MBA 570 Workshop 1

Sustainable Customer Sustainable Customer RelationshipsRelationships

Joseph Lewis Aguirre

This Afternoon - The ViewThis Afternoon - The View

6:00 – 7:30 Administrative matters - PPS7:30-7:45 Break

7:45 - 8:00 New product development and market potential and demand

8:00-8:15 Step 1 - Situational analysis related to scenario

8:15-8:30 Competitive landscape and customer purchase behavior

8:30-8:45 Step 2 - Frame the right problem

8:45-9:00 External trends and long term marketing objectives

9:00-9:30 Step 3 - End state and goals - SMART

9:30-10:00 WS2 Preview

MP-WS1MP-WS1

How do You Spell Success How do You Spell Success

• Being successful in our occupation requires:– Lifelong Learning– Constant Personal and Professional Updating– Always working to improve to stay ahead of the

competitors– Integrating Technology into personal and

professional plans– Being multidimensional– Love what you do, do what you love!– Do you agree????????

What I Must Do What I Must Do

• YOUR THOUGHTS?

• If Joseph were to help me with………

in this class, I know I can complete THIS class and the program.

Self Introduction Self Introduction

• Name• Background• Home location and Place • Domain Expertise/Occupation/location• One thing about me (something unique

about yourself nobody would know you would feel comfortable sharing)

• Myers Briggs Tendency Indicator (MBTI)• Write this information on your name tents,

you will use it for choosing teams

Personal Positioning Statement Personal Positioning Statement

Simulating a generalized communication system

WS1: New Product Development & Market Potential Demand

WS1: New Product Development & Market Potential Demand

• New Product or Product Improvement?• Target new products to existing customers or

Target new group of customers?

WS1: Markets WS1: Markets

1. Forecast market potential and future demand

a) Organizational Markets

o Industrial

o Reseller

o Government

o Global

b) Online Buying

o E-marketplace

o Online auctions

WS1: Customers WS1: Customers

2. Identify your current and future customer and their needs

a) Consumer Purchase Decision process

o Perceiving a need

Problem Solving ModelProblem Solving Model

WS1- Step 1: Describe the situation WS1- Step 1: Describe the situation

Challenges, Opportunities, Probortunities

Ready, Fire, Aim

Data collection, TOB, Betsy the Cow

Tools

What?

Mind Mapping

WS1: Competitive Landscape WS1: Competitive Landscape

3. Analyze competitive landscape and customer purchase behaviors

a) Consumer Purchase Decision process

o Seeking Value

o Assessing Value

o Buying Value

o Value in consumption or use

b) Psychological Influences

o Motivation and Personality

o Perception

STRATEGIC PLANNINGSTRATEGIC PLANNING

InteractivityIndividualization

STRATEGIC PLANNINGSTRATEGIC PLANNING

STRATEGIC PLANNINGSTRATEGIC PLANNING

STRATEGIC PLANNINGSTRATEGIC PLANNING

STRATEGIC PLANNINGSTRATEGIC PLANNING

competitive advantage in relation to cost or differentiation advantage

STRATEGIC PLANNINGSTRATEGIC PLANNING

Window of Opportunity when Solution remains Valid

STRATEGIC PLANNINGSTRATEGIC PLANNING

WS1: Competitive Landscape - contWS1: Competitive Landscape - cont

o Perception

o Learning

o Values, beliefs, and attitudes

c) Sociocultural Influences

o Personal influence

o Reference groups

o Family influence

o Social class

o Culture and subculture

WS1- Step 2: Frame the Right Problem

WS1- Step 2: Frame the Right Problem

Probortunities

Is there a problem? What is the problem?

Problem statement

- Leads to possibilities, not a single answer

- Not a solution statement

- Only the strong survive

- Open to refinement

WS1: External Trends WS1: External Trends

4. Identify key external trends (technology, economic, political, legal, etc.)

a) Environmental Scanning

o Social Forces

o Economic Forces

o Technological Forces

o Competitive forces

o Regulatory Forces

 

WS1: Long Term Marketing Objectives WS1: Long Term Marketing Objectives

 

5. Establish long-term marketing objectives

a) Building your marketing plan

WS1- Step 3: Describe End State Goals

WS1- Step 3: Describe End State Goals

To create value, includes focus on the future

What is the ideal future

Specific goals to measure attainment of that future

Who are the stakeholders? Engage stakeholders

Tools

Mind mapping

Communications Plan

WS2- Product Development Agenda WS2- Product Development Agenda

WS3: Facilitating Product Implementation

WS3: Facilitating Product Implementation

WS4: Customer Value WS4: Customer Value

WS5: Alternatives WS5: Alternatives

WS6: Implementation WS6: Implementation