Name: Video 2 - The complexity of the external environment
Uploaded: 2017-11-14T20:47:26.208Z
Duration: 4 min 49 s

Fundação Instituto de Administração

Sales Strategy

11 评分

课程 2（共 5 门，Specialization Strategic Sales Management）

Welcome to Course 2 - Sales Strategy - This course is designed to discuss the application of intelligence analysis in the sales planning process. And this approach contributes to integrating the sales planning process into the corporate strategy of the company because, in the strategy analysis and formulation process, we apply models, frameworks, tools, and techniques that also apply to the sales planning and management process. Therefore, the expected outcomes of this course focus on the transition from traditional to strategic sales planning, by discussing and applying the concepts recommended to support the development of the strategic guidelines. The concepts, models, tools, and techniques discussed and practiced during the course focus on the improvement of value creation from the sales function empowered by intelligence analysis, a process which typically applies in the strategy analysis front. The discussions go through how intelligence analysis can support the sales function, by providing methods to connect strategy to marketing and sales planning processes. In this course, the primary learning outcome is the ability to apply intelligence analysis to support sales planning process, and by being able to do this, you’ll improve your competencies and skills to support sales planning with a strategic approach. You’ll develop a final assignment at the end of the course, and it is designed from an adapted real-life business case. The challenges of the case comprise the business context, through which you’ll apply the conceptual framework discussed during Course 2. The outcomes of your analysis on the assignment case will be evaluated through a peer-review process.

从本节课中

Module 2 - Applying intelligence to understand your strategic context

Welcome to the module dedicated to applying intelligence analysis to understand the strategic context. This module is about going through a practical view of how to apply concepts, models, tools, and techniques related to intelligence analysis, with emphasis to support understanding the strategic context, and how it relates to sales. This module is a natural next step from the previous module, which was focused on the awareness of the benefits of intelligence analysis to the sales planning and management functions. In this module, we’ll discuss the application of intelligence analysis on the external environment. From a sales perspective, the discussion will go through the internal environment analysis and the implications of the external environment analysis outcomes on the internal environment. The convergence of the deeper knowledge about the external environment with the internal environment analysis contributes to the improvement of the sales planning process, and this is the primary learning outcome of this module.

Video 1 - How the external environment shape the sales potential5:46

Video 2 - The complexity of the external environment4:49

Video 3 - Monitoring Approaches7:25

与讲师见面

Nelson Yoshida
Ph.D., MBA, B.Eng.
FIA Profuturo – Futures Studies Program
Samantha Mazzero
MSc, MBA, BS Math
FIA Profuturo – Futures Studies Program
Edson Ito
Specialist Professor

[MUSIC]

Hi, welcome back.

Markets are complex systems composed of multiple partners.

Customers, suppliers, governments, technology companies,

etc., that act without any central coordination.

Their actions have a direct and indirect effect on all others.

These elements are in equilibrium only

as long as there are no external changes that alter the market conditions.

Given the interdependence between the parts, there are numerous factors

that can significantly alter the market in which you operate.

The rapid evolution of information and

communication technology, combined with falling cost, is increasing

the volume of transactions between multiple players in multiple countries.

This increase in the number of speed

of connections between companies is making their world more and more interdependent.

Difficulties in identifying which parts are increasing their relationship and

the nature of their relationships, coupled with rapid changes in the economic,

political, social, technological environment

creates unprecedented unpredictability in the business world.

The effect can be felt in practically all markets in the form of emergence and

sudden growth of some factors and or disappearance of other sectors.

For example, the rapid development of technology

has led to the emergence of mobile phones, tablets, and smartphones,

which have rapidly changed various businesses and spawn many others.

Smartphones has effectively replaced several products such as amateur cameras,

alarm clocks, GPS devices, camcorders, calculators, recorder, etc.

The manufacturing chains of each of these products has dramatically been altered or

extinguished by the appearance of new devices that incorporate multiple

functions.

This is just one example of how developments in other areas and

businesses can affect competitive dynamics and

destroy the balance that existed for years or decades.

For example, if we were in 1997 and

you were part of the production chain of the amateur analog camera market,

would you have been able to predict the effect of digital cameras?

And then, of the smart phones, with the built-in cameras,

and take actions to guarantee the competitiveness of your firm?

1998 was the historical peak in amateur analog camera sales worldwide.

And this market all but virtually ended by 2008.

And it is impossible to predict how long the digital camera

market will still survive the cameras built into smartphones.

New development have in virtually every area of knowledge and

no matter what business you are in,

it is almost certain that your business model will change in the future.

The effect of strategic planning is that traditional strategy design models

needed to incorporate external environmental monitoring systems as

an integral part of the planning process.

In some cases, the best way out will be to exit the market.

Implications for sales, in the contact with the real world,

sales have the important role of identifying market trends and

report their findings to the headquarters.

Sales need to be part of the effort to monitor the elements that can affect

the industry and alert management to important developments.

In addition, it is important to keep an open mind.

The only constant in life is change and it will come to you and your firm.

Keeping a monetary effort in the market and

its elements is important to allow the company sufficient time to perceive

the change, understand its implications, and developer response.

This is the topic of our next video.

Before you go, do you know which of the most important technological developments

are and how they will affect your business in the future?

Thank you for watching.

We will see you in our next video.

[MUSIC]