POSITIONING STATEMENT
A new instrument for enterprises
The objective
The positioning statement is a tool created by CSIL in order to help firms to:
- Evaluate the consistency of its own strategy of internationalisation;
- Start ex-novo a growth path in the foreign markets;
- Monitoring of the international strategies of main competitors.
The method adopted
The Positioning Statement is a product able to combine the CSIL know–how in terms of trends and forecasts and the commercial information of the firms. The company's data are analysed within the sector's macroeconomic scenario in order to understand the trend, next developments, trends of market shares, and monitoring the strategies of the main competitors.
Comparising with the firm
The positioning statement is a shared path between CSIL and the firm. The project includes a brief meeting between the company and the consultants of CSIL, the elaboration of a personalised report and a meeting where results are shared and analysed for the evaluation of possible specific follow ups.
The positioning statement
The positioning statement is articulated in a series of single analysis that are then summarised in an out-and-out Road Map able to address the company strategies.
The market mapping
The market mapping, realised according to dimensional and medium – growth parameters, allows to determine 4 different areas: Top, Emergenging, Mature, Minor. Every area identified in this manner presents different development potentials and a diverse grade of attractiveness for the company.
Comparison with the Italian firms
Once the market areas are identified, the internationalization strategy of the company is evaluated on the medium performance basis of the other Italian firms in the sector.
Analysis of the Market Areas
Within the Market Areas the performance of the company is analysed in terms of growth and market shares. In this way it is possible understand if the growth is line with the general trend and if this has allowed to acquire or lose market shares.
Country analysis
The same analysis is carried out at a single Country level (Market areas included)
The comparison with the market leaders
The Positioning Statement offers two detail levels. In order to identify the market and strategies of the main competitors:
- the first level of analyses the variation of market shares in relation to the referential companies;
- the second level of analysis offers a qualitative analysis capable of summarising the competitors performance in the main markets.
The Road Map
The Road Map represents the synthesis of all the "analysis" carried out in the Positioning Statement and aims at highlighting the critical and the successful points of the company internationalisation strategy.
The first level of a complete offer
The Positioning Statement represents only the 1th level of the service able to sustain the overall internationalisation company strategy.
The II level
Once having defined the company Road Map, CSIL is able to offer a series of ad hoc analyses aimed at translating strategies into operative action plans. More in the detail, the analysis of the distribution channels allows us to evaluate if the distribution system is consistent with the market concerned. In the same way the product/market consistency analysis is a tool in order to understand if the specific technical – commercial features offered are in line with the expectations of the clients. The pricing test is equally effective and allows to evaluate the product competitiveness in comparison to the competitors.
The III level
The last level of CSIL Business Consulting service is the translation of the operative plans into real business plans. This represents the final stage of a complete process that allows to verify the overall economic impact of the strategy developed.
