Attractions / Assets matrices

(BCG, McKinsey, ADL, …)

Attraction

desinvest

invest

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Assets

PORTER, 5 forces, networks, ...

Potential
ENTRANTS

CLIENTS
SUPPLIERS

ME

COMPETITORS

SUBSTITUTES

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SWOT necessary ?
when?

Strenghts Opportunities

of the company,
for the company,
of products,...
for products, ...

Weaknesses Threats

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PESTEL analysis...

Economic factors

Sociocultural
Political factors

MARKET

Legal
factors
Technological
factors

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Environmental
factors
Prospective Marketing Planning ©J.-F.David 2008

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 Ansoff…
PRODUCT
CURRENT NEW

MARKET

CURRENT MARKET PRODUCT

PENETRATION DVPT

NEW MARKET DIVERSIFICATION

DVPT

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Products/Services life cycle

…need for intelligence mechanisms….

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Mission (what we are…)
Vision (what we intent to be in n years...)

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Services with +++ AV

…protected by emerging technologies
Mass customization level

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Emerging technologies

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Technological intelligence?
Competitive intelligence?
Marketing intelligence?

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Maslow, Soncas, …
more on buyers motivations...

To BE

To HAVE

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Approaches by business processes
... Value Chain ...

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Mass Customization cycle

…where are we ?
outside

Make money < >Spend money

> Organic

?
Mass Innovation
Customization

?
Mechanistic <

Mass Transformation
Production
?

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inside

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Markets, Clients segmentations...
by sectors ? ….. ?
geographical ?
socio-economic ? by size ?

Interest ?
recentness ? Accessibility ?
frequency ? Our capability ?
amount ? Sales
and M
arketin
Marke g Prog
ramm
Reactivate ? ting P
lan e

Acquire ? r Internal
Exter
nal
tito audit
Develop ? m pe
Co audit
audit

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Accompany ?
Keep ?
Prospective Marketing Planning ©J.-F.David 2008
Market st
ructure

Segmentation: IPO / IPR

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Systematic 4 P's ?
promote ...

which product?

"marketable price" ?

cost ?

where, how ?
Call centers ?
Web ?
face to face ?

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+ advanced 4 P's ?
physical "visibility" of services

distinctive competencies? Physical

evidence People

partnerships
alliances

business processes,
e-processes
Partners Processes

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 "Routes to Market"
who does what, when?
Company

Partners 1

Partners. n

PROSPECTS events...
reclaims...
MARKET contacts...

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CLIENT
©J.-F.David 2008
demands...

Bue Ocean: cross checking?

Costs

Innovation
exclude re-enforce
- value
… …
… …
decrease create

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Buyer value
… …
… …
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Some processes mapping ?

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Marketing scorecards?

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Open Market
Dream...

Total achievable possible sales,

without any constraints?

Who would pay, where, when ?

What realistic % (hypothesis)?

€ How much (%) for competition?

What realistic possible sales after that?

First year ?

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Data Collection
From web alerts to
conferences, from
reports to informal
meetings, ...

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Financial analysis, breakeven, ...

Total revenue

Total cost

Variable costs

Fixed costs

breakeven

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Business monitoring, "gap" analysis

- new products
results - announcements
target - new actions
-…
Gap
Sales
History (high)
plans ???

now time History (low)

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BOY I I

"operational banana"
©J.-F.David 2008
I I I I I I EOY

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What's missing: your concepts & ideas

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