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Assessment and Mapping
Longview provides clients with objective analysis of their businesses in the context of their markets - because satisfying the needs of those markets is fundamentally the only reason for a company to exist.
We provide clients with a comprehensive evaluation of their entire business. A fresh and honest perspective of their personnel, infrastructure, business processes, markets, products, services, value propositions and finances resulting in a road map to the next level.
Strategic maps give companies the context and reference points necessary to compete more effectively. Recent Longview experiences include:
- Providing insights into modifying a custom-developed financial services software application and targeting a new array of customers.
- Re-arranging the presentation and organization of a client's data to identify and capture a new customer segment for subscription services that were previously serving a different customer base.
- Modifying an existing business plan after new legislation presented the opportunity for a client's offering to be repositioned as a"ėmust have" rather than a "nice-to-have" service.
Longview assessment and strategy mapping programs are often followed by in-depth business, marketing, or financial planning engagements and our assistance with implementation.
Strategic Business Planning
Strategic business planning is at the heart of decision making. It is the art of making intelligent research-driven choices from an array of options in the face of uncertainty and risk. Sustainable advantage and value creation are the overarching goals.
Specific results from our strategic planning activities include:
- Business plans, revenue models, and related financial projections; especially for product launches into new target markets, different geographies, or through new channels or alliances.
- Marketing plans and brand messages.
- New or expanded distribution channels.
- Sales strategies and training sales teams.
- Negotiating and completing strategic alliances.
Longview strategic planning enables clients to clearly evaluate, understand and prioritize what business opportunities exist and what resources are available or needed to capitalize on those opportunities.
- In one assignment, we helped an off-shore technology company to successfully penetrate the U.S. market in less time and for less money than anticipated, by serving a customer segment that competitors had overlooked.
- In another project we identified a set of services that were then packaged and sold through channel partners that previously were viewed as competitors.
Strategic Marketing
Marketing is the least measurable of business activities and yet the linchpin to connecting with customers.
Companies waste large amounts of time and money by conducting tactical marketing activities without first setting forth quantifiable marketing strategies. Alternatively, companies fail to realize their potential by not committing adequate resources to disciplined marketing initiatives because the return on these investments is difficult to predict. Longviewís approach to Strategic Marketing overcomes these risks and limitations.
Our emphasis is on driving additional sales revenue from cost-effective marketing that unifies the entire company under the banner of being "Uniquely Valuable to the Customer."
- In one engagement, we helped a nutrition products company develop a brand licensing strategy to utilize excess manufacturing capacity and launch a line of products through a new distribution channel.
- In another project our insight from market research and observation was to unbundle from a technology suite a tool that was percieved as an "add-on" product that achieved new success as a separate business unit with its own marketing and sales teams.
Longview Strategic Marketing Plans:
- Are based on research-driven facts and market observations within the context of the overall strategic business plan.
- Evaluate current and prospective markets and market positions to determine the segments, products, differentiated offerings, and sales channels that have the greatest potential for success.
- Contain clearly defined actions based on quantitative research and quantifiable goals in the 4Ps (product, place, price, promotion) and provide insights into:
- Market segmentation and positioning
- Customer targeting
- Product differentiation
- Sales techniques
- Management communications
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