Marketplace Strategy and Planning - Learn More
Three Critical Variables in Structuring a Strategy or Planning Assignment
Irrespective of the type of assignment, there are typically 3 critical areas that will influence the direction and nature of the work:
1. The Approach to Situation Analysis
Every strategy or planning initiative should be preceded by an appropriate situation/opportunity analysis that ensures an ability to make informed, fact-based, and insightful decisions. We work with our clients to define an effective and efficient situation analysis approach that:
- Is structured to the specific decision requirements of the assignment;
- Leverages both client and consultant expertise and knowledge;
- Builds objectivity and insight;
- Respects clients timelines, resources, and risk tolerance.
Typically we determine the content requirements of the situation analysis, with the client then deciding which elements of content will be developed internally, and which will be the responsibility of MCG. As required, we provide coaching and quality control assistance to client-developed content.
2. Designing the Decision-making Framework
In planning, everyone is focused on getting the right "answer", but often without sufficient consideration as to whether they have been pursuing the right "question". Defining the right questions, the decision-making framework, is critical because the framework determines what concepts and principles of strategy the plan will address. For example:
- What decisions are necessary to create a global marketing strategy and plan for a pharmaceutical product? What is the decision framework at the country level - are the strategy decisions and plan content requirements the same or different - what is the proper inter-relationship between these two levels of planning?
- What are the specific decisions elements that must be addressed to develop a category management strategy within a consumer packaged goods firm? Which decisions are independent and which should reflect decisions made elsewhere?
There is not always a clear understanding of the purpose of decision elements and how a specific decision choice will, or should, impact marketplace activity or organizational behavior. We work with clients to define the specific decision components of the strategy/planning assignment - ensuring the relevancy of each component and an understanding of its implications.
3. Sharing of Responsibility for Strategy and Plan Solution
We prefer a cooperative, participative approach to decision-making. Using workshop forums, involving client managers, we create consensus on key decisions. Over the years we have developed highly effective facilitation approaches to strategy and plan development that enable client teams to define very focused and precise decisions in a time efficient manner. Using this approach ensures our strengths our clients are effectively leveraged.
From an MCG perspective, we offer:
- Deep understanding of planning principles and plan decision components.
- Broad knowledge and experience within the pharmaceutical/healthcare and consumer packaged goods industries.
- Significant experience in applying marketing and sales concepts/ principles to industries now requiring a more sophisticated approach.
- Proven group decision-making facilitation skills.
- Unbiased objectivity, and a preparedness to challenge client decisions that we feel are inappropriate.
We find our clients offer:
- In depth understanding of their specific market environments which no consultant can hope to replicate (nor should be paid to do so).
- Wisdom and experience that must be leveraged to ensure optimal results.
- An intimate knowledge of the company's history, culture and capabilities necessary to ensure there will be commitment to and effective implementation of the decisions being made.