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War game & Tempos de Luta

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No Brasil o mercado tem crescimentos cada vez menos expressivos. Crescer neste ambiente não favorável é um desafio que exige muita preparação. Encara-los com em uma guerra não é exagero.

Alguns já o fizeram, James D Murphy ou Gary Gagliardi. Está apresentação é somente um resumo de como aplicar o wargame com sucesso em sua empresa.

Veröffentlicht in: Business
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War game & Tempos de Luta

  1. 1. War Game & Tempos de Luta.
  2. 2. War Game War Game • “Negócios não são como a guerra, negócios são a guerra. Há vencedores e Perdedores. Para vencer, você tem que estar preparado.” (tradução livre de James D. Murphy)
  3. 3. War Game • Por quê realizar um War Game? – Identificar oportunidades • As debilidades ou fraquezas de concorrentes • Nichos de mercado ou segmentos mal explorados • Ambientes favoráveis – Identificar ameaças • Estratégias de novos ou velhos concorrentes • Mudanças microambiente e macro ambiente • Competitividade do concorrente
  4. 4. War Game • Quem convidar para a batalha? – Talvez a pergunta correta seja; “A quem interessa?” - Planejamento/Desenv. Negócios - Inteligência de Mercado - Marketing - Vendas - Trade Marketing - CRM - Comunicação e RP - Desde estagiários a Diretores, o importante é vestir a camisa.
  5. 5. War Game • Quando? – Convenções de Vendas – Planejamento de Marketing – Novos Entrantes – Lançamentos – Desafios Específicos – Aumento da Competição – Melhorar o ROIM. – Antes da Bomba estourar.
  6. 6. War Game • COMO? – Tenha: • • • • Um Objetivo Instruções Claras Informações do Mercado Grupos diferentes e concorrentes entre si. – Peça: • Pior cenário • Melhor cenário - Analise!
  7. 7. War Game • Um Objetivo • Coloque a situação real, atual, e indique possíveis cenários futuros. Não esqueça de dar uma dica do que espera obter. • Informações do Mercado • Quais concorrentes? O que sabe deles no momento? Dê informações para que sua “tropa” possa trabalhar. • O que está acontecendo em seu ambiente? • Grupos diferentes e concorrentes. • A competição vai aguçar a criatividade. • Escolha/sorteie grupos heterogêneos. • Desafie de forma diferente estes grupos. – Grupo concorrente “A” moderado X Grupo concorrente “A” arrojado X Grupo B,...... Incentive a concorrência
  8. 8. War Game • Cenários • Você já dividiu os grupos, então tenha certeza de que eles não chegarão ao mesmo resultado. • Um grupo pode ter mais budget, outro uma restrição de mídias. • Seja criativo desde o início para que o resultado será mais diversificado. • Peça que as equipes tomem decisões. • Analise, agora! • Você já deslocou pessoas, parou quase tudo por algumas horas, use essa “força especial” e revisem as ações tomadas por cada equipe. • Não existe certo ou errado. • Elenque as ameaças. • Aproveite as oportunidades!
  9. 9. War Game • E eu Posso fazer? – Não sou do Marketing • Não tem problema, seu serviço será comparado, com outra área, serviço, concorrente,... então faça! – Minha empresa é pequena • • Mas você tem um concorrente. Não esqueça de PESTAL. (Político, Econômico, Social, Tecnológico, Ambiental e Legal) – Nunca fiz • Não se desespere, procure ajuda. Se não predispõe de orçamento para contratar uma consultoria, faça um teste com um grupo reduzido.
  10. 10. War Game • Não Seja Esmagado! – Inteligência de Mercado, competitiva, chame-a do que quiser. Você precisa dela para enfrentar a velocidade. A velocidade que surgem concorrentes, novos produtos, novos cenários, novas tecnologias,...... – Lembre-se: “Na verdade, só existe prazer no uso e no sentimento das próprias forças, e a maior dor é a reconhecida falta de forças onde elas seriam necessárias.” Arthur Schopenhauer
  11. 11. Para saber mais acesse: http://www.canaldainteligencia.com.br/ Paulo Henrique de Jesus Marketing Intelligence Consultant Obrigado! mkt.paulojesus@gmail.com

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