meeting 2: strategy, swot and consumer behavior. where are we now? where do we want to go? how do...
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Meeting 2: Strategy, SWOT and consumer behavior
Where are we now? Where do we want to
go? How do we get there? What do we do if
something happens? How do we measure
succes? How long will it take?
Situation analyse Strategic aims and
objectives Action plan Contingency plans Monitoring and
evaluation Timeframe for
achieving objects
Micro, (Meso) Macro environment◦ Micro-environment: Everything within your
organisation, what you are able to influence.
◦ Meso-environment: your direct environment, customers, suppliers etc.
Very little influence possible
◦ Macro-environment “the world”: no influence:
DEPEST: Demografics, Economics, Politics, Ecology, Social/juridical, Technology
What are the most important trends in:◦ Demografics◦ Economics◦ Politics◦ Ecology◦ Social/Juridical◦ Technologics
How does this influence your situation? Where do you find information about your
environment?
Different levels of competition◦ Need competition◦ Product competition◦ Brand competition
What kind of market are you in? What do you consider as competition for
your product? How do you deal with it? Why bother about the competiton?
Market position Organisation Procedures Finance Systems
Market share
target group
Marketing policy
Price
Promotion
Personnel-management
Organisation-structure
Culture
Production policy
Assortment
Stock
Distribution
Financial policies
Balance
Index numbers
ICT
What About Musical Environment ?
? ? ? ? ?
What makes a musician succesfull? Benchmarking Best Practice Long Tail Theory
◦ Lower search and lower sales costs mean more business in niche-sellings (long tail)
Superstar Theory◦ More income means choice for better products◦ Layered Siefe, influenced by non musical factors◦ Famous artists are better because it’s easier to
talk about: frame of reference.
Strengths: What are the things in which you excel
Weaknesses: What are the things that you could do better
Opportunities: What happens around you that could be of interest for you
Threats: What happens around you that could be hurtfull for you
Development
Quantify (what is the form of the trend, quantify, and what will happen coming 3 years)
Impact (what is the influence in cost/turnover/profit)
Action (yes or no, is yes who and how)
New subsidy system
Grey wave (more old people)
More inhabitants
Economic crisis
How does Mr Dutch Average spend his time?www.cbs.nlSpare timehttp://statline.cbs.nl/StatWeb/publication/?VW=T&DM=SLNL&PA=37881&D1=29-39&D2=a&D3=a&D4=(l-0)-l&HD=080910-0950&HDR=T&STB=G3,G2,G1
Who is your audience?
What criteria do you use to divide into target groups?
Which target groups do you choose?◦ Demographics◦ Geografic◦ Needs/behavioral◦ New Users?
Fysiological needs
Safety needs
Social needs
Esteem needs
Self-actualisation needs
Self-fulfillment
Status, prestige, position
Companionship. family
Warmth, safety, security
Food, water, shelter
Classical 5 (6) phase model◦ Identify a need, problem recognition, (2)want◦ Gather information◦ Asses options and alternatives◦ Decide and act, purchase◦ Use, review overall satisfaction
How do you buy toiletpaper? How do you buy a new pair of trousers? How do you buy new sheetmusic? How do you buy a set of strings?
Extensive problem solving behaviour◦ Specialty goods (car)
Limited problem solving behaviour◦ Shopping goods (clothing)
Routine problem solving behaviour◦ Convenience goods (food, toilet paper)
Unsought goodsThings you don’t know or don’t want!
attention interest desire action (evaluation)
How much can you influence somebody with communication?◦ Depends on:
Sort of product How new is the product How much info is around already
◦ Can you make someone who hates classical music buy a Beethoven CD?
◦ Can you make someone who doesn’t know Beethoven buy this record?
◦ Can you make someone who loves Mozart buy this record?
◦ Can you make someone who loves Beethoven buy this record?
◦ Imagine going to a concert: how much of this decision is influenced by others?
◦ Do you go alone to a concert?◦ What about buying a CD?◦ What about music lessons?
Think a moment about this when you want to sell your tickets/lessons/music!
Selective attention◦ You notice the things you are familiar with easier.
Selective distortion: ◦ you see the things the way you want them to see
Selective retention◦ You remember stuff that fits with your believes
and other knowledge much easier Cognitive Dissonance
◦ You try to avoid or solve conflicting idea’s and believes by transforming the truth
Conventional,Non complex
Conventional,complex
Unconventional,complex
Unconventional, non-complex
complexity
con
ven
tion
ality
Classical music
Modern dancepopmusic
James Last
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