HackMD
Strategy Formation & Effective Sales Marketing
by Ken Chen, former CEO Global Uni Chip
What is a strategy?
Strategy is a plan of change to achieve an objective (Dr. Morris Chang)
- Different from normal/conventional operation
- Horizontal Expansion: just changing the variable is not a strategy
- Effectiveness?
Plan:
- 5W + 1H
- Review and Adjust
- Effective and executable
Change:
- Adaptive with Porter 5 forces
- KPI
- Favorable in customer trend
Objectives:
- Need to be logical, tangible, measurable, trackable
To {What objective} by {a Change of Plan}
Taiwan Workforce Advantage: Confucian, Trade School (Engineering Talent)
Tactics (Physical) vs Strategy (Chemical)
一處御實，以免代勞
Kawasaki Microelectronic => culture does matter to certain business model
Foundry Business Model new forces: creative ic designer; cost structure is better while efficiency maybe slow a lil
Sun Tzu 7
Strategy Forming Process:
- Envision change, Start with market change
- Use porter 5 forces
- Use strategy pyramid to form knowledge
- Strategy statement
Effective Sales & Marketing
How to benefit Stakeholder: Investor and Employee Benefit
How to make customer sticky?
Product:
- Definition by Marketing dept (4P, 5Forces) Near and long terms
- Making by RD & Ops
- Go-to-market by Marketing & Sales dept
Sales:
- Funneling (Service Available Market)
- Red flags
Tools for Executive
Customer lotalty
- Satisfaction Survey
- Stickinness Ladder
- Customer Value Management
- Ideal Customer Profile (Select the right customer)
Value Produce
- Value pricing position (1st, 2nd, commodity)
- Strategy pyramid for value
- Value selling process
Sales Actions
Tactic Actions
- MOT (as mentality) Moment of the truth: 1. Listen the inner meaning of the customer; 2. Confirm; 3. Offer; 4. Follow Up (status Up-date)
- PPM (as SOP) Plan: who should do what where what time EE, Pre-meetings, MOT
- 三心二"易" What customer think, what competitor think, what my boss think => Change customer mindset and Change boss mindset
Strategic Actions
- Enhancing loyalty ladder with ideal customer
- Discipline on fixing "red flags"
Q&A
3 aspect of investment:
management, roadmap, financial planning
B2B: Sense of security
B2C: Senso of pride/social status
