KAM Game
Scenario Year 1
You are new in your role with this client, and you have a first meeting with your client.
Here you are welcomed by Bob. Due to his function Bob is best positioned to give you some insight on his company. He explains that he expects a number of disrupting changes to hit their industry over the coming years. He is aware that actions have to be taken to face these challenges and he has already convinced the top management they need the help of external suppliers to succeed.
The message he wants to bring today is that he is looking for preferred suppliers that can help and guide his company, and with which he wants to build a solid and long term relationship.
Bob explains that the multiyear program they are kicking off now, nor all changes they will be facing in the future, are yet clearly defined. Therefore no specific information on detailed opportunities or projects can be given at this moment.
The goal of the first year is to set up the high level strategic program map, define projects and timings and determine priorities. They want to bring together an experienced team that will help them.
To help decide what suppliers fit best with their needs, Bob asks each of the suppliers to position themselves. Goal is to get to know each other.
The question you need to answer is: what type of company will you be?
Below 4 different types of Services Providers are shown. The model that each of them adopted is different, but there is no good or bad. Decide what role model you will follow, and then decide how you translate this in the strategic domains of your company.
4 Company Types
PRice BreAkers
Price Breakers have structured their company in such a way that they can immediately provide resources and start working on projects. They focus on delivering ‘standardized’ solutions that will execute exactly the work that is requested from them. Because only very limited knowledge is added, this is compensated by a very competitive pricing.
Examples: Dell, Federal Express, EasyJet, RyanAir, Wal-Mart
Strategic Consulting
These companies aim at the high end of the market. They have a strong reputation and customers will come to them for strategic topics. For each customer and each mission they deliver a ‘personalised’ solution. They proud themselves of shaping the strategies of many clients, but they do not stay to implement their own vision. The assignments they work on tend to be short term, but high price.
Examples: McKinsey
one stop shop
These companies have a broad standard-based product and resource portfolio offer. Their strength is that they can help the customer with almost any type of problem. They are not specialists who push their products, but they provide individualized solutions by applying their know-how on the customers’ situation. To make sure the customers stay informed of their wide offer, they put a lot of effort in maintaining close relationships.
Examples: CGI, CapGemini
Specialists
These companies aim at specific niches in the market. They make sure they are THE specialist on one or a few topics. These topics of leadership can be on technical solutions or in well-defined functional areas. To keep their status, they constantly innovate their product and solution. Because of their specialization they do not fear direct competition.
Examples: Intel Corporation, Apple, Bang & Olufsen, Philips
Positioning your company
You have a meeting with Bob
Bob wants to get to know you better and he has a few questions on how your company is organised and how you operate.
When all suppliers have SUBMITTED their profile, the client will compare them and provide the RESULTS.
