creative job application pitch

BAKERSTRATEGY GROUP

PioneerDelivering Crop-Based Solutions Benefitting People Everywhere

MAKE IT HAPPEN

May 15 2009Pioneer Hi-Bred International, Inc.

A look at the Senior Marketing Analyst (Job# 8818BR) position and how Baker Strategy might play a role

http://www.pioneer.com/�

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Discussion Document Senior Marketing Analyst (Job# 8818BR)

May 15 2009

Pioneer may want to consider a FEED strategy for this position, enabling Pioneer to accomplish its objectives for the position while remaining flexible to the market conditions

In a Nutshell

FULFILL

EQUIP

ELEVATE

DELAY

Pioneer may opt to accomplish the objectives of the Senior Marketing Analyst position by engaging Baker Strategy Group for this function.

Pioneer may choose to conduct some analysis with Baker Strategy Group immediately in preparation for hiring a Senior Marketing Analyst.

Pioneer may want to engage Baker Strategy Group as a resource for the Senior Marketing Analyst to accomplish the position objectives.

Pioneer may decide to engage Baker Strategy Group immediately and push out the decision for a Senior Marketing Analyst to Q3 or Q4.

FOUR WAYS TO ADDRESS PIONEER NEEDS


BAKERSTRATEGY GROUP


May 15 2009

This discussion document is divided into four sectionsContents

Section Page

A. About Pioneer 3

B. The Senior Marketing Analyst Position 7

C. About Baker Strategy 16

D. Next Steps 30

JUMP

JUMP

JUMP

JUMP


BAKERSTRATEGY GROUP

Page 3May 15 2009


A. About PioneerWhat you already know but we discovered


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May 15 2009

A. About Pioneer

There are three traits that are key to Pioneer: Innovation, Customer Success andAgricultural Leadership

Pioneer Hi-Bred International, Inc.

•New ideas that foster customer trust• First to market hybrid seed•Continues to innovate around the world

Innovation

•Works customer-by-customer•Agronomic package tailored to individual needs•Continued growth provides customers new

opportunities

Customer Success

•Leading with purpose, strong core values•Focused on making a difference•Promoting superior industry standards•Using new technology•Preserving biodiversity

Agricultural Leadership

Source: www.pioneer.com



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May 15 2009

A. About Pioneer

• Parent Company: DuPont Delaware Inc. • Headquarters: Des Moines, IA• Business: Harvest and package seeds, research and

development.• Seed corn• Sunflower• Canola• Rice

• Customer Locations: Almost 70 countries• Year Founded: 1926• # Employees: 6,500• Primary Competitor: Monsanto• Recent Developments:

• Monsanto filed patent suit regarding accused use of Roundup Ready in Optimum GAT

• Launch of Optimum Brand Innovations• 16 new soybean varieties due to Accelerated

Yield Technology and Y Series soybeans, which is the largest product launch in Pioneer history

• Pioneer will acquire MapShots, Inc.• Pioneer sales professionals use a planting rate

calculator to help customers optimize planting.• Partnership with Athenix for insect control

• Sorghum• Alfalfa• Wheat• Forage and grain additives

• Leadership:• Arthur, Lane – VP and CIO • Austin, Jeff – VP and CFO• Bunz, Susan - VP, Pioneer Human Resources • Gumina, Mike - VP, Supply Management • Hemken, Peter - VP, Strategic Direction and

Business Development • McKay, Judith E. – VP and General Counsel • Oestreich, Dean - Chairman• Ross, Frank - VP, North America Operations • Rowe, Jeff - VP, Biotech Affairs • Schickler, Paul - President

• NAICS Codes:• 111150 - Corn Farming• 111110 - Soybean Farming• 111191 - Oilseed and Grain Combination

Farming• 325320 - Pesticide and Other Agricultural

Chemical Manufacturing• 541710 - Research and Development in the

Physical Sciences and Engineering Sciences• 541990 - All Other Professional, Scientific and

Technical Services

Pioneer is “world's leading developer and supplier of advanced plant genetics to farmers worldwide"

Background

Basic Information People and Categories

Source: www.pioneer.com www.galegroup.com



http://www.galegroup.com/�

BAKERSTRATEGY GROUP


May 15 2009

A. About Pioneer

Pioneer has a global presence with 24 locations throughout the worldGlobal Locations

Woodland, CAWaialua, HIAlgona, IACherokee, IAMt. Pleasant, IARenwick, IANampa, IDPrinceton, ILPlymouth, INWorthington, INConstantine, MIYork, NEConnell, WASalto, ArgentinaItumbiara, BrazilLethbridge, CanadaPaine, ChileJiuquan, ChinaAussonne, FranceSzarvas, HungaryHyderabad, IndiaMalang, IndonesiaSissa, ItalyRosslyn, South Africa

Source: www.dupont.com


http://www.dupont.com/�

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Page 7May 15 2009


B. The Senior Marketing Analyst PositionA look at the demands of the job and our ability to meet those demands


BAKERSTRATEGY GROUP


May 15 2009

JobDescription

ProjectAnalysis

AnalyticalExpertise

Marketplace Monitoring

Analysis Interpretation and Delivery

Presentation and Leadership

Educational Qualifications Desired

Competencies and Experience Desired

B. The Senior Marketing Analyst Position

The Senior Marketing Analyst position is critical for helping Pioneer develop and implement business decision and strategy

Job Description

Senior Marketing Analyst Baker Strategy CapabilitiesResponsible for the development of analysis, modeling, and mapping to facilitate and support business decisions and development of strategies.

Our core strength is external market analysis and developing tools, frameworks, and visualizations that aid client and executive decision-making.

A primary responsibility of this position is to support the Sr. Marketing Manager and in evaluating existing and proposed pricing scenarios and marketing programs to determine if they drive the intended customer behavior and business objectives for the specific business unit.

• We are vey client-centric, so our program support tends to be strong.

• We apply microeconomic analysis and modeling to help construct scenarios and consider pricing implications.

• Our modeling often include regression techniques that determine the impact on customer behaviors and resulting outcomes for the business.

Develop modeling frameworks and analysis tools to evaluate and interpret data and summarize it into actionable information. Represent business unit on cross-functional projects and working groups as assigned.

• Modeling frameworks and analytical tools are core strengths for BSG.

• Turning data into knowledge and insight and, consequently, action, requires good interpretation, which we offer.

• We are accustomed to working with a variety of people, business units, and organizations.

Source: www.bus.umich.edu, Baker Strategy Group


http://www.bus.umich.edu/�

BAKERSTRATEGY GROUP


May 15 2009

JobDescription

ProjectAnalysis

AnalyticalExpertise







The position requires robust use of key data sources accompanied with strong analysis and solid presentation

Project Analysis

Senior Marketing Analyst Baker Strategy CapabilitiesResponsible and accountable for all phases of market analysis. This includes discretionary use of data sources, evaluating data integrity, determining appropriate analytic procedures, and reviewing statistical analysis for significant and usable information with limited direct supervision.

For any marketing analysis, we follow a structured approach. We often categorize the data sources into four categories (see below). We emphasize data integrity and rely heavily on statistic analysis to drive conclusions. We are initiators and perform quality work with low supervision needed.

Current Internal

Research

Current External Research

New External Research

New Internal

Research

CURRENT

NEW

INTERNAL EXTERNAL

CI CE

NI NE

DATA SOURCE FRAMEWORK




BAKERSTRATEGY GROUP


May 15 2009

JobDescription

ProjectAnalysis

AnalyticalExpertise







The analyst provides a critical role in assisting the business units to understand and apply timely and relevant market analysis

Analytical Expertise

Senior Marketing Analyst Baker Strategy CapabilitiesIdentify, initiate, and establish internal and external contacts needed for information sourcing for analysis with limited direct supervision. Responsible for developing a thorough understanding of the agriculturaldata sources including data availability, timeliness, accuracy, thoroughness, and limitations. Serve as a consultant regarding information usage to Business Unit.

We can actively work internal and external sources to generate insight. Moreover, we have a predilection to take large sets of data and isolate the key information sets needed to effectively communicate to broader audiences. As consultants, we consistently seek to find ways to add value to each cluster of stakeholders.

Academic OneFileAccess ScienceBusiness and Company Resource CenterElectronic Collections Online (ECO)Expanded Academic ASAPFirstSearchGale Virtual Reference LibraryGeneral Business FileGeneral OneFileGeneral Reference Center GoldHealth and Wellness Resource CenterMorningstarNew York Times (1995-current) Value LineWorld AlmanacWorldCat

GENERAL DATA SOURCESAgricultural Economics (USDA/Cornell)Agricultural Statistics (USDA)Economic Research Service (USDA)Census of Agriculture FAO Statistical YearbookFarm LaborFood and Agriculture Organization (United Nations)National Agricultural Statistics ServiceState of the Land (USDA)Web Soil Survey (USDA) World Resources InstituteU.S. Agricultural Statistics

AGRICULTURAL DATA SOURCES




BAKERSTRATEGY GROUP


May 15 2009

JobDescription

ProjectAnalysis

AnalyticalExpertise







Staying on top of new developments in the market is an important aspect of the positionMarketplace Monitoring

Senior Marketing Analyst Baker Strategy CapabilitiesIdentify and monitor key marketplace trends that impact strategic planning including demographic information, farm operator management practices, cost of production components, purchasing patterns, and economic indicators.

Baker Strategy focuses on external measures and metrics that guide and impact company strategy and tactics. We call this Smart Customer Strategy – creating a connect systems of information feeds that enable a company to respond to changing market dynamics.

“Turbulence is the new normality,” say Kotler and Caslione, authors of this new book recommending that companies have a solid “chaotics” system in place.

A good chaotics system, say the authors, enables a company to do three things: 1) detect potential sources of turbulence, 2) construct possible key scenarios, and 3) select a strategy based on potential scenarios and company risk attitude.

NEW KOTLER BOOK ILLUSTRATES THE SMART CUSTOMER STRATEGY APPROACH




http://www.amazon.com/Chaotics-Business-Managing-Marketing-Turbulence/dp/0814415210/ref=sr_1_1?ie=UTF8&s=books&qid=1242445981&sr=1-1

BAKERSTRATEGY GROUP


May 15 2009

JobDescription

ProjectAnalysis

AnalyticalExpertise







This presentation is divided into three sectionsAnalysis Interpretation and Delivery

Senior Marketing Analyst Baker Strategy CapabilitiesDesign, develop and deliver executivesummaries, reports, and graphics that clearly communicate the key project conclusions and implications for Pioneer with limited direct supervision.

We have worked with executives at a variety of firms. We recognize that executives need topline results in a crisp, concise format, with solid backup data that allows him/her to drill down to the detail if desired.

Serve as contact point for information relating to each project. May work at directly supporting Area Managers with their business plans, including various area metrics.

Central to our approach is an online portal (e.g. SharePoint site) for accessing data, documents, and other information related to the program. This portal should complement—not replace– communication with and support for Area Managers and other key stakeholders.




BAKERSTRATEGY GROUP


May 15 2009

JobDescription

ProjectAnalysis

AnalyticalExpertise







This presentation is divided into three sectionsPresentation and Leadership

Senior Marketing Analyst Baker Strategy CapabilitiesConduct presentation of results to Business Unit and other pertinent departments within Pioneer and discuss implications with limited direct supervision. Lead discussions and facilitate innovation and creative thinking.

This is what we enjoy most of all. We see our greatest value in bring data and insight to a facilitated discussion where we tap the bright minds of the firm to develop creative solutions to difficult problems. We see our role as a catalyst and facilitator to strategy planning and implementation.




BAKERSTRATEGY GROUP


May 15 2009

JobDescription

ProjectAnalysis

AnalyticalExpertise







This presentation is divided into three sectionsEducational Qualifications Desired

Senior Marketing Analyst Baker Strategy CapabilitiesBachelor’s degree in Agricultural Business/Economics, Finance, Information Management or Business required, Master’s degree may be preferred.

If Pioneer engages Baker Strategy, David Baker would be handling the programs. David has an MBA in Corporate Strategy from the University of Michigan’s Ross School of Business.




BAKERSTRATEGY GROUP


May 15 2009

JobDescription

ProjectAnalysis

AnalyticalExpertise







This presentation is divided into three sectionsCompetencies and Experience Desired

Senior Marketing Analyst Baker Strategy Capabilities3 years of experience in marketing analysis using SAS or related software is preferred.

We often use SPSS tools for our analysis:• Amos• PASW Classification• PASW Custom Tables• PASW Modeler (previously Clementine®)• PASW Regression• PASW Segmentation• PASW Statistics

Strong background in leading projects, business analysis, finance/economic/statistical modeling, or information management with agricultural business background preferred.

David has conducted such work for GFS Marketplace, Emerson, ServiceMaster, Domino’s Pizza, University of Michigan Health System, Yahoo!, Johnson Controls, the U.S. Navy, and many others.

Job requires the ability to interact with managers at multiple levels within the organization.

We are comfortable interacting with a variety of stakeholders, from top-level management to frontline staff.

Job requires the ability to lead and interact with various cross-functional teams and departments.

We are comfortable with leading teams,meetings, and programs with a wide variety of people and perspectives across various departments and areas of responsibility.




BAKERSTRATEGY GROUP

Page 16May 15 2009


C. About Baker StrategyA look at who we are and what we do


BAKERSTRATEGY GROUP


May 15 2009

C. About Baker Strategy

Our Work

Our Team

OrganizationsWe’ve Served

ExecutiveTestimonies

Our Customer Strategy work is concentrated primarily in five main areas: China business development, manufacturing, education, home services, and nonprofits

Case Studies

Chart is interactive. You must be connected to the internet to view this charts

Source: www.bakerstratetgy.com


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BAKERSTRATEGY GROUP


May 15 2009


Our Work

Our Team



A good deal of our analytical work results in data visualization tools that impact key marketing strategy decisions and implementation efforts

Sample Tool: Consumer Choice Comparisons





BAKERSTRATEGY GROUP


May 15 2009


Our Work

Our Team



We often work closely with sales (in this case, enrollment) to provide tools and analysis to structure and systematize the sales effort

Sample Tool : Sales Funnel Management





BAKERSTRATEGY GROUP


May 15 2009


Our Work

Our Team



A good deal of our analytical work results in data visualization tools that impact key marketing strategy decisions and implementation efforts

Sample Articles and Documents

Click for PDF

Michigan Manufacturing Survey Executive EducationOpportunities in China

Click for PDF

Local Telecom Market

Click for PDF Click for PDF

Keys to Customer Satisfaction

Source: Baker Strategy Group


http://www.bakerstrategy.com/samplework/ManufacturingSurvey.pdf�

http://www.bakerstrategy.com/samplework/ManufacturingSurvey.pdf�

http://www.bakerstrategy.com/samplework/Executive_Education_Opportunities_in_China.pdf�

http://www.bakerstrategy.com/samplework/Executive_Education_Opportunities_in_China.pdf�

http://www.bakerstrategy.com/samplework/Local_Telecom_Market_Discussion_Paper.pdf�

http://www.bakerstrategy.com/samplework/Local_Telecom_Market_Discussion_Paper.pdf�

http://www.bakerstrategy.com/samplework/Keys_to_Customer_Satisfaction.pdf�

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BAKERSTRATEGY GROUP


May 15 2009


Our Work

Our Team



Ultimately, an organization grows only by acquiring the right customers and satisfying them in order to retain them for continued business and develop them for new business

Sample Frameworks: CARD

CUSTOMER ACQUISITION, RETENTION, AND DEVELOPMENT



BAKERSTRATEGY GROUP


May 15 2009


Our Work

Our Team



Strategy development, assessment, and implementation can be guided by a Five Cs situation analysis: context, customers, competitors, collaborators, and the company

Sample Frameworks: The 5C’s Analysis

5C’S SITUATION ANALSYIS



BAKERSTRATEGY GROUP


May 15 2009


Our Work

Our Team


ExecutiveTestimonies Factor DFactor E

Factor C

Factor A

Factor B

Factor F

40

45

50

55

60

65

70

75

80

85

90

95

100

0.10 0.15 0.20 0.25

Perf

orm

ance

Drive Rate

Statistical modeling and regression analytics lead to prioritization of areas that have the highest Drive Rate for customer satisfaction and a relatively low Performance score

Sample Frameworks: Satisfaction Drivers


KEY CUSTOMER SATISFACTION DRIVERS


BAKERSTRATEGY GROUP


May 15 2009


Our Work

Our Team




Stra

tegy

For

mul

atio

n

Customer Portfolio A Customer Portfolio B Customer Portfolio C

A1 A2 A3 B1 B2 C1 C2 C3

TBD TBD TBD TBD TBD TBD TBD TBD

Portfolios

Mission Mission Statement or Vision Statement

Revenue:

[TBD]

EBITDA:

[TBD]

Client Success

[TBD]

Metrics

Initiatives

Tasks

Initiative A

1. TBD

1

Satisfaction:

[TBD]

Initiative E

5

1. TBD

Using strategy maps (Norton/Kaplan) to outline company strategy has proved to be one of the simplest yet most effective tools for aligning cross-function groups to firm strategy

Sample Frameworks: Strategy Map

Initiative C

3

1. TBD

Brand Awareness:

[TBD]

Initiative D

4

1. TBD

Initiative B

1. TBD

2

Services

Priority Secondary Frontier


BAKERSTRATEGY GROUP


May 15 2009

Our Work

Our Team




David Baker – PartnerM.B.A with High Distinction, Corporate Strategy, University of Michigan Ross School of BusinessB.A. Organizational Communication, Eastern Michigan University

David founded Baker Strategy in 2005 to provide marketing strategy research and advising. David has managed customer strategy programs for a variety of companies and organizations, including several Fortune 500 firms. The clients David has served include Johnson Controls, Gordon Food Services, INCAT, Emerson, Domino’s Pizza, the U.S. Navy, Yahoo!, Michigan Manufacturers Association, and ServiceMaster.

Margaret Baker – PartnerPh.D. Asian Languages and Cultures, The University of MichiganA.M. East Asian Languages and Civilization, Harvard UniversityA.B. Comparative Literature, French and Japanese, Princeton University

Margaret focuses on the education sector. Margaret has long been interested in languages and areas where cultures intersect. Her undergraduate thesis was on Japanese influence on French poetry, and her Ph.D. dissertation treated Chinese translations of Western classics and writer Pearl Buck, who sought to “interpret” China for Western readers.

Joshua Zuellig – AnalystCurrently pursuing BS in Mathematics at Valparaiso University

Joshua has been with Baker Strategy Group since summer of 2007. In that time he has worked with several Baker Strategy clients and partners, including Church Extension Fund, LCMS Michigan School District, MOVE Communications, CFI Group, and Spring Arbor University. Joshua’s primary role in the company is data management and analysis, but he also assists with survey methodology, external research, and client reporting.

Our core team is small—just two partners and an analyst. So, as a firm with low fixed costs, we can provide excellent big-consultancy work at small consultancy fee levels

Baker Strategy Core Team



http://www.linkedin.com/in/bakerstrategy

BAKERSTRATEGY GROUP


May 15 2009

Our Work

Our Team




We have a list of strategic partners, but three firms and an expert statistician are most central to the work we provide to our clients

Baker Strategy Strategic Partners

Ossi Pesämaa – Statistician, Jönköping International Business SchoolPh.D., Lulea University of Technology, SWEDEN

Dr. Ossi Pesämaa is currently active in research at the Centre for Innovation Systems, Entrepreneurship and Growth (CISEG) and affiliated to Entrepreneurship Marketing and Management (EMM) at Jönköping International Business School. Ossi perform his directed research for two different institutes Experience Industries Development Institute (EIDI) and Research Unit for Rural Entrepreneurship and Growth (RUREG). The emphasis on Ossi's projects are tourism, innovative entrepreneurial marketing quality systems, regional growth and experience industries.

Donald Hart – President, MOVE Communications Inc.MOVE’s goal is to unearth your unique story, and to build that story into a powerful solution. MOVE has created a network of expert in-house staff, supported by top independent professionals, who have provided award-winning strategic and creative work to some of the biggest brands in the country. This network model allows our clients access to a broader scope of skills when desired – without the overhead. Our core capabilities include strategic planning, creative development and complete production services in print, web, video, flash and emarketing.

Dave Hile – President, Hile DesignHile Design wants to pump up your "Marketing Muscle." Why? Because advertising and design are hardwired into their DNA. They absolutely love what they do, and get a charge out of seeing their services help their clients prosper. And they feel your pain (especially in today’s economy). Like you, they invest precious time and money marketing their firm. So they promise to treat your advertising like it's their advertising. Because, in a way it is. Their success depends on their ability to get results for you. Clients who grow their businesses as a result of Hile’s efforts are their greatest assets.

Brian Stevens – President, IdigisysiDigiSys provides web design, website development and Internet consulting services as well as business needs assessment and the development of complex Internet-based software applications. They understand the technology, and they can understand your business. iDigiSys is ready to help you manage your Internet-based business solutions on a continuing basis. They are experienced in managing large and complex software development projects as well as simpler projects. Even if the project has several players from different companies or organizations, they can help.



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BAKERSTRATEGY GROUP


May 15 2009

Our Work

Our Team




Whether directly with Baker Strategy Group, through strategic partners, or while at previous employers, we have run programs for clients in a variety of industries

Clients

Source: www.bakerstrategy.com

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http://www.bakerstrategy.com/�

BAKERSTRATEGY GROUP


May 15 2009

Our Work

Our Team




We prize our recommendations from client executivesTestimonies


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BAKERSTRATEGY GROUP


May 15 2009

For more information about us you can visit our website at www.bakerstrategy.comwww.bakerstrategy.com





www.bakerstrategy.com

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Page 30May 15 2009


D. Next StepsA suggestion on how we might move forward


BAKERSTRATEGY GROUP


May 15 2009

D. Next Steps

If you are interested, we suggest three simple steps for moving forwardSuggested Next Steps

• 30 minute call to discuss the position and get a gauge on a potential fit.

1. Phone Discussion

• Baker Strategy Group team visits Pioneer for in-depth meeting on the needs of Pioneer.

2. Onsite Visit

• Pioneer engages Baker Strategy Group for a pilot program to assess performance.

3. Pilot Engagement

