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| − | =Raison d'etre=
| + | Business Roadmapping Audit - Strategy and Organization |
| − | * What is the reason for the existence of the company? Is our company mission realistic and well communicated?
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| − | * Who are the primairy stakeholders that our marketing executives and personnel must interact with? Who are the internal customers of the marketing plan? What is need to sell a plan convincingly in our company?
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| − | =Sustainability=
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| − | * ''Superior resources'': Our product line is the result of distinctive competences that enable us to outperform competing firms
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| − | * ''Durable demand'': Our skills and know-how will offer us a competitive advantage for at least another five years.
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| − | * ''Imitatability'': Our competitive advantage is based on assets and processes that are extremely difficult to imitate by rival firms
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| − | * ''Non-substitutability'': At present, there are no substitue products or resources that pose a serious threat for our product line strategy
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| − | * ''Operational efficiency'': Comparing ourselves with industry average for this product line, our cost efficiency is (for worse, worse, equal, better, a lot better)
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| − | * ''Appropriability'': Our competitive advantage is based on resources that are strongly linked to the company.
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| − | =Company vision=
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| − | * What should be the big, hairy, audacious goal of the company (BHAG)? What is it that we truly want to accomplish in the mid-range and long-range future? What do we want to achieve three & five years from now? What are our commercial goals for next year?
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| − | * Is our BHAG bold but also realistic? Is everybody in the organization passionate about it?
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| − | * Does the ambition of the company overstep ethical boundaries?
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| − | * Does our company have marketing leadership need to inspire the organization to create and accomplish the BHAG? Are changes introduced successfully and is the business being prepared for the future?
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| | [[Category:mbi]] | | [[Category:mbi]] |
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| | [[Category:Business Roadmapping Audit]] | | [[Category:Business Roadmapping Audit]] |
