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From Analysis to Strategy EXTERNAL ANALYSIS Customer Analysis Competitor Analysis Market Analysis Environment Analysis INTERNAL ANALYSIS Performance Analysis.

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Presentation on theme: "From Analysis to Strategy EXTERNAL ANALYSIS Customer Analysis Competitor Analysis Market Analysis Environment Analysis INTERNAL ANALYSIS Performance Analysis."— Presentation transcript:

1 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

2 Evaluating & Selecting the Market Segment

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

4 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

5 TARGET MARKET OPTIONS

6 Single Segment Concentration P1 P2 P3 M1 M2 M3

7 Selective Specialisation P1 P2 P3 M1 M2 M3

8 Product Specialisation P1 P2 P3 M1 M2 M3

9 Market Specialisation P1 P2 P3 M1 M2 M3

10 Full Market Coverage P1 P2 P3 M1 M2 M3

11 MARKET NEEDS / ATTRACTIVENESS COMPETITORS STRENGTHS / WEAKNESSES ORGANISATIONAL STRENGTHS / WEAKNESSES 1.Strategic Investment 2.Defining the TG 3.Crafting the Value Proposition 4.Creating the Mix to Deliver the Value Proposition 5.Communicating the Value Proposition


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