptions
• Cost / Benefit model
• Source of Data and Methods Employed
• Financial Model
• Risks, sensitivity and contingencies
• Conclusions and recommendations
I do not intend in this analysis to enter into the development of a business case step by step as it is
the subject of an essay different from the one proposed in this article; It is enough to emphasize
the previous function of a marketing and / or sales area for the beginning of a development process
or project.
Before committing the company in the process of developing a new product, whether it is new
design or the improvement or makeup of an existing one, the area of market intelligence,
marketing or sales (depending on the size or structure ) must justify the need and / or benefits of
the same through the elaboration of a Business Case.
In this previous analysis, all the aspects involved in development are evaluated and justified step by
step. Although it may be a sales opportunity, it may not be justified in terms of volume,
manufacturing costs, investment, profitability, post sales, etc.
After this Business Case has been fully justified and approved, the formal definition of the project
begins so that all the areas and services of the company are aligned with the objective of the
Business Case.
Before continuing with the methodological detail for the development of new products, I allow
myself to make some considerations.
In general terms all manufacturing and marketing companies have a similar organizational structure
which is independent of the positions and their occupants.
7. In the following example I describe the basic functions within a company which must be combined
in their entirety in the process of developing new products or markets.
FUNCTIONAL ORGANIZATIONAL CHART OF A MANUFACTURING COMPANY
SUGGESTED FUNCTIONAL ORGANIZATION FOR COMMERCIALIZING COMPANIES
8. SUGGESTED FUNCTIONAL ORGANIZATION FOR COMMERCIALIZING COMPANIES
WITH OFF-SHORE OPERATIONS
PROJECT DEVELOPMENT
Basically a project consists of four phases or stages:
9.
10. FINAL COMMENTS
I want to finish this working paper with some considerations that I hope will be considered as a
summary of my experience in the industry.
Much is said that the Customer is the most important thing and yet it has become a cliché that is
ignored by most of the growing companies. A customer is not the most important thing ... it is the
essence of any business, ignoring this precept leads to the failure of any organization, however well
organized it may be.
An important precept for preserving a client is that of transparency in business relations. A
customer can understand a mistake but will never forgive the misleading or misrepresentation of
the information.
The fundamental basic principle of CRM is to preserve and loyal customers .... Nothing we do with
selling a lot to many if we do not keep buyers.
The after sales area is the vital organizational element to keep the customer base growing and thus
ensure the growth of sales and therefore of revenues and profits.
The growth of a company is not measured by the number of customers, is measured by the number
of customers who after the first purchase maintain their business relationship.
A common mistake made by companies is to increase the supply of products without adequate
after-sales support. The development of a Business Case and the formal follow-up of the
development of a new product is fundamental to achieve its permanence in the market.
The customer is always the customer but ... he is not always right. Therefore a common mistake of
the sales area is to develop countless variants and models of a product without a market analysis,
profitability and investments. Due to the fact of generating a new sale should not be generated new
products that complicate the scheme of the company.
Any new project should consider the interchangeability of the parts for the replacement market
and warranty service.
World-class companies are extremely careful in this regard as the generation of spare parts in
disorderly form will subsequently become a serious financial problem because of having to increase
cash flows to maintain a non-interchangeable parts inventory.
The After Sales area is the fundamental axis of a commercial process. The Research and
Development (R&D) and Product Industrialization (PI) must be thoroughly careful when developing
component listings (BOM) without considering the interchangeability of these.
The excessive number of models and variants instead of representing an advantage for the
company constitutes a headache, requiring a very complex organizational structure to be able to
maintain the After Sales and Spare Parts service in both Dealers and final customers.
11. Any questions or queries about this and other topics can be made through my personal email
juanpadronlopez@hotmail.com or the phone +593 95 893 1736.