1. Business Plan Strategy and Implementation Summary
Patricia SALGUERO
Departemen Teknik Informatika
Institut Teknologi Bandung

2. STRATEGY AND IMPLEMENTATION SUMMARY
Armies fight to win terrain, kill or disable adversary combatants...
Companies fight to capture market share, generate sales revenues, enhance profits...
“Both armies and business enterprises try to achieve their objectives through strategies”

3. STRATEGY AND IMPLEMENTATION SUMMARY
Strategic Pyramid
Main focus
Implement Strategies
Specific business activities, each of which has concrete dates and responsibilities, and probably a budget.

4. STRATEGY AND IMPLEMENTATION SUMMARY
Value Proposition:
A value proposition define how product and service features are assembled and offered to meet customer needs; in other words, how a company gives value to customers.
A value proposition define the benefit offered;
the target market group;
and the relative pricing.

5. STRATEGY AND IMPLEMENTATION SUMMARY
Competitive Edge
products, services, retail locations, prices, exclusivity, intellectual property rights, licenses, franchise agreements...
Is this a key competitive edge?

6. INNOVATION STRATEGY AND IMPLEMENTATION SUMMARY
ability to outwit, outsmart, outsell and otherwise outperform your competition.
Key Competitive Edge
driving force behind successful small businesses

7. STRATEGY AND IMPLEMENTATION SUMMARY

8. MARKETING STRATEGY STRATEGY AND IMPLEMENTATION SUMMARY
Every business owner should develop a written guideline that sets forth the business's marketing strategy.
This document is used to judge the appropriateness of each action that the business takes.
If a company has to take an action that is off-strategy, it may indicate a temporary emergency action prompted by competition or other factors beyond normal management control. Or it may indicate the need to change or revise the company's marketing strategy.

9. Marketing Strategy
Concentrated Marketing
Involves introducing a single version of a product that is designed to appeal to a single, particular market segment.
Differentiated Marketing
Involves introducing a number of different versions of a product, each designed to appeal to a different market segment.
Undifferentiated Marketing
Involves introducing only a single version of the product in the hope that it will appeal to an entire universe of consumers, an appeal to the lowest common denominator.

10. Positioning Statements
Unique features that have obvious value
Positioning on specific product features
Product features----> Customer
Positioning on benefits
Positioning for user category
Used by models --->customer identify
Implicit to explicit comparison
Positioning against another product
Product class disassociation
New product that differs from traditional products

11. PRICING STRATEGY Cost-Plus Pricing
With this method you simply set prices to cover your fixed and variable costs, and leave enough room for profits. 
Compares alternative products and services and sets prices accordingly
Competitive pricing strategy

12. Pricing Strategy
Competitive pricing strategy/ Sample

13. Premium price strategy
Pricing Strategy
Customers must perceive the value of your premium service;
Be willing to pay for it;
It must cost you less that the price you receive.
To the last point, "do not offer gold plated service if you are only going to receive silver plated prices."
Premium price strategy

14. Market penetration pricing
Pricing Strategy
This option involves charging a high price relative to other brands within the product class.
Cream skimming pricing
Market penetration pricing
This is the strategy of setting prices low, or below the competition, initially to attract new customers.

15. Promotion Strategy PROMOTION STRATEGY
Promotion involves communication of product attributes and corporate image in the most favorable light possible to intermediary sellers and to end users.

16. The “Pulling” Promotional Strategy
Promotion strategy
The “Pulling” Promotional Strategy
Originator
Intermediary
End User
The “Pushing” Promotional Strategy
Originator
Intermediary
End User

17. Dimensions of Advertising Effectiveness
Promotion strategy
Dimensions of Advertising Effectiveness
Demographic
What type(s) of people do we want to influence?
Geographic
Where are the people we want to influence?
Impact
Is the desired message well communicated and hard hitting enough to be memorable? Generally, advertising is designed to address the “AIR” concerns.
Reach
How many individuals or householders will experience one exposure of the message?

18. Dimensions of Advertising Effectiveness
Promotion strategy
Dimensions of Advertising Effectiveness
Frequency
How many times will these people experience the message?
Duration
How long is the message?
When will the message be experienced?
Timing
How much does it cost to reach 1,000 people or households with a single exposure?
Cost
CPM
Media Cost
(Audience measured in thousands) =

19. DISTRIBUTION STRATEGY
How the product is convoyed from the producer to the end user. Its functions include manufacturing, transportation, warehousing, wholesaling, and retailing.

20. Distribution Strategy
There are essentially three distribution options, as follows:
Intensive
Aims for maximum exposure.The product is sold through any responsible wholesaler or retailer who will stock it.
Elective
Aims for moderate exposure. The product is sold through “better” retailers.
Aims for limited exposure. The product is sold by a single dealer within each treading region.
Selective

21. Sales Strategy
“Sales is asking the people what they do, how they do it, when they do it, where they do it, why they do it, and who they do it with-and then help them to do it better.”
Stephan Schiffman
Consultative model
Models
“A” for Attention
“I” for Interest
“D” for Desire
“A” for Action
AIDA model

22. Sales Promotion Tools and Activities
Sales Strategy
Sales Promotion Tools and Activities
Discounts
Premiums
Twofers
Coupons
Samples
Contests
Sweepstakes
Incentives
Product publicity

23. Sales Forecast Sales Strategy
Use the text to summarize and highlight the Sales Forecast in a detailed sales forecast table. Try to emphasize important points and explain assumptions to the sales forecast. The monthly sales forecast chart and annual sales forecast chart should be drafted