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Attractions / Assets matrices (BCG, McKinsey, ADL, …). invest. Attraction. desinvest. 01. Assets. PORTER, 5 forces, networks,. Potential ENTRANTS. CLIENTS. SUPPLIERS. ME. COMPETITORS. SUBSTITUTES. 02. SWOT necessary ? when?. Strenghts.

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invest

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  1. Attractions / Assets matrices (BCG, McKinsey, ADL, …) invest Attraction desinvest 01 Assets

  2. PORTER, 5 forces, networks, ... Potential ENTRANTS CLIENTS SUPPLIERS ME COMPETITORS SUBSTITUTES 02

  3. SWOT necessary ? when? Strenghts Opportunities of the company, of products,... for the company, for products, ... Threats Weaknesses 03

  4. PESTEL analysis... Economic factors Sociocultural factors Political MARKET Legal factors Technological factors Environmental factors 04

  5. Ansoff… PRODUCT CURRENT NEW MARKET MARKET PENETRATION PRODUCT DVPT CURRENT DIVERSIFICATION NEW MARKET DVPT 05

  6. Products/Services life cycle…need for intelligence mechanisms…. 06

  7. Mission (what we are…)Vision (what we intent to be in n years...) 07

  8. Services with +++ AV …protected by emerging technologies Mass customization level 08 Emerging technologies

  9. Technological intelligence?Competitive intelligence?Marketing intelligence? 09

  10. Maslow, Soncas, … more on buyers motivations... To BE To HAVE 10

  11. Approaches by business processes ... Value Chain ... 11

  12. Mass Customization cycle …where are we ? outside Make money < >Spend money ? Mass Customization Innovation ? Mechanistic < > Organic ? Mass Production Transformation ? 12 inside

  13. Markets, Clients segmentations... Marketing Plan Sales and Marketing Programme External audit Internal audit Competitor audit Market structure ….. ? by sectors ? geographical ? by size ? socio-economic ? Interest ? Accessibility ? Our capability ? recentness ? frequency ? amount ? Reactivate ? Acquire ? Develop ? Accompany ? Keep ? 13

  14. Segmentation: IPO / IPR 14

  15. Systematic 4 P's ? promote ... which product? "marketable price" ? cost ? where, how ? Call centers ? Web ? face to face ? 15

  16. + advanced 4 P's ? physical "visibility" of services distinctive competencies? partnerships alliances business processes, e-processes Physical evidence People Partners Processes 16

  17. "Routes to Market" who does what, when? Company Partners 1 Partners. n events... reclaims... contacts... demands... PROSPECTS MARKET 17 CLIENT

  18. Bue Ocean: cross checking? Costs re-enforce … … Innovation - value exclude … … 18 decrease … … create … … Buyer value

  19. Some processes mapping ? 19

  20. Marketing scorecards? 20

  21. Open Market € Dream... Total achievable possible sales, without any constraints? Who would pay, where, when ? What realistic % (hypothesis)? How much (%) for competition? What realistic possible sales after that? First year ? 21

  22. Data Collection From web alerts to conferences, from reports to informal meetings, ... 22

  23. Financial analysis, breakeven, ... Total revenue Total cost Variable costs Fixed costs breakeven 23

  24. Business monitoring, "gap" analysis - new products - announcements - new actions -… results target Gap Sales History (high) plans ??? time now History (low) 24 BOY I I I I I I I I EOY "operational banana"

  25. What's missing: your concepts & ideas 25

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