Transcript Strategic Position & Risk Assessment

Strategic Position &
Risk Assessment
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A strategic position define
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What you do
What you don’t do
Your strategic position should be where you find
following coming together:
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Your strengths and interests
Industry trends and developments
Market changes and opportunities
Competitive changes and opportunities
Changes and opportunities brought through new
technologies
What kinds of strategic positions are
there?
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Customer perception factors
Market segment
Market share
Operational/technological advantages
Proprietary products, technology, abilities or
relationship
Sale channel
What kinds of strategic positions are
there?
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Customer perception factors
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Price
Quality
Features
Customer service
Societal impact
Convenience
Concentrating on customer perception factors
is the most typical method of attempting to
differentiate yourself from your competitors.
What kinds of strategic positions are
there?
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Market segment : This strategy is based on
targeting on a specific portion of the total
market.
Pitfalls of this strategy:
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The size market may not be enough to sustain or
grow the company
The target market may already be saturated with
specialists
Enough size but Larger company will come in and
compete with you.
What kinds of strategic positions are
there?
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Market share: this strategy is based on
establishing and commanding such a
dominant portion of the total customer base
that it becomes difficult for others to compete.
The goal is to become “800 pound gorilla” of
a market
What kinds of strategic positions are
there?
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First mover strategy has some advantages:
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Capture significant market share before
competitors enter the market
Secure key strategic partners, making fewer
opportunities available to later competitors
Attract outstanding employees and management
Capture media attention
Look in financing sources, such as venture
capitalists
Two popular strategy
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First mover disadvantages:
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You serving as the R&D arm of copy-cat
companies
Maybe the market is not ready for you.
You pay the costs of educating the market and
marketing for other second or third to market
companies.
Two popular strategies
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Branding strategy has many advantages but:
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It is usually expensive
It is a time consumer process.
A real brand gives customers trust in your
products and services because you are
consistent in quality, price, service or
convenience over time. (e.g. McDonald)
Risk
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What kinds of risk?
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Market risk
Competitive risk
Technology risk
Product risk
Executive risk
Capitalization risk
Balancing Risks and Opportunities
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SWOT analysis
Strengths
Weakness
Opportunities
Threats
‫فرم تهيه برنامه موقعيت استراتژيك‬
‫اطالعاتي را كه در اين فرم تهيه ميكنيد‪ ،‬ميتواند اساس بخش تحليل ريسك و موقعيت استراتژيك طرح كسب و كار شما را تشكيل دهد‪.‬‬
‫روندهاي صنعت‪:‬‬
‫بازار هدف‪:‬‬
‫محيط رقابتي‪:‬‬
‫نقاط قوت نسبی شما در رقابت‪:‬‬
‫ريسكها‪:‬‬
Marketing plan &
Sales strategy
Tell the customers what they get
Not what you do.
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Marketing and sales although are closely
related, are two different activities:
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Marketing is designed to increase customer
awareness and deliver a message.
Sales is the direct action taken to procure
customer order.
Your company’s message
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Company’s message is based on the
strategic position:
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Low price leader
One day service
The choice of a new generation
….
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The 4 P’s of marketing:
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Products
Price
Place
Promotion
Most marketing strategists agree that people
buy benefits, not features. In other words
customers are more concerned about how a
purchase will affect their lives than about
how the company achieved those results.
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What customers want: the 5 F’s
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Functions: how does the product or service meet
their concrete needs?
Finance: how will the purchase affect their overall
financial situation, not just the price of products or
service, but other savings and increased
productivity?
Freedom: how convenient is to purchase and use
the product or service? How will they gain more
time and less worry in other aspects of their lives?
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What customers want: the 5 F’s
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Feelings: how does the product or service make
customer feel about themselves?
Future: how will they deal with the product or
service and company over time?
‫پنج ‪: F‬‬
‫پيغامي را كه ميخواهيد در مورد محصول يا خدمتتان به مشتريان منتقل نمائيد‪ ،‬با لحاظ نمودن پنج ‪ F‬در ذهنتان توضيح دهيد‬
‫فعاليتها (کاركردها)(‪:)Functions‬‬
‫امور مالي(‪:)Financials‬‬
‫آزادي(‪:)Freedom‬‬
‫احساسات(‪:)Feelings‬‬
‫آينده(‪:)Future‬‬
‫مهمترين پيغامها براي تحريك و ترغيب بازار هدف شما براي خريد كدام است؟‬
‫شما چگونه اين پيغام را در زمينههاي زير به مشتريان خود منتقل مينمائيد؟‬
‫نام كسب و كار ‪:‬‬
‫شعار‪:‬‬
‫واژههاي كليدي در موضوع بازاريابي‪:‬‬
‫طرح محصول‪:‬‬
‫لوگو يا عالمت‪:‬‬
‫طرح وب سايت‪:‬‬
‫ديگر تصاوير و طرحهاي گرافيكي‪:‬‬
‫بستهبندي‪:‬‬
‫دكور‪:‬‬
‫مدل لباس كاركنان‪:‬‬
‫موضوعات بازاريابي (معامله) نمايش و ارائه‪:‬‬
‫ساير‪:‬‬
Marketing vehicles
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Brochures
Company Website
Print media
Broadcast media
Online advertising
Advertising specialties
Direct mail
Email
Public relations
Sampling
Informal marketing/networking
Marketing tactics
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Strategic partnership
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Cooperative advertising
Licensing
Distribution agreement
Bundling
Sales activities
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Sales personnel
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Inside sales personnel
Outside sales personnel
Sales process
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On site
Mail order
Telephone
On line
Third party
‫نيروهای فروش‬
‫در زير‪ ،‬انواع نيروهاي فروش ي را كه به كار ميبريد و تعداد فروشندگان را در هر طبقهبندي ذکر نمائيد‪.‬‬
‫نيروهاي فروش داخلی‪:‬‬
‫نيروهاي فروش خارجی (كاركنان شركت)‪:‬‬
‫نمايندگيها يا عوامل فروش خارجي (غير كاركنان)‪:‬‬
‫خدمات فروش از راه دور ‪:‬‬
‫ساير‪:‬‬
‫ً‬
‫مسوليتها را چگونه تقسيم ميكنيد مثال با خطوط توليد‪ ،‬محدوده اختيار‪ ،‬نوع مشتري و غيره؟‬
‫آيا پرسنل فروش عالوه بر مسوليت فروش مسوليتهاي ديگري نيز دارند؟‬
‫چه كميسيونهائي به پرسنل فروش پرداخت ميكنيد؟‬
‫آيا كميسيون با خط توليد يا اهداف دست يافته تغيير ميكنند؟‬
‫چه انگيزشها و پاداشهائي ارائه مينمايند؟‬
‫ً‬
‫خدمات كاركنان فروش را با چه هزينههایي جبران ميكنید مثال مسافرت ‪ ،‬تفريح؟‬
‫پرسنل فروش چه هزينههائي بايد براي خودشان پرداخت كنند؟‬
‫چه كس ي بر پرسنل فروش نظارت دارد؟‬
‫آيا آنها نسبت به عملكرد افراد تحت نظارت خود كميسيون يا پاداش دريافت ميكنند؟ بله‪‬خير‪‬‬
‫چه كس ي پرسنل فروش را آموزش ميدهد؟‬
‫چه نوع از آموزش ي ارائه ميشود؟‬
‫چه كاركنان ديگري در ايجاد فروش درگيرند؟‬
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