Stratégie de développement des affaires

BUSINESS DEVELOPMENT STRATEGY

Canvas’ model.

Introduction

a. Some definitions :

Corporate policy : the expression of the free will of the director who decides the general objectives that the company will take and the strategies that it will develop in order to accomplish them.

=> L’expression de la libre-volonté du directeur

STRATEGIC BUSINESS UNIT =

Department or group of departments in the company

 Sharing the same technologies, market & competitors

 With the unique combination of KSF (key success factors)

VISION & VALUES =

Values are a set of ethical or operating principles and beliefs that guide decision making.

A vision is a motivation summary of what an organisation hopes to achieve. It links the objectives with the core values of the business.

AIMS = long-terms goals

OBJECTIVES :

Objectives are the medium-term targets that act as stepping stones to achieve the goals.

Organisations may change their objectives over time because…

 They may achieve their original objectives

 The business has grown

 The competitive environment changes

 The market changes

 Technology changes

Conflicting objectives : example

 Profit & growth : expansion can increase costs, especially in the short term

 Providing a service & growth : smaller firms may know their customers better than large firms and therefore be able to provide a more personnalised service.

Purpose of goals and objectives :

 To provide direction for the organisation

 To form a basis for allocating ressources

 To be motivated

 To monitor performance

 To measure success

Setting objectives :

Objectives will depend on different factors :

 The overall goals

 Analysis of the business performance + SWOT

 Ownership :

o Public sector => more focus on providing a service

o Private sector => more focus on profit and growth

SMART OBJECTIVES :

Specific

Measurable

Achievable = atteignable

Relevant = pertinent

Time-framed = limité dans le temps

STRATEGY :

A strategy is a long term plan by which the goals and objectives are met.

Tactics :

Tactics are the shorter term activities that a firm puts in place to implement its strategy.

CASE : S-D 18 Inc. Based in San Francisco.

 Unique concept : product customization

 Family company in clothing industry

 Every clothes made in US

BUSINESS DEVELOPMENT STRATEGY :

 FIRST STEP : understand the company

 SECOND STEP : make a diagnosis

 THIRD STEP : formulate the strategy

 FOURTH STEP : execute the strategy

IN THE REAL LIFE…

1. Focus on the company :

a. Sales analysis : what we get to develop and what we get to get off

b. The BCG matrix : growth-share matrix

THE STRATEGIC DECISION

20% of products => 80% of sales

Strategic option : « milk » the cash cow product extract the profit and invert as little cash as possible to finance star.

Improve product offre to increase profit : operating strategy with major actions :

 Reduce product range

 Improve supply chain

THE STRATEGIC DIAGNOSIS

Strategic analysis is about loking at

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