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Marketing Repositioning
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The goal of every manager is to work in a business environment where
the processes and procedures that were created do their jobs and run the business.
In this optimum world, the manage r sits back, monitors activities, and makes small adjustments
to keep the organization "tuned" to the environment.
Unfortunately, those situations are few and far between. Far more often,
you find yourself needing to reevaluate your entire strategy and make major adjustments
to keep up with the changes in the marketplace.
One of the major business strategy areas that require constant monitoring
and major realignment is the definition and development of you major market positioning.
Evaluation of your market position will tell you the following.
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Your current market share
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Your current customer share of wallet
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What customers and prospects think of your company
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What future revenues to expect
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Which products to add or remove in the next few years
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How well your current marketing, sales, customer service, and channel
management strategies are working
Many telco managers do not like everything they find after taking a good,
hard look at their market position. Rapidly changing conditions and organizations
that grew up too quickly and without enough forethought have left many telcos in
need of some major repositioning of their market stance.
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Major Market Positioning Problem Situations
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There are actually four situations that qualify as Major Market Positioning
Situations:
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Churn and Market Share Loss
Many telcos (especially in the wireless and long distance business) are unable to
effectively create, measure, and evaluate effective strategies associated with customer
churn and the loss of major market share to newcomer competitors.
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ARPU Erosion and Revenue Loss
Other telcos suffer from a steady erosion of their revenues through the decline
in customer usage and the reduction in prices.
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Channel Realignment and Rightsizing
Rapid and uncontrolled growth has burdened many telcos with a large number of conflicting,
confusing, and difficult to manage channels. Others do not have enough channels
and are losing major market share. In either case, major reevaluation and restructuring
of channel management strategies is in order.
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Product Profitability and Portfolio Management
Most telcos still drive their core accounting and operations decisions based on
a product management model. While effective, the over-simplified major product categories
(voice, data, value-added services) fail to provide management, marketing, sales,
and the channels with the kind of control, marketability, and profitability that
is required.
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Helping you define and attain your Major Market Positioning
Objectives
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We understand how frustrating it can be to try to take on the major market
positioning problems of churn, ARPU and revenue erosion, channel realignment/rightsizing,
and product profitability and portfolio management without the right tools, information,
and organizational resources in place to address them effectively.
We have developed a set of Macro-Solutions training approach, specifically
assembled to provide you with all of the information, resources, and direction you
need to effectively diagnose, understand, and remedy these major market position
weaknesses.
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Analytics
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At the heart of our approach is a complete set of customized analytics
designed to:
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Better understand your current condition
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Better forecast future revenues and market position changes based on
current conditions
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Provide you with the information to understand how best to respond to
these conditions
Our Analytics provide you with what you need more than anything else
to make the right decisions: FACTS — useful and relevant
facts.
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Marketing Disciplines
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Understanding the facts about a given situation is, of course, only the
first step. next, you have to figure out how to make use of your findings and how
to get your organization to take action. This is
where the Business Disciplines come to play.
Business Disciplines are a collection
of global telco industry best practices in each of the major functional areas that
make up an effective market positioning effort:
Our exhaustive best practices training
is then applied to provide you with:
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A comprehensive review of your current practices in each area
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Evaluation and assessment of these practices
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Recommendations and roadmap of how those practices should be adjusted
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I/T Disciplines
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In addition to our complete evaluation of your business practices, we
also apply our best practices in I/T disciplines to help you understand what changes
to make in the systems support area. The I/T Disciplines we cover include:
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Systems design
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Systems architecture
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Database design
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Data modeling
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Applications best practices (data warehouse, data mining, call center,
channel management, sales force automation, knowledge management, customer self
service, campaign management, OLAP/query)
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Business case development, cost justification, requirements, specifications,
RFP/RFI preparation, vendor selection
Pulling it together with Methodologies
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Your organization's analytics, business disciplines, and I/T disciplines
comprise a broad and extremely complicated environment. To effectively analyze,
evaluate, and make recommendations for optimum changes requires some clear and simple
templates.
Our Methodologies provide you with the overview and structure that
you need to understand how the diverse components can be assembled into a cohesive,
efficient, easy to comprehend whole.
The key methodologies that we utilize in the execution of our Major Market
Repositioning Solutions include:
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Precision Planning Methodology©
Comprehensive collection of analytical models, reports, and strategic planning "game-boards"
that clarify each of the major components of the organization's market position
and revenue forecasts at a detailed, precise level. Under this methodology, planning
is by product, market segment, and channel
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TrailBlazer Program Development Methodology©
Our exclusive approach to conceptualization, design, and execution of programs,
campaigns, and promotions that achieve maximize results at minimum costs
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DreamCatcher Product Portfolio Development and Management Methodology©
Our revolutionary new approach to conception, creation, budgeting, and management
of new products, as well as management of portfolios of telecommunications products.
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