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Summary Strategy is key (part 6 of sales)
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Strategy is key (part 6 of sales)
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International sales & procurementPart 6: strategy is key
“Without a vision, an organization is without a mechanism by which it can credibly
communicate and evaluate its strategic direction.” (Porter)
A strategic imperactive
Strategic triangle of treacy & wiersema
(need to be able to explain how it works)
Product leadership
Product leadership is characterized by products that are the best in their market and highly
valued by customers.
Encouragement of innovation – a culture that fosters experimentation and innovation and
rewards product or service improvement;
Risk-oriented management style – management that allows the enterprise to take risks and reap
the rewards of new ventures
Recognition of the need to educate and lead the market in the use and benefits of new products
or services
Examples: Apple (very strong brand), Tesla,..
, Operational excellence
Operational Excellence is characterized by low or lowest price and hassle free service. The
principles of an operationally excellent enterprise are:
Efficient management of people – employees trained in the most efficient and lowest cost ways
of doing things;
Management of efficient transactions – maximizing the efficiency of all parts of a transaction,
including the full supply chain;
Management of customer expectations – provision of a limited variety of products and/or
services and managing customer expectations accordingly.
Examples: Fed Ex, Aldi, Dell,…
Customer intimacy
Customer Intimacy is characterized by occupying only one (or a few) high-value customer niches
and being obsessive about understanding the individual customers in detail. Excel in customer
attention and customer service.
Having a full range of services available to serve the customers on demand – may involve having
a wide range of services available from other suppliers at very short notice through contract
arrangements
A corporate philosophy and resulting business practices that encourage deep customer insight
and breakthrough thinking about how to improve the customer’s situation or business.
Examples: Beauty saloon, casino, 5 star hotel,…
Strategy?
They can keep their prices this low,
Aldi soda’s because they are not using
advertisement.
They can cut costs by not promoting their
brand
Who is producing these clothes? Are they
properly paid for that?
Primark
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