tools techniques handbook

7/25/2019 Tools Techniques Handbook

1/42

Tools and Techniques

Handbook

Acknowledgment: During the first years of my professional

career I had the pleasure of working with many excellent

professionals at Arthur Andersen. It is because of their hard

work and dedication of advancing knowledge that this

document was prepared. So I feel it is somewhat ashamed to

see this document go to waste. Therefore I have decided tomake it available for students enrolled in !odule " of my

#xcellence in $inancial !anagement %rogram. This document

is made possible by the folks at Arthur Andersen and I do not

take any credit for this Tools and Techni&ues 'andbook. (

!att '. #vans


2/42

Key Question

Typical Process Tricks & Tips

Tool Description

Typical Output Format

Training Modules

2

Tools and Techni&ues

Porters 5 Forces What are the key market drivers ?

SWOT What are the topline !actors a"ecting the issue at hand ?

Growth Share (BCG) Matrix What industries or sectors should #e $e in ?

Product Life Cyce What stage o! the product cycle are #e at ?

!OS " #OS $ #MS Does si%e matter ?

!OS " Lear%i%& Cur'e What are the $enets o! scale or e'perience ?

#OS #O* (o# #ell are #e using our assets ?

+aue ,isci-i%es What type o! possi$le strategies are there in this market ?

.a--y Li%e Where are #e oversatis!ying our customers ?

Co%'ersio% Waterfa Where do #e lose potential customers ?

SWOT What are the topline !actors a"ecting the issue at hand ?

Pareto Cur'e (/01"213) What matters ?

+aue Ma- (/Me44o3) What are the various segments and su$segments ?

+aue Chai% Where do our core competencies reside ?

Wei&hted Cou6% Ma4er Which are the most prota$le competitors in a$solute terms ?

Share Gai% Li%e Who has $een gaining market share ?

7PC Co68s What are the main purchasing criteria) and ho# do #e !are ?

.ar'ey Bas What is the $est #ay to display *so!t+ ,uantitative data ?

9uotes What is the $est #ay to display ,ualitative data ?

Loi-o-s -an . come up #ith creative data displays o! my o#n ?

Cha%%e Ma-s What is the relative importance o! various routes to market ?

Co%ce-tua Ma-s (o# can . simply structure a set o! data $e!ore analysing it ?

Forces at Wor4 What are the !orces at #ork ?

Crocodie Chart -an . come up #ith creative data displays o! my o#n too ?

Parfait What is the easiest #ay to display market gro#th ?

Lo&ic Tree (o# does one organise the research ?

Process Ma-s What are the key steps ?

Sa%ity Chec4s Does this num$er make sense ?

To-:dow% !sti6atio% (o# can . estimate a su$set ?

O%e:O;


3/42

Key Question


Tool Description


Training Modules

3

Tools and Techni&ues Table of )ontents

1. Strategy Concepts


4/42

Key Question


Tool Description


Training Modules

4

Tools and Techni&ues %orter*s + $orces

What are the key market drivers ?

Porters 6ode is a &reat chec4 ist whe% starti%& to descri8e a% i%dustry 6ore i6-orta%ty> -ro'ides a &ood fra6ewor4 i% whichto -rese%t your ?%di%&s

@ Start with to-:i%e ist of the 6ai%-ayers i% each of the 5 8oxes: 4ey co6-etitors: 4ey su--iers: 4ey custo6ers

: 6ost i4ey e%tra%ts: 6ost i4ey su8stitutio%

@ Carry out it search o% the %a6esco6-ied a8o'e

@ Gather a ree'a%t artices i% o%e

8i%der

@ /ift3 6ost co66o% co66e%ts i%toa word docu6e%t

@ Or&a%iAe resuts i%to 5 8oxes

@ Su66ariAe

@ 7ee- a &ood 8aa%ce 8etwee%words a%d data

@ /Force ua%ti?catio%3 of wordsFor exa6-e if you read

/custo6er -ower is i4ey toco%ti%ue &rowi%& at 8roadythe sa6e rate3 try a%d ?%dree'a%t data a%d write/custo6er -ower is i4ey toco%ti%ue &rowi%&> 4ee-i%&-rice hi4es o% historica e'e of2-a3

@ Thi%4 a8out ewto% a%d*rchi6edes (e'ery -roacti'e

force creates its ow% reacti'eforce) a%d try ca-turi%& 8oththe %et e;ect a%d the 2o--osi%& forces

@ Grou%d 6ode i% the a%aytica-rocess" what further researchwoud 8e reuired to co%cudeo% a &i'e% tre%dD

Market-I

Threat ofew !%tra%ts

Porters 5 orces !ap

Threat ofSu8stitutio%

Bar&ai%i%& -ower ofCusto6ers

Bar&ai%i%& -ower ofSu--iers

#i'arya6o%&

Co6-etitors


5/42

Key Question


Tool Description


Training Modules

5

Tools and Techni&ues S,-T

What are the top-line factors affecting the issue at hand ?

The SWOT 8ox is a ess for6a > 6ore i%tuiti'e 'ersio% of Porters 6ode etc8ac4 i% co%te%tio% for H s-ot


6/42

Key Question


Tool Description


Training Modules

6


ow 'igh

/rowth Share 01)/2 !atrix

Which industries or sectors should we be in?

The Share:Growth 6atrix is a si6-e 6atrix de'ised to 'isuaise 6uti-e i%'est6e%tater%ati'es &oodo--ortu%ity

: to-:ri&ht> /star3> 8i& 6ar4et shareof a8o'e -ar &rowth i%dustry>&reat o--ortu%ity

: 8otto6:ri&ht> /cow3> 8i& 6ar4etshare at 8eow -ar &rowth>su-er8 -ositio% 8ut itteo--ortu%ity > ti6e to 6i4 E

@ Ori&i%a BCG had the x:axis with#MS (reati'e 6ar4et share) a%dwas -otted with eaders o% theeft rather tha% the ri&ht

Market-I

%ish oo& ser'ice seg!ents( Share ) gro*th( 1++,

2egmentFO34-02Tgro#th567

#estaura%ts

1 J1 21 H1 I1 51 K1

Fish Chi-s

Ser'ices

Cu8s

Pu8s

.otes

!ducatio%

.eathCateri%&

:2>1

1>1

2>1

I>1

K>1

0>1

J1>1

J2>1

2egment share 56 o! market7

'igh

ow


7/42

Key Question


Tool Description


Training Modules

7

Tools and Techni&ues %roduct ife )ycle

What stage of the cycle are we at ?

The Product Life Cyce is a co%ce-t de'ised to 4ee- i% 6i%d that reati'e co6-etiti'ead'a%ta&es ca% e88 a%d ow

-e%etratio% e'es> etc)

@ Create !xce ta8e with6easure6e%t records o'er ti6e

@ Pot

@ Ti- " it is usuay uic4er : a%das iustrati'e to -ot H or I6iesto%es tha% it is -otti%&the whoe i%e

Market-II

Measure orphenomenon5ie sales in 8)

penetration in 6)etc7

Time line o! phenomenon5in years) or months) or days) etc7

Pro&uct lie cycle cur'e


8/42

Key Question


Tool Description


Training Modules

8


The #OS:#MS is a si6-e chart dis-ayi%& to&ether reati'e siAe of co6-etitors a%d-ro?ta8iity e'es a%d order a%%ua re-orts

@ Create !xce ta8e with ast yearssaes N ast H years -ro?ts

@ Pot

@ *%%otate co6-etitors withi%co6-ete a%d or 6is&uidi%&data> such as ess tha% H years of-ro?ts atest year of saes is %otast year ?%er data a'aia8ei%cudes other di'isio%s> %ot ustsaes a%d -ro?ts of ree'a%tse&6e%ts> etc

@ Stri- dow% co6-etitor saes toree'a%t se&6e%ts

@ !sti6ate co6-arati'e -ro?ta8iityof re6ai%i%& se&6e%ts

@ Order a%%ua re-orts i% ad'a%ce" 2 wee4s ead:ti6e for forei&%co6-a%ies

@ ,o%t for&et H years a'era&e for

#OS

@ Start -otti%& data you ha'e "-artia is 8etter tha% %othi%&

@ ,o %ot hesitate to caco6-etitor directy : afterceara%ce fro6 case tea66a%a&er : to &ai% idea ofse&6e%t -ro?ta8iity (ie /hi&hertha% a'era&e of co6-a%y3> etc)

-oes sie !atter /

1>1J 1>J1 J>11 J1>11

0"S 0Sn&ustry A

3M2 5log7

3O25last9

years) 67

1>1J 1>J1 J>11 J1>11

:21

:J5

:J1

:5

1

5

J1

J5

21

:25

25

:21

:J5

:J1

:5

1

5

J1

J5

21

:25

25

3M2 5log7

3O25last9

years) 67

0"S 0Sn&ustry

Competitor-I & II


9/42

Key Question


Tool Description


Training Modules

9


The Lear%i%& Cur'e is a 'ery si6-e co%ce-t" it is the tre%d i%e of a set of datawhere the axis re-rese%ts the costu%it of the Q axis -urchasi%&> etc)

@ Choose the %u68er of data -oi%tsyou %eed (5 wi resut i% ratheriustrati'e outco6e> J1 : J2 wi&i'e 6ore co%?de%ce)

@ Gather data o% costu%it fro6cie%t for ree'a%t o8ects (e&" &etexact ca-acity a%d costto%%e forcie%t i% I -a%ts)

@ woud 8eo;set 8y i%creased distri8utio% a%dother costs

029 :5;

1>1

1>2

1>I

1>K

1>0

J>1

J>2

J 111 J1 111 J11 111

Brox8ur%

Li%4o-i%&

,ura%&o

L

aura&ais QJ

Q2

.atto%

*sh8yGyor

Maastricht

y'as .y'a

Carise,ort6u%d

Ge%oaTy%eside

Competitor-II


10/42

Key Question


Tool Description


Training Modules

10

Tools and Techni&ues 3-S 5 3-6A

such as di;ere%t de?%itio% of%et assets> ess tha% H years of-ro?ts ?%er data a'aia8ei%cudes other di'isio%s> %ot ustsaes a%d -ro?ts of ree'a%t

se&6e%ts> etc@ Stri- dow% co6-etitor saes to

ree'a%t se&6e%ts@ !sti6ate co6-arati'e -ro?ta8iity

of re6ai%i%& se&6e%ts

@ Order a%%ua re-orts i% ad'a%ce" 2 wee4s ead:ti6e for forei&%co6-a%ies


#OS


@ Let 6a%a&er 4%ow eary ifa&reed de?%itio% of %et assetscreates data -ro8e6 : there are6a%y -ossi8e de?%itio%s a%da%other o%e 6i&ht 6a4e thi%&seasier for you without a;ecti%&

usefu%ess of i%for6atio%

@ ,o %ot hesitate to caco6-etitor directy : afterceara%ce fro6 case tea66a%a&er : to &ai% idea ofse&6e%t -ro?ta8iity (ie /hi&hertha% a'era&e of co6-a%y3> etc)

a=or retailers 0"S0">A( ?K( 1++3+5

#O*()

1

51

H1

J112

I

K

0

J1

J2

JI

JK

J>021

1 J 2 H I 5 K 0 U J1

3O25last 9

years)67

0sset Turn

M SBoots

7i%&?sher

oh% Me%Aies

W. S6ith

.ouse ofFraser

BodySho-

Competitor-I & II


11/42

Key Question


Tool Description


Training Modules

11

Tools and Techni&ues 7alue Disciplines

#hat types o possile strategies are there in this !ar$et /

The +aue ,isci-i%e 6ode he-s you -ositio% co6-etitors or i%dustries a&ai%st o%ea%other accordi%& to H -ossi8e 6ai% &e%eric strate&ies Wor4s 8etter o% atheoretica e'e rather tha% with ots of data

@


12/42

Key Question


Tool Description


Training Modules

12

Tools and Techni&ues )ustomer 8'appy ine9

Where are we over-satisfying our customers ?

The Custo6er /.a--y Li%e3 is a co6-ex> 8ut -owerfu co%ce-t that he-s iustrate theareas where we u%der:dei'er o% custo6ers ex-ectatio%s a%d those where we o'er:dei'er a%dthe% horiAo%tay to the ri&ht

Customer-I

I

5

K

0

U

J1

I>555>5KK>5>500>5U

KP- 2core 5i>e> relative importance o! criteria to -ustomers7

oo&

!portant Secon&ary

Our scoreagainsteach KP-5: to :@7A'erage

a&

Critical

B


13/42

Key Question


Tool Description


Training Modules

13

Tools and Techni&ues )onversion ,aterfall

Where do we lose potential customers ?

The Co%'ersio% Waterfa is a co%ce-t that he-s you su66arise the ?%di%&s of acusto6er i%ter'iew -ro&ra66e ao%& K 6aor 6easures data:esse'e

@ Create !xce ta8e with outco6e ofcusto6er i%ter'iew -ro&ra66e "share of the sa6-e -o-uatio% that6eets the successi'e 6easures

@ Pot

@ Sef:ex-a%atory

Customer-I

1

J1

21

H1

I1

51

K1

1

01

U1

J11

*ware%ess 7%owed&e Li4i%& Prefere%ce +isit Purchase

Fra%ceGer6a%y

6 o!population

Con'ersion *aterall( 0etailer E( %rance ) er!any( 1++8


14/42

Key Question


Tool Description


Training Modules

14


2. Key Visual Tools


15/42

Key Question


Tool Description


Training Modules

15

Tools and Techni&ues %areto )urve 08;:";92

What matters ?

The Pareto Cur'e is a si6-e a%d -owerfu co%ce-t " it -osits that uite re&uary21 of a &i'e% -o-uatio% wi accou%t for 01 of this -o-uatio%s actio%s with athird -arty (ie saes> -urchases> etc) a%d saes8y custo6er

@ #a%4 custo6ers i% cou6% 8ydecreasi%& saes

@ Cacuate wei&ht of each custo6eras a of tota cie%ts saes

@ Set:u- cou6% with cu6uati'eshare of custo6er saes

@ Pot scatter of cu6uati'e saes

cou6%

@ V " i%stead of usi%& the scatterfu%ctio% you ca% use the Barfu%ctio%> Seect ,ata series>a%d set O-tio%s Ga- to /13

@ Ti- " do %ot des-air if you o%yha'e saes of the To- 51custo6ers (or of the To- 51su--iers) Fi%d out how 6a%ycusto6ers (or su--iers) 6a4eu- the tota ist a%d -osit thateach of the s6aer o%es hasthe sa6e : ti%y : wei&ht ouca% %ow draw a -seudo:Paretowhere the to- ri&ht ha%d -artof the cur'e wi e;ecti'ey 8e

a %ear:at strai&ht i%e

Customer-I & II

1

21

I1

K1

01

J11

1 J1 21 H1 I1 51 K1 1 01 U1 J11

-ustomers 53anked $y decreasing 2ales7

-umulative 6 o!2ales

21 of a &i'e% -o-uatio%accou%ts for 01 of this-o-uatio%s actio%s (e& 21 ofa custo6er 8ase accou%t for01 of saes)

Pareto 0ule

Co!pany E( Custo!er Pareto( 1++,


16/42

Key Question


Tool Description


Training Modules

16

Tools and Techni&ues 7alue !aps 08!ekko92

#hat are the 'arious seg!ents an& suseg!ents /

* Me44o is a 'isuay si6-e 8ut a%ayticay co6-ex too that he-s you dis-ay i% o%esoeside 2 successi'e cuts at a data set (e& 6ar4et siAe 8y -roduct cate&ory a%d 8y-roduct> i%dustry saes 8y sector a%d 8y co6-etitor> etc) C$n

Motor

8B$n

0ccident& (ealth8C>$n

Pecuniary=oss

8C>9$n=ia$ility8 :>;$n Tota Mar4et R2JU8%

Perso%a

P

Co%seue%tiaLoss

,o6esticMort&a&e

@ Create !xce ta8e for6atted asfoows " : o%e se&6e%t 8y cou6%

: ra%4 se&6e%ts 8ydecreasi%& siAe : each su8:se&6e%t of a &i'e% se&6e%t i%

the successi'e rows of theree'a%t cou6%

: ra%4 su8:se&6e%ts 8y decreasi%& siAe

@ O-e% /Me44o Ma4er3

@ Co-y !xce ta8e i%to /Me44oMa4er3

@ Ti- " use o%y a8soute 6easureof siAe (ie R)> %ot 6ar4et sharesor other reati'e 6easures ratios

@ For carity of readi%& se&6e%tsof siAe i%ferior to 5 of tota6ar4et siAe shoud 8e &rou-edi%to a% /other3 se&6e%t

@ Li4ewise> a su8:se&6e%ts ofsiAe i%ferior to H of tota siAeof a &i'e% se&6e%t shoud 8e&rou-ed i%to a% /other3 su8:se&6e%t

@ =se shadi%& -atter%s

Market-I & II


17/42

Key Question


Tool Description


Training Modules

17

Tools and Techni&ues 7alue )hain

#here &o our core co!petencies resi&e /

The +aue Chai% 6ode he-s you hi&hi&ht for di;ere%t co6-etitors withi% a &i'e%i%dustries the co6-ete%cies each o%e has de'eo-ed to succeed Wor4s 8etter o% atheoretica e'e rather tha% with ots of data

Fi%a%ce

.#

Tech%oo&y

Lo&istics

Ma%ufi%& Mar4eti%&

Saes

Purchasi%&

@ artices> etc) a%d o%e:o;i%ter'iews the area of the 'auechai% where each co6-etitorchooses to focus (/coreco6-ete%cies3)

@ ,o %ot hesitate to ater thearrow a8o'e

@ O%y -ri%ci-e to foow for'isua "

: horiAo%ta di'isio%se-arate /su--ort3fu%ctio%s fro6 o-erati%&o%es: 4ey o-erati%& -rocessesare s-it 'erticay

@ This -ri%ci-e wi ustifytreati%& di;ere%t fu%ctio%sdi;ere%ty 8y i%dustry (e&tech%oo&y is a su--ort

co6-ete%cy i% 6ost i%dustries>8ut a 4ey o-erati%& o%e for asoftware co6-a%y)

@ Ti- " a% or&a%isatio% chart isofte% a &ood starti%& -oi%t tou%dersta%d e6-hasis attachedto the co6-ete%cy

Competitor-I

Value chain


18/42

Key Question


Tool Description


Training Modules

18


* Wei&hted Cou6% chart is a si6-e too that he-s you dis-ay at o%ce 8othco6-etitor -ro?ta8iity e'e a%d o'era i%dustry -ro?ts etc

@ Stri- dow% co6-etitor saes toree'a%t se&6e%ts

@ !sti6ate co6-arati'e -ro?ta8iity ofre6ai%i%& se&6e%ts

@ Order a%%ua re-orts i% ad'a%ce "2 wee4s ead:ti6e for forei&%co6-a%ies


#OS


@ ,o %ot hesitate to ca co6-etitordirecty : after ceara%ce fro6case tea6 6a%a&er : to &ai% ideaof se&6e%t -ro?ta8iity (ie/hi&her tha% a'era&e ofco6-a%y3> etc)

@ Pot Wei&hted *'era&e i%dustry-ro?ta8iity i%e 8ased o%i%for6atio% you ha'e> 8uti%dicate what tota of i%dustrysaes you ha'e -ro?ta8iity datafor

Competitor-I & II

#hich are the !ost pro6tale co!petitors in asolute ter!s /


19/42

Key Question


Tool Description


Training Modules

19

Tools and Techni&ues Share /ain ine

#ho has een gaining !ar$et share /

The Share Gai% Li%e is a 'isuay si6-e too : if a 8it diXcut to &ras- at ?rst : thathe-s you dis-ay reati'e share -erfor6a%ce of co6-etitors i% the 6ar4et co%text 6ar4et siAe %ow(%)> co6-etitors saes o a%dco6-etitor saes %

@ Pot

@ ,raw i%e 8isecti%& the two axes

@ *ways write 6ea%i%& of8isecti%& i%e o% the chart"a8o'e i%e &ai%i%& share8eow i%e osi%& share

@ Ti- " for 6uti:se&6e%ts o% o%e&ra-h a the 8u88es i% a &i'e%6ar4et shoud 8e o% the sa6e'ertica i%e

Share !o'e!ents y co!petitor( usic( Car&s ) Vi&eo retail( ?K( 1++51+++

:J1

1

J1

21

H1

I1

51

K1

:J1 1 J1 21 H1 I1 51 K1

Total Market Ero#th

-ompetitors Ero#th56 over

years7

+ideoCardsMusic

Co6-etitors&ai%i%& share

Co6-etitorsosi%& share

W. S6ith

Boc48uster

,is%ey Store

Wooworths

Me%Aies

,is%ey Store

Pa-erchase

BootsW. S6ith

Me%AiesWooworths

Our Price

W. S6ith

Competitor-I & II


20/42

Key Question


Tool Description


Training Modules

20

Tools and Techni&ues seect the Criteriai%e &o i%to Chart O-tio%s a%d

seect a Bar

@ ,o %ot for&et to set 6i%i6u6a%d 6axi6u6 of axis to'aues of the ra%&e o;ered (e&fro6 J to J1> %ot 1 to J1)

@ Ti- " for a ar&e i%ter'iew-ro&ra66e> the dis-ersio% ofthe a'era&e scores wi 8e6i%i6a ou ca% i%crease

'isi8iity of di;ere%ces 8ysetti%& 'aues 6ore ?%ey o%either side of the a'era&e (e&dis-ay fro6 H to 0> or I to >i%stead of fro6 J to J1)

Customer-I & II

CriteriaCo6- JCo6- 2Co6- HCie%t

J

2

H

I

5

K

0

U

J1

2core5: to:@7

Criteria J Criteria 2 Criteria H Criteria I Criteria 5 Criteria K

Key Purchasing -riteria

Key purchase criteria GKPCH co!( n&ustry E( er!any( 1+++


21/42

Key Question


Tool Description


Training Modules

21

Tools and Techni&ues 'arvey 1alls

What is the best way to display soft! "uantitative data ?

.ar'ey Bas are a tech%iue that he-s you su66arise the resuts of a8e%ch6ar4i%& exercise where the ite6 8e%ch6ar4ed o8ey di;ere%t 6etrics data:ess e'e

Su--y chai%eXcie%cy

Custo6errete%tio% e'e

Sta; utiisatio%e'e

!tc

Co!petitors

KP

W.S6ith

oh%Me%Aies

Boots Wooworths etc

Co!petitor ench!ar$ su!!ary tale( i7e& retailers( ?K( 1+++

@ Seect di6e%sio%s to 8e i%cuded i%ta8e

@ Write dow% a code for eachdi6e%sio% (ie what score usti?es a

fu 8a> what deser'e haf> what isa uarter> what is Aero)

@ &i'e awei&hti%& to each di6e%sio% a%dcacuate tota for each cou6%

@ .a%d:draw

@ Ti- " Write code 8efore ?i%&the ta8e> as ?i%& a .ar'eyBa ta8e usuay throws o-e%at east o%e i6-icatio% thatwas%t foresee% with ust the

8ase data

Competitor-I


22/42

Key Question


Tool Description


Training Modules

22

Tools and Techni&ues =uotes

What is the best way to display "ualitative data ?

9uotes are a syste6aticay u%der:used tech%iue for dis-ayi%& uaitati'e data i% a-owerfu way

@ Create o% a% o%:&oi%& 8asis adata8ase 8i%der of co66e%ts with&ood uote 'aue

@ Write co6-rehe%si'e %otes duri%&

o%e:o; i%ter'iews

@ Ma%a&e a &ood ?i%& syste6 whe%carryi%& outit search

@ 9uote 'aue rests i% the %ature ofco66e%t heard or read a%d or i%the authority of the source

@ For6at a uotes i% aco%siste%t 6a%%er> -refera8yas a8o'e

@ Try a%d &et a %u68er i% e'ery

other uote> ie "$ seect the uotes o% the 8asis

of their %u68er co%te%t (ex:-ost)

$ force i%ter'iewee to ua%tifyuaitati'e state6e%ts (ex:a%te)

Customer-I

/ There has 8ee a tre%d away fro6 s-ort shoes a%d towards /wor438oots wor% as streetwear This has 8ee% &oi%& o% at the rate of 2:H-a o'er the ast H years> is &etti%& stro%&er %ow> a%d is %o o%&er

ust a tee%a&e fashio%3 G> 2#art%) -4O) Tim$erland

/Co%su6er shift towards &ood 'aue a%d chea-er shoes> to&ether withthe a'aia8iity of i6-orts fro6 the Far !ast a%d eco%o6icay wea4ercou%tries ha'e i%te%si?ed -rice -ressure a%d co6-etitio% i% the6ar4et3

4uromonitor

/Ca6e is the 8est sei%& 8oot i% Ger6a%y> with i% excess of 56ar4et share3

Marketing Director) -amel AK


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23

Tools and Techni&ues ollipops

Can I come up with creative data displays of my own ?

Loi-o-s are a tech%iue that he-s you dis-ay i% o%e soe side a ar&e %u68er ofdetaied i%for6atio% across a ar&e seectio% of o8ects (co6-etitors> -roducts> etc) the detai of which is%ecessary 8ut ess i6-orta%t thatthe o'era -icture it -ai%ts

@ * /Me44o3 is a%other creati'e way

to so'e the -ro8e6 descri8eda8o'e

@ *%y soutio% you 6ay co6e u- withthat so'es your dis-ay issue has&ot to 8e a &ood o%e E

@ Ti-J " aways try creati'esoutio% o% -a-er 8eforeau%chi%& i%to 8i& !xce6a%i-uatio%

@ Ti-2 " re6e68er that a %iceyaid out !xce ta8e is aways a6ore -owerfu 'isua tha% acu68erso6e &ra-h

#$%

Plant sies ) total capacity y co!petitor( Storage pro&ucts in&ustry( Iurope( 1++

Poy-a

Co%structor

Schaefer

,exio%

Mecaux

)edco%

Meta

Feraco

Tixit

Gaer

!s6e%a

Stow

*-ex

Ma&ista

Tra'hydro

*re6sa

Mauser

*r8itec

Plant si%e5k tonnes7)

1

J1

21

H1

I1

51

K1

14

Total -apacity5k tonnes7

K14to%%es

=7

!

,,

=7

,

,

,=7

B

=7

B

!

LL

,

SF

S

-ompetitor


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24

Tools and Techni&ues )hannel !aps

In&Custo!ers

Pro&uct

s

Channels

R22H8%

R18%

RIK8% RKH8%

RII8%

RH28%

RH8%

R158%R108%

RJ028%

RJ5H8%

RK8%

Co%structio% Materias

Ma%ufacturers Garde% Ce%tres etc

BuidersCo%tractors .o6e Custo6ers

*dditio%a

ProductsV

,istri8utorsStoc4ists

S-eciaistMercha%ts FactorsWhoesaers

@ Gather o% o%e -a&e a the data youha'e a8out the i%dustry saes(6a%ufacturer saes> retai saes>whoesae saes)> a%d or&a%iAe datai%to H tiers " -roducts (or

6a%ufacturers)> cha%%es> a%d e%d:custo6ers (or retaiers)

@ Firsty> draw the -roduct a%d e%d:custo6er horiAo%ta 8ars

@ Seco%dy> draw the /direct3 ow8etwee% these 2 8ars (o% the eft ofthe a8o'e 6a-)> a%d i%fer fro6 thisa MSP to #SP ratio

@ Thirdy> s-it this ratio i% two to/8ody dou8e3 the MSP to WSP a%dWSP to #SP ratios> a%d /co%'ert3your whoe data set i% the ree'a%tu%it you are usi%&

@ Fi%ay> draw a ?rst 6a-> a%diterate

@ Be sure to use the sa6e u%itsthrou&hout> RJ11 of6a%ufacturer saes ca% 8eexacty the sa6e as R211 ofretaier saes if #SP (retai

sei%& -rice) 2xMSP(6a%ufacturer sei%& -rice) i%thi i%dustry

@ Ti- " whe% -ossi8e 'ou6esare a 8etter 6easure tha%'aues (as stay the sa6ethrou&hout the ow :%or6ayZ)

Market-I

What is the relative importance of various routes to market ?

Cha%%e Ma-s are a tech%iue that he-s you dis-ay the co6-exity of 'ariousroutes to 6ar4et whist ua%tifyi%& their reati'e i6-orta%ce There is%t a softwarea'aia8e to &e%erate the6 " they %eed to 8e ha%d draw%

Channel !ap( Construction !aterials( ?K( 1+++


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25

Tools and Techni&ues )onceptual !aps

ow can I simply structure a set of data before analysing it ?

Co%ce-tua Ma-s are 8asic tech%iues that he- you 8rea4dow% co6-ex issues i%tosu8:sets so as to 8etter either ay out the thi%4i%&> -a% the research or 6a- theresuts They do %ot reuire i%tricate softwares ust a ruer> a -e%ci> a%d a%eraser

@ Co%ce-tua Ma-s co6e i% 'arioussha-es The 6other of aco%ce-tua is the /2 x 23 Matrix>where 'arious o8ects are -otted i%I 8oxes " di6e%sio%s J 2 with

su8:sets /ow3 a%d /hi&h3

@ * Co%ce-tua Cross -ro'idesa%other way to thi%4 a8out howo8ects ca% 8e cassi?ed a&ai%st 2other di6e%sio%s

@ The 2x2 Matrix is the 6ostusefu co%suti%& too e'er Z

@ The Co%ce-tua Cross is6ar&i%ay ess he-fu


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26

Tools and Techni&ues $orces at ,ork

What are the forces at work ?

The Forces at Wor4 'isua is si6-e 'ersio% of Porters 6ode try a%dor&a%iAe these forces either i%Porters 5 Forces 6ode> or i%SWOT 8ox

#$%

Threat ofchea- i6-orts

fro6 *sia

Threat ofchea- i6-orts

fro6 *sia

Shorte%i%& -roduct ifecyces i% fashio%

Shorte%i%& -roduct ifecyces i% fashio%

Cothi%& 6a%ufacturersshifti%& -roductio% fro6West to !ast a%d South

!uro-e

Cothi%& 6a%ufacturersshifti%& -roductio% fro6West to !ast a%d South

!uro-e

Priceco%'er&e%ce

8etwee%6ar4ets dri'e%

8y the !uro

Priceco%'er&e%ce

8etwee%6ar4ets dri'e%

8y the !uro

Co%'er&e%ce i%

%atio%a tastesacross !uro-e

Co%'er&e%ce i%

%atio%a tastesacross !uro-e

e&i4e Be%etto%

Growth ofi%ter%atio%a

custo6ers> e&i4e Be%etto%

Custo6ers de6a%di%&shorter ead ti6es

Custo6ers de6a%di%&shorter ead ti6es

Cothi%& 6a%ufacturi%&shifti%& -roductio%

o'erseas

Cothi%& 6a%ufacturi%&shifti%& -roductio%

o'erseas


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Key Question


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27

Tools and Techni&ues )rocodile )hart

Can I come up with creative data displays of my own too ?

Crocodie Charts are a tech%iue that he-s you dis-ay i% o%e soe side how theissue you are studyi%& %arrows dow% to your s-eci?c area of focus


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28

Tools and Techni&ues %arfait

What is the easiest way to display market growth ?

* Parfait is a 'isuay si6-e too that he-s you dis-ay oi%ty 8oth the reati'e siAeof 6ar4et se&6e%ts a%d their reati'e &rowth


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29


3. nalysis Tec!ni"ues


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30

Tools and Techni&ues ogic Tree

ow does one organise the research ?

O%e haf of Structured Thi%4i%&> the Lo&ic Tree tur%s the i%itia cie%t 8rief i%to a set ofdiscrete uestio%s !ach Lo&ic Tree has a /twi%3 i% the sha-e of the #esearch TreeO%ce the 4ey uestio%s ha'e 8ee% esta8ished it is usuay cear which research6ethod is the 6ost a--ro-riate

@ Write /to- of tree3 as a -ositi'estate6e%t a%sweri%& the cie%tuestio%

@ Create su8:8ra%ches 8y s-itti%& the

to- of the tree i%to its %aturaco6-o%e%ts (writi%& a &ood Lo&ic

Tree is a% art a%d a tech%iue thato%e acuires with ex-erie%ce)

@ The su8:8ra%ches shoud o8ey theM!C! 6ethod (Mutuay !xcusi'eCo6-etey !xhausti'e)> iea thesu8:8ra%ches ta4e% to&ether 6ustexhausti'ey su--ort the 8ra%cha8o'e> a%d each su8:8ra%ch 6ust

dea with so6ethi%& di;ere%t fro6the other su8:8ra%ches

@ The M!C! 6ethods i6-ies that: if o%e of the su8:8ra%ches is fasethe% the to- of the tree 6ust 8efase

: if a the su8:8ra%ches are truethe% the to- of the tree 6ust 8etrue

@ * -ositi'e state6e%t is 6orediXcut tha% a %e&ati'estate6e%t> a%d thus &i'escie%t 6ore co%?de%ce o%stre%&th of our a%swer

@ Ti- " so6e ?rst e'e /s-it3 ofthe o&ic tree occur ratherre&uary Ty-ica ?rst e'e8ra%ches are "

: Saes> Mar&i%s a%d Costs

: Custo6ers> Co6-etitors a%d

Cost

@ Ti- " do the research tree o%yo%ce ?%ished with o&ic tree(o% 01"21 8asis)


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31

Tools and Techni&ues %rocess !aps

What are the key steps ?

Process Ma-s are a tech%iue that he-s you &rou- a set of research a%dor actio%-oi%ts i%to 8road seue%tia ste-s

@ Sef:ex-a%atory @ Try to ai6 for I to ste-s to4ee- the -rocess 6a- usefu

#$%

,eaOri&i%atio%

Biddi%&>e&otiatio%

Cosi%&

Ow%i%&

!xit(Trade

Sae orFotatio%)

@ Strate&y

de'eo-6e%t@ Post:acuisitio%

dis-utes

@ Mar4et Study strate&icdue dii&e%ce: !xter%a 'aidatio%: *66u%itio% for

%e&otiatio%s

: [Bac4 hoes chec4@ #eso'e co6-etitio% a%d

re&uatory issues@ +auatio% a%aysis

@ Busi%ess -a%-re-aratio%

@ Mar4et study for-ote%tia -ros-ectus

@ [Outside i% 'iew for

-ote%tia 8uyers: Sy%er&y 'auatio%

for %e&otiatio%s

@ Tar&etide%ti?catio%

@ *ssess6e%tof -ote%tia-ost:dea

sy%er&ies


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Sanity C!ec#s are $asic tec!ni"ues t!at !elp you assess t!e %ia$ility o& a 'ata point o$taine' t!roug! 'es#

researc! or one(o&& inter%ie)s. T!is 'o not re"uire anyt!ing else t!an care&ul consi'eration ...

Sanity )hecks

'oes this number make sense ?

@ See a8o'e Ge%eric #esearch @ Most i6-orta%t test is6ateriaity test> ie howdi;ere%t are the 'ariousesti6ates o8tai%ed D

@ Ti- " choose a di;ere%t coor :red for exa6-es : for the 8odydou8es i% a% !xce wor4sheet

Co%?de%ce#a%&i%&

Fee #i&htTest

MateriaityTest


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33

Tools and Techni&ues Top 4 Down #stimation


34/42

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34

Tools and Techni&ues -ne4-ff Interviews

What are the main issues with one-off interviews ?

Chec4:ist for O%e:O; es-eciay tosecretaries

@ Be ri&orous i%usi%&secretarieswhere -ossi8e

@ Write a-rofessio%a8ut defere%tiafax

@ -o not lie MM

"neoN nter'ie*s Chec$list

(eneric )esearch

@ Go throu&h the chec4:ist a&ai% a&ai% E

@ Ti- " aways 4ee- i% 6i%d the*SW!#S you are ex-ecti%&

a%d -articuary the di;ere%tSO W.*T that di;ere%ta%swers wi -oi%t to


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35


.ntervie# Programme -heck=ist

Interview %rogrammes

What are the main issues with interview programmes ?

Chec4:ist for


36/42

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36

Tools and Techni&ues $ocus /roups

What are the main issues with organising focus groups ?

Chec4:ist for Focus Grou- =se fra6ewor4 8eow 8efore -roceedi%& with or&a%isi%&&rou-s

@ See Tric4s Ti-s @ -re:seect to e%surere-rese%tati'e cross sectio% 8yas4i%& 4ey uestio%s o% the-ho%e

@ Co%?r6 detais i% writi%& (8y

fax for s-eed)@


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Key Question


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37


Cluster analysis( Storage pro&uct in&ustry( 1++,

)lustering

ow can I group people by preferences ?

Custuri%& is a co6-ex tech%iue that he-s you &rou- o8ect (e& custo6ers)accordi%& to their si6iarity of -refere%ce 8etwee% a set of di6e%sio%s (e& custo6er-urchasi%& criteria) such as SPSS

@ Create !xce ta8e with detai ofcusto6er i%ter'iew -ro&ra66e "score &i'e% to each criteria 8y eachcusto6er (o%e custo6er -er row>o%e criteria -er cou6%)

@ create Custer cou6% to ta&each row accordi%& to ree'a%tcuster

@ Cacuate a'era&e criteria score 8ycuster

@ S-e%d H or I hours readi%& theco%oi%t a%aysis software6a%ua> a%d -ractici%& o%?ctitious dataset E

@ * Custer a%aysis wi start 8y&i'i%& you Q custers for your Qcusto6ers (fair e%ou&h eacho%e is di;ere%t Z) ea'i%& you withQ:J custers> etc> u%ti a is o%e8i& custer The rea ofcusters i% the -o-uatio% is

usuay o8tai%ed 8y tria a%derror> thus Z

@ Ti- " e'er erase the co%te%t ofa &i'e% Custer cou6%whe% ta&&i%& rows i% !xce Z adiscarded soutio% usuay tur%sout to 8e the correct o%e i% thee%d E

Customer-I & II

FCuster

E

O

Custer

Custer

0 lot

=ittle 0 lot

0verage

0verage

0verage

0 lot

Spee& o ser'ice

I7clusi'ity ooperations

Allroun& support


38/42

Key Question


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38

Tools and Techni&ues $actorial Analysis

Key Question

Tool Description


Training Modules

ow can I group people*s preferences in broader sets ?

Factoria *%aysis is a co6-ex tech%iue that he-s you &rou- a ar&e %u68er ofdi6e%sio%s of choice (e& JI custo6er -urchasi%& criteria) i%to the ree'a%t> fewerfactors that u%der-i% custers -refere%ces such as SPSS

@ Create !xce ta8e with detai ofcusto6er i%ter'iew -ro&ra66e "score &i'e% to each criteria 8y eachcusto6er (o%e custo6er -er row>o%e criteria -er cou6%)

@ a%d iterate if%eed 8e

@ S-e%d H or I hours readi%& theco%oi%t a%aysis software6a%ua> a%d -ractici%& o%?ctitious dataset E

@ * &ood dataset wi aways &i'eyou a reductio% of your Qcriteria i%to QH or QI factors

Tryi%& to fatho6 what thesefactors re-rese%t ca% 8e a%otoriousy diXcut exercise*s4 for he-

@ Ti- " it is usuay easier tou%dersta%d a factor afterha'i%& carried out a Custer

a%aysis (see -re'ious -a&e)

Customer-I

%actorial analysis( Storage pro&uct in&ustry( 1++,

%actor 12peed o! service

%actor 24'clusivity o! operations

%actor 30llround support

@J S-eedy uotatio%s tur%arou%d ti6e@2 ,istri8utor 8ra%d@H Choice of -ay6e%t ter6s@I Tech%ica su--ort desi&% assista%ce@5 S-eedy reia8e dei'ery@K Literature with distri8utor 8ra%d%a6e@ o co6-eti%& direct saes force@0 Co6-ete territoria excusi'ity@U Choice of -rici%& structures@J1 Fu tech%ica desi&% di&est@JJ Free co%tract 6a%a&e6e%t faciity@J2 Choice of stoc4 hodi%& -oicy

@JH Free re&uar trai%i%& -ro&ra66es@JI ,edicated accou%t 6a%a&er

Key Purchasing Criteria %actors

Factor J 7PC J 5Factor 2 7PC 2> 0Factor H 7PC H> I> K> U> J1> JJ> J2> JH JI


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Key Question


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39


4. Sources


40/42

Key Question


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40

Tools and Techni&ues Desk Sources

Where can I find secondary data ?

Chec4:ist for ,es4 Sources =se fra6ewor4 8eow a%d create your ow% -ortfoio ofre&uar fa'ourite sources

@ S-e%d J1 6i%utes ayi%& out the%ature a%d ty-e of the data you areafter

@ S-e%d J1 6i%utes writi%& dow% the

sources where you are i4ey toe%cou%ter each reuired data

@ Start chasi%& E

@ Ti- " whe% -rocuri%&docu6e%ts there is aways atrade:o; 8etwee% i66ediacyof a'aia8iity a%d cost Z a we-a%%ed research is o%e that

ea'es 6ore ] i% the case:tea6di%%er -ot E

@ Ti-2 " it is u%ca%%y how thedocu6e%t you %eed o% , day isthe o%e you thew away o% day,:J e'er throw> aways ?eaway

@ Ti-H " other tea6 6e68ers wira%do6y access your ?e ,o

de'eo- a ?i%& syste6 that iseasiy u%dersta%da8e 8y a

(eneric )esearch

-es$ research a'enues oenquiry

SearchC,:#OMor o%:i%edata8ases

Searchtheet

Search**BC4%owed&e8ase

Search8usi%esssources

Procuredocu6e%ts

Go to'ariousi8raries

: Profou%d: ,atastar: #euters: Wordsco-e: etc

!& : FTco6: search

e%&i%es: etc

: a%%ua re-orts: 8ro4ers re-orts: 6ar4et re-orts: etc

: City 8usi%essi8rary

: MBS i8rary: etc

Pure eectro%ic Pure -a-erMix

: trade-u8icatio%s

:&o'er%6e%t statistics

: etc

: Go8aBestPracticesdata8ase

: etc


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Key Question


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41


0euters usiness

rie6ngews artices>re&uatory %ewsa%%ou%ce6e%ts (e&atest i%teri6s>directors sharehodi%&setc)Co6-etitor isti%&s,escri-tio%s of8usi%ess,iscosure tearsheets(o%e -a&e share-erfor6a%ce a%d?%a%cia su66ary)#euters i%dustry8rie?%&s (usefus%a-shot)(R25 -er hour)

%T Pro6leSi6iar to #euters 8utre?%ed searchi%&6ethod (words i% the?rst -ara&ra-h of a%artice> withi% o%e

se%te%ce -ara&ra-ha%d usi%& tru%catio%6ore FT articesMi%te (6ar4et researchre-orts)(I- or 6ore for e'eryi%e 'iewed i%cudi%&headi%es)

-o* onesnteracti'eSi6iar to FT 8ut =Sfocus(*--rox R2 -er artice)

0esearch an$ C-( =S*> a-a%>Fra%ce Ger6a%y)(R211N -er re-ort> ca% doi%di'idua sectio%s for R2)

AnarMa%a&e6e%t a%d acade6ic

our%as(RK -er artice $ %ext daydei'ery)

"7or& Icono!ic %orecastingo% the we8Go8a forecast for i%dustries>co%su6er -rices etc(F#!!)

? ProquestMa%a&e6e%t a%d acade6ic

our%as (ca% dow%oad i%fo)(*--rox ]I -er artice)

@e7is >e7is

Ge%era 8usi%ess %ews a%d e&ai%for6atio% data8ase> e& !Cdirecti'es> -articuar cases etc(]J:I -er artice)

-atastar Q -ialog.ost syste6 for data8asesParticuary stro%& o% 6edica>-har6aceuticas> che6icas>i%teectua -ro-erty a%d -ate%ts(!uro-ea% 8ias for ,atastar> =Sfor ,iao&)(Char&e -er artice)

Consu!ers associationo% thewe8Search 8ac4 co-ies of /which3(F#!!)

ar$etsearcho%i%eGo8a sources of -u8ished6ar4et research a%d 6ar4etre-orts(F#!!)

#A0CWord *d'ertisi%& #esearchCe%treSource of ad'ertisi%& i%for6atio%i%cudi%& /*d6a-3 $ 6ai%ad'ertisi%& our%a %ot a'aiesewhere(F#!!)

>e*s 0esearch

>sual AA1) Sources 0?2


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Key Question


Tool Description



"ne Source #e ) C-

#e-orts or custo6 ta8es o% historica?%a%cias (we8i%4s $ %ews stories)We8 =7 co6-a%ies N curre%t yearC, Go8a N ast J1 years(F#!!)

#orl&scope Q A!a&eusCo%de%sed ?%a%cia i%for6atio% o% uotedco6-a%ies wordwide *6adeus !uro-e(i%cudi%& %o% isted> 8ut ha'e to 8e ofcertai% siAe)(F#!!)

CC uniperJ11 co'era&e of =7 co6-a%ies i%cudi%&i%fo o% disso'ed co6-a%ies(RU for a%%ua re-orts a%d accou%ts o%-ri'ate cos)

etc of a6ost a istedco6-a%ies &o8ay(R22 a%%ua re-ort)

Ko!pass "nline

tools techniques handbook

Documents