Business Communication: New Growth Platforms

Growth

2

Forming New Growth Platform

Opportunity to satisfy some unmet or latent

customer need

New or Converging Technologies

Changing Regulatory EnvironmentSocial Pressures

Creating New Growth Platforms | Group 2 - MME 34

5

Forces of Changes

Assemble the right portfolio required to deliver products and services:

Capabilities Business process Systems Assets

Identifies potential NGPs

INTERNAL•Redeploying the talent & technology that the company already has

EXTERNAL•Technology-Licensing Agreements•Strategic Partnership

6

Capabilities needed for NGP

ACQUISITION AND INTEGRATION OF CAPABILITIES

Common Company vs High-Growth Company

Common Company

• Developing a particular product or service to beat the competition.• Acquiring a company to provide a product or service complementary

to the existing lines.

High-Growth Company

• Creating a whole new family of products or services that meet customer need that the company has never before addressed.

• New Platforms can start as Product or Service Idea.

Platform as business model1. Put credible chief growth officers in charge

2. Believe that the team is more important than the idea

3. Have NGP units that are independent and embedded

4. Guarantee financial independence

5. Systematize the NGP creation process

NGPs’ Susceptibility to Failures

• Success of core business unit undermines the potential of the

company’s NGPsBusiness Unit Success

• Reluctance of business heads to support NGPs

Opposition from Key Executives

• CEOs taking a bird’s eye view-delegating work to inexperienced mavericks

Delegation of the Work

• Lack of sustained interest in any new idea

• Avoidance of talented & high performing employees to involve

Failure to Sustain Commitment

• Overconfidence can be potentially fatal• Opportunistic focus rather than strategic.

Unwitting Overconfidence

Examples of NGPs

• Sahara

Some more examples…..

• TATA’s

NGP in Marketing

• Social media Marketing

•Personalized Marketing

• New Marketing platforms in politics

• Marketing by way of sponsoring mega events

Any Queries ?

• Pritam Pandey 2014205• Priyanka B 2014206• Priyanka Jand 2014207• Pronoy De 2014208• Pulkit Agarwal 2014209