Strategy Making

Munas Kalden, Consultant

Strategy

..is taking an unique

stand in

a strategically selected

market or industry. munas kalden

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Not Better than competition

But Different to competition

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Underlying assumption

Belief

Values

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Differentiation

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Strategy as

Position (stand)

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Key Questions

Who are you?

What do you stand for?munas kalden

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Strategy: Three Correlates

Steps

Standing

Stand

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An Example: Sri Lanka Tourism

Standing: of being a leading tourist destination

in Asia, and attracting million tourists per year.

Country Specific Steps: Programme X for the UK market

Programme Y for the Indian Market, and

Programme Z for the Middle East..munas kalden

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Missing

Stand…………..?

Stand/position:

“a land like no other”!? munas kalden

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Improving the Position

“a land like no other”-

Does not entail a position

taken on the market, to

begin with. munas kalden

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Question on the stand

a land like no other”-

Where is this land?

What makes it unique?

What does it stand for? (for shopping, to do

activity , to see nature..?)munas kalden

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„Asia‟s authentic being-

seeing compact island‟

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„me-tooism‟ is not strategic

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Differentiation

as Divergence

Divergence occurs when the

whole breaks up into stand-

alone parts that begin to

develop their own entities,

and then identities. munas kalden

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Divergence: Sub categories

based on the form

“ball”

hard red White Soft

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Divergence: Sub categories

based on the Purpose

“ball”

Cricket ball

Volley ball Soccer ball

Rugby ball

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„Sweet Spot‟•The challenge posted to organizations

is to find the “sweet spot”

• And continue to occupy it in the wake of

changing competitive offerings and customers

needs, while acquiring the requisite

competencies to fill the “sweet spot”.

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Finding the “Sweet Spot”

Customers needs

Company capabilities

Competitive

Offerings

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Point of Difference (POD)

• Finding point of difference (POD) within existing

market spaces and mental categories, in order to

meaningfully and uniquely differ.

• Proving an identity of a particular entity in the

category.

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POD: Example

Against Position: Coca Cola -7UP

Paracetamol & Panadol:

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POD and Value

PoD

Value based

Cost based

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Value Based

value based

Value for me

Value of me

-

-

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Value..

When a customer ask

Value for me: What it does for me?

(functional value )

What it does to me? (experiential value )

Value of me:

Symbol that signifies (not a “performing

value”) munas kalden

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Liyanage Value Pyramid

psychological

Social

Relational

Experiential

Functional

Value

of me

Value

for

me

User

Experienc

er

Member

Communicator

Actualizer

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Thanks

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