All about Nescafe…

www.deviantart.com

No doubt, Nescafe as part of Nestle Multinational Company is one of the coffee brands that are well known to the world, having numerous loyal customers worldwide. Coffee has the distinction of being the second-most traded commodity in the world, and competitions for this particular commodity around the world are truly high. Currently, Nescafe is holding upon 56% of market share for instant coffee category worldwide, yet the rivalry faced by them are not the easy ones. In this case, proper STP (Segmenting, Targeting and Positioning) needs to be planned in order to avoid rivalry products to take up their current position.

In specificity, the segmentation of Nescafe is more towards youths with the age of 16-24 years old, with a global campaign done for around $30 million spent. In obvious, the targets from those segments are the coffee drinkers, where the campaigns are mostly focused more on. However, as Nescafe is a global coffee brand, each country is provided with different campaigns and target markets as to satisfy the culture and behavior of each. For the positioning point of view, every taste has its own given. For instance Nescafe Cappuccino as an example, it is positioned as ‘A true Café’ by several customers and from the company itself. All these are created based on the experience that the customers feel and on how the company wants the customers to feel about the product.

This case study explains that the need of proper plan and setting of a product or service’s STP should be focused, especially if the product or service has a high number of competitions in the market place. Each aspect needs to be seen carefully as each plays a very important part in the success of the product or service. For this, professional marketers and researchers are always recommended to support the process.

Case: http://mystery-news24.blogspot.com/2013/06/term-paper-on-segmenting-targeting-and.html

For more details on Applied Selling, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

Positioning the statement…

stpsamsungmobiles.blogspot.com

More than just Segmenting and Targeting, within the strategy plan of companies, Positioning of the products and services needs to be done well in the market place. Positioning can be defined as a process where companies put about a perception about the products or services being marketed under the customer’s minds. In general, there are several positioning statement elements that include target market, brand, frame of reference, points of differentiation and competitive edge.

Positioning is not a brand tagline, but it is more to what companies wants the customers to relate to when they hear or see the products or services. It helps in the creation of the competitive edge in the middle of a competitive market.

In applied selling, the combination of these three steps, Segmentation, Targeting and Positioning needs to be done in order to reach the right audiences or customers and provide them with the right products or services that they need, which of course may bring positive output for the company.

For more details on Applied Selling, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

Targeting the segment…

www.name.com

In Marketing and Applied Selling, segmentation and targeting are the two aspects that are focused in general. Both of these aspects play a vital role in the process of market research, especially in the connection of finding out about the customer itself.

In definition, segmentation can be defined as the process of dividing the market into smaller segments or parts in accordance to the customers’ similar characteristics and behavior, determining which segment the company should focus and provide service to. Segmentation is important to find out and manage for more focused human resources to be allocated to, as a base to determine strategies, tactics and value also as a key factor to compete with the competitors.

After segmentation is being conducted, the next step is to create a more focused one i.e. targeting. Targeting can be defined as the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. In this case, several parts that need to be focused on include market growth, market size, competitive advantage of the products or services and the competitive situation.

In a business mapping, segmentation and targeting are the two most focused parts at the beginning process before going more to the product or service’s positioning and strategy fitting. This is due to the need to find out who the customers are and whether the strategies being planned before can fit in the criteria. As to lead the customer credibly, proper knowledge and targeting needs to be done as to bring about a positive output in the end. 

For more details on Applied Selling, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

Putting it all together!

4sight.eu   

To analyze a product or market, many different ways are can be used to conduct the activity. Usually, this type of activity does not only use one method, but the combination of those.

Putting it all together… An analysis of Market Potential up to Strategic Intent is usually the main process of market analysis. More than just PSBS (Potential Entrants, Supplier, Buyer and Substitutes), researchers should also look upon several steps that are related to internal and the external areas of the company.

For instance, in the process of Market Potential Analysis up to Strategic Intent, the first step that needs to be conducted is situation analysis. In this step, everything that is included in the macro environment (technology, regulation, socio-cultural, economy and market), competitor’s analysis until customer’s analysis are conducted.

Coming to the second step is SWOT Analysis. This step is basically done to find out the position of the company in picture currently and towards the upcoming future with a simple and economically-efficient manner.

The third step focuses on the key issues and implications of the research done where this is used as a base to decide on the strategic ways that can be applied.

The last yet not the least step is the Strategic Intent or can be also known as Strategic Market Plan. This step makes uses of the results obtained at the previous processes for a reference on business plan or marketing plan development, also on company’s goal and achievements.

For more details on Applied Selling, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

Kunci dan Implementasi SWOT…

Dalam melakukan analisa SWOT tidak hanya proses menganalisa keempat unsur inti saja yang dilakukan, tetapi proses untuk mencari tahu kunci permasalahan, strategi implikasi dan niat dari pembangunan strategi tersebut juga perlu diperhatikan. Proses pemetaan dari SWOT akan lebih kuat dengan dukungan kunci dan strategi-strategi tersebut.

cerasis.com  

Cara yang paling mudah adalah dengan pemetaan secara lengkap SWOT atau TOWS dari perusahaan, yaitu memperhatikan Ancaman (threat), Peluang (opportunity), Kelemahan (weakness) dan Kekuatan (strength) dari produk yang ada. Lalu, rangkum beberapa isu yang terjadi di lingkungan sekitar yang berkaitan, dan harus segera ditindak lanjuti, berikut dengan implikasinya. Setelah semua sudah dipersiapkan, buat arahan niat dari strategi itu sendiri (Strategic intent) sebagai acuan dalam memandu strategi di pasar. Dalam sisi strategic intent, hal ini memberikan arahan dan memungkinkan sales supervisor untuk merencanakan sumber daya yang dibutuhkan. Tanpa arahan yang jelas, SWOT atau TOWS analysis tidak akan mendapatkan tujuan yang pas karena fokusnya yang minim.

For more details on Applied Selling, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

SWOT vs TOWS

realswotanalysis.blogspot.com

Marketers are mostly familiar with the abbreviation of SWOT, a tool used to analyze the Strength, Weakness, Opportunity and Threat of a company. This is normally being used to analyze both internal and external ability that the company has in order for expansion, introducing a new product, and many more activities. Yet, marketers now believe that there should be a change to bring more effectiveness in the analytic process, and TOWS is now introduced as a ‘twist’ of SWOT.

SWOT vs TOWS, which one would be more effective and efficient in working? Below are several differences to show the framework between both:

- SWOT:

The analysis of SWOT sees the internal first then look about the opportunity and threats outside. This way of analysis tends to create a mindset that limits the internal condition occurring in the company. As a result, many chances may be missed as of the feeling that the internal skills are not capable enough to conduct so.

- TOWS:

The analysis of TOWS sees more upon the opportunities and threats that are happening outside before focusing on the internal potential that the company has. This type of analysis tends to create a mindset which is more open with the surrounding happenings. Companies will be pushed to think creatively in order to gain the chances available, including accommodating the internal limitations.

For more details on Applied Selling, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

Kekuatan Sales Supervisor…

www.shifthappens.com

Perubahan pasti terjadi. Terkadang perubahan yang terjadi akan memberikan pengaruh yang cukup besar kepada suatu perusahaan atau aktifitas penjualan, apalagi jika supervisor dari kelompok sales tersebut tidak proaktif terhadap perbuahan di sekitarnya. Sebagai sales supervisor, memikirkan mengenai hal-hal dalam kekuatan perubahan perlu dilakukan secara serius agar hal ini dapat membawa pengaruh yang besar kepada situasi kompetisi juga pelanggan dari perusahaan itu sendiri.

Sales supervisor dalam sebuah perusahaan yang mengikuti analisa 5 faktor kompetisi industri (PSBS) biasanya lebih fokus terhadap perubahan yang terjadi di dalam konteks pemasok dan pembeli sebagai yang utama, barulah fokus berlanjut terhadap konteks pendatang baru yang potensial dan substitusi produk atau perusahaan.

Beberapa hal yang dapat menjadi kekuatan fokus dalam konteks pemasok meliputi pertanyaan:

- Apakah ada hal baru dalam “aturan permainan” yang menjawab kebutuhan pelanggan?

- Apakah para kompetitor mengimplementasikan pendekatan strategi pasar yang kreatif?

- Apakah tingkat kompetensi di pasar sangat intensif sehingga menyulitkan produk        perusahaan?

Lalu, hal berikutnya yang menjadi kekuatan fokus adalah pertanyaan dalam konteks pembeli:

- Apakah pelanggan menjadi semakin demanding?

- Apakah pendekatan kreatif dari kompetitor lebih diterima?

- Apakah kemampuan daya beli pelanggan semakin naik atau justru turun?

For more details on Applied Selling, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

The Proactive Anatomy!

Business platform changes with time. As a business person, being proactive is vital as once a businessman miss a glimpse of the trend movement, the change will crush the business away…

www.jiscinfonet.ac.uk      

As a businessman, knowing and being updated on the anatomy of change that are happening in the surroundings is the most important task to do. The anatomy of change in this case basically includes the main parts of 5 factors of industry change or PSBS (Potential Entrants, Supplier, Buyer and Substitutes). Information such as STEEPLE that consists on Social/cultural, Technological, Education, Economical, Political, Legal and Environmental are some vital ones. This is due to the major change that can be created in the business world if any of these factor changes. STEEPLE is a factor that surrounds every business and normally used for incoming businesses towards the analysis of the market. The intensity of STEEPLE analysis has made it a choice as most parts are being analyzed and most information can be collected from that. More than that, the results of STEEPLE can be collaborated with the company’s Strength and Weaknesses, also opens up the external’s Opportunity and Threats that can bring upon better final results. However, to conduct all of these tasks, the proactive will should be within, or else, everything will just be incomplete.

For more details on Applied Selling, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

Radar dalam analisa pasar…

hbr.org   

Perusahaan berukuran kecil maupun besar pasti akan melakukan analisa pasar sebelum melakukan inovasi produk atau mencari peluang. Analisa perlu dilakukan secara akurat agar hasil yang didapatkannya pun akan memuaskan atau tidak terlalu jauh dari jawaban yang dicari.

Para peneliti pasar selalu mencari jalan yang terbaik untuk mencapai analisa yang akurat, dan salah satu cara adalah dengan memasang “radar” di area yang ingin diteliti atau di analisa. PSBS Model merupakan salah satu radar, dimana untuk menganalisa industri kompetitor secara keseluruhan, peneliti akan memerhatikan faktor seperti pendatang potensial, pembeli, substitusi hingga pemasok. Setiap faktor tersebut akan memberi kontribusi yang tinggi dalam kegiatan pasar dan jika peneliti melupakan satu faktor aja, terdapat kemungkinan analisa yang dilakukan memberikan hasil yang tidak tepat, dan pada akhirnya, proses pengambilan keputusan juga akan terganggu. Model PSBS yang berkesinambungan membuktikan betapa pentingnya setiap faktor yang terlibat, dan menjadikan sebuah radar analisa yang bernilai harganya.

For more details on Applied Selling, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

PSBS Model…

labspace.open.ac.uk

In the understanding of Applied Selling, PSBS Model is part of the analysis process. PSBS is basically the short version of “Potential Entrants”, “Suppliers”, “Buyers” and “Substitutes”. This model explains on the connection of the competition in the industry, and shows that the intensity of competition in an industry is not as of co-incidence, but roots as the conditions that occurs in the surroundings. This understanding was explained by Michael Porter, a professor at Harvard Business School, with a leading authority on company’s strategy and competitions.

In the diagram, it is explained that within the industry competitors, there are many factors to be seen about, known as the five factors, including PSBS Model. By looking at the “Potential Entrants” factor, threats of the new entrants are mostly seen; “Suppliers” and “Buyers” factor sees upon the bargaining power and “Substitute” factors looks towards the treat of substitute products or services. All these factors create a rivalry towards existing firms, bringing upon more industry competitors. 

For more details on Applied Selling, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

Blueprint dari pelayanan…

business.financialpost.com  

Dalam proses mencapai “Moment of Truth”, blueprint atau cetakan biru terhadap alat pelayanan perlu dirancang. Menurut learnigspacetoolkit.com, cetakan biru terhadap alat pelayanan adalah perencanaan operasional yang memberikan petunjuk dalam bagaimana layanan tersebut akan diberikan, menekankan kepada bukti fisik, perilaku staff, dan sistem pendukung untuk mengantarkan pelayanan melewati beberapa cara. Salah satu perencanaan yang penting adalah titik kontak yang meliputi:

- Konsumen: Garisan interaksi eksternal.

- Karyawan depan: Garis visibilitas dan interaksi internal.

- Karyawan pendukung: Garis implementasi

- Manajemen

Perencanaan untuk titik kontak ini berfungsi untuk memperhatikan pentingnya sisi pelayanan yang harus diberikan pada setiap kelompok. Cetakan biru ini juga dapat membantu melihat sisi kepentingan dan mencapai “Moment of Truth” untuk kedua belah pihak. Secara detil, cetakan biru ini bisa meliputi hal-hal seperti jadwal hingga perencanaan proyek. 

For more details on Moment of Truth, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

Intelligence of canvasing the strategy of competitors…

www.medius-associates.com   

Competitors in any business can be a threat or even strength. Being intelligent and learning towards the competitors is a vital process, and this process is better known as competitor intelligence. In definition, Competitor Intelligence by Andreq Pollard (1999:3) is a process that is systematic and legal in collecting and analyzing on information about the competitors and business potentials. This shows that if the benchmark or concept taken is not a patent or copyright, analyzing and learning from the competitors is a legal process. Many companies have the understanding that competitor intelligence is just collecting and following the competitor’s moves, but in real, the concept of competitor intelligence suggests to work as a tool to help businesses reach the profit aimed before, being independent and having the competence to compete with the competitors directly.

It may seem that the companies that conduct competitor intelligence are actually learning from their own competitors. But it is important to see from two aspects where in this process, both parties can actually be benefited with. In the activity being done, proper framework needs to be made in order to conduct the competitor intelligence’s process in a more structured and clear manner. In here, the framework can help in picturing the whole process in assumption manner, attaining the synthesis that can be gained. The process of competitor intelligence does not occur with only one step, but several steps are needed from the pre data collection up to analysis.

Strategy canvas is also part of the process where it works as a tool to identify more on the competitor’s activity, together with the market. In here, SWOT tool can also be used. In brief, strategy canvas is a tool that analyzes the competitor and its market in a more detailed manner. As in the process of canvasing, brainstorming or informal interview with the people from the right field can be done in order to collect more information.

As seen, competitor intelligence is not a process that is as simple as it seems, but each component plays a very important role in the success of it. As per the trend, many international companies are following the same, including the ones at North America. As per the survey done by Global Market Intelligence, nearly 90% of the companies are satisfied and got positive results from the investment they made. In spite of the economic uncertainty happening, those companies still believe to spend their budgets for this activity.

For more details on Competitor Intelligence, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

North American countries are in trust with competitor intelligence!

www.institute-for-competitive-intelligence.com

Competitor Intelligence has become a trend in nowadays business world. Understanding the move of the competitors and at the same time the market helps in building a better plan and benchmark for the company itself. For instance, countries in North America have also adopted this strategy for the betterment of their companies. A survey has been conducted by Global Market Intelligence in the year 2011, that 70% of the companies in North America has started to follow competitor intelligence process as part of their strategy. More than that, several surveys are also being conducted as a result of competitor intelligence such as:

- 94% of the North American companies surveyed agree that they have benefited from competitive intelligence.

- 84% think that their competitive intelligence investments have paid off.

- 69% of companies intend to increase their investments into competitive intelligence over the next two years.

North American countries’ companies have given a written and surveyed proved that competitor intelligence is not only a short term process, but could actually show upon a great impact to the companies itself. In spite of the economic uncertainty happening in North America, companies dared to spend their budgets more on competitor intelligence process. However to reach to the best results on this, proper analysis needs to be done, if possible with the help of an expert or consultants.

For more details on Competitor Intelligence, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

Kembali ke inti intelijen…

Melihat dari penjelasan sebelumnya mengenai intelijen pesaing dan strategi kanvas, terdapat beberapa hal mendasar yang dapat diperhatikan dari keseluruhan penjelasan yang ada:

theachiever2011.wordpress.com

- Intelijen pesaing bukan hanya digunakan untuk mengetahui pesaing, akan tetapi salah satu alat dalam pengambilan kepusuan bisnis.

- Keuntungan dari intelijen pesaing adalah mengetahui langkah yang diambil kompetitor serta perbedaan gap kompetitif yang terjadi di pasar.

- Kerangka intelijen pesaing digunakan untuk mengubah informasi mentah menjadi komunikasi intelijen.

Dapat terlihat bahwa intelijen pesaing bukanlah hal yang mudah seperti yang terlihat. Terdapat komponen-komponen kecil yang menjadi pendukung dalam proses ini, tetapi komponen kecil itulah yang akan membuat proses ini menjadi lebih sempurna dan lancar.

For more details on Competitor Intelligence, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

Creation of canvas template…

www.differentiateyourbusiness.co.uk

Within the process of strategy canvas i.e. a diagnosis tool used by the company to find out more about their competitors and market, a template is usually used in order to have a structured one. Dimensions are available as part of its template, with its divisions of determining the dimensions up to determining the value of the dimensions itself.

Speaking on determining of dimensions on strategy canvas, it basically suggests on the right techniques being used in conducting strategy canvas. Several techniques include:

- The conduct of brainstorming with the salesperson in order to attain information and ideas as field people.

- Informal interview with loyal customers to attain insights on what they think is important.

More than those, the determination of value in each dimensions are also vital in this process. In here, there are several techniques that can be used to determine the value for each dimension:

- Suggest your own values as per your personal observation towards the competitors.

- Another alternative is by involving the salesman to provide inputs.

- Inputs from the customers can also help in enriching your analysis.

Within the template, several dimensions can be written in the “X” axis in regard towards how high or low its value is seen. As written previously, those dimensions can be generated by the techniques used in the process.

For more details on Strategy Canvas, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

Menganvas strategi.. Pentingkah?

Melihat tren dari intelijen pesaing dalam aplikasi penjualan khususnya, strategi kanvas merupakan salah satu pilihan alat yang sering dipakai untuk melengkapi proses tersebut. Apa sebenarnya keunggulan dan pentinya melakukan proses intelijen pesaing dengan dukungan alat diagnosa strategi kanvas?

Beberapa poin yang meliputi pentingnya alat diagnosa strategi kanvas adalah:

bergconsulting.com.au

- Dengan menggunakan strategi kanvas, kita akan bisa melihat perbandingan kekuatan dan kelemahan produk serta layanan kita dalam tampilan yang lebih jelas.

- Strategi kanvas juga membantu kita untuk memiliki kepekaan terhadap kompetitor.

- Strategi kanvas melatih kita untuk mampu melihat sesuatu dari perspektif pelanggan.

Sebuah rencana tidak akan berjalan dengan lancar tanpa adanya strategi. Dengan menggunakan strategi kanvas yang membantu dalam diagnosa kompetitor juga pasar, analisa yang dilakukannya pun akan lebih detil dan lebih peka. Menggambarkan strategi dengan perencanaan juga akan lebih membantu dalam membuatnya lebih terstruktur, khususnya dalam pelaksanaannya.

For more details on Strategy Canvas, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

A canvas of strategies!

www.solomonsays.in

Within the process of competitor intelligence analysis, strategy canvas is normally used as a part of the process. According to innovationtools.com, strategy canvas is a diagnosing tool to show towards the company on the current competitive situations, just as equal as a planning tool to identify an innovation chance. In brief, strategy canvas is basically a tool being used for identifying more on the competitors also the market.

Speaking on the canvas strategy analysis, there are two main functions of conducting so. Firstly, it helps in summarizing on the market space and situations and secondly it allows the company to understand the competitor also the factors of the competition. More than these, strategy canvas also supports the company in finding out what makes the competitor’s product stand out more, together with SWOT tool as a support.

Conducting any analysis is not a simple task. The correct tools need to be used as to bring about the appropriate results for the analysis being done. Canvasing the plans and strategies need to be done carefully, understanding the competitors and their actions are vital, and all these create a diagnosis on the competitors and the market as a whole, providing support to the operational of the plan itself.

For more details on Strategy Canvas, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

Level ke-2, intelijen yang berlanjut…

www.clearci.com

Setelah tahapan awal dimana perencanaan dan evaluasi perencanaan tersebut dilakukan, tahap kedua dan yang paling utama dalam proses intelijen pesaing ini adalah analisis. Analisis dalam kerangka intelijen pesaing adalah sebuah proses yang melibatkan proses produksi dan komunikasi dimana analisa dari data dan informasi yang didapatkan diolah menjadi hal yang berguna bagi perusahaan yang terkait.

Dalam penjelasan yang lebih, proses analisis dalam kerangka intelijen kompetitor adalah menganalisa sebuah informasi yang diperoleh dengan menggunakan alat analisa. Strategy canvas merupakan salah satunya.

Analisis merupakan proses yang tidak mudah, karena proses pengambilan keputusan muncul dari analisa yang diinterpretasikan. Sangat jelas jika hasil yang keluar tidak sesuai, maka pelaksanaan dan keputusan yang diambil pun akan merugikan perusahaan. Seperti yang selalu dipercaya dalam proses analisa intelijen kompetitor, operasional pada akhirnya harus mengembangkan sebuah pola dan teknik analisa yang terintregrasi besama dengan perencanaan level 1, dan hal ini membuktikan betapa pentingnya perencanaan dan analisa yang tepat sebelum pelaksanaan di lapangan. Makna dari analisa itu juga harus jelas agar melancarkan proses dari awal hingga akhir, tanpa memicu kebinggungan pada tahapan-tahapan yang ada.

For more details on Competitor Intelligence and its Analysis, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

1st level analysis of intelligence!

www.nexianwatch.com

Competitor Intelligence does not only happen in a click, yet several steps are needed to complete the process. In peeking towards the first steps, it is mostly more on pre-collection of data up to the process of description and forecasting of the framework itself. In brief, below are the points that are part of the first step in competitor intelligence:

- Pre-collection source selection / filtering: To identify the source that will be used for the information inputs

- Evaluation: To filter and evaluate the information that has been collected

- Indexing, filling and collation: To input the data and create the information in a structured manner to make it easier in interpreting those

- Synthesis / description: To simplify the information without cutting down the main message

- Forecasting / speculation: To forecast the upcoming competitor’s action

All these steps bring about the process before the final analysis, and considered to be the vital one as the base of the framework starts in this level. The upcoming process and action will be based on this one, and the success of it is also determined from this start.

For more details on Competitor Intelligence, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com