Transcript Slide 1

BaltMet Inno
PROPOSAL FOR MARKETING
STARTEGY FRAMEWORK
Inga Vilka
Municipal Consultancy Centre
Riga, Latvia
Helsinki, 6 June, 2006
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NECESSITY OF CITY
MARKETING STRATEGY
• The choice widens to decide on living place, recreation,
meeting place; investments and business
• It is facilitated by the increase of mobility in the result of
the development of technique and technology
• With the influence of globalization the competition is not
in national or continental scale, but even wider
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NECESSITY OF CITY
MARKETING STRATEGY - RIGA
• The number of inhabitants is decreasing
• The socio economic indicators drops behind the
indicators of other capital cities in Europe
• The number of tourists is growing, but this is not used
sufficiently for the development of city
• Riga does not have a unified image as a value
• Riga has already used several explicit marketing
activities, but they are fragmentary
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PRINCIPLES FOR CREATION OF
MARKETING STRATEGY I
 Using of marketing and city marketing theory
 Evaluation of experience of other cities and use of some
elements from them
 Using wide range of marketing elements – product,
price, promotion
 Including of all groups of city users
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CITY MARKETING MATRIX
Group of users
Marketing activities
Residents
Business
Visitors
City as product
X
Price of the city
X
Accessibility of city
X
Promotion in the market
X
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PRINCIPLES FOR CREATION OF
MARKETING STRATEGY II
 Structuring of he strategy by main user groups residents, business, and visitors
 Consideration of marketing mission statement To
understand the needs and convert them into offer
regarding all user groups
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CITY MARKETING STRATEGY
RIGA CITY MARKETING STRATEGY
Residents
marketing
strategy
Business
marketing startegy
Visitors
marketing
strategy
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PRINCIPLES FOR CREATION OF
MARKETING STRATEGY III
• Main priority of the city – residents
• Using of different economical development theories and
modern directions in the city marketing regarding
business (clusters, innovations, creative class)
• Wide use of classical marketing aspects in the city
marketing strategy towards visitors
• Step by step process of the creation and implementation
of consolidated marketing strategy according to the
resources allocated
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PRINCIPLES FOR CREATION OF
MARKETING STRATEGY IV
• Involvement of the city’s decision making power,
executive power and the staff of municipal institutions in
the process of creation of marketing strategy
• Collaboration with state institutions, NGOs, business
representatives, etc. Formation of partnership
• Collaboration with neighboring region municipalities and
other cities/places.
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PRINCIPLES FOR CREATION OF
MARKETING STRATEGY V
• Consequence, continuity and political inheritance within
the implementation of marketing strategy
• High effectiveness and efficiency – maximal results with
available resources
• Patience within implementation – results and impact will
not arise momentarily
• Follow up activities within implementation of strategy
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STRATEGY
 Document of the Riga city business marketing strategy is
short, clear and obvious
• Structure of the strategy:
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analysis of existing situation;
vision/overall objectives;
objectives;
tasks (operational directions);
implementation and monitoring mechanism.
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OBJECT
• Performers of economic activities - business:
– both existing and potential
– both local and international
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SUBJECT
 Municipality –
its decision-making power, executive power and executive
institutions, cooperation institutions and organizations
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VISION
How do we see the city in the nearest future, taking into
consideration the interests of the city as the subject in
relation to the concrete user group – entrepreneurship?
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OBJECTIVES
What the city wants to achieve regarding the user group?
What kinds of indicators are characterizing it?
• The objectives have to be put forward, taking into consideration
reasonable advantages of the city competitiveness.
• These objectives have to be harmonized contextually with the city
objectives, which are put forward in the development
strategy/programme.
• The definition of every objective is complemented with the more
extended description – advantages, drawbacks, activities.
• The development of today’s economy is not possible without
innovations.
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TASKS, ACTIVITIES
What and when is planned to implement in order to
achieve the objectives stated? What kinds of resources are
needed?
Which of the chosen objectives (activities, projects) are
prior?
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ORGANIZATION AND MANAGEMENT
OF IMPLEMENTATION
Who will organize and control the implementation of
strategy?
• In the structure of city council a separate department
responsible for the implementation of city business
activities marketing strategy, elaboration of operational
plan (action programme) is needed.
• In the department it is necessary to involve specialists of
economics, finances, marketing.
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MONITORING AND EVALUATION
In what way, how often, who and for whom is reporting
regarding the implementation of the strategy – activities
implemented, results achieved, efficiency and necessity to
update the strategy?
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DISCUSSIONS
BREAK-OUT SESSIONS
• Organizational and institutional aspects of city marketing in
the metropolis
• Competition v.s. collaboration
• Focused v.s. liberal approach