'Strategy Making' is a mentoring presentation facilitated for Senior Managers at the Ministry of Education in Sri Lanka in 2011

1. Strategy Making
Munas Kalden, Consultant

2. Strategy
..is taking an unique
stand in
a strategically selected
market or industry.
munas kalden
2

3. Not Better than competition
But Different to competition
munas kalden
3

4. Underlying
Values assumption
Belief
munas kalden
4

5. Differentiation
munas kalden
5

6. Strategy as
Position (stand)
munas kalden
6

7. Key Questions
Who are you?
What do you stand for?
munas kalden
7

8. Strategy: Three Correlates
Stand
Standing
Steps
munas kalden
8

9. An Example: Sri Lanka Tourism
Standing: of being a leading tourist destination
in Asia, and attracting million tourists per year.
Country Specific Steps:
Programme X for the UK market
Programme Y for the Indian Market, and
Programme Z for the Middle East..
munas kalden
9

10. Missing
Stand…………..?
Stand/position:
“a land like no other”!?
munas kalden
10

11. Improving the Position
“a land like no other”-
Does not entail a position
taken on the market, to
begin with.
munas kalden
11

12. Question on the stand
a land like no other”-
Where is this land?
What makes it unique?
What does it stand for? (for shopping, to do
munas kalden
activity , to see nature..?) 12

13. „Asia‟s authentic being-
seeing compact island‟
munas kalden
13

14. „me-tooism‟ is not strategic
munas kalden
14

15. Differentiation
as Divergence
Divergence occurs when the
whole breaks up into stand-
alone parts that begin to
develop their own entities,
and then identities.
munas kalden
15

16. Divergence: Sub categories
based on the form
“ball”
hard red White Soft
munas kalden
16

17. Divergence: Sub categories
based on the Purpose
“ball”
Cricket Volley ball Soccer Rugby
ball ball ball
munas kalden
17

18. „Sweet Spot‟
•The challenge posted to organizations
is to find the “sweet spot”
• And continue to occupy it in the wake of
changing competitive offerings and customers
needs, while acquiring the requisite
competencies to fill the “sweet spot”.
munas kalden
18

19. Finding the “Sweet Spot”
Customers
needs
Competitive Company
Offerings capabilities
munas kalden
19

20. Point of Difference (POD)
• Finding point of difference (POD) within existing
market spaces and mental categories, in order to
meaningfully and uniquely differ.
• Proving an identity of a particular entity in the
category.
munas kalden
20

21. POD: Example
Against Position: Coca Cola -7UP
Paracetamol & Panadol:
munas kalden
21

22. POD and Value
PoD
Value Cost
based based
munas kalden
22

23. Value Based
value
-
based
Value Value of
-
for me me
munas kalden
23

24. Value..
When a customer ask
Value for me: What it does for me?
(functional value )
What it does to me? (experiential value )
Value of me:
Symbol that signifies (not a “performing
value”) munas kalden
24

25. Liyanage Value Pyramid
Actualizer
psychological
Value
Communicator
of me Social
Member
Relational
Experienc
Experiential er
Value
User
for
Functional
me
munas kalden
25

26. Thanks
munas kalden
26