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
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Market analysis
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Competitor analysis
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SME interviews
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Portfolio assessment
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Long-range profit forecasting
2 DECOMPOSE
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Articulate long-term strategy
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Market positioning deep dive
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Senior Management interviews
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Identify strategic go/no go areas
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Cross functional alignment
3 DEFINE
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Identify big bets & quick wins
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Define "Who why what where how when"
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Commercial trade off decisions
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Growth lever analysis
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High level financial analysis
4 REFINE
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Risk analysis
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Competitor war gaming
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Select preferred options for deep dive
5 DEVELOP
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Align strategic direction
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Build case for change
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Develop commercial roadmap
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Quantify "size of prize"
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Target setting & internal sell in
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Develop "what if" cases
6 IMPLEMENT
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Customer sell in story
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Product rationalisation / product development
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Setup project/programme teams