From Analysis to Strategy

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Presentation transcript:

From Analysis to Strategy EXTERNAL ANALYSIS Customer Analysis Competitor Analysis Market Analysis Environment Analysis INTERNAL ANALYSIS Performance Analysis Determinants of Strategic Options Opportunities Threats Trends Uncertainties Strengths Weaknesses Problems Constraints STRATEGY IDENTIFICATION & SELECTION

Evaluating & Selecting the Market Segment

For Segment Attractiveness Size of Segment Rate of Growth Customer Needs & Satisfaction Levels Competition: Size, Positioning Profitability Key Success Factors Environmental Impact

For Competitive Position Market Share R & D Quality of products and services Customer Perception / Associations / Loyalty Customer Loyalty Relative Costing / Margins Distribution Channel Marketing Capability Financial Muscle

Target market options

Single Segment Concentration M1 M2 M3 P1 P2 P3

Selective Specialisation M1 M2 M3 P1 P2 P3

Product Specialisation M1 M2 M3 P1 P2 P3

Market Specialisation M1 M2 M3 P1 P2 P3

Full Market Coverage M1 M2 M3 P1 P2 P3

Crafting the Value Proposition MARKET NEEDS / ATTRACTIVENESS Strategic Investment Defining the TG Crafting the Value Proposition Creating the Mix to Deliver the Value Proposition Communicating the Value Proposition COMPETITORS STRENGTHS / WEAKNESSES ORGANISATIONAL STRENGTHS / WEAKNESSES