Welcome to NU CC Workshop

1.

WELCOME TO NU CC WORKSHOP
GOOD
SOLUTION
STARTS FROM
RIGHT
STRATEGY

2.

STRUCTURE
ANALYSIS
RECOMMENDATION (ADVICE)

3.

OUTLINE
• WHAT IS A STRUCTURE?
• FRAMEWORKS
• MECE
• TYPES OF CASES
• MARKET SEGMENTATION
• PRACTICE

4.

WHAT IS A STRUCTURE?
THE ARRANGEMENT OF AND RELATIONS BETWEEN THE
PARTS OR ELEMENTS OF SOMETHING COMPLEX.
SOURCE: MERRIAM-WEBSTER DICTIONARY

5.

WHY DO WE NEED TO STRUCT?
EFFICIENCY

6.

FRAMEWORK
FRAME + WORK

7.

5C’S OF MARKETING
MARKETING
CONTENT
COMPETITON
COMPANY
CUSTOMER
COLLABORATION

8.

SWOT FRAMEWORK
STRENGTHS
WEAKNESSES
OPPORTUNITIES
TREATS

9.

MECE
MUTUALLY EXCLUSIVE &
COLLECTIVELY EXHAUSTIVE
A PROBLEM THAT HAS NO OVERLAPS AND
PRESENTED IN ITS ENTIRELY

10.

5C’S OF MARKETING
MARKETING
CONTENT
COMPETITON
COMPANY
CUSTOMER
COLLABORATION

11.

TYPES OF BUSINESS CASES
MARKET. COMPANY. PRODUCT.

12.

13.

TYPE OF CASE #2
MARKET SEGMENTATION
WHAT IS IT ABOUT?

14.

STRUCTURE (FRAMEWORK)
GEOGRAPHICAL
SEGMENTATION
PARAMETERS
DEMOGRAPHICAL
MARKET
SEGMENTATION
SEGMENTATION
ATTRACTIVENESS
PSYCHOGRAPHICAL
BEHAVIORAL

15.

16.

ANALYSIS
THE HARDEST PART OF THE SOLVING CASES (IMHO)
SEGMENTATION PARAMETERS
GEOGRAPHICAL
DEMOGRAPHICAL
PSYCHOGRAPHICAL
BEHAVIORAL
SEGMENTATION
ATTRACTIVENESS
REGION
AGE
VALUES
USAGE RATE
SIZE
CLIMATE
GENDER
ATTITUDES
PROFITABILITY
POPULATION
GROWTH RATE
EDUCATION
LIFESTYLE
PRICE
SENSITIVITY
GROWTH TRENDS
POPULATION
DENSITY
INCOME
BRAND
LOYALTY
OCCUPATION
SHARE

17.

RECOMMENDATION (ADVISE)
SEGMENTATION PARAMETERS
SEGMENTATION ATTRACTIVENESS
GEOGRAPHICAL
SIZE
DEMOGRAPHICAL
PROFITABILITY
PSYCHOGRAPHICAL
SHARE
BEHAVIORAL
GROWTH TRENDS
TARGET SEGMENT
SEGMENT X

18.

QUESTIONS?

19.

PRACTICE
CRACK THE CASE

20.

Assess the attractiveness of the
washing machine market in
Kenya
How would you segment the
market?
You discover that there is a
sizable, wealthy ex-pat
community flooding into
Nairobi.
There are currently 600,000 ex
pats in Nairobi. Is this an
attractive segment to target?