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from Radioactivity
to Opportunity
Preparing for a strategic marketing plan for Optronica and Partners
Introducing the Team
‘Extended’ Projectteam
Mr. HeikensMr. BakkerMr. PouwMr. Dekker
Problem Definition
How can we best position the process of removing and replacing of the radio-active layer in the optical of the Leopard tanks in the chosen market?
Structure and Main Topics
Today
Overview of Project
Solution
Marketing
experience
Optical techno
logy
Nuclear technol
ogy
Optronica + Focus Photonics + NRG
Overview of Project
Solution
Country Selection
Macro-Meso Score Card Reasons
Results Macro-Meso Score Card
Macro-Meso Score CardPercentage (100%)
13 17 4 13 23 17 13
Economical outlook
Environment & ethics
Rules & regulations
competition
Leopard2 tanks
Nato member
Ministry or industry
Total Score
Sweden 3 5 4 3 400 No Industry 15
Finland 2 3 4 4 124 No Ministry 13
Portugal 3 3 3 4 37 Yes Ministry 13
Austria 2 4 4 3 114 No Ministry 13
Switzerland 3 5 3 1 380 No Industry 12
Denmark 3 2 3 4 139 Yes Ministry 12
Spain 3 2 3 3 566 Yes Ministry 11
Norway 2 4 3 1 57 Yes Ministry 10
Poland 2 1 3 4 120 Yes Ministry 10
Germany 3 3 2 1 2100 Yes Ministry 9
Greece 1 1 3 3 523 Yes Ministry 8
Reasons
Highest score
Time/budget
Right market size
Well-established business network
Marketing Plan
Marketing tools-SWOT-Fulfillment and Follow Up Diagram-Sales Opportunity Pipelines-Sales Pipelines
Mission and vision Marketing Objectives Financial Planning
Marketing Tools
Internal Analysis
-Resources
-Capabilities
External Analysis-Industry
-Competitors
-Customers
-Porter Five Forces
SWOT Analysis
SWOT Analysis
Fulfillment and Follow Up Diagram
Sales Opportunity Pipelines
Sales Pipelines
Management Performance
Mission The joint combination of the partners Focus
Photonics, NRG and Optronica wants to create a safer environment and reduce health and safety risks by entering the optical market with a unique combination of products that removes radioactive coatings, reworks the optics and improves the optic specifications.
Management Performance
Vision In 10 years’ time we want to have
decontaminated 2340 thorium coated Leopard optics.
This is 50% of all contaminated Leopard optics in Europe.
The joint combination off the partners Focus Photonics, NRG and Optronica will achieve this by supplying/offering the costumer a total package wherein the optics are decontaminated, reworked and coated, legal aspects are covered, and transportation between (international) locations is arranged.
Marketing Objectives
General Europe Marketing Objectives
Long term
In 4 years time, 50% of all the contaminated leopard tanks from 50% of the potential costumers will be decontaminated so a total amount 540 tanks will be cleaned after 4 years.
Short term
In 2011 we want to have 3 contracts signed with clients across Europe and have cleaned 10% of the Swedish tanks.
Marketing Objectives
Sweden Objectives
Long term
We want to clean 50% of the total amount of the contaminated tanks in Sweden in 4 years time so 200 tanks will be cleaned after 4 years
Short term
Get the contract signed and start with the decontamination of the first 40 optics which is 10% of the total amount of decontaminated tanks in Sweden
Financial Planning
Financial Planning
Financial PlanningProfit plan for 5 years
Implementation planHow to continue from here…….
What we have learned?
Work in a set time-box and with different team roles
Work closely together with experts and professionals
Get to an agreement first on the deliverables and the process when three parties are involved
Interactive approach instead bi-directional communication
How to position an innovative solution on an international scale
Produce a systematic framework for extended international market research
Thanks for your Attention!
Bedankt!
谢谢 !
Tack!
Cảm ơn bạn!Cảm ơn bạn!
谢谢 !
Decontaminated!
Questions?