|
Growth Stage
1 The seeking phase
Small business with gold idea
2 The bridge(time monopoly phase)
Risky Stage, huge investment, sudden volume, idea copying
solution: joint R&D, up-front payment for deliveries or marketing
3 The focus phase
focus building up on strong segment for future growth
a)core team of top managers who can work on oneselfs elsewhere
b)converting key personnel competence into products, service concept,
process
c)sourcing system : subcontractors, quality assurance system
d)distribution
e)brand image
f)elc
4 The cover up phase
a) hold the idea in the focus phase
b) more products with the same business idea
c) listen to customers, they are echos of what you offered
5 Roll-out phase
a) reach volumn market( china, india, brazil)
b) set up subsidiary
c) trust people to find their ways(growth local top managers)
Market Creation
1 Dramatically changing the cost structure
2 Putting new glasses on customers so they start to value things
differently
3 introducing a technology preceived as new, offering a solution to a
need of the market(combining existing technology)
Creating an new cell in a mature body(Penetrating a mature market)
1 Focusing
a) Full control of the organization
b) Be the no. 1 provider, ppl love them and others will follow
2 extensive marketing
a) often 10-15% of sales
b) easy-to-understand, company image interlinked with the product
message
3 Surfing on existing power bases
a) media and government
b) Riding a potential large waves(e.g. microsoft with IBM)
c) Partnering competitors( for market creation
Expanding the growing cells
1 First wave of success
a) new adoptor( who always try new products)
b) Existing provider is not ready for volumn, the market wait for
growth leader
2 From logal to global
3 one generation ahead
Product flower strategies
1Product Quality and consisten delivery=volumne concept > technical
excellence
2Lodestar and volume direct product development
=rapid growth =market driven(demanding representatives)b+technology
driven(learn from competitors, fits lobestar and technical restriction)
3letting demanding customers direct product development(find demands
and do it before competitors)
=takes technical solution from innovators, minor competitors or other
market segment
->proven quality, references, volumne, low-cost production,
distribution and service systems.
4 keeping up the momentum of R&D
a) external funding(product life is short, R&d need cast=persuade
customers to finance, joint venture
b) time-to-market(focus on simple solutions, don't do difficult R&D
in dififcult fields)
c) an efficient system to filter down development opportunties(close
contact with demanding customers, technical restraints to prevent
R&D pursuing innovation for its own sake)
d) development for volume from the start
-delays open markets for competitors
-modularizing prevent excessive spare parts and after-sales service
-service companies can use freelance workers for demanding volume
e) R&D though not all in the r&d department should fit clear
lobestar and technical boundaries
-direct projects towards generic needs, not a single customers
-limit development to where company has superiority.
Product Flower
1Productified services=self-instructing product, video-based training,
CAD-library
2Creacting customer loyalty=image branding, customer networks,
after-sales backup
3Products=spare parts, accessories, introduction products'first buy',
disposables'never-ending-buy'
4service=consultancy, training, after-sales service, financing
5core products/services => fast deliveries, accurate, even quality
Taking advantages of unexpeted customer demand-> distinguishing from
competitors
e.g.
1catalogue sales facilities
2peaceful environment for customer to make decision without feeling
pressured
=baby-sitting, in-store restaurant
3quality test programme
4reliable and fast delivery
5facilities customers to carry the products
6buliding closer customer relationships throught vip club,smart option
not using price as the prime competitive advantages
1 unless margin retained for futher rapid growht(dramatically changing
cost structure)
2 beware of poor quality and delivery performance resulted = poor image
3 beware of lack of financing
4 customer is willing to pay for additional petals!!
5 High price forces the organization to build supporting petals
6 lost time monopoly equals low-price competition
|