Strategic Position &Risk Assessment

A strategic position define What you do What you don’t do

Your strategic position should be where you find following coming together: Your strengths and interests Industry trends and developments Market changes and opportunities Competitive changes and opportunities Changes and opportunities brought through new

technologies

What kinds of strategic positions are there?

Customer perception factors Market segment Market share Operational/technological advantages Proprietary products, technology, abilities or

relationship Sale channel

What kinds of strategic positions are there?

Customer perception factors Price Quality Features Customer service Societal impact Convenience

Concentrating on customer perception factors is the most typical method of attempting to differentiate yourself from your competitors.

What kinds of strategic positions are there?

Market segment : This strategy is based on targeting on a specific portion of the total market.

Pitfalls of this strategy: The size market may not be enough to sustain or

grow the company The target market may already be saturated with

specialists Enough size but Larger company will come in and

compete with you.

What kinds of strategic positions are there?

Market share: this strategy is based on establishing and commanding such a dominant portion of the total customer base that it becomes difficult for others to compete.

The goal is to become “800 pound gorilla” of a market

What kinds of strategic positions are there?

First mover strategy has some advantages: Capture significant market share before

competitors enter the market Secure key strategic partners, making fewer

opportunities available to later competitors Attract outstanding employees and management Capture media attention Look in financing sources, such as venture

capitalists

Two popular strategy

First mover disadvantages: You serving as the R&D arm of copy-cat

companies Maybe the market is not ready for you. You pay the costs of educating the market and

marketing for other second or third to market companies.

Two popular strategies

Branding strategy has many advantages but: It is usually expensive It is a time consumer process.

A real brand gives customers trust in your products and services because you are consistent in quality, price, service or convenience over time. (e.g. McDonald)

Risk

What kinds of risk? Market risk Competitive risk Technology risk Product risk Executive risk Capitalization risk

Balancing Risks and Opportunities SWOT analysis

StrengthsWeakness

OpportunitiesThreats

فرم تهيه برنامه موقعيت استراتژيك

اطالعاتي را كه در اين فرم تهيه مي كنيد، مي تواند اساس بخش تحليل ريسك و موقعيت استراتژيك طرح كسب و كار شما را تشكيل دهد.

روندهاي صنعت:

بازار هدف:

محيط رقابتي:

نقاط قوت نسبی شما در رقابت:

ريسكها:

Marketing plan &Sales strategy

Tell the customers what they get

Not what you do.

Marketing and sales although are closely related, are two different activities: Marketing is designed to increase customer

awareness and deliver a message. Sales is the direct action taken to procure

customer order.

Your company’s message

Company’s message is based on the strategic position: Low price leader One day service The choice of a new generation ….

The 4 P’s of marketing: Products Price Place Promotion

Most marketing strategists agree that people buy benefits, not features. In other words customers are more concerned about how a purchase will affect their lives than about how the company achieved those results.

What customers want: the 5 F’s Functions: how does the product or service meet

their concrete needs? Finance: how will the purchase affect their overall

financial situation, not just the price of products or service, but other savings and increased productivity?

Freedom: how convenient is to purchase and use the product or service? How will they gain more time and less worry in other aspects of their lives?

What customers want: the 5 F’s Feelings: how does the product or service make

customer feel about themselves? Future: how will they deal with the product or

service and company over time?

:Fپنج

پيغامي را كه مي خواهيد در مورد محصول يا خدمتتان به مشتريان منتقل نمائيد، با لحاظ نمودن در ذهنتان توضيح دهيدFپنج

(:Functionsفعاليتها )کاركردها()(:Financialsامور مالي)

(:Freedomآزادي)(:Feelingsاحساسات)

(:Futureآينده)مهمترين پيغامها براي تحريك و ترغيب بازار هدف شما براي خريد كدام است؟

شما چگونه اين پيغام را در زمينه هاي زير به مشتريان خود منتقل مي نمائيد؟نام كسب و كار :

شعار:واژه هاي كليدي در موضوع بازاريابي:

طرح محصول:لوگو يا عالمت:

طرح وب سايت:ديگر تصاوير و طرحهاي گرافيكي:

بسته بندي:دكور:

مدل لباس كاركنان:موضوعات بازاريابي )معامله( نمايش و ارائه:

ساير:

Marketing vehicles

Brochures Company Website Print media Broadcast media Online advertising Advertising specialties Direct mail Email Public relations Sampling Informal marketing/networking

Marketing tactics

Strategic partnership Cooperative advertising Licensing Distribution agreement Bundling

Sales activities

Sales personnel Inside sales personnel Outside sales personnel

Sales process On site Mail order Telephone On line Third party

نيروهای فروش

در زير، انواع نيروهاي فروشي را كه به كار مي بريد و تعداد فروشندگان را در هر طبقه بندي ذکر نمائيد.

نيروهاي فروش داخلی:نيروهاي فروش خارجی )كاركنان شركت(:

نمايندگي ها يا عوامل فروش خارجي )غير كاركنان(:خدمات فروش از راه دور :

ساير:] با خطوط توليد، محدوده اختيار، نوع مشتري و غيره؟ مسوليتها را چگونه تقسيم مي كنيد مثال

آيا پرسنل فروش عالوه بر مسوليت فروش مسوليت هاي ديگري نيز دارند؟چه كميسيونهائي به پرسنل فروش پرداخت مي كنيد؟

آيا كميسيون با خط توليد يا اهداف دست يافته تغيير مي كنند؟چه انگيزش ها و پاداش هائي ارائه مي نمايند؟

] مسافرت ، تفريح؟ خدمات كاركنان فروش را با چه هزينه هایي جبران مي كنید مثالپرسنل فروش چه هزينه هائي بايد براي خودشان پرداخت كنند؟

چه كسي بر پرسنل فروش نظارت دارد؟آيا آنها نسبت به عملكرد افراد تحت نظارت خود كميسيون يا پاداش دريافت ميكنند؟

خيربلهچه كسي پرسنل فروش را آموزش ميدهد؟

چه نوع از آموزشي ارائه مي شود؟چه كاركنان ديگري در ايجاد فروش درگيرند؟

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