l3 - internal and external analysis- customer and climate
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8/13/2019 L3 - Internal and External Analysis- Customer and Climate
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Internal and External Analysis
Prasanna Salvi
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External Analysis
CUSTOMER
CLIMATE (Environment)
COMPETENCIES
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Internal Analysis
WHAT DOES CUSTOMER in EACH SEGMENT
LIKE = Strength
WHAT A CUSTOMER will not VALUE or Dislikes
= Weakness
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External Analysis
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Focus on Customer
Is there only one Segment ?
Can customer be segmented into various
segments with homogenous needs?
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Flow to define segment
1. Customer Need identification
2. Market Emergence
3. Market Boundary Definition4. Served Market
5. Customer Segmentation
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Customer Need
Case Analysis : ENO
What is the Generic Need?
ACIDITY RELIEF on 6 seconds (when you havea glass and potable {drinkable} water)
Expectedproduct
BasicProduct
GenericNeed
Causes ofthe Needto arise
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Flow to define segment
1. Customer Need identification
2. Market Emergence
3. Market Boundary Definition4. Served Market
5. Customer Segmentation
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Market Emergence
Market Potential : Market Size
Market Growth
Profitability (Contribution ) Type of Buying decision
Customer Market Structure
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Defining Market Boundaries
Three dimensions
Technology
Customer Function (Uses)
Customer Group
Forth, Level of Production or distribution
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How broad or narrow should be my
focus?
Coke/ PEPSI
Other Colas
Other carbonated beverages Other cold drinks
Hot beverages
Water Anything that goes down the throat
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Aaker : Future competition
1. Market Expansion
2. Product expansion
3. Backward integration4. Forward integration
5. Export of assets or competencies
6. Retaliating or defensive strategies
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Flow to define segment
1. Customer Need identification
2. Market Emergence
3. Market Boundary Definition4. Served Market
5. Customer Segmentation
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Served Market Alternatives
1. Product/ Market Concentration
2. Product Specialization
3. Market Specialization4. Selective Specialization
5. Full coverage
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Brand Need / Occasion Segment Play
Special Needs include for New Mothers, Expectant Mothers, Aged and Handicapped persons etc.
Need
Occasion
SegmentVacation
/Leisure
travel
Busines
s Travel
Sport /
Fitness
Travel\
Adventure
Travel
Casual /
College
Travel
Insitutio
nal /
Customi
sed
Accesso
ries
Special
Needs
Premium
Delsey Y Y
VIP Y Y Y Y Y
Carlton - ?
Footloose - Y Y Y Y
ValueAristocrat Y Y Y Y
Alfa Y Y
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Customer Segmentation
Criterion for Consumer Markets
1. Demographic Age, Sex, Income etc
2. Sociographic SEC
3. Geographic4. Psychographic (social class, lifestage)
5. Consumption patterns (light, mid, heavy)
6. Perceptual patterns (benefit seg, perceptualmapping)
7. Brand Loyalty
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Customer Segmentation
Criterion for Industrial Markets
1. End use segments
2. Product segment (based on tech diff or
production economies)
3. Geographic segments
4. Common buying factor segments
5. Customer Size segments
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Is there a right way to segment?
CUSTOMER NEED
Simple Statistical techniques
Multivariate Statistical techniques
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Scanning the Environment
CLIMATE
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Thoughts deserving attention
1. It is recognized that all products and
processes have performance limits and the
more closer one comes to these limits the
more expensive it becomes to squeeze outthe next generation of performance
improvements.
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Example :
Communication technology was the first one
to make the most sensitive microphones, not
consumer electronics.
Internet changed the way Computers were
used.
Mobiles could pose a threat to the usefulness
of Watches as a product.
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Thoughts deserving attention
2. Take all competitors seriously. Not
necessarily the ones with largest resources.
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Examples
BPL did not take its competition LG seriously
due to 3 large and long failed attempts at
launching in India. LG had tried by the name
GOLDSTAR and was largely unsuccessful as a
slow, non-technology brand. One DIWALI
when BPL was without stocks , LG took over.
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Thoughts deserving attention
3. If environment suggests positive advantage,
then one must attack to win & attack even to
play the game.
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Thoughts deserving attention
4. The attack should begin early. The process of
substitution of one product or process of
another progresses rather slowly at first but
later explodes with certainty so the attackmust not be delayed.
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Example
Attack of Cable TV operators to the new
regulations of internet viewing by allowing
cables to carry internet signals. Today many
city owners have switched to In-cable lines forinternet.
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Thoughts deserving attention
5. A close tie is needed between CEO and the
operating managers.
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Scan at all levels
Corporate
SBU
Product /Market
PESTEL
Study &incorporate
PESTEL Study &
incorporate
PESTEL
Study &incorporate
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The PESTEL Study
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PESTEL : Political
Economic Interests
Political Stability
Terrorism Political system and groupings
Trade agreements
Independance
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PESTEL : Economic
Per Capita Consumption of product
Inequalities of income distribution
Socialism vs Free Market Economy
OIL Cartels Trade Agreements
Globalisation
Rise of Asian tigers
Collapse of economies
Currency fluctuations
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PESTEL : Social
1. Orientation towards Time
2. Quality
3. Health
4. Environment
5. Home
6. Personal Finance7. Divergence of lifestyles
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PESTEL : Technological
Technology Study
Type ofTechnology
Depends oninterest
Process
InventionCreation of new
product orprocess
InnovationIntroduction
into use
Diffusion
Impetus for itsdevelopment
Use in warfareUse in social
welfare
Commercial use
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Develop the Technology Management
MatrixD
Product
Position
Same Technology Older Different
Technology
Newer Different
Technology
Behind
Competitors
Take traditional
strategic decisions
- assess mktg strategyand Tgt Mkt
- Enhance Product
features
- Improve operational
efficiency
Evaluate viability if
your technology
-Implement newertechnology
-Divest products
based on older
technology
Evaluate availability of
resources to sustain
technology development& full mkt acceptance
-Continue to define new
applications & product
enhancements
-Scale back operations
Ahead of
competition
Define new
applications for the
technology 7 enhance
products accordingly
Take advantage of all
possible profit
Define new applications
for technology & enhance
products accordingly
TECHNOLOGY POSITION
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PESTEL : Legal
Sarbines Oxley
Corporate Governance
Disclosure
Excise Laws
MRTP laws
Consumer Protection act
Advertising Claims related
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Procedure suggested
1. Keep tab on PESTEL
2. Determine relevance of Economic Trend
i. Senior Person
ii. 100 relevant publications
iii. Scanning manager
iv. Reviews all sources
v. Codificationvi. Scanning Committee
vii. Summary
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Procedure suggested
3. Study impact of environmental trend on a
product market
Senior manager or Ad hoc committee
4. Forecast direction of an environmental trend
into future
5. Analyze momentum of the product/market
in the face of the direction of trend (if no
action)
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Procedure suggested
6. Study opportunities that an environment
trend appears to provide
7. Relate outcome of environmental trend on
corporate strategy
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Scenario Building
1. Take figures based on environmental effects
on figures and market of future 3-5 years.
2. Plot probabilities of each happening.
3. Decide course of action or plan for midway
changes.
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