the export audit the magic pallet. company country internal analysis market competition external...
TRANSCRIPT
The export “audit”
The Magic Pallet
COMPANY COUNTRY
INTERNAL ANALYSIS
MARKET COMPETITION
EXTERNAL ANALYSIS
MARKET ENTRY STRATEGY
EXPORT MARKETING
PLAN
CONFRONTATION MATRIX
The confrontation matrix - company
• For company audits the SWOT must be more specific:
• The need to find a USP– Unique selling proposition
• The need to find the best trade partner– Strategic alliances
• The need to create – “Value”
©2004 TGVC
COMPANY CUSTOMER CONSUMER
What do we mean by “value” ?
COMPANY
COST OF RESOURCE
S
• TECHNOLOGY
• PRODUCTION• LOGISTICS• MARKETING • SUPPORT
CUSTOMER CONSUMER
©2004 TGVC
SA
CR
IFIC
ES
VALUE ADDED
•MINDS
•MONEY
•MAN POWER
•MACHINES
•MATERIALS
COMPANY
COST OF RESOURCE
S
VALUE ADDED
CUSTOMER CONSUMER
©2004 TGVC
COST OF OWNERSHI
P
VALUE ADDED
• TECHNOLOGY
• PRODUCTION• LOGISTICS• MARKETING • SUPPORT
• COST
• CHRONO
• CHANGE
• CHANCE
• CONFLICT
©2004 TGVCB
EN
EFI
TS
SA
CR
IFIC
ES
?
COMPANY CUSTOMER CONSUMER
BE
NE
FITS
• DESIGN
• QUALITY
• SPEED
• IMAGO
• SERVICE
• COST
• CHRONO
• CHANGE
• CHANCE
• CONFLICT
COMPANY
COST OF RESOURCE
S
VALUE ADDED
CUSTOMER CONSUMER
?
COST OF OWNERSHI
P
©2004 TGVC
SA
CR
IFIC
ES
VALUE ADDED
BE
NE
FITS
? ?
COMPANY
40 10
CUSTOMER CONSUMER
60
©2004 TGVC
90
20100
How to use The Magic Pallet ?
1. For company audits (for export)2. To find the right trade partner3. To list corrective actions
1. The export “audit”
INTER
NA
L
AN
ALY
SIS
CO
MP
AN
Y
EXTERNAL ANALYSIS
MARKET
1. The export audit
DES
IGN
QU
ALIT
Y
SPEED
IMA
GE
SER
VIC
E
PR
ICE
PEO
PLE
PLA
NET
TO
TA
L
TECHNOLOGY
PRODUCTION
LOGISTICS
MARKETING
SUPPORT
1. The export audit
DES
IGN
QU
ALIT
Y
SPEED
IMA
GE
SER
VIC
E
PR
ICE
PEO
PLE
PLA
NET
TO
TA
L
TECHNOLOGY 5 3 3 11
PRODUCTION -5 -3 -5 -1 -14
LOGISTICS -5 -5 -3 -13
MARKETING 5 3 3 1 1 13
SUPPORT 1 3 1 1 1 7
TOTAL 6 3 -10 9 0 1 -3 -2
Case study
1. Read the case study individually2. Rate the value activities of the
company3. Rate the consumer benefits and
sacrifices (use market surveys)4. Discuss and agree on the outcome
in your group5. Do the GAP analysis6. Define the focus and challenge
of the company
Worksheet - individual
DES
IGN
QU
ALIT
Y
SPEED
IMA
GE
SER
VIC
E
PR
ICE
PEO
PLE
PLA
NET
TO
TA
L
TECHNOLOGY
PRODUCTION
LOGISTICS
MARKETING
SUPPORT
Worksheet -group
DES
IGN
QU
ALIT
Y
SPEED
IMA
GE
SER
VIC
E
PR
ICE
PEO
PLE
PLA
NET
TO
TA
L
TECHNOLOGY
PRODUCTION
LOGISTICS
MARKETING
SUPPORT