Business Roadmapping Audit - Strategy and Organization
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Raison d'etre
- What is the reason for the existence of the company? Is our company mission realistic and well communicated?
- 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?
Sustainability
- Superior resources: Our product line is the result of distinctive competences that enable us to outperform competing firms
- Durable demand: Our skills and know-how will offer us a competitive advantage for at least another five years.
- Imitatability: Our competitive advantage is based on assets and processes that are extremely difficult to imitate by rival firms
- Non-substitutability: At present, there are no substitue products or resources that pose a serious threat for our product line strategy
- Operational efficiency: Comparing ourselves with industry average for this product line, our cost efficiency is (for worse, worse, equal, better, a lot better)
- Appropriability: Our competitive advantage is based on resources that are strongly linked to the company.
Company vision
- 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?
- Is our BHAG bold but also realistic? Is everybody in the organization passionate about it?
- Does the ambition of the company overstep ethical boundaries?
- 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?
