The export audit The Magic Pallet. COMPANY COUNTRY INTERNAL ANALYSIS MARKET COMPETITION EXTERNAL...
-
Upload
celine-shaddock -
Category
Documents
-
view
236 -
download
0
Transcript of The export audit The Magic Pallet. COMPANY COUNTRY INTERNAL ANALYSIS MARKET COMPETITION EXTERNAL...
![Page 1: The export audit The Magic Pallet. COMPANY COUNTRY INTERNAL ANALYSIS MARKET COMPETITION EXTERNAL ANALYSIS MARKET ENTRY STRATEGY EXPORT MARKETING PLAN.](https://reader034.fdocuments.in/reader034/viewer/2022050720/5519142255034626428b492e/html5/thumbnails/1.jpg)
The export “audit”
The Magic Pallet
![Page 2: The export audit The Magic Pallet. COMPANY COUNTRY INTERNAL ANALYSIS MARKET COMPETITION EXTERNAL ANALYSIS MARKET ENTRY STRATEGY EXPORT MARKETING PLAN.](https://reader034.fdocuments.in/reader034/viewer/2022050720/5519142255034626428b492e/html5/thumbnails/2.jpg)
COMPANY COUNTRY
INTERNAL ANALYSIS
MARKET COMPETITION
EXTERNAL ANALYSIS
MARKET ENTRY STRATEGY
EXPORT MARKETING
PLAN
CONFRONTATION MATRIX
![Page 3: The export audit The Magic Pallet. COMPANY COUNTRY INTERNAL ANALYSIS MARKET COMPETITION EXTERNAL ANALYSIS MARKET ENTRY STRATEGY EXPORT MARKETING PLAN.](https://reader034.fdocuments.in/reader034/viewer/2022050720/5519142255034626428b492e/html5/thumbnails/3.jpg)
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”
![Page 4: The export audit The Magic Pallet. COMPANY COUNTRY INTERNAL ANALYSIS MARKET COMPETITION EXTERNAL ANALYSIS MARKET ENTRY STRATEGY EXPORT MARKETING PLAN.](https://reader034.fdocuments.in/reader034/viewer/2022050720/5519142255034626428b492e/html5/thumbnails/4.jpg)
©2004 TGVC
COMPANY CUSTOMER CONSUMER
What do we mean by “value” ?
![Page 5: The export audit The Magic Pallet. COMPANY COUNTRY INTERNAL ANALYSIS MARKET COMPETITION EXTERNAL ANALYSIS MARKET ENTRY STRATEGY EXPORT MARKETING PLAN.](https://reader034.fdocuments.in/reader034/viewer/2022050720/5519142255034626428b492e/html5/thumbnails/5.jpg)
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
![Page 6: The export audit The Magic Pallet. COMPANY COUNTRY INTERNAL ANALYSIS MARKET COMPETITION EXTERNAL ANALYSIS MARKET ENTRY STRATEGY EXPORT MARKETING PLAN.](https://reader034.fdocuments.in/reader034/viewer/2022050720/5519142255034626428b492e/html5/thumbnails/6.jpg)
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
![Page 7: The export audit The Magic Pallet. COMPANY COUNTRY INTERNAL ANALYSIS MARKET COMPETITION EXTERNAL ANALYSIS MARKET ENTRY STRATEGY EXPORT MARKETING PLAN.](https://reader034.fdocuments.in/reader034/viewer/2022050720/5519142255034626428b492e/html5/thumbnails/7.jpg)
©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
![Page 8: The export audit The Magic Pallet. COMPANY COUNTRY INTERNAL ANALYSIS MARKET COMPETITION EXTERNAL ANALYSIS MARKET ENTRY STRATEGY EXPORT MARKETING PLAN.](https://reader034.fdocuments.in/reader034/viewer/2022050720/5519142255034626428b492e/html5/thumbnails/8.jpg)
COMPANY
COST OF RESOURCE
S
VALUE ADDED
CUSTOMER CONSUMER
?
COST OF OWNERSHI
P
©2004 TGVC
SA
CR
IFIC
ES
VALUE ADDED
BE
NE
FITS
? ?
![Page 9: The export audit The Magic Pallet. COMPANY COUNTRY INTERNAL ANALYSIS MARKET COMPETITION EXTERNAL ANALYSIS MARKET ENTRY STRATEGY EXPORT MARKETING PLAN.](https://reader034.fdocuments.in/reader034/viewer/2022050720/5519142255034626428b492e/html5/thumbnails/9.jpg)
COMPANY
40 10
CUSTOMER CONSUMER
60
©2004 TGVC
90
20100
![Page 10: The export audit The Magic Pallet. COMPANY COUNTRY INTERNAL ANALYSIS MARKET COMPETITION EXTERNAL ANALYSIS MARKET ENTRY STRATEGY EXPORT MARKETING PLAN.](https://reader034.fdocuments.in/reader034/viewer/2022050720/5519142255034626428b492e/html5/thumbnails/10.jpg)
How to use The Magic Pallet ?
1. For company audits (for export)2. To find the right trade partner3. To list corrective actions
![Page 11: The export audit The Magic Pallet. COMPANY COUNTRY INTERNAL ANALYSIS MARKET COMPETITION EXTERNAL ANALYSIS MARKET ENTRY STRATEGY EXPORT MARKETING PLAN.](https://reader034.fdocuments.in/reader034/viewer/2022050720/5519142255034626428b492e/html5/thumbnails/11.jpg)
1. The export “audit”
INTER
NA
L
AN
ALY
SIS
CO
MP
AN
Y
EXTERNAL ANALYSIS
MARKET
![Page 12: The export audit The Magic Pallet. COMPANY COUNTRY INTERNAL ANALYSIS MARKET COMPETITION EXTERNAL ANALYSIS MARKET ENTRY STRATEGY EXPORT MARKETING PLAN.](https://reader034.fdocuments.in/reader034/viewer/2022050720/5519142255034626428b492e/html5/thumbnails/12.jpg)
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
![Page 13: The export audit The Magic Pallet. COMPANY COUNTRY INTERNAL ANALYSIS MARKET COMPETITION EXTERNAL ANALYSIS MARKET ENTRY STRATEGY EXPORT MARKETING PLAN.](https://reader034.fdocuments.in/reader034/viewer/2022050720/5519142255034626428b492e/html5/thumbnails/13.jpg)
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
![Page 14: The export audit The Magic Pallet. COMPANY COUNTRY INTERNAL ANALYSIS MARKET COMPETITION EXTERNAL ANALYSIS MARKET ENTRY STRATEGY EXPORT MARKETING PLAN.](https://reader034.fdocuments.in/reader034/viewer/2022050720/5519142255034626428b492e/html5/thumbnails/14.jpg)
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
![Page 15: The export audit The Magic Pallet. COMPANY COUNTRY INTERNAL ANALYSIS MARKET COMPETITION EXTERNAL ANALYSIS MARKET ENTRY STRATEGY EXPORT MARKETING PLAN.](https://reader034.fdocuments.in/reader034/viewer/2022050720/5519142255034626428b492e/html5/thumbnails/15.jpg)
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
![Page 16: The export audit The Magic Pallet. COMPANY COUNTRY INTERNAL ANALYSIS MARKET COMPETITION EXTERNAL ANALYSIS MARKET ENTRY STRATEGY EXPORT MARKETING PLAN.](https://reader034.fdocuments.in/reader034/viewer/2022050720/5519142255034626428b492e/html5/thumbnails/16.jpg)
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