mba 570 workshop 1 sustainable customer relationships joseph lewis aguirre
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MBA 570 Workshop 1
Sustainable Customer Sustainable Customer RelationshipsRelationships
Joseph Lewis Aguirre
This Afternoon - The ViewThis Afternoon - The View
6:00 – 7:30 Administrative matters - PPS7:30-7:45 Break
7:45 - 8:00 New product development and market potential and demand
8:00-8:15 Step 1 - Situational analysis related to scenario
8:15-8:30 Competitive landscape and customer purchase behavior
8:30-8:45 Step 2 - Frame the right problem
8:45-9:00 External trends and long term marketing objectives
9:00-9:30 Step 3 - End state and goals - SMART
9:30-10:00 WS2 Preview
MP-WS1MP-WS1
How do You Spell Success How do You Spell Success
• Being successful in our occupation requires:– Lifelong Learning– Constant Personal and Professional Updating– Always working to improve to stay ahead of the
competitors– Integrating Technology into personal and
professional plans– Being multidimensional– Love what you do, do what you love!– Do you agree????????
What I Must Do What I Must Do
• YOUR THOUGHTS?
• If Joseph were to help me with………
in this class, I know I can complete THIS class and the program.
Self Introduction Self Introduction
• Name• Background• Home location and Place • Domain Expertise/Occupation/location• One thing about me (something unique
about yourself nobody would know you would feel comfortable sharing)
• Myers Briggs Tendency Indicator (MBTI)• Write this information on your name tents,
you will use it for choosing teams
Personal Positioning Statement Personal Positioning Statement
Simulating a generalized communication system
WS1: New Product Development & Market Potential Demand
WS1: New Product Development & Market Potential Demand
• New Product or Product Improvement?• Target new products to existing customers or
Target new group of customers?
WS1: Markets WS1: Markets
1. Forecast market potential and future demand
a) Organizational Markets
o Industrial
o Reseller
o Government
o Global
b) Online Buying
o E-marketplace
o Online auctions
WS1: Customers WS1: Customers
2. Identify your current and future customer and their needs
a) Consumer Purchase Decision process
o Perceiving a need
Problem Solving ModelProblem Solving Model
WS1- Step 1: Describe the situation WS1- Step 1: Describe the situation
Challenges, Opportunities, Probortunities
Ready, Fire, Aim
Data collection, TOB, Betsy the Cow
Tools
What?
Mind Mapping
WS1: Competitive Landscape WS1: Competitive Landscape
3. Analyze competitive landscape and customer purchase behaviors
a) Consumer Purchase Decision process
o Seeking Value
o Assessing Value
o Buying Value
o Value in consumption or use
b) Psychological Influences
o Motivation and Personality
o Perception
STRATEGIC PLANNINGSTRATEGIC PLANNING
InteractivityIndividualization
STRATEGIC PLANNINGSTRATEGIC PLANNING
STRATEGIC PLANNINGSTRATEGIC PLANNING
STRATEGIC PLANNINGSTRATEGIC PLANNING
STRATEGIC PLANNINGSTRATEGIC PLANNING
competitive advantage in relation to cost or differentiation advantage
STRATEGIC PLANNINGSTRATEGIC PLANNING
Window of Opportunity when Solution remains Valid
STRATEGIC PLANNINGSTRATEGIC PLANNING
WS1: Competitive Landscape - contWS1: Competitive Landscape - cont
o Perception
o Learning
o Values, beliefs, and attitudes
c) Sociocultural Influences
o Personal influence
o Reference groups
o Family influence
o Social class
o Culture and subculture
WS1- Step 2: Frame the Right Problem
WS1- Step 2: Frame the Right Problem
Probortunities
Is there a problem? What is the problem?
Problem statement
- Leads to possibilities, not a single answer
- Not a solution statement
- Only the strong survive
- Open to refinement
WS1: External Trends WS1: External Trends
4. Identify key external trends (technology, economic, political, legal, etc.)
a) Environmental Scanning
o Social Forces
o Economic Forces
o Technological Forces
o Competitive forces
o Regulatory Forces
WS1: Long Term Marketing Objectives WS1: Long Term Marketing Objectives
5. Establish long-term marketing objectives
a) Building your marketing plan
WS1- Step 3: Describe End State Goals
WS1- Step 3: Describe End State Goals
To create value, includes focus on the future
What is the ideal future
Specific goals to measure attainment of that future
Who are the stakeholders? Engage stakeholders
Tools
Mind mapping
Communications Plan
WS2- Product Development Agenda WS2- Product Development Agenda
WS3: Facilitating Product Implementation
WS3: Facilitating Product Implementation
WS4: Customer Value WS4: Customer Value
WS5: Alternatives WS5: Alternatives
WS6: Implementation WS6: Implementation
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