understanding the market hojas de trabajo
TRANSCRIPT
1
Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
DuPont Latin America Programa de Formación en
Marketing
Taller 2: Entendiendo el Mercado
Hojas de trabajo
13 y 14 de junio de 2006
Buenos Aires
2
Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Workshop 1:Business Strategy Inputs
Objective: Full understanding of the Business Strategy environment affecting the Team’s project
Output: A list of Business Strategy considerations/parameters/ limitations/guidelines the Team must incorporate in its strategic thinking
Steps: Review the list of sample Business Strategy inputs (Slide #11)
Write down the Business Strategy inputs that affect this project; rephrase as appropriate to business situation as you know it
Decide which one require validation and note plan accordingly
Review Slide #12 for possible relevance to Team’s project; incorporate as appropriate
Designate spokesperson to characterize Team’s Business Situation for the class.
3
Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Value Adding Chain
Definition:
A progress of steps from fundamental raw materials through goods purchased by end-use consumers
4
Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Simplified Value-Adding Chain
CONSUMER
END
USER
TransactionalCustomer
ValueDriver
DuPont
Revenue
Offering
Information
Raw MaterialSupplier
Customers
5
Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
VAC Player Definitions
Transactional Customer– That level in the chain that we exchange goods and services for
revenue
Value Driver– That level in the chain that best interprets end-user needs and
values into specifications and represents (sometimes dictates) them along the chain
Power Center– That level of the chain having the ability to affect what happens in
the industry
– May be same level as Value Driver
VAC Influencer - People or entities(who may not purchase/handle products) that
influence the buying decisions made by targeted customers
6
Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
US Mobile AC After Market VAC
Bulk Producer Bulk Producer & In-House Loading
Repackager/Marketer “Broker” Marketer
Mass MerchandiserDistribution
Centers
Discount AutoParts Dist. Ctrs.
TraditionalWarehouseDistributors
OEMParts
DistributionNetwork
“Stationary”WholesaleDistribution
Centers
TraditionalDistributor
“Stationary”Wholesale Distributors
Mass MerchandiserRetail Sotres
(Auto Parts Dept.)
Retail In-HouseService
Discount Auto Parts Store
Retail Wholesale In-HouseService
TraditionalAuto Parts
Store/J obbers
Retail Wholesale
DealerParts
Counters
Retail In-House
In-House Service
Mass. Merch
Dlse.Autoparts
IndependentService/Installation
DealerService/Installation
D.I.Y. Owner Individual Vehicle Owner Fleet Owner with/in-house Service
or
Parts
Service
U.S. MOBILE A/C AFTERMARKET DISTRIBUTIONDuPont 2.2 1998 Est (M Tons)
3.0M Tons (12 oz cans)10 m Tons (30 lb DACs)
DiscountChains
DIYIndustry Serviceman
Dealer
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Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Industrial Motors Value Adding Chain (Global)
DuPontNOMEX®
Distributor/Fabricator
(12)
Motor OEM(50)
End-user(1000’s)
Sub-assembler(20)
LaminatorNMNDMD (80)
PolyesterFilm
& Matt
OtherInsulationMaterials
InfluencersUL, IEC
Key competitors:• Lower temperature sheet insulation materials Mfg. (Quin-T) Laminators - polyester based laminates
• OEMs are primary value drivers and power center• Laminators have been gaining power
EquipmentVendors
(15)
Core SteelMagnet Wire
Suppliers
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Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
VAC Dynamics Questions
What level is the value driver? What level has the power currently? How would you anticipate that power distribution might change in
the future? Why? Do we anticipate structural changes due to:
– Acquisitions/Divestitures -Technology Shifts
– Backward/Forward Integration -Failures / New Entrants
– Alliances How might we gain power and influence along the chain to create
and extract greater value? Where along the chain is the business currently focused? Where should it be focused in the future?
9
Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Workshop 2: Value Adding Chain (VAC) Update
Objective: Update each Team’s “Process Map” of how the VAC operates
Output: An easily-understood drawing showing:
-- VAC Players & relationships along the VAC; approx. # per level
-- Key flows of Value Adding activity
-- Key influencers
-- Notes indicating key dynamics
-- Value Driver & estimated % of decision making power re inputs like ours at each level
-- Current allocation of DP marketing effort at each level of VAC
Steps: Review current draft of VAC diagram; list new inputs from Team pre-work
exploration Incorporate new information into outputs listed above; update VAC Process
Map accordingly Prepare report back: overview of Project VAC and key learnings.
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Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Value Adding Chain Analysis Summary
Understanding the VAC is a foundation for effective marketing Planning:
Describes the various levels of the Value Chain in terms of roles, power, critical success factors, values and needs
Recognizes value-adding activities throughout
Forces attention beyond the transactional customer—all the way to the End User/Consumer, the ultimate determiner of value
Assesses how well the Value Chain is working (effectiveness and efficiency) and opportunities for improvement
Prompts real consideration of how your business should allocate/focus marketing resources along the VAC to become more influential in selection of products/services used.
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Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Capturing Value Downstream
Direct Customer
YourBusiness
End Customer
• Does our offering provide benefit/value to the End Customer? If not, what is the last level of the VAC to recognize DuPont’s contribution to value?
• Does our Direct Customer recognize (and acknowledge) the benefit/value our offering delivers to the End Customer? To his Customer? Is he capturing value for benefits/uniqueness of what we provide?
• What might we do to help our direct customers (and other VAC Players) be more successful?
• Do downstream customers have a reason to specify our product to our Direct Customer? Or to exert other pull-through influence? Do we have a means of explaining tos them the value of specifying DP inputs?
Distribution
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Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Workshop 3:Brainstorming Ways DP might Gain Influence
Objective: Broad early-stage thinking about possibilities for improving DP’s Influence / Value Add / Value Capture in the VAC
Output: A prioritized list of possible strategies/actions that would improve DP’s position
Steps: Designate Scribe Encourage open participation by all Team members Generate un-evaluate list of possibilities Review list and highlight those that seem most “exciting” and
somewhat practical
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Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Workshop 3:Brainstorming Guidelines
Everyone participates equally No criticism / evaluation of ideas during idea collection phase Don’t be limited by practicality As ideas dwindle, take a “new perspective” on the problem:
– Turn it upside down or inside out
– Paint it a new “color” or “texture”
– Think about it from POV of customer at each level of VAC
– Think about the most dreaded moves competitors might make and what they suggest you might do to preclude them
Write everything down; you’ll come back later to sort it all out Be sure to highlight your best ideas for easy reference later
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Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Workshop #4: Trends Affecting your VAC
Objective: Identify trends affecting Industry and VAC that need to be considered in the Strategic PlanOutput: A prioritized list of relevant trends, ranked according to likelihood of occurrence and significance to the businessSteps: With reference to the Industry/VAC in which you plan to participate: Have each Team member write relevant trends on Post-It® notes, one per sheet. Capture as many as come to mind. (Be sure to reflect on VAC interviews you’ve conducted) Arrange Post-It® notes on a 2x2 matrix
Vertical = Degree of Certainty, Lo to Hi Horizontal = Impact on the business, Lo to Hi
As a Team, confirm location of each trend Capture a list of trends remaining in upper right quadrant, starting in top right corner Highlight 3-5 that have greatest leverage on Project success
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Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
External Trend Analysis Map
Minimum Resources
If Any
Forget It
Must Plan For
Low
High
Maintain Flexibility In
Plan
HighImpact on Business
Degreeof
Certainty
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Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Prioritized List of TrendsIndustry/VAC = ______________________
Trends in order of Significance to our Project: Trends working FOR us:
Trends working AGAINST us:
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Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Workshop #5:Competitive Analysis
Objective: Determine how competitive activity or intentions might affect decisions about opportunities to influence VAC and extract valueOutput: Completed Competitive Analysis Worksheets showing type of competitive activity present at each level of VACSteps:
Fill in key VAC levels at top of Competitive Activity in VAC template provided On left, list companies that provide alternative solutions to DP inputs or services in subject VAC Characterize competitive activities at each level of the VAC Complete the Competitor Analysis Map (you may modify axis titles if others are of greater value) Complete Competitor Analysis Worksheet for 2-3 key levels of VAC, focusing on last 4 columns Consider the “thought expansion” questions
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Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Competitive Activity in the VAC
First Question:
What have your VAC explorations told you about the nature and strength of activity by key competitors at each level of the VAC?– Valuable for understanding competitive strategy – Valuable for knowing what you’re “up against” in
marketing at each level of the VAC
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Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
MARKET
Competitive Activity in the VAC
Level of VAC
Key Competitor
Activity at this Level of VAC
Activity at this Level of VAC
Activity at this Level of VAC
Activity at this Level of VAC
Highlight Boxes where Activity is Strong/Effective
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Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Competitor Analysis
Assess each competitor’s:– Strategic thrust– Capabilities/limitations– Likely outcomes (if they succeed with their
strategic thrust)– Impact on us– Customers/markets on which they focus– Recent initiatives to better serve customers
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Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
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MarketMarketFocusFocus
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Competitor Analysis Elements
• Capabilities/Limitations– Business resolve/commitment– Market/Customer focus– Offering match– Amount of synergy– Degree of mobility– Access to resources– Interface competency – eBusiness capability
• Threats/Opportunities– Threats to your business– Opportunities for your business
• Marketplace Behavior– Competitor intentions related to:
» Choices of markets/customers» Customer interface approach» Resource commitment» Interaction with target markets
• Likely Outcomes– Strategic thrust vs.
strengths/weaknesses– Impact of external forces
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Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Competitor Analysis Map
Commodity Differentiated
Type of Offering
Narrow
Broad
Scope ofCustomer’s
Participation
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Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Competitor Analysis Worksheet
Competitor Vol. Rev Share Prods/Srvcs Strategic Thrusts Capabilities & Limitations
Likely Outcomes
Impact on Us
1
2
3
4
5
6
7
8 DuPont
Level of VAC:__________________________
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Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Competitor Analysis Worksheet
Competitor Vol. Rev Share Prods/Srvcs Strategic Thrusts Capabilities & Limitations
Likely Outcomes
Impact on Us
1
2
3
4
5
6
7
8 DuPont
Level of VAC:__________________________
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Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Competitor Analysis Worksheet
Competitor Vol. Rev Share Prods/Srvcs Strategic Thrusts Capabilities & Limitations
Likely Outcomes
Impact on Us
1
2
3
4
5
6
7
8 DuPont
Level of VAC:__________________________
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Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Strategic Thrust
Based on observations of competitive activities,
what seems to be each company’s strategic thrust in
this market?
Thought starters:•Aggressively invest, grow•Maintain•Defend at all costs•Respond aggressively to competition•Harvest or exit
• Develop• Penetrate• Gain share on price• Exit
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Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Competitor Analysis: Questions to Expand Your Thinking
How satisfied is each competitor with its position?– What are their likely moves?
– What are the implications for the industry and your business?
– What are they doing to better meet customer needs? Competitive Threats
– New Entrants?• What are the incentives to enter this market?• What are the Barriers to Entry?
– Substitute Products?
– What can you do to deter new entrants? What competitive moves would have most serious impact on our
business? Which competitor is most likely to adopt that strategy?
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Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Workshop #6:Customer Analysis
Objective: Understand customer needs and buying behavior at 2-4 levels of the VACOutput: Draft Customer Analysis Worksheets for 2-4 levels of VACSteps:
Select 2-4 levels of the VAC that you feel might offer opportunity to influence input decisions Write those VAC functions across the top of the Customer Analysis worksheet. Working on one level of the VAC at a time, use the template to summarize what you know about CSFs, Needs, and Sources of Competitive Advantage from your VAC explorations to date. At each level, take a few moments to note possible ways DuPont could gain leverage on input decision making.
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Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
MARKET
CriticalSuccessFactors
Values
Sources of Competitive Advantage
% of DP Focus:
Customer Analysis Worksheet(Capturing What’s Important to Players at key levels of VAC)
Level of VAC
Ways to Influence:
CSFs = MUST achieve for their business to prosper; VALUES = Things they care deeply about; SOURCES OF COMP. ADVANTAGE = How they WIN vs. competitors
30
Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Workshop #7:Marketing Effort “Future State” Allocation
Objective: Allocate future marketing efforts along the VAC in accordance with VAC dynamics and opportunities to favorably influence use of DP products and services.Output: A list of VAC functions/players/influencers with corresponding percentages for future marketing emphasis and preliminary thinking about appropriate types of marketing effort.Steps:
Insert VAC players/functions in the table provided. Remember not to overlook influencers Allocate 100% of marketing effort (all types) to the various points on the VAC where opportunity to influence exists Begin characterizing the types of marketing effort most suitable for each place where marketing effort has been allocated.
31
Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Workshop #7: Marketing Emphasis “Future State”
Level of VAC % of DP Mktg Effort
Current Future
Types of Mktg Activity
32
Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Understand the Market Conclusion: Level of VAC for Primary Marketing Emphasis
Project Title: ____________________ Team Leader: __________________ Team Members:
_________________________________________________________________________________________________________________________________________________________
Industry / Market ______________________________ LEVEL OF VAC chosen for Mktg Emphasis________________ Three key reasons why this level has been chosen:
1. __________________________________________________
2. __________________________________________________
3. __________________________________________________
33
Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Marketing Insight for Improved Results
Information is a source of business improvement:
VOC data to guide customer-focused strategic planning & actions
Marketing Research to make better business decisions Competitive info to better anticipate competitive responses A formalized approach to “knowing” the marketplace Market sensing to anticipate the future Customer database management to support customer
care and retention A formalized approach to sharing information among
members of the Business Team
34
Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Workshop #8:Path Forward to Complete Understand Market
Objective: Leave Session 2 with clear plan for what has to be done to complete Understand the Market moduleOutput: A list of PF items, with responsibilities and completion datesSteps:
Complete the Path Forward template, paying special attention to unresolved questions or “need-to-confirm” information from Session 2 Workshops As a Team, determine whether you can confidently select a level of the VAC for special marketing emphasis for your Project to be successful—and make that selection
-- If you’re not yet comfortable making this key decision, make specific plans to reconvene the Team when the additional info required will be available. This decision must be made so that customers at the targeted level can be interviewed prior to Session III (Segmentation, Targeting and Positioning)
Time: 45 MinsRECONVENE AT:
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Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Path Forward to Complete Understand the Mkt:Industry/VAC: _____________________
Item for Action Due By Deliver To
Person Accountable
36
Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Marketing Research Issues
Question to be Researched/Decision to be made
Expected approach to gathering the data
Person resp. & due date
Project Title:_______________________________
37
Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Understand the Market Conclusion:Selected Level of VAC for Marketing Emphasis
Project Title: ____________________ Team Leader: __________________ Team Members:
_________________________________________________________________________________________________________________________________________________________
Industry / Market ______________________________ LEVEL OF VAC chosen for Mktg Emphasis________________ Three key reasons why this level has been chosen:
1. __________________________________________________
2. __________________________________________________
3. __________________________________________________
38
Marketing & Sales
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
Segment &Target
Segment &Target
AuditPerformance
AuditPerformance
Manage theMarketing
Mix
Manage theMarketing
Mix
Deliverthe
Offering
Deliverthe
Offering
CreateDemandCreate
Demand
Understandthe
Market
Understandthe
Market
MarketMarketFocusFocus
DuPont Consulting Solutions
Pre-work for Segmentation & Target Workshop
To prepare for the next workshop in the Marketing Competency Development series, your Team must:
Arrange and conduct VOC interviews with customers at the selected level(s) of the VAC.
– At least six companies– High share. medium share, low share– At least two members of the Buying Center at each company– In-person interviews preferred– Two Team members per interview– Explore relative perceptions of competitive offerings– Explore CSFs, needs, values, sources of competitive advantage
Summarize the knowledge acquired in these interviews and share with all Project Team members
Create a draft (preliminary) of criteria the would make a segment…– Attractive for a marketer to pursue– One where DuPont can compete effectively