eight ways to grow

OUTLINE

I. Building your market share

II. Developing Committed Customers & Stakeholders

III. Developing Powerful Brand

IV. Innovating New products, Services, Experiences

V. International Expansion

VI. Mergers, Acquisitions, Alliances, JV’s

VII. Outstanding Reputation for Social Responsibility

VIII. Partnering with Government & NGO’s

IX. References

X. Amazing Quotes

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BUILDING YOUR MARKET SHARE

1. Search for Highest efficiency and lowest price a) Reduce number versions, of productsb) Use standards in volume activities to reduce waste and costc) Switch to lower cost supplierd) Get rid of losing branches e) Pay per performance basisf) Use cheaper technological channelsg) Shift promotions social media and Digital DOOHh) Remove features that the customer don’t value and adjust pricei) Use virtual web conferencing to reduce cost of travel/relocation

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OutlineI. Building your market

shareII. Developing Committed

Customers & StakeholdersIII. Developing Powerful BrandIV. Innovating New products,

Services, ExperiencesV. International ExpansionVI. Mergers, Acquisitions,

Alliances, JV’sVII. Outstanding Reputation for

Social ResponsibilityVIII. Partnering with

Government & NGO’sIX. ReferencesX. Amazing Quotes

Presenter

Presentation Notes

Search for more efficiency Reduce number of its size, versions, various products Standardize more (packaging, advertising formulation to reduce cost) Lower cost packaging, negotiate lower price supplier Switch to lower cost transportation carrier Closing branches that are not profitable Put advertising agency on pay per performance basis Replace higher cost traditional communication to cheaper technological channels Shift promotions from TV to social media and public relations Drop some product features to customer who don’t value them Hold fewer or shorter meetings via audio/video web conferencing

BUILDING YOUR MARKET SHARE (CONT’D)

2. Prepare an analysis of SWOTa) Strength & Weakness (Performance versus Importance)

i. Marketing ii. Finance iii. Manufacturingiv. Organization

b) Opportunity & Threati. Early Warning systemsii. Scenario planning

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Presenter

Presentation Notes

Strength &Weakness (Performance versus Importance) Marketing (Reputation, Market share, Customer satisfaction & retention, product/service quality, pricing, distribution, promotion, sales force effectiveness, innovation effectiveness, Geographical coverage) Finance (Capital cost//availability, Cash flow, financial stability, Manufacturing (Facilities, Economies of scale, capacity, able or dedicated work force, ability to produce on time, manufacturing skills) Organization (Visionary/capable leadership, dedicated employees, entrepreneurial orientation, flexible or responsive) Opportunity & Threat Early Warning systems (political, legal social, economic // Influencers & shapers// emerging technologies and scientific development// competitors & complementors // customers and channels.) Scenario planning (Normal resembling present, pessimistic and optimistic)


3. Improve your financial and marketing strength

4. Reassess your marketing mix and profile (High performance companies have stronger Marketing culture than low performing.)

a) Reassess marketing segments and customersi. Use multiple segments, change with time approachii. Measure profitability per segment/customer/locationiii. Continue measuring the customer lifetime valueiv. Consider different customers segments and reassess promotion mix

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Company Status Strong Stable Co. Struggling Co. Failing Co.

Finance Strong Strong Weak Weak

Marketing Strong Weak Strong Weak

Action performed

Buy competitors,assets, increase marketing expenditure

Build stronger marketing team, acquire some strong brands

Generate new cash by slashing overhead, renegotiate, process improvement

Close down and salvage what you can








Presenter

Presentation Notes

Reassess your marketing mix and profile (High performance companies have stronger Marketing culture than low performing.) Reassess marketing segments and customers Don’t limit to one segment Segment and size can change with time so refreshing approach is needed. Measure profitability of each segment Profitability of each customer Estimate customer lifetime value Some products attract very different customers Reassess your current products and services Reassess your promotion mix


5. Develop winning market share strategiesa) Too many fishermen and not enough fish in the marketb) Either to eat lunch or be lunchc) Identify the competitors

i. Good Competition are a blessing ii. “Don’t go after that competitor” cause he wouldn’t let you win of his

share just go after the competitor who is doing badiii. Watch out for emerging/silent competitorsiv. Outperform your competition with better service valued by the customer

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“time spent in reconnaissance is seldom wasted” (Sun Tzu, philosopher)

Presenter

Presentation Notes

Develop winning market share strategies Too many fishermen and not enough fish in the market Either to eat lunch or be lunch Identify the competitors “time spent in reconnaissance is seldom wasted” (Sun Tzu, philosopher) Good Competition are a blessing because they are worth studying to know how and why they are successful “Don’t go after that competitor” cause he would let you win of his share just go after the competitor who is doing bad Watch for emerging competitors because they are fast growing quietly Work hard to outperform your competition and offer better service Focus more on the customer rather than the competition

DEVELOPING COMMITTED CUSTOMERS & STAKEHOLDERS

1. Which customers and which needs do you want to satisfyi. Target market ii. Value, proposition, customer insights,

2. What are the stages that a customer may undergoi. Satisfied>> all the way to >> Owner of the productii. How retain with loyalty programs

3. How to improve your employee impact on your customer satisfactioni. Turn all your employees to Company Ambassadors rather than Seat Fillers

4. What can we do to improve our other stakeholder performancei. All Stakeholders are success dependent.

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OutlineI. Building your market shareII. Developing Committed

Customers & Stakeholders

III. Developing Powerful BrandIV. Innovating New products,





Presenter

Presentation Notes

Which customers and which of their needs do you want to satisfy Target market (market segmentation, Value, proposition, customer insights, What are the stages that a customer may undergo Satisfied>> committed>>Advocated>> Co-creator>> Owner How >> Extraordinary Services, guarantees, training & consulting>> supplying SW/HW>> Offering gifts>>> Managing customer complexity>Frequency award program>>club membership How to improve our employee impact on customer satisfaction Ambassadors >> Loyalist>> Contributor >> Seat Fillers >> Saboteurs What can we do to improve our other stakeholder performance All Stakeholders are success dependent.

DEVELOPING POWERFUL

What is brand>>> Identity, Integrity & Image1. A Strong brand increase company’s growth potential

2. Is it true everything be branded? “Yes”

3. What are the Elements making company’s brand Name Logo (design) Slogan Other Elements

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Customers & StakeholdersIII. Developing Powerful

BrandIV. Innovating New products,





Presenter

Presentation Notes

What is brand>>> Identity, Integrity & Image Can Strong brand increase company’s growth potential Charge more, getting access to channels, use same brand name on new products) How to stay profitable during recession ( add lower price item with fewer features, offer some added values, maintain current price instead of cutting price, brand image change campaign, innovate something new, maintain brand value and promise) Can everything be branded? “Yes” Customer Products, Industrial Product, Services, Retailers, Corporations, People, Places, Commodities Elements making company’s brand Name (Founders, Descriptive, Acronyms, Fabricated, Metaphors) >> Memorable>>Meaningful>>Likable>Transferable>>Adaptable>>Protectable (Watch for translation meanings) Logo (design) Slogan Other Elements (Colors, scent, music, jingle)

DEVELOPING POWERFUL (CONT’D)

4. What are the characteristics of strong brand• Presence >> Relevance >> Performance >> Advantage >> Bonding

5. What are the main tools for building a brand

6. What do you need to do before losing your brand meaning Line Extension Brand Extension

7. Can you capitalize on the brand equity

8. How did the digital media impact of brand• Engage the customer in creating the brand (co-create & crowdsourcing)

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Customers & StakeholdersIII. Developing Powerful

BrandIV. Innovating New products,





Presenter

Presentation Notes

Characteristics of strong brand Presence >> Relevance >> Performance >> Advantage >> Bonding Main tools for building a brand Traditional & Digital Advertising >> Social media presence>> Sponsorship>> clubs/communities>>Visits to Company>> Visits Trade shows>>Exhibits>>Webcasts of presentation>>Opening stores>> backing social cause>> offering high value for the Stretching brand before losing its meaning Line Extension Brand Extension Tracking brand equity rise / fall Establish Brand Asset Valuation system Digital impact of brand building Engage the customer in creating the brand (co-create & crowdsourcing)

INNOVATING NEW PRODUCTS, SERVICES, EXPERIENCES

1. Why do you need Innovation? “The risk of not innovating is greater than the risk of innovating” Sony

President, Masahiro Fujita

2. Can you assess your company’s level of Innovation?a) How?b) Why?

3. Implanting more innovative thinkers in your company?a) First start with your CEO, it is has to come as role modelb) Train an internal staff with creative techniquesc) Bringing new employees with more creative profiled) Give employees a periodic opportunity to deliver idease) Outsource creativity to other organization if needed

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Customers & StakeholdersIII. Developing Powerful BrandIV. Innovating New

products, Services, Experiences

V. International ExpansionVI. Mergers, Acquisitions,




Presenter

Presentation Notes

Why Innovation? “The risk of not innovating is greater than the risk of innovating” Sony President, Masahiro Fujita How can you assess your company’s level and quality of Innovation? How are you changing to keep up with the change around you in the industry? Design change, new platform, new packaging, DIY scheme, restaurant & Day care, Coffee shop/ business meeting point, How can you implant more innovative thinking within your company? First with CEO, it is has to come as role model Train an internal staff in creative techniques Teach them to develop creativity Quality creativity techniques and idea generation tools Bringing new employees with more creative profile One team to work on the specific product line Another team on another product line and cross functions What are the Characteristics of creative person (Flexible, Fluid, Elaborative, Tolerant of ambiguity, able to see the whole, inquiring, sensitive to the interest of others, curious, independent, reflective, action-oriented, able to concentrate, persistent, committed, sense of humor) What are the Qualities (Verbal fluency, High IQ, Imagination, Ability to influence others, ability and propensity to take risks, interest in properly defining the problem Resources of creative people ( Metaphors, images, logic, Ask “Why” in what they observe) Always making sure they are in self-realization present Breaking down and seeing its component. Give employees a periodic opportunity to deliver ideas to senior management Set time to assess ideas & vote for them Set budget to implement one/few ideas and engage creator in implementation and appreciation Outsource creativity to other organizations R&D house, IDEO, Samsung

INNOVATING NEW PRODUCTS, SERVICES, EXPERIENCES (CONT’D)

4. What are the sources of good innovative ideas?i. Internal teams (Marketing research Dep, R&D personnel, Sales, employees,

Business development)ii. External contributors (Customers, Distributors, Competitors, Suppliers,

Government, NGO’s)iii. You need to draw more ideas from existing/new customersiv. Technology can bring another source of ideas/opportunities

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Presenter

Presentation Notes

Where can you go to get good innovative ideas? Sources Internal (Marketing research Dep, R&D personnel, Sales, employees, Business development) External (Customers, Distributors, Competitors, Suppliers, Government, NGO’s) In Depth (Customers) Co-creations (engage them in the ideas) Lead User Analysis Crowdsourcing How can you really draw the ideas from the customers Observe how the customers are using your product Ask the customer about their problems with your product Ask about the dream product Use a customer advisory board to comment on your company’s ideas Use website for new ideas Form a brand community of enthusiasts who discuss your product Encourage/ challenge your customer to change or improve your product. How is technology is bringing another source of ideas Robotics, AI, Neuroscience, IT, Nanotech, Biotech, BioEng., Digital social media, Energy Science, Food Science, Education tech.


5. What to make innovation continuous working process?a) Stage Gate

i. Generation>>Screening>>Develop>>Test>>Market>>Analyze>> Produce>>Commercialize>>Acceptance >>Generation>>Screening>>Develop>>Test>>Market>>Analyze>> Produce>>Commercialize>>Acceptance

b) A to F Processi. Activator, Browser, Creator, Developer, Executor, Facilitator

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Presenter

Presentation Notes

How can you formalize the innovation process? Stage Gate Idea Generation Idea Screening Concept development &Testing Marketing strategy development Business analysis Product development Market testing Commercialization A to F Process Activator Browser Creator Developer Executor Facilitator


6. What tools can your company use to find better growth ideas?

7. How can you raise the money to fund the innovation work and play for the launch?

a) Investor Angelsb) Crowdfunding (Kickstarter.com)

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Innovation should never stop despite the fact that many of them will not make it to the top/higher

revenue every time.

Presenter

Presentation Notes

How can your company use creativity tools to find better growth ideas? Brainstorming Synectics (problem solving using basic idea, 2 situations, discussion, look at the connections to the problem) Blue Ocean strategy (reduce, Eliminate, Raise, Create) Morphological Analysis (Define objective, analyze attributes, list options of each step, choose options, evaluate the above) Attributes Listing Lateral Marketing Visits & Trips Redefining Customer value What is the role of outside entrepreneurs new creating new ideas and jobs? (thinking outside the box, adding or removing services and options) How can you raise the money to fund the innovation work and play for the launch? Investor Angels Crowdfunding (Kickstarter.com)

INTERNATIONAL EXPANSION

1. Can your company engage in Foreign direct Investment in new markets?

2. Does your Company need to Export to other market? Why?a) Why go abroad?

i. You will be attacked by foreign firms in your current marketii. The chances to earn higher profits abroad is very likely iii. It is also possible to achieve scale economyiv. You can hedge your risk of operating only in one marketv. May be your customers need your service abroad? Wouldn’t you go?vi. Work around your fears and address them

b) Where is the growth occurring in the world?i. Aim for the high growth countries within your industry business

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Presenter

Presentation Notes

Engaging in Foreign direct Investment Engaging in Export Why go abroad? You are being attacked by foreign firms in your country You can earn higher profits abroad You can achieve scale economy Reduce the risk of operating only in one location Your customers have gone abroad What are the fears Do you know the language Will the foreign buyer be able to pay in dollars Is it easy to get licenses to undertake trade and production Is corruption a serious problem in that country? Is the country economically and politically stable? Where is the growth occurring in the world? Use IMF statistics (aim for the high growth countries within your industry business)

INTERNATIONAL EXPANSION (CONT’D)

c) What do you need to asses to conduct foreign trade?i. Will the foreign buyer accept the current product/serviceii. Should the company build or outsource, supervise and monitor?iii. Should the company set the price at a low leveliv. What distributors or agents should the company hire?v. What logistics should you engage?

d) Characteristics of successful companies abroadi. Always seeking higher profitability opportunitiesii. Study the market carefully, tailor service/product accordinglyiii. Rely on independent studies / research, get area consultantsiv. Assign enough funds to achieve adequate targets/objectives.v. BRIC (Brazil, Russia, India & China)

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Presenter

Presentation Notes

What capabilities are required to conduct foreign trade? Will the foreign buyer accept the current product/service or will they require changes in the product or service features Should the company build and operate its own production facility abroad or outsource, supervise and monitor? Should the company set the price at a low level to accelerate early sales penetration, or at a high level to insure a good margin? What distributors or agents should the company hire to make the product/service quickly available in the country? What logistics should you engage to make sure arrival of the product? What insurance should you purchase to hedge your risk? What trade in services should the company include with the offer to the foreign buyer? Characteristics of successful companies abroad Always seeking higher profitability opportunities Very competent and experienced teams Study the market carefully, tailor service/product accordingly Rely on independent studies / research, Get area consultants Assign enough funds to achieve adequate targets/objectives. BRIC (Brazil, Russia, India & China)

, ALLIANCES, JV’S1. What are the benefits of acquiring, merging, allying, or joint venturing,?

a) Why Acquire or Merge (Friendly or hostile Takeover)i. Increase sales, revenue, Enter a new business / marketii. Increase its ownership of supply, efficiency and reduce redundancyiii. Increase its economy of scale, Enlarge its brand portfolioiv. Increase its profit by opportunistically buying profitable companies

b) What is the success rate of acquisition been? (Only 17% of the time)c) Why do many acquisitions go sour?

i. The acquirer is focused more on the opportunities instead of the challenges during the courtship period

ii. The Acquired firm low morale aspect, feeling of working for two bossesiii. The acquiring company learns that it paid too much for acquisition

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Presenter

Presentation Notes

Why should a company ever consider acquiring, merging, allying, or joint venturing, with other firms, in pursuit of their growth objectives? Why Acquire or Merge (Friendly or hostile Takeover) Increase sales, revenue Enter a new business / market Enter new Geographical areas Increase its ownership of supply Increase efficiency and reduce redundancy Increase its economy of scale Enlarge its brand portfolio Increase its profit by opportunistically buying profitable companies How successful have acquisition been? (failure rate 83% of the time) Why do many acquisitions go sour? The acquirer feels a terrific high in the midst of high-priced deal The acquirer is focused more on the opportunities instead of the challenges during the courtship period The Acquired firm feels like a defeated army in an occupied land and stops performing as well as it had in the past It might seem to employees that they are working for tow bosses The acquiring company learns that it paid too much for acquisition

, ALLIANCES, JV’S (CONT’D)

2. How to find the right company to acquire or with which to merge?a) Check the customers, suppliers, no hidden indebtedness, responsibilities,

commitments.b) Many top employees flee to another secure jobs

3. What are the major problems in the process of acquiring a company?a) Government intervention and obstruction of dealb) Change in the acquired company

4. What to consider in alliances and joint ventures?a) A strategic Allianceb) A joint Venture

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Presenter

Presentation Notes

How can a company be sure that it has found the right company to acquire or with which to merge? Check the customers, suppliers, no hidden indebtedness, responsibilities, commitments. Many top employees flee to another secure jobs What major problems can occur in the process of acquiring and assimilating another company? Government intervention and obstruction of deal Change in the acquired company Reduce employees Replace former management Rename the firm Change purchasing inventory This purchase was to allow reshape the acquired firm to the best interest of the buyer. What about considering alliances and joint ventures as a way to grow? A strategic Alliance Between two domestic companies Between Domestic and foreign company A joint Venture Mutual contribution to equity Share revenues, expense and assets during a specific project They complete each other

OUTSTANDING REPUTATION FOR

1. Can strong corporate social responsibility (CSR) contribute to company growth?a) Company performance based on (Brand, Good Product/service, Reputation)b) Aspect increase reputationc) Benefits of social responsible companies

i. Increased sales and market shareii. Strengthened brand and positioning iii. Enhanced corporate image iv. Attract, motivate and retain employeesv. Decrease operating costvi. Increased appeal to investors and financial analyst

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Alliances, JV’sVII. Outstanding Reputation

for Social ResponsibilityVIII. Partnering with


Presenter

Presentation Notes

How can strong corporate social responsibility (CSR) contribute to company growth? Company performance based on (Brand, Good Product/service, Reputation) Aspect increase reputation Attract and retain world class talents Creating an additional level of customer value differentiation Attracting more socially concerned suppliers and distributors aligned with company values Mitigate its risk of being criticized Attract planet lover customers (increase with the increase of standard of income and education) Benefits of social responsible companies Increased sales and market share Strengthened brand and positioning Enhanced corporate image Attract, motivate and retain employees Decrease operating cost Increased appeal to investors and financial analyst

OUTSTANDING REPUTATION FOR (CONT’D)

2. The major social areas that a company can supporta) Top responsibilities

i. Ensuring health and safety of productsii. Preserving the environmentiii. Treating employees fairly

b) Can be used in Cause Promotions, marketingc) Workforce Volunteeringd) Social responsible business practices

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Presenter

Presentation Notes

The major social areas that a company can support Top responsibilities Ensuring health and safety of products Preserving the environment Treating employees fairly Can be used in Cause Promotions, marketing Corporate Social Marketing Corporate Philanthropy Workforce Volunteering Social responsible business practices

OUTSTANDING REPUTATION FOR (CONT’D)

3. How can your company communicate its values and social responsibility?a) Newspaper, magazines ads, 30 sec commercialb) Billboard, Web page,c) Digital media links Facebook, Twitter, YouTube

4. It is hard to measure its Company Social Responsibility impact on organizational sales /growth

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Presenter

Presentation Notes

How can the company communicate its values and social responsibility? Full page ads (newspaper or magazines) 30 sec commercial Billboard Web page Facebook page Twitter spread the word 5 min video on YouTube How can the company measure its CSR’s impact on organizational sales and growth? It is hard to measure this

PARTNERING WITH GOVERNMENT & NGO’S

1. What roles can government play that are good for business and the economy? Infrastructure, Defense, Education, Safety and Health, Emergency, Directive

Roles

2. How can businesses wok better with government and NGO’s?

3. Public-Private Partnership (highways, ports, airports, urban rapid transit, bridges)

4. Shopping centers, housing development,

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Presenter

Presentation Notes

What roles can government play that are good for business and the economy? Infrastructure Roles Defense Roles Education Roles Safety and Health Roles Emergency Roles Directive Roles How can businesses wok better with government and NGO’s? Public-Private Partnership (highways, ports, airports, urban rapid transit, bridges) shopping centers, housing development, NGO’s, non profit hospitals, private schools, colleges, private social service, charitable organizations, museums, performing art organization, environmental organization, religious instituitons, When does government become more of a damper than an accelerator of economic growth? Regulations, higher taxes, cost of uncertainty, How can national governments collaborate better for mutual benefit?

PARTNERING WITH GOVERNMENT & NGO’S

5. NGO’s, non profit hospitals, private schools, colleges,

6. When does government become more of a damper than an accelerator of economic growth? Regulations, higher taxes, cost of uncertainty,

7. How can national governments collaborate better for mutual benefit?

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Presenter

Presentation Notes

What roles can government play that are good for business and the economy? Infrastructure Roles Defense Roles Education Roles Safety and Health Roles Emergency Roles Directive Roles How can businesses wok better with government and NGO’s? Public-Private Partnership (highways, ports, airports, urban rapid transit, bridges) shopping centers, housing development, NGO’s, non profit hospitals, private schools, colleges, private social service, charitable organizations, museums, performing art organization, environmental organization, religious instituitons, When does government become more of a damper than an accelerator of economic growth? Regulations, higher taxes, cost of uncertainty, How can national governments collaborate better for mutual benefit?

REFERENCES

Kotler, Philip and Milton Kotler, Market your way to growth 8 ways to win. Hoboken, New Jersey: John Wiley & Sons, Inc., 2013.

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AMAZING QUOTES ABOUT THE CUSTOMER- “A customer who complain is my best friend” (Stew Leonard).

- “The customer is the only one who can fire us all” (Sam Walton)

- “The best way to hold your customers is to constantly figure out how to give them more for less” (Jack Welch)

- “You’ve got a new boss… the customer. If you’re not thinking about your customer, you ‘re not thinking” (anonymous)

- “Never underestimate the power of the irate customer” (Joel E. Ross and Michael J. Kami)

- “Make a customer, not a sale” (Katherine Barchetti)

- “Every client you keep, is one less that you need to find” (Niger Sanders)

- “The purpose of a business is to create a customer who creates customers” (Sriv Singh)

- “Good customer Service costs less than bad customer service” (Sally Gronow)

- “The best companies don’t create customers; they create fans” (Ken Blanchard)

- “Always try to satisfy the toughest customers; then it will be easy to satisfy the rest” (Anonymous)

- “If you can’t smile, don’t open a store” (Chinese proverb)30





