Program Description

For brands that must develop strategies in highly competitive markets, simulating the market environment and the actions of competitors is a key to developing purposeful and nimble go-to-market plans. This session utilizes the Big Picture Value Proposition Simulation to illustrate potential market dynamics and to generate alternative future scenarios. We work in teams to impersonate market actors, and to create scenarios, and come together at different points in time during the workshop to consider the implications to our own strategy, value proposition and go-to-market plans. We then develop alternative plans that can be activated depending on the competitive scenarios that are realized in the market place.

  1. Establish alignment on the strategic foundations for the Fundamental Entity (FE or Brand) under consideration
  2. Align on key drivers of success for competitors, and resulting implications for our FE
  3. Define the target customer for the FE
  4. Simulate market shifts based on our brand objectives and on 2-4 plausible competitive scenarios
  5. Discuss, ideate, and align on value proposition and executional priorities in light of competitive considerations
  6. Consider how value proposition and messaging needs to be adjusted given competitive scenarios
  7. Develop alternative go-to-market plans, including channel, communication, pricing and portfolio management, that can be activated pending competitive activity