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1. Marketing Strategy Workshop

2. Meeting Goals Review business and marketing strategies Provide feedback on marketing strategy Provide strategic insight on business

3. Problem Definition Problem No specific strategy No structure - customer target focus in sales & management Sales people do not know the needs of the specific customer No CI No Strength/Weakness profile comparing to competition No experience in bounce management & customer service Service products are not defined relating to workload Sales cycle is longer than expected – depends on customer Burn rate faster than planned, more funds needed No strategic partnerships

4. There are 3 steps to strategy formulation Strategic Analysis Positioning Implementation

5. The Strategic Analysis has three parts Strategic Analysis Positioning Implementation Industry Analysis Company Analysis Issue Analysis

6. Strategic Analysis has three parts Understand the dynamics of the market Industry Analysis Clarify the position of the company in the market Company Analysis Evaluate specific issues critical to making strategic decisions Issue Analysis

7. Establish the frame of reference Industry Sectors ____________ ____________ ____________ ____________ ____________ Geography Worldwide Europe US

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12. __________________Company Analysis Issue Analysis

14. Product Defintion

15. Channel Analysis

16. Customer Segmentation

17. Purchasing Behavior/Criteria

18. Price Analysis

21. Product Defintion

22. Channel Analysis

23. Customer Segmentation

24. Purchasing Behavior/Criteria

25. Price Analysis

28. Product Defintion

29. Channel Analysis

30. Customer Segmentation

31. Purchasing Behavior/Criteria

32. Price Analysis

35. Product Defintion

36. Channel Analysis

37. Customer Segmentation

38. Purchasing Behavior/Criteria

39. Price Analysis

41. Customer Segments by end user industry sector Banks Retail, Private Insurance Direct, Indirect Commercial, Consumer Media By Medium: Print, TV, Radio, Internet By application Travel Transport Companies, Agencies, Tour Operators, Hotels Agencies Direct Marketing, PR, Interactive, Investor Relations

43. Product Defintion

44. Channel Analysis

45. Customer Segmentation

46. Purchasing Behavior

47. Price Analysis

50. Product Defintion

51. Channel Analysis

52. Customer Segmentation

53. Purchasing Behavior/Criteria

54. Price Analysis

57. Product Defintion

58. Channel Analysis

59. Customer Segmentation

60. Purchasing Behavior/Criteria

61. Price Analysis

63. The Industry Analysis is done in 3 parts Value Chain Analysis Competitive Strategy Market Overview

64. Who will do what in the value chain?

66. Porter’s 5 Forces

68. Generic strategies of competitors Differentiation Price Leadership Low High Focus

70. Porter’s 5 Forces

73. Porter’s 5 Forces

75. The summary of the Industry Analysis lies in its Opportunities and Threats Understand the dynamics of the market Industry Analysis Clarify the position of the company in the market Company Analysis Evaluate specific issues critical to making strategic decisions Issue Analysis

76. Opportunities __________________________ __________________________ __________________________

77. Threats __________________________ __________________________ __________________________

78. The Company Analysis shows us the current position of the company in the market Understand the dynamics of the market Industry Analysis Clarify the position of the company in the market Company Analysis Evaluate specific issues critical to making strategic decisions Issue Analysis

79. The KLP and BI must be addressed in future strategy Industry Analysis Company Analysis Strengths Opportunities Key Leverage Points Weaknesses Threats Business Implications

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109. The Strategic Analysis has 3 Parts Understand the dynamics of the market Industry Analysis Clarify the position of the company in the market Company Analysis Evaluate specific issues critical to making strategic decisions Issue Analysis

110. Which specific issues critical to making strategic decisions need evaluation? __________________________ __________________________ __________________________

111. Issue Analysis __________________________ __________________________ __________________________

112. Positioning is the second step of strategy formulation Strategic Analysis Positioning Implementation

114. define industry

115. competition

116. context & trends

117. channels -direct vs. indirect

118. company

119. costs & revenues

121. define objectives

122. choose positioning- focus - broad differentiation • quality • performance • unique Sales Goals & Financial Implications Plans Marketing Mix - 5P’s 5M’s of Advertising • mission • money • message • media • measurement • people - customer seg. & internal skills • product • pricing • place • promotion - push vs. pull

124. Strategy 2

126. 2

127. 3

128. 4Vision 3 Strategies Core Values

129. Setting Objectives “It is important to distinguish between objectives and strategies. A business objective is a desired end result; a strategy is a plan for getting there.” Objectives may be set at various levels. For the enterprise as a whole, the objectives may be to achieve a certain rate of profitability. Further, responsibility may be distributed to managers of individual divisions so that the enterprise as a whole accomplishes its mission. At the level of individual products and markets, objectives may be expressed in terms of customer satisfaction, market share and margins. “The importance of explicitly defining objectives to give purpose and direction to strategies cannot be overestimated.”

130. Making a generic choice In Future Differentiation Price Leadership Today Low High Focus

131. The 5 P’s of the Marketing Mix People: Which relevant customer segments exist? Which segment shall we target? What internal skills are necessary to serve the segments? Product: What type and range of products / services to offer? Price: What price level to set? Place: Distribution, What intermediaries to use if any? Promotion: What to communicate? Through what vehicles?

132. Promotion means determining the 5 M’s of Advertising Mission - What is the mission of the promotion? Money - How much should it cost? Message - What will we say? Media - On which media will we say it? Measurement - How will we measure the success of the promotion?

133. Customer Segmentationis also the key to creating focus and success

134. Strategic marketing issues facing a business Whom should we serve? With whom should we compete? How can we outperform the competition?

135. The Premises of Marketing Markets represent dissimilar buyer needs Any given marketing offering can satisfy only some of the needs, not all

136. The Process of Customer Segmentation Analyze the customers in the market Divide them into meaningful segments of buyers Select certain segments to target Design a marketing program (Mix) for each segment

137. B2B segmentation possibilities by end user industry by application (problems to be solved) by geography by size of firm by buyer sophistication by purchasing behavior and so on...

138. B2C segmentation possibilities Geographic region, city size, population density, climate, transportation Demographic sex, age, family size, income, occupation, education, ethnic group Psychographic alienation, conservatism, dogmatism, innovativeness, fashion consciousness, price awareness, self-confidence Behavioral rate of use, information used, shopping frequency, store loyalty, brand loyalty, product use Benefit economy, function, status, style, sociability

139. Selecting a target segment is the single most important decision Reasons: forces understanding the customer problem focuses the firm’s efforts / commits resources allows competitive advantage

140. In mature markets, there are two opposite segmentation strategies Total Market Horizontal Segment Vertical Segment

141. Essential Criteria for a good target Customer: Satisfies a need / solves a problem Company: Builds on a central strength Competition: Allows outperforming other contenders

142. The 5 P’s of Marketing Decisions for Positioning People: Product: Price: Place: Promotion:

143. Promotion means determining the 5 M’s of Advertising Mission - Money - Message - Media - Measurement -

144. General recommendations for selling in a tight economy Identify still hot industries & sectors Target and prospect specific accounts Market yourself more Create needs versus taking orders Don’t abandon your old customers

145. After establishing the positioning, the details of implementing the strategy can be addressed Strategic Analysis Positioning Implementation

146. Best wishes for a successful execution! Strategic Analysis Positioning Implementation