Business Development

Rational
August 2010

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Basic elements

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Business Development Master
Skeleton

Research
Analysis

Stra
tegic 
Upd
ate

Implementation STP 4Ps 3

Research
 Well known situational analysis model: 3Cs
 Comprehensive
 Ongoing
 Dynamic


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Customers Research
 Macro Environment Factors; PESTEL: Political,
Economic, Social, Technological, Environmental &
Legal.
 Total Demand Size, Breakdowns & Trends
 Segmentation
 Attitudes
 Preferences
 Perceptions
 Compile findings into


Ø Issues Priority Matrix

Ø Ansof Market Strategies Matrix
Ø Buying Behavior Matrix 5


Competitors Research
 Profile
 Vision, Mission & Strategies

 Targets & Target Market

 Capabilities

 Performance

 4Ps: Product, Price, Place & Promotion

 Image

 Compile findings into:

Ø Competitive Strategic Groups

Ø Porter Five Forces Analysis (blend
with findings from customers 6

research)

Company Assessment
 Vision, Mission & Strategies
 Targets & Target Market

 Capabilities

 Performance

 Image

 Compile Into:

Ø Management Style Matrix

Ø Value Chain Analysis

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Strategic Analysis
 Converting research findings into intelligence
and actionable recommendations.
 Basic tools include:

 IFAS (Internal Factors Analysis Summary)

 EFAS (External Factors Analysis Summary)
 SFAS (Strategic Factors Analysis Summary)
 TOWS Matrix (Strategic Recommendations
Matrix)

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Recommendations into STP
 Segmenting the market into different groups
(demographics based, needs based,
behavioral segmentation)
 Targeting a group of customers who share a
set of similarities (demographics, needs,
wants, preferences … etc.)
 Positioning the company’s offering and
image to occupy a distinctive place in the
mind of the target market



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Recommendations into 4Ps
 Updating marketing mix strategies (e.g. Product
Strategy)


 Updating market mix variables



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