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Gold Workshop 09/2003 Barcelona
Gerald Anleitner, ieee.org/gold/germany
IEEE's GOLD in Region 8
IEEE GOLD 101
Strategic Management 101
Marketing 101
Marketing Tutorial
Advertising 101 & Tutorial
Today's lessons:
Gold Workshop 09/2003 Barcelona
Gerald Anleitner, ieee.org/gold/germany
IEEE GOLD 101 Strategic Management
101
Marketing 101
Marketing Tutorial
Advertising 101 &
Tutorial
Today's lessons:
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
IEEE‘s View: Gold‘s Mandate
To offer programs and services to and about graduating students, recent graduates and young engineers.
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
IEEE‘s View: GOLD‘s Committee
GOLD Committees should be composed (largely but not exclusively) of and for recent graduates. Where there are sufficient numbers of volunteers, committees can and should be established, i.e. for events, membership, publicity. GOLD reporting will follow the format already used in other Section-based Committees.
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
IEEE‘s View: GOLD‘s Mission
The GOLD program has been established to provide the framework and tools for the Sections’ use in retaining recent graduates.
By identifying those who make up this affinity group, determining their needs and expectations, and acting to meet those needs and expectations, the goal of GOLD is to add such value to the IEEE membership that the recent graduate finds it to be an indispensable professional tool.
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
GOLD Program Suggestions
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
IEEE GOLD 101
Strategic Management 101
Marketing 101
Marketing Tutorial
Advertising 101 & Tutorial
Today's lessons:
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
The Company
Cu
sto
mer
Pro
du
ct
Em
plo
yees
survival
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
The Company
Shareholder valueSta
kehold
er v
alue
People valueCust
omer
val
ue
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
Strategic Management
Strategy
A strategy lets you express how your available and potential strenghts can be used to achieve a change in your business environment or how to react to changes in your business environment.
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
Pyramid
Vision
Mission Statement
Operative GoalsConcrete Actions
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
How to act
Analysis
Strategic Vision
Programs of Action
Controlling of Actions
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
Business Plan What is the subject of our business? Which
markets do we act on? With which service do we want to act on
which markets? How can we connect to/contact the market? What are our advantages in the market,
where is the advantage for our customers and who are our competitors?
What is our aim? How do we want to achieve those aims?
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
So why am I telling this to you? Economics (or especially: strategic
management and marketing) has developed a whole set of instruments that support the process of building up a strategy, definingy key issues of a business unit and lead it to success (or survival...)
Advertising has developed methods that lead to creative and innovative means of expressing ideas and presenting products
It is fun to walk on new ways and that's what we're doing now
Engineers need to know how economists to trick them (but this is more related to controlling and accounting)
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
I still don't understand!
IEEE Gold is our strategic business unit.
We are now going to define a strategy for GOLDby using methods of marketing and strategicmanagement. This strategy should lead to concretegoals that we will try to fulfill in her/his homeenvironment. A follow-up of this will be the Region 8GOLD congress 2004 in Passau.
This is an experiment. It can lead to a new way of lookingand acting „GOLDy“ in Region 8 and we can be part of it.
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
IEEE GOLD 101
Strategic Management
101
Marketing 101
Marketing Tutorial
Advertising 101 &
Tutorial
Today's lessons:
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
That's Marketing
Planning, Coordination and Control of T-Shirts, Pens and Coffee Mugs
Where the cute girls work Once a week/month, they're producing the
company newsletter If they're good, they might offer templates for
powerpoint presentations and word documents They tell you what should be written in your e-
mail's signature
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
That's Marketing
Planning, Coordination and Control of all corporate acitivities targeted towards current and potential markets
Application of marketing instruments to reach defined marketing goals
Philosophy and Leadership Concept of a Company
Orientation of the whole organizational structure towards the customer
Study of decision processes
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
Modern Marketing includes:
The Company's Management does not center around the product, but on the problems, desires and needs of current and potential customers
Marketing reports on activities of the customers and of competitors
Successfull marketing includes responsiveness towards the market. This includes market segmentation through defined criteria.
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
Integrated Marketing
Optimal fulfillment of customer needs and benefit for the company, society and environment
Regarding coporate strategy: Orientation towards middle- and long-term survival of the company
Regarding corporate structure: A network-oriented and decentral planning and the overcoming of hierarchies with teamwork and extension of tasks
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
Marketing Topics
Analysis of Competitors & Benchmarking Portfolio Analysis Analysis of Strengths and Weaknesses Decide on strategic and operative aims Customers and Market Segmentation Communication policy Controlling
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
Basics of Marketing: Market Research
Monitoring of the Market Research of Customer Activity Customer Surveys Statistics Politics Sociology
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
Our process
Market Segmentation (Customers) SWOT Analysis (Current Situation) Product Definition (Dream away...) Marketing Mix (Combining results) Channel Diagrams (Final steps...)
optional: ABC- and Portfolio-Analysis
Implementation & Action Controlling
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
Market Segmentation
Approximate costs of market reach Minimize spreading loss Better customer satisfaction Gain market advantages Specific measuresCriteria Structure Technical Individual
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
Market SegmentationIEEE Engineering Management Society Germany
Experience
Mem
bers
hip
Sta
tus
Student Member IEEE Members(Gold, Tec. Soc.)
Students
EMS Members EMS Membersin managementpositions
EMS Student Member
IEEE Membersin managementpositions
Professionalsin managementpositions
Professionals
X X
X
X
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
Market Segmentation: Gold Region 8
It's your turn now!
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
Market Segmentation: Gold Region 8
Mem
bers
hip
Sta
tus
Student Member
Students
Experience
Post-Grads,Young Pro‘s
Professionals
Student Member,Young Full Member
Full Member
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
SWOT Analysis
SWOT is an integrated measurement method regarding strenghts, weaknesses, opportunities and threats
Influencing factors are grouped In general, a control system should be
established that continually checks for changes and reacts to it
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
SWOT AnalysisStrengths Weaknesses
Opportunities Threats
Technological Competence Good Image Financial Resources Employees Loyal Customers
Unclear Strategic Direction Few Market Knowledge Missing Special Competence Expensive Transactions High Cost
New Market/Segment Extension of Products Integration Lazy Competitors Cooperations
Law and Politics New Competitors and Products Stagnating Market Change in Customer Habits New Channels of Distribution
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
SWOT Analysis GOLD
It's your turn now!
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
SWOT Analysis GOLDStrengths Weaknesses
Opportunities Threats
World-wide network Open-Mindedness Established means of Comm.
and Infrastructure Great Website
Lack of local structures Activation of members No official status Only volunteers
Sole entity on the market (?) Existing membership base Broad potential membership
base (Student Members)
Is there a need for it?
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
The Product
Extended Product
Formal Product
Core Product
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
The Product: Lawn-Mower
Cuts grass
Guaranteed even lenght
Defined heightFast
Low fuel consumption
High quality
Free delivery
Introduction classes
2 years
warranty
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
The Product: GOLD
It's your turn now!
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
Marketing Mix
Product Mix
Distribution Mix
Com
mun
icat
ion
Mix
Price M
ix
Quality, Variety, Service, Brand
PR, Private Sale,Sales Support, Adverising
Price, Rebate,Reductions, Credit
Sales Channels, Warehouse,Transport, Delivery Duration
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
Strategic Business Units
CustomerGroup
CustomerExpectations
ProductGroups
Techno-logies
Comm.Channels
1. Define parameters2. Write down possible values3. Decide on the optimal combination of values
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
Customer Billing Systems
CustomerGroup
ProductGroups
Techno-logies
Comm.Channels
• Telecoms• ISPs• Large Companies• Cable network prov.• WLAN prov.• ASPs
• Quick Integra.• Stability• Low effort regard. operations• Easy interface programming• Easy Usage• Cheap• Fast
• Out-of-the-box• Libraries• New developm.
• Listener• Probe• Database• Oper. Syst.• Prog. Lang.• Distribution• Interface Architecture
• Mailings• Trade Fairs• Phone• Conferences
CustomerExpectations
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
Marketing Tools: ABC-Analysis
Tool to classify tasks/things regardingtheir importance
Define balance points to use time and means efficiently
Group Effort Achievment Degree of Importanceof Objectivs Efficiency
A 5-20% 70-80% high high
B 20-50% 20-30% medium medium
C 50-80% 5-20% low low
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
Marketing Tools: Portfolio Analysis
Att
ract
ive o
n M
ark
et
Strong in Competition
HoldExpand
MilkLeave
Low
High
High
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
GOLD: A Strategic Business Unit
It's your turn now!
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
GOLD: A Strategic Business Unit
CustomerGroup
ProductGroups
Techno-logies
Comm.Channels
• Students• Young Pro- fessionals• IEEEs up to tenth year of membersh.• Former SB members• Docs & PostDocs
• Orientation within IEEE• Orientation within job• Career• International Contacts• Education• Fun
• Company visits• Talks• Educational offers• Regular Meetings• International Acitivities• Research
• Networking• Discussions• Virtual Communities• Presentation
• Web• Mailing lists• Snail Mail• Presentations at workshops, conferences• Word of Mouth• GermaNews, Region8 News
CustomerExpectations
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
Implementation & Action
Who? Interested GOLD groups of region 8 When? From now until GOLD Congress
2004 What? See foregoing slide.
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
Controlling & PR
Reports on a two-monthly basis Monthly meetings via online chat (MSN) Usage of Virtual Community for
information exchange
Publish Best-Practices and Success-Stories in the Region 8 Newsletter and beyond
Prepare a Strategy Paper to present at IEEE-centred congresses world-wide
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
IEEE GOLD 101
Strategic Management 101
Marketing 101
Marketing Tutorial
Advertising 101 & Tutorial
Today's lessons:
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
Communications
Who saysWhatWhenHowWhereTo whomWith which
impact?
SenderMessageTimeWayLocationTarget GroupSucess
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
The Copy-Strategy
Content of each Briefing at an Advertising Agency
Target group: avoid cognitive dissonance Positioning: expensive-cheap, new-old Benefit: main advantage (really???) Reason why (Explanation of the Benefit) Tonality (young, fresh, elegant)
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
Morphological Matrix
Words, Letters
Music Instruments
Music
Africa, Geograph.
Africa, Symbols
Africa, Animals
Africa, Patterns
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
The Clicking-Questions
Number of statements/questions which help in finding a surprising edge of a product or idea you want to advertise
Creates great ideas or tv/cinema spots, newspapers adds, promotions or events
Define your target in advance Strictly separate idea search from idea
evaluation
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
Click: Without words
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
Click: Combine & Connect
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
Exaggeration
For more information on spaciousness...
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
Clicking
Repeat and Number Turn around 180° Omit and Indicate Paradox Provocate & Shok Time Change of
Perspective Parody Reframing
Symbols & Signs Invite to play History of Product Absurd & Surreal Change the
product Alternate usage Word play Metaphor &
Analogy Blow the frame
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
IEEE GOLD 101
Strategic Management 101
Marketing 101
Marketing Tutorial
Advertising 101 & Tutorial
Today's lessons:
FINALLY
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
Tomorrow: Balanced Scorecard
Visualizing different, but equally important goals of corporate success
Instrument to measure achievment of those goals
Gold Meeting 09/2003 in Barcelona
Gerald Anleitner, ieee.org/gold/germany
Tomorrow: Balanced Scorecard
Finance
Customer
Operations
Employees
Vision Strategic Aim Controlling Actions