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Issues:
- How do we beat
the competition?
- How do we reach
our clients?
- How to convert
ideas into strategy, and strategy into action?
- Who needs our mission?
- How can we use
the internet in our Marketing Plan?
Themes:
- Marketing Strategies
and implementation
- SWOT analysis
- Positioning
- Market segmentation
- Product Market
Combinations (PMCs)
- Distribution channels
- Internet Strategies - web marketing
- Market Research
Marketing
is all of the activities which ensures that our products
and services are available to consumers at a
place that is convenient to them for a price they are willing to pay. Therefore, a product's characteristics,
its distribution and price are all tailored for a
particular group of people and marketing communication
keeps them informed.
In order
to convert ideas into strategies, and strategies into
action, we often recommend a marketing plan as a total
solution. This would include at first instance extensive
research and analysis:
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- Products features
and benefits
- Life cycle stage of the product
- Seasonality of the product
- Product's pricing, distribution and promotion
history
- etc. |
| |
- Size and general
characteristics of the market
- Defining Market Segments
- Primary competitors (and what are their strengths
and weaknesses)
- Target audience and what are their needs,
desires, buying patterns, preferred distribution
methods, their opinion of your competitors'
products etc.
- Seasonality of the market
- Market potential: growth, shrinkage or flattening
- etc. |
- PEST (Political,
Economic, Social and Technological factors) which
could all have an effect on the future of a company
- SWOT (Strengths,
Weaknesses, Opportunities and Threats)
With the
above information one can then
- Define the goals
and objectives
- Determine Marketing
Strategies:
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- Positioning
- Product
- Pricing
- Distribution
- Communications / promotions
|
Experience
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