Strategic Relationships

1
Strategic Relationships

• You Dont Have to (and Shouldnt)
• Do It Alone.

2
Why Bother?

• Leverage capabilities resources
• Greater sales impact
• Lower cost

3
Reasons for Alliances

• Fill gaps in current market and technology
• Turn excess manufacturing capacity into profit
• Reduce risk and entry costs into new markets
• Achieve economies of scale
• Overcome legal and trade barriers

4
Types of Strategic Marketing Relationships

• Product or Service Alliance
• Promotional Alliance
• Logistics Alliance
• Pricing Collaboration

5
Cost

• Money Free or almost free
• Time Significant investment
• Reputation This reflects on you
• Performance Should improve performance

6
Key Elements

• Strategic fit
• Focus on the long term
• Flexibility

7
Other considerations

• Useful input
• Referrals

8
Where to Find Partners

• Vendors
• Customers
• Potential Customers
• Allies
• Competitors

9
Managing Strategic Relationships

• Establish clear agreements
• Develop organization structure to support them
• Review how the relationships are working

10
Overview

• Not if, but who
• Understand your customers needs
• Start with SWOT
• Think carefully before entering into a
  partnership

11
If you cant beat them, join them!