COMMERCIAL STRATEGY

Commercial strategies can be complex by nature. They should pull together commercial levers such as Brand, Pricing, Promotions, Negotiations, and Channels of distribution, and wrap them up in a single cohesive roadmap that allow commercial functions to execute toward a long-term goal. 

 

Below is an example of the high level steps taken to design a commercial strategy 

1  DIAGNOSE

  • Market analysis

  • Competitor analysis

  • SME interviews

  • Portfolio assessment

  • Long-range profit forecasting

2  DECOMPOSE

  • Articulate long-term strategy

  • Market positioning deep dive

  • Senior Management interviews

  • Identify strategic go/no go areas

  • Cross functional alignment

3  DEFINE

  • Identify big bets & quick wins

  • Define "Who why what where how when"

  • Commercial trade off decisions

  • Growth lever analysis

  • High level financial analysis

4  REFINE

  • Risk analysis

  • Competitor war gaming

  • Select preferred options for deep dive

5  DEVELOP

  • Align strategic direction

  • Build case for change

  • Develop commercial roadmap

  • Quantify "size of prize"

  • Target setting & internal sell in

  • Develop "what if" cases

6  IMPLEMENT

  • Customer sell in story

  • Product rationalisation / product development

  • Setup project/programme teams