Attractions Assets matrices BCG Mc Kinsey ADL Attraction
Attractions / Assets matrices (BCG, Mc. Kinsey, ADL, …) Attraction desinvest 01 Ad LIBITUM Conseil Assets Prospective Marketing Planning ©J. -F. David 2008
PORTER, 5 forces, networks, . . . Potential ENTRANTS CLIENTS SUPPLIERS ME COMPETITORS 02 Ad LIBITUM Conseil SUBSTITUTES Prospective Marketing Planning ©J. -F. David 2008
SWOT necessary ? when? Strenghts Opportunities of the company, of products, . . . for the company, for products, . . . Weaknesses 03 Ad LIBITUM Conseil Prospective Marketing Planning Threats ©J. -F. David 2008
PESTEL analysis. . . Economic factors Sociocultural factors Political MARKET Legal factors 04 Ad LIBITUM Conseil Environmental factors Prospective Marketing Planning ©J. -F. David 2008 Technological factors
Ansoff… PRODUCT CURRENT NEW MARKET PENETRATION PRODUCT DVPT MARKET CURRENT NEW 05 Ad LIBITUM Conseil DIVERSIFICATION MARKET DVPT Prospective Marketing Planning ©J. -F. David 2008
Products/Services life cycle …need for intelligence mechanisms…. 06 Ad LIBITUM Conseil Prospective Marketing Planning ©J. -F. David 2008
Mission (what we are…) Vision (what we intent to be in n years. . . ) 07 Ad LIBITUM Conseil Prospective Marketing Planning ©J. -F. David 2008
Services with +++ AV …protected by emerging technologies Mass customization level 08 Ad LIBITUM Conseil Emerging technologies Prospective Marketing Planning ©J. -F. David 2008
Technological intelligence? Competitive intelligence? Marketing intelligence? 09 Ad LIBITUM Conseil Prospective Marketing Planning ©J. -F. David 2008
Maslow, Soncas, … more on buyers motivations. . . To BE To HAVE 10 Ad LIBITUM Conseil Prospective Marketing Planning ©J. -F. David 2008
Approaches by business processes. . . Value Chain. . . 11 Ad LIBITUM Conseil Prospective Marketing Planning ©J. -F. David 2008
Make money < >Spend money ? Mass Customization Innovation > Organic outside Mass Customization cycle …where are we ? ? Mass Production Transformation ? 12 Ad LIBITUM Conseil Mechanistic < ? inside Prospective Marketing Planning ©J. -F. David 2008
Markets, Clients segmentations. . . …. . ? by sectors ? geographical ? socio-economic ? recentness ? frequency ? amount ? 13 Ad LIBITUM Conseil by size ? Interest ? Accessibility ? Our capability ? Reactivate ? Acquire ? Develop ? Accompany ? Keep ? Prospective Marketing Planning Sales and M Marketin ting P l r tito e mp Co audit ©J. -F. David 2008 g Prog an ramme Exter nal audit Internal audit ucture tr Market s
Segmentation: IPO / IPR 14 Ad LIBITUM Conseil Prospective Marketing Planning ©J. -F. David 2008
Systematic 4 P's ? promote. . . which product? "marketable price" ? cost ? where, how ? Call centers ? Web ? face to face ? 15 Ad LIBITUM Conseil Prospective Marketing Planning ©J. -F. David 2008
+ advanced 4 P's ? physical "visibility" of services distinctive competencies? Physical evidence People partnerships alliances business processes, e-processes 16 Ad LIBITUM Conseil Prospective Marketing Planning Partners ©J. -F. David 2008 Processes
"Routes to Market" who does what, when? Company Partners 1 Partners. n events. . . PROSPECTS 17 Ad LIBITUM Conseil MARKET Prospective Marketing Planning CLIENT ©J. -F. David 2008 reclaims. . . contacts. . . demands. . .
Bue Ocean: cross checking? Costs exclude … … 18 Ad LIBITUM Conseil decrease … … re-enforce … … Innovation - value create … … Prospective Marketing Planning Buyer value ©J. -F. David 2008
Some processes mapping ? 19 Ad LIBITUM Conseil Prospective Marketing Planning ©J. -F. David 2008
Marketing scorecards? 20 Ad LIBITUM Conseil Prospective Marketing Planning ©J. -F. David 2008
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? 21 Ad LIBITUM Conseil First year ? Prospective Marketing Planning ©J. -F. David 2008
Data Collection 22 Ad LIBITUM Conseil Prospective Marketing Planning From web alerts to conferences, from reports to informal meetings, . . . ©J. -F. David 2008
Financial analysis, breakeven, . . . Total revenue Total cost Variable costs Fixed costs breakeven 23 Ad LIBITUM Conseil Prospective Marketing Planning ©J. -F. David 2008
Business monitoring, "gap" analysis - new products - announcements - new actions -… results target Gap plans now 24 Ad LIBITUM Conseil Sales History (high) time History (low) BOY Prospective Marketing Planning ? ? ? I I I I "operational banana" ©J. -F. David 2008 I EOY
What's missing: your concepts & ideas 25 Ad LIBITUM Conseil Prospective Marketing Planning ©J. -F. David 2008
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