Strategy - why Aldi and Trader Joe's do it better - Mittelstand to the rescue

My.ComMetrics.com
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Session 3: Using the KISS approach – Aldi versus Trader Joe‘s
Session 4: Innovating – Mittelstand to the rescue
Presented by

http://info.cytrap.eu/?p=134
social media trends 2011
ComMetrics blog checklist

Who is: Urs E. Gattiker?
http://info.cytrap.eu//?page_id=114
Urs E. Gattiker , Ph.D.
2008_06_16

ComMetrics
_About my 10 sessions:

Readings
Student brings work case/challenge - volunteer for tomorrow?

Have you walk away with a clear understanding about:

- get the bigger picture
- apply – transfer learning to your workplace
- context is important (size of firm, culture, market, ownership...)

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_Introduction >Purpose >HowTo >Tools & Tips >Decision >Conclusions

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Slides – copies – latest version that I use in class can be found here:
==> http://www.slideshare.net/ComMetricsUniversity

You can also watch videos at:
==> http://www.youtube.com/ComMetrics

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Readings
Student brings work case/challenge - volunteer for tomorrow?

- context is important (size of the firm, culture, market, ownership...)

Ownership and what family businesses try to accomplish:
4-goals: financial, emotional, social, spiritual - public companies
focus 99% on financial

More: http://www.ft.com/cms/s/0/a745af1c-0709-11e0-94f1-00144feabdc0.html#axzz186QyeaUn
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_One more thing

Please try to focus on the following:

3 most critical things we learned today

3 things I love to get more infos about

We will discuss at the end

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_What are we up to?

What organizations are represented in this class
How the EU defines small, medium and large firms
==> http://commetrics.com/articles/european-commssion-defining-the-term-sme/

# of students
micro (also self-employed) ?
small ?
medium ?
large ?
500 biggest publicly-listed global companies ?

::::::::::::::::::::::::::::::::::::::
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_How do we use technology?

What do you use the most every day: smartphone, notepad,
notebook, PC, others
There is no right or wrong answer – just the one that fits you best
# of students
#hrs each week p work

Smartphone ? ? ?
Notepad ? ? ?
Notebook ? ? ?
PC ? ? ?

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_How do we use technology?

What do you use the most every day: smartphone, notepad,
notebook, PC, others
There is no right or wrong answer – just the one that fits you best
# of students
#hrs each week p work

Email ? ? ?
Chat MS,Google ? ? ?
VoIP Skype, Google ? ? ?
Twitter, Identi.ca ? ? ?
Facebook ? ? ?
Xing/LinkedIn ? ? ?
SMS ? ? ?

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_My objective for today is:

Have you walk away with a clear understanding about:

- Strategy helps but execution is critical
- Time is of essence

Unless you follow KISS, neither investors nor customers will
understand

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_An example –
reach out
to clients and
target audience
#1 how can we reach our target audience (e.g., clients)
Challenge better

Strategy: using new or social media to reach out

Solution useful content (links to recall notices by gov. agency)
===> reaches journalists, doctors, hospital admin, etc.

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_An example –
reach out
to clients and
target audience
#1 how can we reach our target audience (e.g., clients)
Challenge better

Strategy: using new or social media to reach out

Solution useful content (links to events, sports, NZZ,
===> who is target audience?)
http://twitter.com/sanktgallen/status/4075630702362624

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_Why it matters – today‘s 3 nuggets

1 What is strategy?

2 Why could execution fail?

3 What does change or innovation do to our bottom line?

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_What is strategy?

Definition in textbook?
Does you textbook make a distinction between corporate strategy
versus business policy?
What is your company‘s business policy and/or corporate strategy?
(please bring document to class)

::::::::::::::::::::::::::::::::::::::

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>Introduction _Purpose >HowTo >Tools & Tips >Decision >Conclusions

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_What is strategy?

CyTRAP Labs – corporate strategy and vision

- corporate culture ==> action

KISS means it helps if it fits on a napkin
p. 3 textbook = positive view

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_KISS – What have Aldi and
Trader Joe‘s in common?

1. .....
2 .....
3....

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_From purpose to HowTo

How do we put this into practice?

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>Introduction >Purpose _HowTo >Tools & Tips >Decision >Conclusions

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_KISS – What have Aldi and Trader Joe‘s in common?

Trader Joe’s = it's an offbeat, fun discovery zone that elevates food
shopping from a chore to a cultural experience

Aldi = service is not needed, price is king and quality helps

http://money.cnn.com/2010/08/20/news/companies/inside_trader_joes_full_version.fortune/index.htm#

http://www.huffingtonpost.com/2010/08/26/the-semisecret-world-of-t_n_696389.html# (pictures)

Has the execution of Trader Joe‘s or Aldi‘s stategy succeeded.
Please explain, why and how

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_KISS – What have Aldi and Trader Joe‘s in common?

It's an offbeat, fun discovery zone that elevates food shopping from a
chore to a cultural experience

http://www.supplyexcellence.com/blog/2010/09/08/trader-joes-happy-customers-employees-suppliers/

Three key things – keep clients, employees and suppliers happy –
supply chain management

Maybe we could call it strategy - who do you have to keep happy?

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_3 assigned readings – Topics 3 and 4 - Discussion

- we choose a student to moderate the discussion – you can
volunteer yourself for today or for tomorrow

- please have your notes ready – all students

- Chosen reading is:

- Could your innovation strategy fail?

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_3 assigned readings – Topics 3 and 4 - Discussion

- Could your innovation strategy or strategy fail?

Please explain

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_Tools & Tips

- How do you search on your favorite search engine

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>Introduction >Purpose >HowTo _Tools & Tips >Decision >Conclusions

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_How do we find information on the Internet

- How do you search on your favorite search engine

How it will work better for you next time by using these tips:
1. CA, ZA, AU, UK, HK
2. Seminarhotel oder Tagungshotel

3. How to enter information ---- keywords ComMetrics

4. NZZ.ch, Globe & Mail, FAZ, FT, The Economist, Jyllands Posten,
Le Monde......

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_Decision time

- Innovation – risk – car industry, etc.

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_Innovation

- technological innovation -

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>Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions

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_Innovation
- technological innovation

- http://www.ft.com/cms/s/2/52f631bc-f763-11df-8b42-00144feab49a.html
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_Innovation

- when Sergio Marchionne became Fiat’s
chief executive in 2004, its two main midsized cars – the Fiat Stilo
and Alfa Romeo 147 – had not a single screw in common!

=> more at: http://www.ft.com/cms/s/0/9e719a94-fcba-11df-bfdd-
00144feab49a.html#

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_Innovation

-the next thing really (1% of adult Americans use a location-based service
today, 4% use this service at all, down from 5% in May 2010)

=> more at: http://commetrics.com/?p=10816

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_Innovation

- how does this affect your bottom line?

- risk, rewards, cost-savings, etc.

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_your strategy could fail because...

Reasearch authors – brand – and more

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style over content

- being at the right place at the right time

Video presentations

http://www.openforum.com/idea-hub/topics/lifestyle/video/do-it-yourself-
body-language

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style over content

Where does the original research come from?

Why does Amy Cutty as 2nd author get all the credit

Research authors – brand – and more

===> see also Session 25 – underdog being Dana –
why it works NOT

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_One last thing – Wrap-up

What we learned

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>Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions

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_One last thing – Wrap-up

1 What is strategy?

2 Why could execution fail?

3 What does change or innovation do to our bottom line?

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_One more thing

Focus with social media

Loose focus =
waste resources

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_One more thing

3 most critical things we learned today

3 things I love to get more infos about

2011_01_17


My.ComMetrics.com
ComMetrics

Session 3: Using the KISS approach – Aldi versus Trader Joe‘s
Session 4: Innovating – Mittelstand to the rescue

Presented by http://My.ComMetrics.com (free registration)
http://ComMetrics.com (blog)

Roentgenstrasse 49 Street
social media trends 2011 CH-8005 Zuerich Zip Code

Switzerland Country
ComMetrics blog checklist
+41(0)44 272 1876 Voice

+41(0)76 200 7778 Cell
info@CyTRAP.eu Google Talk
Urs E. Gattiker , Ph.D.
www.ComMetrics.com URL
2008_06_16

Strategy - why Aldi and Trader Joe's do it better - Mittelstand to the rescue

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