1 / 13

Marine Case Analysis Strategic Marketing Workshop

Marine Case Analysis Strategic Marketing Workshop. Business Case Analysis - Fundamentals. Gather all information at the time of the case Here, 2005 Case write-up in the pre-reading Presentations in session Get to know the “Kahuna” Follow sessions in order and build a case day-by-day

kelvin
Télécharger la présentation

Marine Case Analysis Strategic Marketing Workshop

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Marine Case Analysis Strategic Marketing Workshop

  2. Business Case Analysis - Fundamentals • Gather all information at the time of the case • Here, 2005 • Case write-up in the pre-reading • Presentations in session • Get to know the “Kahuna” • Follow sessions in order and build a case day-by-day • We will go over a “post mortem” and lessons learned via case Epilogue • Presentation and report-outs on Friday

  3. The Captain Jeppesen Story Strategic Marketing Workshop

  4. Jeppesen Marine Business Case“Build from Dirt”

  5. TBD Marine market segments15:1 (15 marine vessels to every 1 aircraft) 14K Ships 44K mid-size 32K workboats 112K tows and 440 K barges 5 million Aviation *Based on estimated number of vehicles needing navigation.

  6. Business Case Inputs: Market Segment Assumptions Pricing Assumptions

  7. 2010 LRBP (2005-2009) BROWN WATER 4.1% or 4,705 boats BLUE WATER 4.5% or 4,157 boats CORENET + APPS 1% or 1,102 boats Market capture (penetration) curve(Vector navigation data and software sales only) 2004 2005 2007 2009 2010 2012

  8. 2010 LRBP (2005-2009) We believe, the market capture curve has just begun! Market opportunity!Potentially a $2 billion business. 100% 80% 60% 40% 20% 0 2004 2005 2007 2009 2010 2012

  9. Data Development zone investments: 2004-2006 development timeframe Applications Start-up Total = $40

  10. Jeppesen Marine (P/L)(“Kahuna” Build from dirt model)

  11. Acquisitions may improveour base case – will they? In every area we are considering, there are existing [smaller] players. The market is highly fragmented.

  12. Increase Revenue Shorten Time to Market 2 1 Decrease Development Costs 3 Enable Solid Future Growth 4 Acquisition improvement strategy(Improving the ‘build from dirt’ model)

  13. Big Stuff Data Applications  V/S Vendor/Supplier $ Acquisition Target Strategic Partner Competitor Customer Major thrust areas vs current players  V/S  ? $ ?  ?  ?  ? $ ? …others …others …others

More Related