STRATEGIC PLANNING

Industrial & Manufacturing Engineering

Arturo Escoto García
September 24, 2021
 SEPTEMBER OCTOBER
3 Business Plan / Process Mapping 1 Marketing Plan

Business Plan / Project

10 Business Plan / Plant, Marketing 8
Status I

17 Holiday 15 Strategic Thinking

SCHEDULE 24 Business Plan 22 Strategic Thinking

NOVEMBER 29 Designing the Strategy

Business Plan / Project

5
Status II
DECEMBER
12 Strategic analysis principles
Final Project
Final Project 3
Presentation
Presentation – Dec 4 19 Benchmarking

26 Value Chain – Last Session Due date Project Final Report

RISK ASSESSMENT

 Projects rarely proceed exactly according to plan.

 The product development process addresses many types of risk.
o Technical risks - Will the product function properly?
o Market risks - Will customers like what the team develops?
o Budget and schedule risks - Can the team complete the project on
time and within budget?
 Risks must be identified early and tracked throughout the process.
 Analysis and testing activities take place as early as possible.
 Design reviews must assess levels of risk on a regular basis,
expecting that risks are being reduced over time and not being
postponed.
 RISK ASSESSMENT EXAMPLES
Risk Issue (group Est. Initial Additional Reduced Reduced
Item Topic Category Prob R/Y/G Abatement Action Score R/Y/G
by sub-category) Imp Score Risk Date Prob Impact

Knob strategy, PO´s released for F1, F2 in process

1 defined…investment higer than Program 3 6 18 Y 1 6 6 G
budget
CUL certification in 1 fase PO placed, CUL file in process
2 Program 3 9 27 R 3 9 27 R
ongoing
Floor load/ramp up capacity F1 Leiser capacity completed
4 Process 3 6 18 Y 1 6 6 G

faringosi is not validated list faringosi&mansfield on CUL

5 Tecnical 3 9 27 R certification, PCTO testing last 3 9 27 R
configuration on FW21
6 SI Gas unit - not testing today- Program 3 6 18 Y Test Thermals on Gas unit on FW21 3 6 18 Y
Phase 3 requiere definition Jim defining strategic for Canada market
7 Program 3 9 27 R 3 9 27 R
RISK ASSESSMENT EXAMPLES
P1 Risk Assessment Status
RISK ASSESSMENT

CRITERIA:
<9 – Green
9 – Yellow
15 – 25 - Red

STRATEGY:
Eliminate Transfer
Mitigate Share
Improve Accept
CUSTOMER SATISFACTION
• Satisfaction of a need.
• Satisfaction of a desire.
• Solution to a problem.

Customer Satisfaction vs Customer Loyalty

What’s the difference?
THE COMPETITION
COMPETITOR Product Service Variety Quality Price Market
share

Identify,
• Customer needs satisfied by your
competition
• Customer needs not satisfied by your
competition
MARKET RESEARCH

What’s the purpose?

 Knowing how reliable or not the project is.

 Finding out the size of the market and its consumption habits.

 Know what the customer thinks, if the need actually exists, ability to pay,
trends and potential product improvement ideas.

 Investigate potential customers, competitors and unattended market.

 Take decisions. Plan new goals and redefine strategies.

MARKET RESEARCH
Define problem
Develop Collect Analyze
and research Present findings Take decisions
research plan information information
objectives

 You must rely on people who consume

daily and:
o Segment the market
o Check for sources of information
o Design the survey
o Apply the survey
o Analyze and quantify results
o Take decisions
MARKET RESEARCH

Research product/market and ensure Value addition

1. Primary research (interviews and surveys): Expert
opinion, KOLs, inventors, customers, etc.
 Use Google Survey or Survey Monkey
 Decide on questions and response matrix
 Should be specific, not general information gathering
 Distribute in many ways (social media, eMails, word of mouth)
to potential users – avoid bias!

To obtain a representative sample, start now!

MARKET RESEARCH

2. Secondary research: internet,

printed documents:
 Benchmark against existing
products and companies.
 Look at companies who have
recently failed.
 Potential sources: INEGI,
government, polling companies,
Google, Yahoo, BING, Ask, etc
SURVEY
 Determination of sample size in a survey:

Where:
o n – Sample size: Representative number from the group of persons
we want to study, or number of surveys to be done.

o N – Population. Group of persons to be studied (market size).

o Z – Confidence Level. Reflects the reliability of results. Usually, 95%

o e – Error level. % error expected in the results. Usually, 10%

o p – Probability that the event will occur. If unknown, use 50%

o q - Probability that the event will not occur. If unknown, use 50%
MARKETING STRATEGIES

 Email Marketing - Use email (individually or collectively) to

present products, services or special discounts to consumers.
 Content Marketing - Creation and sharing of online material
(videos, blogs, social media) that does not explicitly promote a
brand but stimulates interest in products or services.
 Pop-ups, banners and ads on web pages – Ads that appear
when surfing the Internet. Some discreet on one side of the
web, some invasive preventing reading the content of the page
or see a video.
MARKETING STRATEGIES

 Telemarketing – Phone calls that a brand makes directly to users to

publicize their products or services.
 Search Engine Positioning - Using the necessary tricks to make a
brand appear among the first in the results offered by Internet search
engines.
 Marketing through Influencers - A formula used by brands to gain
visibility is to make themselves known to the influential people in their
sector. If you put the referents in the boat, you will multiply your
diffusion.
MARKETING
STRATEGIES

 Product placement - Place a product or

brand in a movie, series, TV show or video
game. This advertising technique, which was
born in the United States, became very popular
in the 80s and is still used in audiovisual
content.
Amazon is guided by four principles:
 Customer obsession rather than competitor focus
 Passion for invention
 Commitment to operational excellence
 Long-term thinking
AMAZON LEADERSHIP PRINCIPLES
 Customer Obsession - Work vigorously to earn and keep customer trust.
 Ownership - Never say "that's not my job."
 Invent and Simplify - Expect and require innovation and invention from
teams.
 Hire and Develop the Best - Develop leaders and take seriously the role in
coaching others.
 Insist on the Highest Standards
 Think Big - Communicate a bold direction that inspires results.
 Bias for Action - Speed matters in business. We value calculated risk taking.
 Frugality - Accomplish more with less.
 Earn Trust - Listen attentively, speak candidly, and treat others respectfully.
 Have Backbone; Disagree and Commit - Respectfully challenge decisions.
 Deliver Results - Focus on key inputs and deliver with the right quality and
time.