Customer Based Business Strategy

Key Concept & Objectives

Key Concept

At the heart of an effective business strategy is a clear business-market strategy or game, i.e., a set of integrated and coherent choices of

• "Where to Play” (which parts of the market to operate in and with what intensity)
• "How to Win" (develop and design competitively superior value proposition and its delivery system) 
• "When to play What Game" (sequencing or staging of strategic moves).  

When this business-market game is clear and customer centric, companies do not end up as they often do with "follow the market trend" or “follow the competitor” strategies that result in their getting weaker as they pull themselves in many different directions and increase their operating complexity and cost.

Objectives

The objective of this program is to enable business leaders to create strong businesses with sustainable business performance by learning how to embed customer centricity into their business strategy development and execution:

1. Shifting the focus of business strategy from ‘competitor/market/product centric’ to ‘customer centric’

2. Generating insights and to develop dominant logic to be used for developing business strategy from the view of customer

3. Developing a clear and customer based business-market strategy: where to play, how to win, and when to play what game

Takeaways

Conceptual clarity

• The difference in business direction resulting from the customer centric view versus an industry or supply sided view, hence clarity on need for customer centricity in business strategy 
• Review of concepts and approaches to developing business strategy : purpose, different frameworks in use,  how these have progressed and changed over time and pros and cons of each approach 
• Understand the concepts of customer-centric business strategy, the business-market game, its link with business strategy
• Understand where and how to embed customer centricity into commonly used business strategy development approaches  

Frameworks, tools and methodologies for developing a company's business-market game.

• Methodologies on how to be customer centered in various elements and analyses of business strategy development
  • Reading environmental and external shifts and trends to see how the future will unfold and to assess their impact on customers as well as implications for business strategy.
  • Deciding ‘where to play’ in terms of customer type and customer value segments and not just product or product-market or sales geography segments 
  • Deciding how to ‘play to win’ in terms of developing rivalry propositions and customer perceived value advantage over current consumer behaviour.
  • Designing the organization and sequence of activities in order to win in the chosen market
• How to do Customer Based business-market segmentation for business market game: how to develop customer perceived value advantage over competition for achieving business purpose as well as customer centricity.

Pedagogy

• Faculty led interactive sessions to introduce and explain concepts, tools and frameworks.
• Case study discussions across sectors and contexts to deepen the learning through peer discussion, and learning from across industries and companies
• Group work for active peer learning by participants to apply the concepts and frameworks, etc., with, and critique and support by faculty.

For Whom

CXOs, Business Unit Leaders, Functional Heads 

In B2B and B2C Businesses

Companies would benefit more from the programme by sponsoring a team of 3 to 5 senior executives.