1. COPYRIGHT MARKETING STRATEGIES LTD. 1 “GOOD EVENING”

2. COPYRIGHT MARKETING STRATEGIES LTD. 2 PRODUCT MANAGEMENT “GETTING THE JOB DONE” THE AUDIT PROCESS & THE TOOLBOX

3. COPYRIGHT MARKETING STRATEGIES LTD. 3 TONIGHT’S OBJECTIVES l PROCESS OFSTRATEGIC PLANNING l DEVELOP/ROLE OF SCENARIOS l WHAT IS “CUSTOMER CENTRIC PLANNING?’ l THE NEW ROLE OF CASE METHOD l BEING “CUSTOMER CENTRIC”

4. COPYRIGHT MARKETING STRATEGIES LTD. 4 TONIGHT’S CASE REVIEW THE FUTURE MARKET: l PDA’S l VIDEO CASE: DOWELANCO

5. COPYRIGHT MARKETING STRATEGIES LTD. 5 THE AUDIT l "A Systematic, Critical and Unbiased Review and Appraisal of the Environment of the Company's Operations." l Answers the first question for the corporate plan: Where is the company now?

6. COPYRIGHT MARKETING STRATEGIES LTD. 6 EXTERNAL CUSTOMER ANALYSIS Segments, Motivations, Unmet Needs COMPETITIVE ANALYSIS Identify, Strategic Groups, Performance, Objectives, Strategies, Culture, Cost Structure, Strengths, Weaknesses MARKET ANALYSIS Size, Projected Growth, Profitability, Entry Barriers, Cost Structure, Distribution System, Trends, Key Success Factors ENVIRONMENTAL ANALYSIS Technological, Government, Economic, Cultural, Demographic, Information Needs, Scenarios OPPORTUNITIES, THREATS, & STRATEGIC QUESTIONS

7. COPYRIGHT MARKETING STRATEGIES LTD. 7 AUDIT TOOL BOX EXTERNAL ENVIRONMENTSCENARIOS CUSTOMERSSEGMENTATION COMPETITIONSCA, KSF, INTENSITY MARKETATTRACTIVENESS MATRIX

8. COPYRIGHT MARKETING STRATEGIES LTD. 8 INTERNAL PERFORMANCE ANALYSIS Profitability, Sales, Shareholder Value, Value Analysis, Customer Satisfaction, Product Quality, Brand Associations, Relative Cost, New Products, Employee Attitude and Performance, Product Portfolio Analysis DETERMINANTS OF STRATEGIC OPTIONS Past & Current Strategies, Strategic Problems, Organizational Capabilities and Constraints, Financial Resources and Constraints, Strengths, Weaknesses STRATEGIC STRENGTHS, WEAKNESSES, PROBLEMS, CONSTRAINTS & QUESTIONS DEFINE CAPABILITIES

9. COPYRIGHT MARKETING STRATEGIES LTD. 9 AUDIT TOOL BOX INTERNAL PRODUCTBENEFIT ANALYSIS PRODUCT LIFE CYCLES PORTFOLIO MATRIX PORTFOLIO ANALYSIS GROWTH/SHARE MATRIX FINANCIALPROFIT, GROWTH, RATIOS SUMMARY STRATEGIC QUESTIONS KEY CONSTRAINTS

10. COPYRIGHT MARKETING STRATEGIES LTD. 10 STRATEGIC MARKET MANAGEMENT INTERNAL ANALYSISEXTERNAL ANALYSIS PERFORMANCE ANALYSIS DETERMINANTS OF STRATEGIC OPTIONS CUSTOMER ANALYSIS COMPETITIVE ANALYSIS MARKET ANALYSIS ENVIRONMENTAL ANALYSIS IDENTIFICATION OF STRATEGIC OPTIONS OPPORTUNITIES, THREATS, & STRATEGIC QUESTIONS STRATEGIC STRENGTHS, WEAKNESSES, PROBLEMS, CONSTRAINTS & QUESTIONS

11. PROBLEM SOLVING FLOWCHART DON'T MESS WITH IT NO PROBLEM CAN YOU BLAME ANYONE ELSE? YOU POOR SOUL ARE YOU IN TROUBLE? YOU DUMB THING DOES ANYONE KNOW? DOES THE DUMB THING WORK DID YOU MESS WITH IT? ROUND FILE IT HIDE IT NO YES NO YES NO YES NO

12. COPYRIGHT MARKETING STRATEGIES LTD. 12 THE PROCESS l ANALYSIS OF FUTURE OPPORTUNITIES l ANALYSIS OF CUSTOMER NEEDS l WELL DEFINED MARKET SEGMENTS l PRODUCTS THAT DELIVER THE SOUGHT AFTER BENEFITS

13. COPYRIGHT MARKETING STRATEGIES LTD. 13 “ SCENARIOS ” ENVIRONMENTAL AUDIT "AN ALTERNATIVE VIEW OF THE FUTURE" l Usually prompted by an alternative answer to a strategic question or future event or identified trend l Major purpose is to create new strategic options l Each scenario contains rich descriptions of the future environment and will involve different assumptions about key trends & events

14. COPYRIGHT MARKETING STRATEGIES LTD. 14 SCENARIO PROCESS l DEVELOP THREE SCENARIOS DEPICTING THE PDA MARKET IN THE FUTURE..... l ONLY USE UNCONTROLLABLE ENVIRONMENTAL FACTORS

15. COPYRIGHT MARKETING STRATEGIES LTD. 15 SCENARIO KEYS l DEVEOP 3 SCENARIOS: Best Case, Most Probable, Worst Case l TRENDS ANALYSIS l FACTORS - Key Success Factors l MARKETING MIX: Product, Price, Promotion, Place, People, Principal

16. COPYRIGHT MARKETING STRATEGIES LTD. 16 VIDEO INTERVIEW l WAYNE RISH, COO, DIRECTOR DOWELANCO, EUROPE, ASIA, AFRICA l IDENTIFY ENVIRONMENT TRENDS l IDENTIFY STRENGTHS, WEAKNESSES l WHAT IS THEIR FUTURE BUSINESS STRATEGY AND MODEL?

17. COPYRIGHT MARKETING STRATEGIES LTD. 17 CUSTOMER CENTRIC “ Customer-Centered Global Market Development Process ®” l 11 STEP PROCESS l EACH STEP BEGINS WITH A CUSTOMER FOCUS

18. COPYRIGHT MARKETING STRATEGIES LTD. 18 THE 11 STEPS l GLOBAL CUSTOMER TARGET l CORPORATE CULTURE AUDIT l CUSTOMER ATTRACTIVENESS l COMPETITIVE AUDIT: PRICE/QUALITY l CUSTOMER BEHAVIOUR AUDIT

19. COPYRIGHT MARKETING STRATEGIES LTD. 19 THE 11 STEPS l PRODUCT MIX ANALYSIS l DELIVERABLE AUDIT l CHANNEL/COST BUILD AUDIT l MARGIN TEST l ENTRY STRATEGY AND PLAN l DEVELOP 3 YEAR BUSINESS CASE

20. COPYRIGHT MARKETING STRATEGIES LTD. 20 FOR NEXT WEEK l WINER CHAPTERS 3 & 4 l AAKER 1, 2, 3 l LCD INDUSTRY - SCENARIOS www.duc.auburn.edu/~boultwr/ l PROJECT CONTRACT

21. COPYRIGHT MARKETING STRATEGIES LTD. 21 TELECOM SCENARIOS l Scenario Reference - Telecom www.ericsson.se/Connexion/ connexion2-97/telecom.html