Strategy Making Munas Kalden, Consultant
An Example: Sri Lanka Tourism
Standing: of being a leading tourist destination
in Asia, and attracting million tourists per year.
Country Specific Steps: Programme X for the UK market
Programme Y for the Indian Market, and
Programme Z for the Middle East..munas kalden
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Improving the Position
“a land like no other”-
Does not entail a position
taken on the market, to
begin with. munas kalden
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Question on the stand
a land like no other”-
Where is this land?
What makes it unique?
What does it stand for? (for shopping, to do
activity , to see nature..?)munas kalden
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Differentiation
as Divergence
Divergence occurs when the
whole breaks up into stand-
alone parts that begin to
develop their own entities,
and then identities. munas kalden
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Divergence: Sub categories
based on the Purpose
“ball”
Cricket ball
Volley ball Soccer ball
Rugby ball
munas kalden
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„Sweet Spot‟•The challenge posted to organizations
is to find the “sweet spot”
• And continue to occupy it in the wake of
changing competitive offerings and customers
needs, while acquiring the requisite
competencies to fill the “sweet spot”.
munas kalden
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Point of Difference (POD)
• Finding point of difference (POD) within existing
market spaces and mental categories, in order to
meaningfully and uniquely differ.
• Proving an identity of a particular entity in the
category.
munas kalden
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Value..
When a customer ask
Value for me: What it does for me?
(functional value )
What it does to me? (experiential value )
Value of me:
Symbol that signifies (not a “performing
value”) munas kalden
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Liyanage Value Pyramid
psychological
Social
Relational
Experiential
Functional
Value
of me
Value
for
me
User
Experienc
er
Member
Communicator
Actualizer
munas kalden
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