# Strategy Formation & Effective Sales Marketing
:::success
by Ken Chen, former CEO Global Uni Chip
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## 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:
1. Envision change, Start with market change
2. Use porter 5 forces
3. Use strategy pyramid to form knowledge
4. Strategy statement

## Effective Sales & Marketing
How to benefit Stakeholder: Investor and Employee Benefit
How to make customer sticky?

Product:
1. Definition by Marketing dept (4P, 5Forces) Near and long terms
2. Making by RD & Ops
3. Go-to-market by Marketing & Sales dept

Sales:
1. Funneling (Service Available Market)
2. 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

https://www.youtube.com/watch?v=iuYlGRnC7J8