Company Unique Selling Position - Custom Essay

Commercial business case for new service or product.
1. Executive summary
2. Description of service customer demand, service offering from customer and operator perspectives, geography, technology requirement - how does it fit with the strategy?
3. Commercial appraisal (whole life of project). Revenue generated, gross margin generated, operating costs and capital spend required, payback period, impact on EBITDA, EBIT, and cash generated.
4. Strengths, weaknesses, opportunities and threats for new services or product. Including review of competition and comparison with 'do nothing' option
5. Ways of reducing risk and maximizing profit.
6. Conclusions - Key issues and recommendations

Option 2: Performance based Business case for non-commercial projects 
1. Executive Summary.
2. Description of activity to be performed.

• What are the benefits?
• Why is it important?
• How does it fit with overall strategy. 

3. Performance appraisal (whole life of project).
External key performance indicators and internal key performance indicators (must be specific, measurable, appropriate, realistic and timely (SMART)) plus some stretch targets.
4. Strengths, Weaknesses, Opportunities and threats for performance base
Business Case. Including review of external risks and comparisons with 'do nothing' option.
5. Ways of reducing risk and maximizing profit (for financial) or maximizing external and internal KPIs.
6. Conclusions - Key issues and recommendations.

Option 3: Linking Unique Selling Proposition to Operational Strategy and Performance
1. Description of company you are going to analyze - current position (customers, products, technologies)
2. Unique Selling Proposition.

• Describe their unique selling proposition.
• What activities support their USP? 
• What activities detract from their USP? 

3. Future Strategy.

• How does the company need to develop its USP? 
• What is the competitive position? 

4. Linkage between USP and operating strategy.
Use vision/USP to Business Strategy to Value Proposition to Strategic Operating Model to demonstrate linkage - both today and how it will be strengthened in the future.
5. Conclusions.

• Why is the USP the right one? 
• What are the key operational changes you need to make? 
• How will you test that it has been successful?