The export audit The Magic Pallet. COMPANY COUNTRY INTERNAL ANALYSIS MARKET COMPETITION EXTERNAL ANALYSIS MARKET ENTRY STRATEGY EXPORT MARKETING PLAN.

The export “audit”

The Magic Pallet

COMPANY COUNTRY

INTERNAL ANALYSIS

MARKET COMPETITION

EXTERNAL ANALYSIS

MARKET ENTRY STRATEGY

EXPORT MARKETING

PLAN

CONFRONTATION MATRIX

The confrontation matrix - company

• For company audits the SWOT must be more specific:

• The need to find a USP– Unique selling proposition

• The need to find the best trade partner– Strategic alliances

• The need to create – “Value”

©2004 TGVC

COMPANY CUSTOMER CONSUMER

What do we mean by “value” ?

COMPANY

COST OF RESOURCE

S

• TECHNOLOGY

• PRODUCTION• LOGISTICS• MARKETING • SUPPORT

CUSTOMER CONSUMER

©2004 TGVC

SA

CR

IFIC

ES

VALUE ADDED

•MINDS

•MONEY

•MAN POWER

•MACHINES

•MATERIALS

COMPANY

COST OF RESOURCE

S

VALUE ADDED

CUSTOMER CONSUMER

©2004 TGVC

COST OF OWNERSHI

P

VALUE ADDED

• TECHNOLOGY

• PRODUCTION• LOGISTICS• MARKETING • SUPPORT

• COST

• CHRONO

• CHANGE

• CHANCE

• CONFLICT

©2004 TGVCB

EN

EFI

TS

SA

CR

IFIC

ES

?

COMPANY CUSTOMER CONSUMER

BE

NE

FITS

• DESIGN

• QUALITY

• SPEED

• IMAGO

• SERVICE

• COST

• CHRONO

• CHANGE

• CHANCE

• CONFLICT

COMPANY

COST OF RESOURCE

S

VALUE ADDED

CUSTOMER CONSUMER

?

COST OF OWNERSHI

P

©2004 TGVC

SA

CR

IFIC

ES

VALUE ADDED

BE

NE

FITS

? ?

COMPANY

40 10

CUSTOMER CONSUMER

60

©2004 TGVC

90

20100

How to use The Magic Pallet ?

1. For company audits (for export)2. To find the right trade partner3. To list corrective actions

1. The export “audit”

INTER

NA

L

AN

ALY

SIS

CO

MP

AN

Y

EXTERNAL ANALYSIS

MARKET

1. The export audit

DES

IGN

QU

ALIT

Y

SPEED

IMA

GE

SER

VIC

E

PR

ICE

PEO

PLE

PLA

NET

TO

TA

L

TECHNOLOGY

PRODUCTION

LOGISTICS

MARKETING

SUPPORT

1. The export audit

DES

IGN

QU

ALIT

Y

SPEED

IMA

GE

SER

VIC

E

PR

ICE

PEO

PLE

PLA

NET

TO

TA

L

TECHNOLOGY 5 3 3 11

PRODUCTION -5 -3 -5 -1 -14

LOGISTICS -5 -5 -3 -13

MARKETING 5 3 3 1 1 13

SUPPORT 1 3 1 1 1 7

TOTAL 6 3 -10 9 0 1 -3 -2

Case study

1. Read the case study individually2. Rate the value activities of the

company3. Rate the consumer benefits and

sacrifices (use market surveys)4. Discuss and agree on the outcome

in your group5. Do the GAP analysis6. Define the focus and challenge

of the company

Worksheet - individual

DES

IGN

QU

ALIT

Y

SPEED

IMA

GE

SER

VIC

E

PR

ICE

PEO

PLE

PLA

NET

TO

TA

L

TECHNOLOGY

PRODUCTION

LOGISTICS

MARKETING

SUPPORT

Worksheet -group

DES

IGN

QU

ALIT

Y

SPEED

IMA

GE

SER

VIC

E

PR

ICE

PEO

PLE

PLA

NET

TO

TA

L

TECHNOLOGY

PRODUCTION

LOGISTICS

MARKETING

SUPPORT