This document provides an overview of developing a business strategy. It discusses key components of a strategy including understanding market wants and needs, aligning your product/service offering, assessing your resources and capabilities, conducting a SWOT analysis, developing a value proposition, crafting a marketing mix, selecting target markets, and creating a promotional strategy. The overall goal is to determine where the business is now, where it should go, and how to get there through strategic planning and alignment with customers.

1. Developing a Business
Strategy
With Pascal Maher

2. REAL MARKET YOUR PRODUCT
WANTS & & SERVICE
NEEDS OFFERING
Alignment

3.  Direction & Tools
Workshop Objectives

4. Your Role in
Serving the
Market
Bringing
Who You
Are to What
You Do
Market
Resources &
Wants &
Capabilities
Needs
A Good Strategic Fit

5.  Where are We NOW?
 Where SHOULD
We Be Going?
 How Do We
Get There?
 Common Error?
Strategic Direction

6. STRENGTHS
FACILITIES
PEOPLE
OPPORTUNITIES MONEY THREATS
CONTACTS
ETC
WEAKNESSES
Resources & Capabilities

7.  What We Do Well
NOW
 What We
CAN and SHOULD
Build on
Common Error?
Strengths

8.  Issues & Problems WE Have
That We CAN & MUST
Overcome
Common Error?
Weaknesses

9.  ATTRACTIVE Areas For
SPECIFIC ACTION
By US
Common Error?
Opportunities

10.  Things that left unaddressed
CAN and WILL
cause the venture to
FAIL
Common Error?
Threats

11.  Let’s Test Our Understanding
 Examples?
Threats

12.  Where Is Your SPACE in the Market?
 What WANTS & NEEDS Can You SERVE
Best?
 What Is Your Competition?
(alternative / substitute)
Market Wants & Needs

13. Strategy Canvas

14.  MUST HAVE – or customer will go
elsewhere
 PERFORMANCE – vs. competition
 DELIGHTER – more / better than
expected
The Kano Model

15. HOTEL HOLIDAY BUSINESS HOW GOOD ARE
CHARACTERISTIC VISITOR VSIITOR WE?
LOCATION
POOL
FREE Wi-Fi
GOOD FOOD
WHAT ELSE?
The Kano Model

16.  WHO are you?
 WHAT do you do?
 WHY should I care?
 DIFFERENTIATE
 IDENTIFY It
 COMMUNICATE It
 TEST & RETEST It
Your Value Proposition

17. Your Marketing Mix – 4 P’s

18. Your Product & Service Portfolio

19.  Know Your € Breakeven Point
 Price to Survive at Least
 Common Error?
Pricing

20.  Where You Stand in the Minds of Your
Customers & Prospects
 Who Are THEY?
 WHY?
Positioning

21. ATTRACTIVENESS FACTOR
RANK Lo Med Hi MARKET A MARKET B
COMPETITIVE INTENSITY Hi Med
PRICE SENSITIVITY Hi Med
CURRENT MARKET SIZE Hi Lo
GROWTH RATE Lo Hi
PROMOTIONAL COSTS
(HOW MUCH TO GET BUSINESS?)
GROSS PROFIT MARGINS
PAYMENT PERIOD
(HOW LONG?)
CAPITAL INVESTMENT
(NEW EQUIPMENT ETC)
Select A Target Market

22.  Reach That TARGET Market
 Create AWARENESS
 Build BRAND & IMAGE
 4 P’s SYNERGY &
CONSISTENCY
Promotion

23.  Who Is It Intended to
REACH?
 WHAT Is It Intended To
TELL Them?
 WHAT IS It Intended to
GET THEM TO DO?
Digital Marketing Strategy