Маркетинговые стратегии на высокотехнологичных рынках Старший преподаватель кафедры маркетинга НФ ГУ-ВШЭ, к.э.н., Д.А.Фоменков

СОДЕРЖАНИЕ  РЫНОЧНАЯ СТРАТЕГИЯ И УСПЕХ НА ВЫСОКОТЕХНОЛОГИЧНЫХ РЫНКАХ  КОММЕРЦИАЛИЗАЦИЯ ВЫСОКОТЕХНОЛОГИЧНЫХ ИННОВАЦИЙ  ВЫБОР ЦЕЛЕВОЙ ГРУППЫ  ПРОБЛЕМА ПЕРЕХОДА ОТ РАННЕГО РЫНКА К ОСНОВНОМУ  РЫНОЧНАЯ ОРИЕНТАЦИЯ  ИССЛЕДОВАНИЯ НА ВЫСОКОТЕХНОЛОГИЧНЫХ РЫНКАХ  CASE-STUDY («INFORM-СЕРВИС»)

PROCESS OF COMMERCIALIZATION 1. IMAGINING The Dual (Market) Insight 3. INCUBATING to Define Commercializ- ability 5. DEMONSTRATING Contextually in Products and Processes 7. PROMOTING Adoption 9. SUSTAINING Commercializa- tion 2. Mobilizing Interest and Endorsement 4. Mobilizing Resources for Demonstration 6. Mobilizing Market Constituents 8. Mobilizing Complementary Assets for Delivery BRIDGES: SATISFYING AND MOBILIZING STAKEHOLDERS AT EACH STAGE SUBPROCESSES: BUILDING THE VALUE OF A NEW TECHNOLOGY/PRODUCT / SERVICE Feasibility study of opportunity The new business road test Plan A Business plan Plan B Distribution and sales plan

ПРИМЕРЫ

1. What is the product / service you are offering to the market? Business Idea Purpose of business Description of uses, design and unique features 2. What need(s) will be satisfied when you product /service is in the market? E.g. Need for clean water, need for healthy life 3. What problem(s) will be solved by launching of your innovation? (Describe shortly the objectives of R&D efforts.) E.g. reduction of water contamination 4. What kind of team you will have? The lead entrepreneur Other members of the management team Qualifications and gap analysis FEASIBILITY-STUDY

5. What kind of industry and market do you enter? Describe shortly the industry you enter: size, growth rate and potential, geographic distribution, trends and entry barriers, sales patterns etc. Describe shortly the market you enter: primary target market, secondary target market, If the market does not exist yet find an analogous market where from you may get information Search information from different statistical and other sources in internet and in different data bases. 6. Who are your customers and why they will buy from you? Key customer group – segmentation analysis Key customer benefits (E.g. the decrease in costs, improvement of quality of life) Buying behavior Why they will buy just from you? 7. Who are your competitors and what is your competitive advantage? Main competitors and their characteristics FEASIBILITY-STUDY

8. How do you earn money with your opportunity? What is the business model and what are you revenue generators How do you set the price for your products? How the products will be distributed? (E.g. by selling the licenses to large corporations) 9. Summary: What is your preliminary assessment of the feasibility of the opportunity? Market attractiveness Durability Timing Accessibility for the management team Value for the customers and investors FEASIBILITY-STUDY

РЫНОЧНАЯ СТРАТЕГИЯ И УСПЕХ НА ВЫСОКОТЕХНОЛОГИЧНЫХ РЫНКАХ Особенности маркетинговых стратегий на высокотехнологичных рынках. Три архетипа компаний на высокотехнологичных рынках: prospectors, defenders, analyzers.

КОММЕРЦИАЛИЗАЦИЯ ВЫСОКОТЕХНОЛОГИЧНЫХ ИННОВАЦИЙ Market Segments: Innovators Early Adopters Early Majority Late Majority Laggards Customer Orientation Responsive Proactive Market Strategy: Prospector Analyzer Defender Performance

ПРОБЛЕМА ПЕРЕХОДА ОТ РАННЕГО РЫНКА К ОСНОВНОМУ

БРЕНДИНГ И ИННОВАЦИИ

РЫНОЧНАЯ ОРИЕНТАЦИЯ Christensen (‘‘held captive by their customers’’) Slater and Narver (“understanding both the expressed and latent needs of customers”)

ИССЛЕДОВАНИЯ НА ВЫСОКОТЕХНОЛОГИЧНЫХ РЫНКАХ Customer Visit Program. Empathic Design. Lead-User Process. Research on Customers’ Customers. Target developing markets.

CASE-STUDY («INFORM-СЕРВИС») «Inform-сервис» г.г.

СПАСИБО ЗА ВНИМАНИЕ!