No. of days: 2 – 4 No. of participants: 6 – 2o
It is vital to know who you are selling to, why they buy from you, and to really understand the trends in your market. Marketing is not easy, but there are systematic approaches, which you can combine with your own creativity, to get the best outcome.
Develop an outward-looking, strategic, customer-focussed philosophy rather than being product-led or held back by internal procedures. Discover that even technical people and organisations with great products need Marketing.
Subject area covered:
- Marketing is not selling!
- The dilemma: market led or product led?
- Customer focus is not the same as being market led
- Understanding customers: segmentation, trends, etc
- The 4 Ps
- Approaches to pricing and some short term tactics
- Product lifecycles and portfolios
- Boston and Ansoff matrices
- Promotion – the choices
- Partnerships and distribution
- Porter’s approach to assessing market attractiveness
- Competitors – SWOT analysis
- The future – PEST/STEP analysis
- Strategies for Globalisation
We will research or write real case studies of your customers and competitors in order to help you develop plans for the future of your organisation.The marketing maze – make the right market decisions in order to escape – wrong decisions get you deeper in the mire The interactive spreadsheet game where competing teams make decisions on price, quality, development, and marketing spend which affect market size, market share, costs and profitability
Competitor analysis – use the real data which we will assemble on one of your competitors to assess their strategy and develop plans to deal with it.
Every participant receives PowerPoint notes on disc as well as written notes.
Some example handouts taken from the course
- A process for marketing
- A Structured Process for Marketing and Strategy
- Critical Success Factors for Competitive Analysis
- Exercise – PEST applied
- Marketing checklist
- Pricing strategies exercise
- Product or market driven – success-failure combinations
- Revision Quiz part 1
- Revision Quiz part 2
- Service simulation flow charts