Strategic Position & Risk Assessment

A strategic position define  What you do  What you don’t do Your strategic position should be where you find following coming together:  Your strengths and interests  Industry trends and developments  Market changes and opportunities  Competitive changes and opportunities  Changes and opportunities brought through new technologies

What kinds of strategic positions are there? Customer perception factors Market segment Market share Operational/technological advantages Proprietary products, technology, abilities or relationship Sale channel

What kinds of strategic positions are there? Customer perception factors  Price  Quality  Features  Customer service  Societal impact  Convenience Concentrating on customer perception factors is the most typical method of attempting to differentiate yourself from your competitors.

What kinds of strategic positions are there? Market segment : This strategy is based on targeting on a specific portion of the total market. Pitfalls of this strategy:  The size market may not be enough to sustain or grow the company  The target market may already be saturated with specialists  Enough size but Larger company will come in and compete with you.

What kinds of strategic positions are there? Market share: this strategy is based on establishing and commanding such a dominant portion of the total customer base that it becomes difficult for others to compete. The goal is to become “800 pound gorilla” of a market

What kinds of strategic positions are there? First mover strategy has some advantages:  Capture significant market share before competitors enter the market  Secure key strategic partners, making fewer opportunities available to later competitors  Attract outstanding employees and management  Capture media attention  Look in financing sources, such as venture capitalists

Two popular strategy First mover disadvantages:  You serving as the R&D arm of copy-cat companies  Maybe the market is not ready for you.  You pay the costs of educating the market and marketing for other second or third to market companies.

Two popular strategies Branding strategy has many advantages but:  It is usually expensive  It is a time consumer process. A real brand gives customers trust in your products and services because you are consistent in quality, price, service or convenience over time. (e.g. McDonald)

Risk What kinds of risk?  Market risk  Competitive risk  Technology risk  Product risk  Executive risk  Capitalization risk

Balancing Risks and Opportunities SWOT analysis WeaknessStrengths ThreatsOpportunities

فرم تهيه برنامه موقعيت استراتژيك اطلاعاتي را كه در اين فرم تهيه مي ­ كنيد، مي ­ تواند اساس بخش تحليل ريسك و موقعيت استراتژيك طرح كسب و كار شما را تشكيل دهد. روندهاي صنعت : بازار هدف : محيط رقابتي : نقاط قوت نسبی شما در رقابت : ريسكها :

Marketing plan & Sales strategy Tell the customers what they get Not what you do.

Marketing and sales although are closely related, are two different activities:  Marketing is designed to increase customer awareness and deliver a message.  Sales is the direct action taken to procure customer order.

Your company ’ s message Company’s message is based on the strategic position:  Low price leader  One day service  The choice of a new generation  ….

The 4 P’s of marketing:  Products  Price  Place  Promotion Most marketing strategists agree that people buy benefits, not features. In other words customers are more concerned about how a purchase will affect their lives than about how the company achieved those results.

What customers want: the 5 F’s  Functions: how does the product or service meet their concrete needs?  Finance: how will the purchase affect their overall financial situation, not just the price of products or service, but other savings and increased productivity?  Freedom: how convenient is to purchase and use the product or service? How will they gain more time and less worry in other aspects of their lives?

What customers want: the 5 F’s  Feelings: how does the product or service make customer feel about themselves?  Future: how will they deal with the product or service and company over time?

پنج F : پيغامي را كه مي ­ خواهيد در مورد محصول يا خدمتتان به مشتريان منتقل نمائيد، با لحاظ نمودن پنج F در ذهنتان توضيح دهيد فعاليتها ( کاركردها )(Functions): امور مالي (Financials): آزادي (Freedom): احساسات (Feelings): آينده (Future): مهمترين پيغامها براي تحريك و ترغيب بازار هدف شما براي خريد كدام است؟ شما چگونه اين پيغام را در زمينه ­ هاي زير به مشتريان خود منتقل مي ­ نمائيد؟ نام كسب و كار : شعار : واژه ­ هاي كليدي در موضوع بازاريابي : طرح محصول : لوگو يا علامت : طرح وب سايت : ديگر تصاوير و طرحهاي گرافيكي : بسته ­ بندي : دكور : مدل لباس كاركنان : موضوعات بازاريابي ( معامله ) نمايش و ارائه : ساير :

Marketing vehicles Brochures Company Website Print media Broadcast media Online advertising Advertising specialties Direct mail Public relations Sampling Informal marketing/networking

Marketing tactics Strategic partnership  Cooperative advertising  Licensing  Distribution agreement  Bundling

Sales activities Sales personnel  Inside sales personnel  Outside sales personnel Sales process  On site  Mail order  Telephone  On line  Third party

نيروهای فروش در زير، انواع نيروهاي فروشي را كه به كار مي ­ بريد و تعداد فروشندگان را در هر طبقه ­ بندي ذکر نمائيد. نيروهاي فروش داخلی : نيروهاي فروش خارجی ( كاركنان شركت ): نمايندگي ­ ها يا عوامل فروش خارجي ( غير كاركنان ): خدمات فروش از راه دور : ساير : مسوليتها را چگونه تقسيم مي ­ كنيد مثلاً با خطوط توليد، محدوده اختيار، نوع مشتري و غيره؟ آيا پرسنل فروش علاوه بر مسوليت فروش مسوليت ­ هاي ديگري نيز دارند؟ چه كميسيونهائي به پرسنل فروش پرداخت مي ­ كنيد؟ آيا كميسيون با خط توليد يا اهداف دست يافته تغيير مي ­ كنند؟ چه انگيزش ­ ها و پاداش ­ هائي ارائه مي ­ نمايند؟ خدمات كاركنان فروش را با چه هزينه ­ هایي جبران مي ­ كنید مثلاً مسافرت ، تفريح؟ پرسنل فروش چه هزينه ­ هائي بايد براي خودشان پرداخت كنند؟ چه كسي بر پرسنل فروش نظارت دارد؟ آيا آنها نسبت به عملكرد افراد تحت نظارت خود كميسيون يا پاداش دريافت ميكنند؟ بله  خير  چه كسي پرسنل فروش را آموزش ميدهد؟ چه نوع از آموزشي ارائه مي ­ شود؟ چه كاركنان ديگري در ايجاد فروش درگيرند؟