1.
The Problem of Strategic Planning in Multinational Companies (MNCs)
MNCs usually have reasonable corporate planning systems. They are designed
to start top-down with corporate visions and targets and end up with collecting
and harmonising bottom-up feedback information from decentralised worldwide
market organisations. In theory this approach works, in practise it doesn't.
Usually there is a filter at corporate headquarters that suppresses urgent
innovative initiatives from decentralised units.
The reason for this
is the fear of the risk of dispersing corporate resources and of losing
focus. If companies are too highly focussed and thus not ready to adapt
their products and services to the local needs in the fastest growing emerging
markets, they risk to lose market share. Our case study of Coca-Cola in India, as
an example, has shown an unnecessary loss of almost one billion US$ in India
alone.
2. Executive Summary on OEC's Multiple Market Positioning Strategy Audit
This is an offensive tool to activate innovation, strengthen your company's
international competitiveness and bottom-line. It has been successfully
applied in many companies mainly in Europe, USA, Japan, China and India.
It relies on the strengths of the bottom-up approach and utilises the internal
and external know-how of the firm and its stakeholders. It discloses hidden
taboos and transfers new ideas and perceptions from other cultures, businesses
and industries. OEC invests ample time to thoroughly examine your satisfied,
and not so satisfied, customers with in-depth interviews that expose and
review the current status of your product quality, service quality, image
and positioning in the market. This systematic approach quickly identifies
innovative improvement potentials as well as actions that must subsequently
be realised as a newly defined robust and flexible
MMP Multiple Market
Positioning Strategy (R), which is also adapted to the needs of the
main customers and prospects in the most important 'Emerging Markets'. (R)
is a registered Trade Mark of OEC. For more detailed informantion
download
the pdf here.
3. The Definition of "MMP Multiple Market Positioning" (R)
MMP is a flexible and intelligent way of how to adapt the technology and
market positioning of a company to the various needs of its suppliers and
customers worldwide. It focusses on a targeted market segment via a concentric
kind of moderate diversification. The OEC MMP is a narrow but successful
path between the two extremes of too highly focussed and too broadly dispersed
market positioning strategies.
4. The Five Stages to realise an MMP Strategy Audit