strategy processes - winfried kempfle marketing services

11.10.2012

Copyright © 2011. All rights reserved. www.strategie-und-planung.de

Strategy Processes

In Industrial Practice

Strategic Management and Marketing Practices

11.10.2012


Core Elements Of Strategy Processes

Analysis Strategy

Definition Implementation

Analysis and Forecast

of Market Positioning

Market Segments

Customers

Competition

Environment

Portfolio Analysis

Planning of Measures

Responsible Persons

Deadlines

Priorities

Feasibility

Risk Analysis

Internal Analysis

Handling of the

Market

Processes

Employees

+

Strategy Development

Vision / Mission

Strategic Success

Position

Market Strategy

Business Strategy

Target Setting

Strategic Goals

Measures

Operational Targets

+ Project Planning and

Project Organization

+

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Copyright © 2011. All rights reserved. www.strategie-und-planung.de Seite 3

The Strategy Development Process –

Phases And Milestones

Strategy

Implemen-

tation

Initial Situation Future Trends Strategic

Dimensions Spezific Criteria Action Plans

Evaluation

of Strategic

Options

Development

of Strategic

Options

Strategic

Forecast

Strategic

Analysis

S1 S2 S2 S4 S5

Main Markets

Competition

Environment

Strengths / Weaknesses

Performance

Market Position

Key Markets

Market Trends and Drivers

Performance Drivers

External Factors (Laws, Regula-tions, etc.)

Markets

Customers

Product Mix

Growth

Competition

Partners

Technologies

Resources

Capabilities

Skills

ROI

Time Frame

Risks

Goals

Indicators

Measures

Project Management

Implementation Controlling

Strategy realized

11.10.2012


Market And Competitive Analyses As Main

Parts Of The Strategic Analysis

Customer Demand

Own Position

Strengths / Weaknesses

Competitor

Behaviour

Market /

Technology

Development

Business

Strategy

11.10.2012


Sector Analysis –

Porter´s „Five Forces“ Model

Potential

Competitors

Substitute

Products

Suppliers Buyers

Rivalry Among

Existing Firms

Bargaining Power

Bargaining Power

Threat of New

Entrants

Threat of Sub-stitutes

11.10.2012


SWOT Analysis – Practice

Strengths Weaknesses

Oppor- tunities

SWOT

Analysis

Threats

Internal Analysis

Exte

rnal A

naly

sis

S/O Strategy: Evaluate chances that are well in line

with the strenghts of the company

Which strengths go with which chances?

How can strengths be utilized to better realize chances?

W/O Strategy: Eliminate weaknesses to better make

use of new opportunities

Where can chances evolve from weaknesses?

How can weaknesses be changed into strengths?

S/T Strategy: Utilize strengths to avert threats

Which threats can be fought by which strengths?

How can existing strengths be used to avoid certain risks?

W/T Strategy: Create measures to avoid that existing

weaknesses become aims of external

threats

Which weaknesses do exist?

How can disadvantages be averted?

11.10.2012


Life Cycle Analyses – Practice

Life Cycle Phases

Time / Periods (Years, Quarters, …)

Sa

les

Reference objects of the analysis

Industry sectors

Markets

Technologies

Single products

Product groups

Objectives of the analysis

Determine the position of the considered reference objects (e.g. produkts at the market)

Analize the expected life cycle

Derive appropriate strategic & marketing measures for each life cycle phase

Introduction Growth Maturity Saturation

0

50

100

150

0 2 4 6 8 10 12 14 16

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Portfolio Analysis According BCG –

Determination Of Competitive Position

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Basic Strategy Options –

Product Market Matrix by Ansoff

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Standard Strategies Of Various Strategy

Concepts

Strategy Concepts Potential Strategic Directions (Standard Strategy)

Sector Analysis

(Porter)

Cost Leadership

Differentiation

Cost Focus

Differentiation Focus

Portfolio Analyses

(BCG / McK)

Product Market Matrix

(Ansoff)

Forward Integration

Reverse Integration

Investment Strategy

Growth Strategy

Exploitation Strategy

Divestment Strategy

Offensive Strategy

Defense Strategy

Transition Strategy

Market Penetration

Market Development

Product Development

Diversification

11.10.2012


Top-down Specification Of Strategic Goals

Which are the drivers

to reach the goals?

How to measure

success?

What is the main objective

of the organization?

Which target values should be achieved,

and when?

Questions

Who is responsible to reach the goals?

Strategic

Goals

Drivers

Responsibilities

Measures

(Key Performance Indicators)

Target Values

11.10.2012


Balanced Scorecard As Tool For Strategy Development

And Implementation Controlling

Financial Perspective

Goal Target KPI Mea-sure

Employee Perspective


Customer Perspective


Processes Perspective


Vision and

Strategy

KPI = Key Performance Indicator

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Main Tasks Of Market And Competitive

Analyses

Market Analyses Competitive Analyses

Market

Forecasts

Market

Positions strategically tactically

Market Trends

M. Segments

Market Volume

Market Growth

M. Attractivity

M. Potential

Customer

Structure

Sales Channels

Market Shares

Dynamic of the

Market Position

Market

Penetration

Competitive

Advantages

Competitor

Profiles

C. Strategy

C. Position

Key Business

Data

Portfolio

Soft Facts

Product / Feature

Comparisons

Unique Selling

Propositions

Selling

Arguments

Competitor News

Competitor

Weaknesses

Support of Strategy Development Sales Support

Customer

Analyses

Buying Decision

Criteria

Customer Satis-

faction

Buying Behaviour

Demand Analysis

Buying Power

Price Sensitivity

Promotion Impact

Sales Support

page 13

11.10.2012


A comprehensive strategy analysis

presentation with detailed explanations of

the practices and numerous practical

examples is available on request. (currently available only in German)

Please use the contact form to order the

presentation http://www.strategie-und-planung.de/kontakt.html

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strategy processes - winfried kempfle marketing services

Business

external analysis

wo strategy

strategy realizedcopyright

wt strategy

external strengths

sector analysis porters

threats threats

threatscreate measures