【正文】 Short Term Long Term 1. Vision 2. Competitive Advantage 3. Target Competitors 4. Principal Battlefields 5. Strategic Imperatives 6. Key Initiatives MobileCo Option Evaluation ? Introduction ? What is a Strategy? ? What is a good Strategy? ? What are the key elements of a Strategy? ? How do we develop a good Strategy? ? Key Takeaways ? 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F ir s t le v e l b u ll e t? F ir s t le v e l b u ll e t? F ir s t le v e l b u ll e t? F ir s t le v e l b u ll e t? F ir s t le v e l b u ll e t? F ir s t le v e l b u ll e t? F ir s t le v e l b u ll e t? F ir s t le v e l b u ll e t? F ir s t le v e l b u ll e t? F ir s t le v e l b u ll e t? F ir s t le v e l b u ll e t? F ir s t le v e l b u ll e t? F ir s t le v e l b u ll e t? F ir s t le v e l b u ll e tBusiness Definition Key Value Drivers 7M I S G M E G 8 1 2 1 0 0 1bcB us i ne s s U ni t S t r a t e g y Fra m e w orkL O NR O S / R M SA us t r a l i a n M ob i l e 1 9 9 8( 40 )( 20 )02040608 0 %0 .1 0 . 2 0 .5 1 2 5 10V o d a f o n eO p t u sT e lst r aReturn on Sales (ROS)R e lat i ve M ar k et S ha r e ( R M S )1 , 5 0 0M o b il eR e v e n u e( 1 9 9 8 )Strategic Principles Key Takeaways There are 6 key tools to take away. Options Full Potential 27M I S G M E G 8 1 2 1 0 0 1bcB us i ne s s U ni t S t r a t e g y Fra m e w orkL O NV od a f on e A us t r a li a S t r a t e gy200 2 V is io nSou rc e of C om pet it iv e Ad v an tag eT arget C om pet it orsPrin c ip al B at t lef ieldsSt rat egic I m perat iv esKey Ini tiat iv esAlli anc esSt rat egic O pt io n N am e:“T he Blue M ount ainSt rat egy ”? $ 9 B I P O? B e a t O p u s? G r o w t h t h r o u g hd i f f e r e n t i a t i o n a n dp o w e r f u l b r a n d? R e s p o n s i v e a n dd y n a m i c c u lt u r e? T a k i n g s h a r e o f f O p t u s b y m o r e e f f e c t i v e l yD i f f e r e n t i a t i n g vs . T e l s t r a? T o t a lA u s t r a l i a nt e l e c o m m u n i c a t io n s m a r k e t? W i r e l e s st e c h n o l o g y? P e r s o n a ls e g m e n tp r i o r i t y? G r o w t os u s t a i n ab l e s c a l e? D e a l e r s w i l l w a n tt o s e ll u s? C o n t r o l k e yd i s t r i b u t i o nc h a n n e l s? A M P S c h u r n? O p t u s c h u r n? S u b s t it u t i o n? E m e r g i n g m a r k e t s? R e g u l a t o r ym a n a g e m e n t? C u l t u r a l c h a n g e? B r a n d b u i l d i n g? B e s t b y f a r p a c k a g e? F l e x i b l e p r i c i n g? C u s t o m e r s e r v ic e? P r o c e s s c h a n g e? P e n e t r a t e m a s sm e r c h a n t s? P r e m ie r d e a l e r p r o g r a m? B r a n d b u i l d i n gc a p a b i l i t y? P u r e M o b i l e P l a y e r? D e f e n d s h a r e o fh i g h v a l u ec u s t o m e r s? M a n a g ec o s t s? L o w c h u r n? R e d u c e c h u r n? ABC? G l o b a lp u r c h a s i n g? N Z s y n e r g ie sStrategy 8M I S J O 8 1 2 1 1 0 6bcB us i ne s s U ni t S t r a t e g y Fra m e w orkL O NP ha s e s O f S t r a t e gyD e v e l op m e nt W i t hi n A M a r k e tF o c u s Str ateg ySee k to do m in at e a s p ec i fics egm ent w it hin a m ark et(e. g. c orpor at e c us tom ers )D o m in ateSee k to do m in at e a giv enm ark et by p art i c ipa tingac ros s all s egm ent s of t hem ark et (e. g. lea d U K m obilet elepho ny )R ed efi n eSee k to c hang e t he def init ionof a m ark et by ex p andingbey ond it s t radit ionalbou ndaries1 . F o cu sS e g m e n t 3S e g m e n t 22 . D o m i n a te3 . R e d e f in eB u s i n e s sAR e l a t e dB u s i n e s sBR e l a t e dB u s i n e s sCM a r k e t sS e g m e n t 138 TEMPLATESICON bc LON Today Future 0 20 40 60 80 SHV Key Takeaways There are 6 key tools to take away. ? Introduction ? What is a Strategy? ? What is a good Strategy? ? What are the key elements of a Strategy? ? How do we develop a good Strategy? ? Key Takeaways ? Frequently Asked Questions Strategy Development Tools Frequently Asked Questions What is my agenda with the client? Frequently Asked Questions 1. Point of Depart