The Newness


One critical property of the knowledge that underpins an activity is how new it is to the function or organization performing the activity. If it is very different from existing knowledge, it is said to be radical or competence destroying. If it builds on existing knowledge, it is said to be incremental or competence enhancing. The newer the knowledge, the more difficult it is for firms to perform the activities.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

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Good Pricing Decisions


Pricing decisions draw on many areas of marketing expertise. It requires a comprehensive understanding of the forces that shape the market, including competitive  interactions, technology and consumer psychology. Sometimes these forces interact and are likely to put downward pressure on prices, such as substitutes, technological advances, price-driven competition, customer experience, and changes in internal focus, such as sales forecasts. Customer makes it difficult to raise prices, as repeat customers’ ability to perceive incremental value of a company’s product or service diminishes over time, especially as substitute or competitive products emerge. Increased internal expectations in the form of expected sales increases or new budgets can send prices on a downward spiral. Customer price sensitivity may also serve  to keep prices in check, especially in the presence of available competitive substitutes or among a company’s marginal customers.

Even in a deflationary economy, there are opportunities for keeping prices from dropping or even for raising prices. However, customers must perceive that these enhancements deliver a genuine, meaningful benefit, or they will continue to seek lower cost alternatives.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Business Process Reengineering: Things to Remember


  • Do not undertake reengineering of all processes simultaneously. Select only those which meet the following criteria:
  1. Processes that require immediate attention;
  2. Processes that will have significant impact on customers;
  3. Processes which are most amenable to redesign.
  • Communicate intensely to persuade people to accept and not resist the proposed changes.
  • CEO must be seen to commit, at the minimum, 50 percent of his time.
  • Set aggressive reengineering performance targets; incremental improvement targets will not create either urgency or excitement.
  • Monitor progress and initiate corrective action.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Checklist for Processes Improvement


Improvement is made by:

  • Viewing all work as a process, whether it is associated with production or business activities.
  • Making all processes effective, efficient, and adaptable.
  • Anticipating changing customer needs.
  • Controlling in-process performance using  measures such as scrap reduction, cycle time, control charts, and so forth,
  • Maintaining constructive dissatisfaction with the present level of performance.
  • Eliminating waste and rework wherever it occurs.
  • Investigating activities that do not add value to the product or service, with the aim of eliminating those activities.
  • Eliminating nonconformities in all phases of everyone’s work, even if the increment of improvement is small.
  • Using benchmarking to improve competitive advantage.
  • Innovating to achieve breakthroughs.
  • Incorporating lessons learned into future activities.
  • Using technical tools such as statistical process control, experimental design, benchmarking, quality function deployment, and so forth.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

The Profit Economics


The following information is required, at a minimum, to understand the profit economics of a business:

  1. How many dollars of assets are committed in each stage of each product/market business (e.g., R&D, materials, plant and equipment, finished stock, post-sale support)?
  2. What is the fixed/variable cost relationship for each product/market business, that is, for each dollar of sales, how many cents are attributable to bedrock fixed costs, how many to structured or discretionary costs, and how many to out-of-pocket costs?
  3. How do costs and profit change with swings in volume?
  4. What is the break-even point at current volume and what actions could be taken to bring that break-even point down should volume potential decline?
  5. What is the rate of incremental profit on each added increment of volume? What are the volume points where new increments of structured cost must be added?

A net profit and loss statement (after all allocations) and a balance sheet for each product line are essential for generating answers to these questions. Despite their claim that “we know all that,” very few managers actually have this information readily available.

Actually, most accounting systems are not designed to provide these kinds of statements and the accountants will argue that you can’t get them because many products run over the same machines, a lot of indirect costs can’t be allocated, and so on. To which we say, baloney! Shared fixed and indirect charges often represent the most serious cost problems in business situations where a cost disadvantage exists. And they are impossible to attack in the aggregate. They must be broken down and assigned to a discrete business unit even if done arbitrarily. Then a manager with hands-on responsibility can argue about fairness and whether there is value received for the costs involved. Although this is obviously not a precise exercise, it is effective and essential. Without full cost profit and loss and balance sheet statements managers cannot really understand the profit economics of their business. Further, they can’t make the types of intelligent business decisions and plans so important in today’s environment.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Lectures, Line of Sight

Creating an Integrated Marketing Communications Program (IMC)


a)        Use zero-based budgets. Most companies use incremental approaches in allocating promotional budgets. A preferred approach is the objective and task approach. Start with a zero budget and force all promotional managers managers to justify their investment.

b)        Focus primarily on current customers. Many organizations direct 80% or more of their advertising and selling effort activities to trying to win new business (conquest marketing).  An Integrated Marketing Communications (IMC) program recognizes the importance of retention marketing and inverts that ratio so that a majority of the promotional activity is earmarked for relationship building with existing customers. This reduces customer defection, upgrades business relationships, and creates advocates for the firm’s services.

c)        Use highly targeted mass promotion. Direct mail, specialized lists, trade publications, and the Internet can be used effectively to reach prospects rather than suspects. A website has become an indispensable marketing technology for 21st century companies. It has evolved into a one-stop, online corporate information source, customer support tool, distribution channel, order taker, product catalog, price list, promotional vehicle, research technique, segmentation source, and a strategic and tactical marketing differentiator.

d)        Build marketing relationships. Strategic partnering is a major part of a good IMC program. In addition to Internet and intranets (protected corporation information resource centers), progressive companies are creating extranets which link an enterprise’s extended family of suppliers, distributors, retailers, and partners. Hence, customer, channel, referral, and stakeholder relationships can all be nurtured through carefully conceived promotional efforts.

e)        Note that everything an organization does send a message. Image and atmospherics are very important in communicating value to customers. The little things, such as stationery, signage, telephone greetings, and website design, etc., should all reflect professionalism and a consistent message to the marketplace.

f)          Two-way dialogue is key. In an over-communicated society, the marketing challenge is to establish a meaningful dialogue with customers as to how the firm’s service mix can provide maximum benefits/value. Interactivity and involvement on the part of the customers is important for sharing information and creating firmer bonds. The Web is an ideal medium to accomplish this objective. Its selectivity and flexibility create a customized business experience for each user.

g)        Use 21st century communication technologies. In today’s changing marketplace, companies must seek new and better ways to stay in touch with their target markets. Appropriate communication options include e-mail, electronic commerce, fax-on-demand, telemarketing, point-of-sale promotion, special events, multimedia, etc.

h)        Measure promotional effectiveness. Traditionally, advertising executives competed with sales managers for their “fair share” of the corporate promotional budget. Today, management requires accountability and demands to know and justify the return on investment of limited resources—they will no longer accept the non-measurable communications methods used by marketers in the past. A marketing information system/database is the key tool for effectively monitoring and measuring the success of an IMC program. As part of this process, job descriptions and reward systems are likely to be redesigned. In a strong IMC-centered environment, in-house competition is replaced with cooperation and teamwork. Joint rewards help the organization do what is best, rather than just project individual turfs.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight