Page 159 - Writing Winning Business Proposals

150 Writing Winning Business Proposals

Determine if XYZ should Develop a plan for XYZ’s
Determine if XYZ should
Develop a plan for XYZ’s
enter market entering market
entering market
enter market
(How?) (How?)
Identify Compare XYZ’s Specify actions Specify
information- capabilities/ required for resources/timing
service market resources with closing gap to implement
opportunities market between market actions
requirements requirements and
XYZ’s
Specify capabilities
capabilities/
resources
required to
capitalize on
opportunities

FIGURE 9.2 Using your logic tree as a source for the Questions Component
FIGURE 9.2 U sing y our logic tr ee as a sour c e f or the Questions C omponen t

urgency were a theme, the fourth question above could be phrased like this: “What
actions are required to close these gaps within the limited time frame required?”
The following passage, which continues the “background” section about the
Japanese banking industry, contains a Questions Component:

However, the transition necessary to change from traditional marketing
protocols to new ways of marketing bank services will require a structured
investigation that answers the following questions:

◉ What are the essential customer needs and requirements that will attract
new business opportunities for retail banks?
◉ What product, pricing, and promotional tools are necessary to implement
and support effective marketing plans, new product development, and
delivery systems?
◉ What types of technology and systems support are necessary to adminis-
ter new products, services, and marketing efforts?
◉ What marketing strategies have successful regional banks in the United
States used since deregulation, and what performance levels have resulted
from implementing those strategies?