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Ch. 11: Business Development and Planning

Ch. 11: Business Development and Planning. Business Development. The search for opportunities and the structuring of business entities to exploit those opportunities with current or near term organizational capabilities. Involves: creation and analysis of markets and market segments

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Ch. 11: Business Development and Planning

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  1. Ch. 11: Business Development and Planning

  2. Business Development The search for opportunities and the structuring of business entities to exploit those opportunities with current or near term organizational capabilities. Involves: • creation and analysis of markets and market segments • Maintenance of relationships with partners: customers, channel members, or suppliers of complementary products and services.

  3. Forecasting Usefulness of Forecast determined by: • Time • Effort • Money Invested

  4. Forecasting Marketing Forecast attempts to account for: • Technological change • Time horizons • Barriers to entry/exit • Elasticity of demand • Forecast expenditures

  5. Types of Forecast • Strategic forecasts • Marketing planning forecasts • Marketing Operation forecasts (MOFs) • Sales forecasts

  6. Types of Forecast:Strategic Forecasts • “Top down” forecast • Usually 3-5 years • More qualitative than quantitative • Attempt to reconcile reality with desired strategic direction

  7. Types of Forecast:Marketing Planning Forecasts • Usually associated with a product or market • Significant inputs from market research and competitive analysis • Attempt to predict what customersand competitors will do • Usually 1- 3 year periods

  8. Types of Forecast:Marketing Operations Forecast (MOFs) • Usually the responsibility of the field marketing organization • Tactical in nature • Source of significant market information, often sourced through customer relationships • An element in sales forecasts • Serves many parts of the organization • Usually 1 – 3 year periods, continuously updated

  9. Types of Forecast:Sales Forecast • Shorter range than MOF • Input to logistical functions, resource planning, and so on • Usually derived from analysis of historical data  assumption that future activities will follow current patterns

  10. Types of Forecast:Other Predictive Models Often involve statistical manipulation of historical data • Rolling Averages • Econometric Models • Delphi Approach

  11. Business Development Tracking Grid Products New Existing New Business New Translation Markets Existing Core Churn Core Exhibit 11-2

  12. Marketing Operations Forecast (MOF) • Provides the “who, what, where, when and how much information” about current and future business • Core Business • Core Churn • Real New Business • Translation Business

  13. Time The TALC and PLC Superimposed Exhibit 11-4 PLC – Total Sales TALC - Sales from New Adopters/ period

  14. Marketing and Business Development: Throughout the Product Life Cycle Ever Changing as New Customer Groups Emerge at Different Stages: • Development Stage • Introduction Stage • Growth Stage • Maturity Stage • Decline Stage

  15. Marketing Emphasis Exhibit 11-6

  16. Business Development Bands over The Product Life Cycle Range of Major Sales-Driven Effort Revenue Time Range of Initial Business Development for Each Offering Range of Major Translation Effort Exhibit 11-7

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