from Radioactivity

to Opportunity

Preparing for a strategic marketing plan for Optronica and Partners

Introducing the Team

‘Extended’ Projectteam

Mr. HeikensMr. BakkerMr. PouwMr. Dekker

Problem Definition

How can we best position the process of removing and replacing of the radio-active layer in the optical of the Leopard tanks in the chosen market?

Structure and Main Topics

Today

Overview of Project

Solution

Marketing

experience

Optical techno

logy

Nuclear technol

ogy

Optronica + Focus Photonics + NRG

Overview of Project

Solution

Country Selection

Macro-Meso Score Card Reasons

Results Macro-Meso Score Card

Macro-Meso Score CardPercentage (100%)

13 17 4 13 23 17 13

Economical outlook

Environment & ethics

Rules & regulations

competition

Leopard2 tanks

Nato member

Ministry or industry

Total Score

Sweden 3 5 4 3 400 No Industry 15

Finland 2 3 4 4 124 No Ministry 13

Portugal 3 3 3 4 37 Yes Ministry 13

Austria 2 4 4 3 114 No Ministry 13

Switzerland 3 5 3 1 380 No Industry 12

Denmark 3 2 3 4 139 Yes Ministry 12

Spain 3 2 3 3 566 Yes Ministry 11

Norway 2 4 3 1 57 Yes Ministry 10

Poland 2 1 3 4 120 Yes Ministry 10

Germany 3 3 2 1 2100 Yes Ministry 9

Greece 1 1 3 3 523 Yes Ministry 8

Reasons

Highest score

Time/budget

Right market size

Well-established business network

Marketing Plan

Marketing tools-SWOT-Fulfillment and Follow Up Diagram-Sales Opportunity Pipelines-Sales Pipelines

Mission and vision Marketing Objectives Financial Planning

Marketing Tools

Internal Analysis

-Resources

-Capabilities

External Analysis-Industry

-Competitors

-Customers

-Porter Five Forces

SWOT Analysis

SWOT Analysis

Fulfillment and Follow Up Diagram

Sales Opportunity Pipelines

Sales Pipelines

Management Performance

Mission The joint combination of the partners Focus

Photonics, NRG and Optronica wants to create a safer environment and reduce health and safety risks by entering the optical market with a unique combination of products that removes radioactive coatings, reworks the optics and improves the optic specifications.

Management Performance

Vision In 10 years’ time we want to have

decontaminated 2340 thorium coated Leopard optics.

This is 50% of all contaminated Leopard optics in Europe.

The joint combination off the partners Focus Photonics, NRG and Optronica will achieve this by supplying/offering the costumer a total package wherein the optics are decontaminated, reworked and coated, legal aspects are covered, and transportation between (international) locations is arranged.

Marketing Objectives

General Europe Marketing Objectives

Long term

In 4 years time, 50% of all the contaminated leopard tanks from 50% of the potential costumers will be decontaminated so a total amount 540 tanks will be cleaned after 4 years.

Short term

In 2011 we want to have 3 contracts signed with clients across Europe and have cleaned 10% of the Swedish tanks.

Marketing Objectives

Sweden Objectives

Long term

We want to clean 50% of the total amount of the contaminated tanks in Sweden in 4 years time so 200 tanks will be cleaned after 4 years

Short term

Get the contract signed and start with the decontamination of the first 40 optics which is 10% of the total amount of decontaminated tanks in Sweden

Financial Planning

Financial Planning

Financial PlanningProfit plan for 5 years

Implementation planHow to continue from here…….

What we have learned?

Work in a set time-box and with different team roles

Work closely together with experts and professionals

Get to an agreement first on the deliverables and the process when three parties are involved

Interactive approach instead bi-directional communication

How to position an innovative solution on an international scale

Produce a systematic framework for extended international market research

Thanks for your Attention!

Bedankt!

谢谢 !

Tack!

Cảm ơn bạn!Cảm ơn bạn!

谢谢 !

Decontaminated!

Questions?