商业开发business development-Renewable process.ppt

Commercial Level of Business Development Market Development: This involves increasing the entire market of a firm by charting value proposition to new prospects. Channel Development: This focuses on aligning, structuring and evolving a firm’s channel in compliance to the strategic-fit. Value Chain Development: This deals with systematic modification and enrichment of a firm’s value chain for competitiveness. Corporate Level of Business Development The corporate level of business development boosts up competitive positioning of a firm’s total value proposition through restructuring, realignment and change. The Focus of Business Development Business Development focuses on structuring appropriate strategic map for a firm’s business portfolio, so as to ensure continuity, viability and accomplishment of strategic intent. Business Development is usually geared for long term survival. Case Study In 2003, the management of Philips observed drawbacks in its business activities. On reviewing the firms position, issues identified included decentralized business planning, logistics and accounting; 7 Business Units; 21 Creation Teams; Each Team had individual RD approach; Distinct regional marketing programmes; Undifferentiated business models; USA operations focused on improving retail position; In-house infrastructure; Large own consumer service organisation. It decided to implement business renewal strategies and the targets achieved in 2005 included centralized business planning, logistics and accounting; 3 Business Units; 12 Creation Teams; aligned RD roadmaps; coherent global marketing approaches; business model adapted to life-cycle; USA operations implemented lean organisation and global programmes to drive business; outsourced, shared service centres; outsourced consumer service organisation. As a result, the firm achieved reduction of 400 million Euro operating cost by second quarter of 2005. Business Renewal “Business Renewal encompasses a number of overlapping