gold workshop 09/2003 barcelona gerald anleitner, ieee.org/gold/germany ieee's gold in region 8...

Gold Workshop 09/2003 Barcelona

Gerald Anleitner, ieee.org/gold/germany

IEEE's GOLD in Region 8

IEEE GOLD 101

Strategic Management 101

Marketing 101

Marketing Tutorial

Advertising 101 & Tutorial

Today's lessons:

Gold Workshop 09/2003 Barcelona


IEEE GOLD 101 Strategic Management

101

Marketing 101

Marketing Tutorial

Advertising 101 &

Tutorial

Today's lessons:

Gold Meeting 09/2003 in Barcelona


IEEE‘s View: Gold‘s Mandate

To offer programs and services to and about graduating students, recent graduates and young engineers.



IEEE‘s View: GOLD‘s Committee

GOLD Committees should be composed (largely but not exclusively) of and for recent graduates. Where there are sufficient numbers of volunteers, committees can and should be established, i.e. for events, membership, publicity. GOLD reporting will follow the format already used in other Section-based Committees.



IEEE‘s View: GOLD‘s Mission

The GOLD program has been established to provide the framework and tools for the Sections’ use in retaining recent graduates.

By identifying those who make up this affinity group, determining their needs and expectations, and acting to meet those needs and expectations, the goal of GOLD is to add such value to the IEEE membership that the recent graduate finds it to be an indispensable professional tool.



GOLD Program Suggestions



IEEE GOLD 101


Marketing 101

Marketing Tutorial


Today's lessons:



The Company

Cu

sto

mer

Pro

du

ct

Em

plo

yees

survival



The Company

Shareholder valueSta

kehold

er v

alue

People valueCust

omer

val

ue



Strategic Management

Strategy

A strategy lets you express how your available and potential strenghts can be used to achieve a change in your business environment or how to react to changes in your business environment.



Pyramid

Vision

Mission Statement

Operative GoalsConcrete Actions



How to act

Analysis

Strategic Vision

Programs of Action

Controlling of Actions



Business Plan What is the subject of our business? Which

markets do we act on? With which service do we want to act on

which markets? How can we connect to/contact the market? What are our advantages in the market,

where is the advantage for our customers and who are our competitors?

What is our aim? How do we want to achieve those aims?



So why am I telling this to you? Economics (or especially: strategic

management and marketing) has developed a whole set of instruments that support the process of building up a strategy, definingy key issues of a business unit and lead it to success (or survival...)

Advertising has developed methods that lead to creative and innovative means of expressing ideas and presenting products

It is fun to walk on new ways and that's what we're doing now

Engineers need to know how economists to trick them (but this is more related to controlling and accounting)



I still don't understand!

IEEE Gold is our strategic business unit.

We are now going to define a strategy for GOLDby using methods of marketing and strategicmanagement. This strategy should lead to concretegoals that we will try to fulfill in her/his homeenvironment. A follow-up of this will be the Region 8GOLD congress 2004 in Passau.

This is an experiment. It can lead to a new way of lookingand acting „GOLDy“ in Region 8 and we can be part of it.



IEEE GOLD 101

Strategic Management

101

Marketing 101

Marketing Tutorial

Advertising 101 &

Tutorial

Today's lessons:



That's Marketing

Planning, Coordination and Control of T-Shirts, Pens and Coffee Mugs

Where the cute girls work Once a week/month, they're producing the

company newsletter If they're good, they might offer templates for

powerpoint presentations and word documents They tell you what should be written in your e-

mail's signature



That's Marketing

Planning, Coordination and Control of all corporate acitivities targeted towards current and potential markets

Application of marketing instruments to reach defined marketing goals

Philosophy and Leadership Concept of a Company

Orientation of the whole organizational structure towards the customer

Study of decision processes



Modern Marketing includes:

The Company's Management does not center around the product, but on the problems, desires and needs of current and potential customers

Marketing reports on activities of the customers and of competitors

Successfull marketing includes responsiveness towards the market. This includes market segmentation through defined criteria.



Integrated Marketing

Optimal fulfillment of customer needs and benefit for the company, society and environment

Regarding coporate strategy: Orientation towards middle- and long-term survival of the company

Regarding corporate structure: A network-oriented and decentral planning and the overcoming of hierarchies with teamwork and extension of tasks



Marketing Topics

Analysis of Competitors & Benchmarking Portfolio Analysis Analysis of Strengths and Weaknesses Decide on strategic and operative aims Customers and Market Segmentation Communication policy Controlling



Basics of Marketing: Market Research

Monitoring of the Market Research of Customer Activity Customer Surveys Statistics Politics Sociology



Our process

Market Segmentation (Customers) SWOT Analysis (Current Situation) Product Definition (Dream away...) Marketing Mix (Combining results) Channel Diagrams (Final steps...)

optional: ABC- and Portfolio-Analysis

Implementation & Action Controlling



Market Segmentation

Approximate costs of market reach Minimize spreading loss Better customer satisfaction Gain market advantages Specific measuresCriteria Structure Technical Individual



Market SegmentationIEEE Engineering Management Society Germany

Experience

Mem

bers

hip

Sta

tus

Student Member IEEE Members(Gold, Tec. Soc.)

Students

EMS Members EMS Membersin managementpositions

EMS Student Member

IEEE Membersin managementpositions

Professionalsin managementpositions

Professionals

X X

X

X



Market Segmentation: Gold Region 8

It's your turn now!



Market Segmentation: Gold Region 8

Mem

bers

hip

Sta

tus

Student Member

Students

Experience

Post-Grads,Young Pro‘s

Professionals

Student Member,Young Full Member

Full Member



SWOT Analysis

SWOT is an integrated measurement method regarding strenghts, weaknesses, opportunities and threats

Influencing factors are grouped In general, a control system should be

established that continually checks for changes and reacts to it



SWOT AnalysisStrengths Weaknesses

Opportunities Threats

Technological Competence Good Image Financial Resources Employees Loyal Customers

Unclear Strategic Direction Few Market Knowledge Missing Special Competence Expensive Transactions High Cost

New Market/Segment Extension of Products Integration Lazy Competitors Cooperations

Law and Politics New Competitors and Products Stagnating Market Change in Customer Habits New Channels of Distribution



SWOT Analysis GOLD

It's your turn now!



SWOT Analysis GOLDStrengths Weaknesses

Opportunities Threats

World-wide network Open-Mindedness Established means of Comm.

and Infrastructure Great Website

Lack of local structures Activation of members No official status Only volunteers

Sole entity on the market (?) Existing membership base Broad potential membership

base (Student Members)

Is there a need for it?



The Product

Extended Product

Formal Product

Core Product



The Product: Lawn-Mower

Cuts grass

Guaranteed even lenght

Defined heightFast

Low fuel consumption

High quality

Free delivery

Introduction classes

2 years

warranty



The Product: GOLD

It's your turn now!



Marketing Mix

Product Mix

Distribution Mix

Com

mun

icat

ion

Mix

Price M

ix

Quality, Variety, Service, Brand

PR, Private Sale,Sales Support, Adverising

Price, Rebate,Reductions, Credit

Sales Channels, Warehouse,Transport, Delivery Duration



Strategic Business Units

CustomerGroup

CustomerExpectations

ProductGroups

Techno-logies

Comm.Channels

1. Define parameters2. Write down possible values3. Decide on the optimal combination of values



Customer Billing Systems

CustomerGroup

ProductGroups

Techno-logies

Comm.Channels

• Telecoms• ISPs• Large Companies• Cable network prov.• WLAN prov.• ASPs

• Quick Integra.• Stability• Low effort regard. operations• Easy interface programming• Easy Usage• Cheap• Fast

• Out-of-the-box• Libraries• New developm.

• Listener• Probe• Database• Oper. Syst.• Prog. Lang.• Distribution• Interface Architecture

• Mailings• Trade Fairs• Phone• Conferences




Marketing Tools: ABC-Analysis

Tool to classify tasks/things regardingtheir importance

Define balance points to use time and means efficiently

Group Effort Achievment Degree of Importanceof Objectivs Efficiency

A 5-20% 70-80% high high

B 20-50% 20-30% medium medium

C 50-80% 5-20% low low



Marketing Tools: Portfolio Analysis

Att

ract

ive o

n M

ark

et

Strong in Competition

HoldExpand

MilkLeave

Low

High

High



GOLD: A Strategic Business Unit

It's your turn now!



GOLD: A Strategic Business Unit

CustomerGroup

ProductGroups

Techno-logies

Comm.Channels

• Students• Young Pro- fessionals• IEEEs up to tenth year of membersh.• Former SB members• Docs & PostDocs

• Orientation within IEEE• Orientation within job• Career• International Contacts• Education• Fun

• Company visits• Talks• Educational offers• Regular Meetings• International Acitivities• Research

• Networking• Discussions• Virtual Communities• Presentation

• Web• Mailing lists• Snail Mail• Presentations at workshops, conferences• Word of Mouth• GermaNews, Region8 News




Implementation & Action

Who? Interested GOLD groups of region 8 When? From now until GOLD Congress

2004 What? See foregoing slide.



Controlling & PR

Reports on a two-monthly basis Monthly meetings via online chat (MSN) Usage of Virtual Community for

information exchange

Publish Best-Practices and Success-Stories in the Region 8 Newsletter and beyond

Prepare a Strategy Paper to present at IEEE-centred congresses world-wide



IEEE GOLD 101


Marketing 101

Marketing Tutorial


Today's lessons:



Communications

Who saysWhatWhenHowWhereTo whomWith which

impact?

SenderMessageTimeWayLocationTarget GroupSucess



The Copy-Strategy

Content of each Briefing at an Advertising Agency

Target group: avoid cognitive dissonance Positioning: expensive-cheap, new-old Benefit: main advantage (really???) Reason why (Explanation of the Benefit) Tonality (young, fresh, elegant)



Morphological Matrix

Words, Letters

Music Instruments

Music

Africa, Geograph.

Africa, Symbols

Africa, Animals

Africa, Patterns



The Clicking-Questions

Number of statements/questions which help in finding a surprising edge of a product or idea you want to advertise

Creates great ideas or tv/cinema spots, newspapers adds, promotions or events

Define your target in advance Strictly separate idea search from idea

evaluation



Click: Without words



Click: Combine & Connect



Exaggeration

For more information on spaciousness...



Clicking

Repeat and Number Turn around 180° Omit and Indicate Paradox Provocate & Shok Time Change of

Perspective Parody Reframing

Symbols & Signs Invite to play History of Product Absurd & Surreal Change the

product Alternate usage Word play Metaphor &

Analogy Blow the frame



IEEE GOLD 101


Marketing 101

Marketing Tutorial


Today's lessons:

FINALLY



Tomorrow: Balanced Scorecard

Visualizing different, but equally important goals of corporate success

Instrument to measure achievment of those goals



Tomorrow: Balanced Scorecard

Finance

Customer

Operations

Employees

Vision Strategic Aim Controlling Actions

gold workshop 09/2003 barcelona gerald anleitner, ieee.org/gold/germany ieee's gold in region 8...

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