The export audit The Magic Pallet. COMPANY COUNTRY INTERNAL ANALYSIS MARKET COMPETITION EXTERNAL ANALYSIS MARKET ENTRY STRATEGY EXPORT MARKETING PLAN.

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Presentation transcript:

The export audit The Magic Pallet

COMPANY COUNTRY INTERNAL ANALYSIS MARKET COMPETITION EXTERNAL ANALYSIS MARKET ENTRY STRATEGY EXPORT MARKETING PLAN CONFRONTATION MATRIX

The confrontation matrix - company For company audits the SWOT must be more specific: The need to find a USP –Unique selling proposition The need to find the best trade partner –Strategic alliances The need to create –Value

©2004 TGVC COMPANY CUSTOMER CONSUMER What do we mean by value ?

COMPANY COST OF RESOURCES TECHNOLOGY PRODUCTION LOGISTICS MARKETING SUPPORT CUSTOMER CONSUMER ©2004 TGVC SACRIFICES VALUE ADDED MINDS MONEY MAN POWER MACHINES MATERIALS

COMPANY COST OF RESOURCES VALUE ADDED CUSTOMER CONSUMER ©2004 TGVC COST OF OWNERSHIP VALUE ADDED TECHNOLOGY PRODUCTION LOGISTICS MARKETING SUPPORT COST CHRONO CHANGE CHANCE CONFLICT

©2004 TGVC BENEFITS SACRIFICES ? COMPANY CUSTOMER CONSUMER BENEFITS DESIGN QUALITY SPEED IMAGO SERVICE COST CHRONO CHANGE CHANCE CONFLICT

COMPANY COST OF RESOURCES VALUE ADDED CUSTOMER CONSUMER ? COST OF OWNERSHIP ©2004 TGVC SACRIFICES VALUE ADDED BENEFITS ? ?

COMPANY CUSTOMER CONSUMER 60 ©2004 TGVC

How to use The Magic Pallet ? 1.For company audits (for export) 2.To find the right trade partner 3.To list corrective actions

1. The export audit INTERNAL ANALYSIS COMPANY EXTERNAL ANALYSIS MARKET

1. The export audit DESIGN QUALITY SPEED IMAGE SERVICE PRICE PEOPLE PLANET TOTAL TECHNOLOGY PRODUCTION LOGISTICS MARKETING SUPPORT

1. The export audit DESIGN QUALITY SPEED IMAGE SERVICE PRICE PEOPLE PLANET TOTAL TECHNOLOGY53311 PRODUCTION LOGISTICS MARKETING SUPPORT TOTAL

Case study 1.Read the case study individually 2.Rate the value activities of the company 3.Rate the consumer benefits and sacrifices (use market surveys) 4.Discuss and agree on the outcome in your group 5.Do the GAP analysis 6.Define the focus and challenge of the company

Worksheet - individual DESIGN QUALITY SPEED IMAGE SERVICE PRICE PEOPLE PLANET TOTAL TECHNOLOGY PRODUCTION LOGISTICS MARKETING SUPPORT

Worksheet -group DESIGN QUALITY SPEED IMAGE SERVICE PRICE PEOPLE PLANET TOTAL TECHNOLOGY PRODUCTION LOGISTICS MARKETING SUPPORT