1. 1 Market Excellence Plan Company Name. Your Business Unit or Line. From 201X-201Y. Your Name.

2. Manual. On the notes pages to each slide, you will find an explanation of what it is that you need to do. On the notes pages to each slide, you will find an explanation of what it is that you need to do. Make sure that you explain your analyses and choices. Do not assume we will understand without explanations. Make sure that you explain your analyses and choices. Do not assume we will understand without explanations. 2

3. 3 Market Excellence Plan Your Business Roadmap to Success Prof.dr. Henry Robbenh.robben@nyenrode.nl Prof.dr. Rudy Moenaertr.k.moeneart@tiasnimbas.edu drs. Peter Gouwpeter.gouw@gfk.nl www.visioN2B.nl © Rudy Moenaert, Henry Robben & Peter Gouw

4. 4 Part 1 Where and How Do We Compete Today? Analyzing The Present Internal and External Situations.

5. 5 Business Objectives BHAG (Big Hairy Audacious Goal) for _________ BHAG (Big Hairy Audacious Goal) for _________ Commercial goals for next 3 years Commercial goals for next 3 years Commercial target for next year Commercial target for next year

6. 6 Business Definition and History

7. 7 Way-to-Market Architecture <company> Direct Channels, e.g., The InternetThe Internet Face to FaceFace to Face Influencers, e.g., Advisers Advisers Regulatory institutionsRegulatory institutions MediaMedia End-Customer Segments Segment 1 Segment 2 Segment 3 Segment 4 Sales per channel (%) Sales per segment (%) Nature of relationship, support & reputation Influence Indirect Channels, e.g., Distributors & ResellersDistributors & Resellers SuppliersSuppliers OEMs and ConvertorsOEMs and Convertors

8. 8 Contemporary Situation Market Mix % Segment Size () Mkt. Share % (000) Market Segments Products Total () Market Size () Market Share (%) Total () Product Mix % 100 % Total Sales (000 ) : Year -1: (est.) Year 0: (est.) Year 1: (est.) Year 2: (est.) Year 3: (est.)

9. 9 Competitive Analysis Suppliers... Complementors... Competitors... Customers... Your Company...

10. 10 Conclusions of the Competitive Analysis FORCE:CONCLUSION: 1.Your company: 2.Competitors: 1.Suppliers: 2.Customers: 3.Complementors:

11. 11 STEP Analysis Forces External to the Industry and to the Company SocialContext EconomicContext TechnologicalContext PoliticalContext

12. 12 External Analysis: Opportunities & Threats Opportunities 1. 1. 2. 2. 3. 3. 4. 4. 5. 5. 6. 6. 7. 7. 8. 8. 9. 9. N.Threats 1. 1. 2. 2. 3. 3. 4. 4. 5. 5. 6. 6. 7. 7. 8. 8. 9. 9. N.

13. 13 Business Model for CA 3CA 4 CA 1CA 2 Resource 10 Resource 5 Resource 1 Resource 2 Resource 4 Resource 8Resource 7 Resource 6 Resource 3 Resource 8

14. 14 Internal Analysis: Competitive Advantage (Winners) Competitive Advantage CA 1 : ______________________ CA 2 : ______________________ CA N : ______________________ Explanation CA 1 : ______________________ CA 2 : ______________________ CA N : ______________________

15. 15 Internal Analysis: Basic Requirements Basic Requirement 1. 1. 2. 2. 3. 3. 4. 4. 5. 5. 6. 6. 7. 7. 8. 8. 9. 9. N. Performance Relative to Competition 1. 1. 2. 2. 3. 3. 4. 4. 5. 5. 6. 6. 7. 7. 8. 8. 9. 9. N.

16. 16 Sustainability Evaluation of the Present Situation / 1 Superior resources Durable demand Inimita- bility Substituta -bility Appropria- bility EfficiencyOverall CA1 CA2 CA N

17. 17 Sustainability Evaluation of the Present Situation / 2

18. 18 Part 2 Where and How to Compete in the Future? Choosing the Hunting Grounds and the Hunting Strategy.

19. 19 Market Excellence for the Future: Targeting Where to Compete? Key Market Segments/ Product Lines 1. 1. 2. 2. 3. 3. N. Your Choice for the Future Is:________________________. Why 1. 1. 2. 2. 3. 3. N.

20. 20 Market Excellence for the Future: Differentiation For_________________ How to Compete? Competitive Advantages CA 1 : ______________________ CA 2 : ______________________ CA N : ______________________ Why? CA 1 : ______________________ CA 2 : ______________________ CA N : ______________________

21. 21 Future Business Model For____________. CA 3CA 4 CA 1CA 2 Resource 10 Resource 5 Resource 1 Resource 2 Resource 4 Resource 8Resource 7 Resource 6 Resource 3 Resource 8

22. 22 Part 3 How to Get There? Business Roadmapping

23. 23 Business Roadmap: Defining the Strategic Projects Projects 1. 1. 2. 2. 3. 3. 4. 4. 5. 5. 6. 6. 7. 7. 8. 8. 9. 9. N. Year 1 1. 1. 2. 2. 3. 3. 4. 4. 5. 5. 6. 6. 7. 7. 8. 8. 9. 9. N. Year 2 1. 1. 2. 2. 3. 3. 4. 4. 5. 5. 6. 6. 7. 7. 8. 8. 9. 9. N. Year 3 1. 1. 2. 2. 3. 3. 4. 4. 5. 5. 6. 6. 7. 7. 8. 8. 9. 9. N. Responsible / Accountable 1. 1. 2. 2. 3. 3. 4. 4. 5. 5. 6. 6. 7. 7. 8. 8. 9. 9. N.

24. 24 Marketing Score Card 201X: Marketing Calendar Actions Explanations Timing Costs Revenues Responsible

25. 25 Part 4 Return on Business! Value@Firm & Value@Customer

26. 26 Marketing Score Card 201X : Innovation New Products Marketing Actions Targets New Channels Marketing Actions Targets New Segments Marketing Actions Targets New Leads Marketing Actions Targets

27. 27 Marketing Score Card 201X: Marketing Mix Productivity Focus (customers, channels, products) Targets M-Mix Instrument #1 M-Mix Instrument #N Focus (customers, channels, products) Targets

28. 28 Marketing Score Card 201X: Customer Response InitiativesTargets Customer Complaints % Lost Customers Brand Valuation Customer Satisfaction

29. 29 Marketing Score Card 201X: Financial Results Product Line 200X 200X+1 200X+2 Difference% Price% Volume% CGM %

30. 30 Strategic Project Analysis / 1 Strategic Project Business Opportunity Feasibility Economic Results LeverageOverall SP 1 SP 2 SP N

31. 31 Strategic Project Analysis / 2