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Week 3

World Class Business and Communications. Week 3. Instituto Mar de Cortés. World Class Business and Communications. World Class Business and Communications. MsC Gretchen Grebe. M. en I. Alejandro Flores. Week 4: Session 1 Review Customer Discovery Homework What is a Market?

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Week 3

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  1. WorldClass Business and Communications Week 3

  2. Instituto Mar de Cortés World Class Business and Communications World Class Business and Communications MsC Gretchen Grebe M. en I. Alejandro Flores Week 4: Session 1 Review Customer Discovery Homework What is a Market? Market Trends and Opportunities Bren School of Environmental Science and Management . Week 1

  3. Instituto Mar de Cortés World Class Business and Communications World Class Business and Communications MsC Gretchen Grebe M. en I. Alejandro Flores How should we go about finding our customer problem? What do we already know? What else do we need to find out? Bren School of Environmental Science and Management . Week 1

  4. Instituto Mar de Cortés World Class Business and Communications World Class Business and Communications MsC Gretchen Grebe M. en I. Alejandro Flores What is a Market? Source: Alejandro Flores 2012 Bren School of Environmental Science and Management . Week 1

  5. Instituto Mar de Cortés World Class Business and Communications World Class Business and Communications MsC Gretchen Grebe M. en I. Alejandro Flores A market is a social structure for exchange of rights, which enables people, firms and products to be evaluated and priced. Markets are formed from two MAIN elements (but not the only ones): SUPPLY DEMAND Source: http://en.wikipedia.org/wiki/Market via Alejandro Flores 2012 Bren School of Environmental Science and Management . Week 1

  6. Instituto Mar de Cortés World Class Business and Communications World Class Business and Communications MsC Gretchen Grebe M. en I. Alejandro Flores Entrepreneurs in the Market Innovator: First to develop or patent an idea Product Pioneer :First to have a working model First Mover : First to sell the product (47% failure rate) Fast Follower Entered early but not first (8% failure rate) Bren School of Environmental Science and Management . Week 1

  7. Instituto Mar de Cortés World Class Business and Communications World Class Business and Communications MsC Gretchen Grebe M. en I. Alejandro Flores Adoption Curve… (Lilly Pad Riddle) Bren School of Environmental Science and Management . Week 1

  8. Instituto Mar de Cortés World Class Business and Communications World Class Business and Communications MsC Gretchen Grebe M. en I. Alejandro Flores Bren School of Environmental Science and Management . Week 1

  9. Instituto Mar de Cortés World Class Business and Communications World Class Business and Communications MsC Gretchen Grebe M. en I. Alejandro Flores How might we find out information regarding the state of the market? Bren School of Environmental Science and Management . Week 1

  10. Instituto Mar de Cortés World Class Business and Communications World Class Business and Communications MsC Gretchen Grebe M. en I. Alejandro Flores Four Types of Markets Existing Market Resegmented Market Cheaper or Niche New Market Existing Market – Faster/Better = High End Resegmented Market – Niche = marketing/branding driven Resegmented Market- Cheaper = Low End New Market – Cheaper/good enough can create a new class of product or customer. Innovative/never existed before Bren School of Environmental Science and Management . Week 1

  11. Instituto Mar de Cortés World Class Business and Communications World Class Business and Communications MsC Gretchen Grebe M. en I. Alejandro Flores In order to better satisfy customers, a company may group them into distinct segments with common needs, behaviors, or other attributes An organization must make a conscious decision about which segments to serve and which segments to ignore Bren School of Environmental Science and Management . Week 1

  12. Instituto Mar de Cortés World Class Business and Communications World Class Business and Communications MsC Gretchen Grebe M. en I. Alejandro Flores Bren School of Environmental Science and Management . Week 1

  13. Instituto Mar de Cortés World Class Business and Communications World Class Business and Communications MsC Gretchen Grebe M. en I. Alejandro Flores What unmet needs will the venture address? In creating customer value, will the venture emphasize differentiation or cost savings? What will be the key features of the venture’s product? Will customers require complements and ancillary services from third parties? If so, who will provide them, and under what terms? Bren School of Environmental Science and Management . Week 1

  14. Instituto Mar de Cortés World Class Business and Communications World Class Business and Communications MsC Gretchen Grebe M. en I. Alejandro Flores Total Available Market Served Available Market Target Market Bren School of Environmental Science and Management . Week 1

  15. Instituto Mar de Cortés World Class Business and Communications World Class Business and Communications MsC Gretchen Grebe M. en I. Alejandro Flores Bren School of Environmental Science and Management . Week 1

  16. Week 4 Session 2 Review Market Types and TAM, SAM, and TM Determine TAM and SAM for Tourism/Tourism in Mexico or La Paz How might we calculate our TM? How will we resegment? Intro into Ecosystem Maps

  17. Instituto Mar de Cortés World Class Business and Communications World Class Business and Communications MsC Gretchen Grebe M. en I. Alejandro Flores Let’s Review : Bren School of Environmental Science and Management . Week 1

  18. Instituto Mar de Cortés World Class Business and Communications World Class Business and Communications MsC Gretchen Grebe M. en I. Alejandro Flores Using Ecosystem Maps Bren School of Environmental Science and Management . Week 1

  19. Instituto Mar de Cortés World Class Business and Communications World Class Business and Communications MsC Gretchen Grebe M. en I. Alejandro Flores • Ecosystem Maps Help to Show… • Who are the entities involved • 2) For each member of the ecosystem, what benefit do they gain and what are they willing to trade in exchange • 3) How do they all interact? Bren School of Environmental Science and Management . Week 1

  20. Instituto Mar de Cortés World Class Business and Communications World Class Business and Communications MsC Gretchen Grebe M. en I. Alejandro Flores  Bren School of Environmental Science and Management . Week 1

  21. Instituto Mar de Cortés World Class Business and Communications World Class Business and Communications MsC Gretchen Grebe M. en I. Alejandro Flores  Bren School of Environmental Science and Management . Week 1

  22. Assignment: Make an ecosystem map for tourism (or your hypothesized business/service) in La Paz. Be sure to include the critical money, resource, and information transfers between each actor in the ecosystem.

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