Transcript GETTING THE BEST OUT OF YOUR STAFF

Second cycle of Training of Trainers
“BRINGING THE PRODUCT TO THE MARKET:
MARKET RESEARCH & MARKETING STRATEGY”
By SNKE
Panos Papantonopoulos Dipl Eng, MA, MBA
Tashkent, Uzbekistan
08 NOVEMBER 2014
This project is financed by the
European Union
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The project is implemented by a
European Profiles S.A. led consortium
SUBJECTS TO BE REVIEWED AND DISCUSSED
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Market Research
Marketing Strategy
Marketing Plan
Export marketing
This project is financed by the
European Union
2
The project is implemented by a
European Profiles S.A. led consortium
REVIEW
The Classical Selling Concept vs the Marketing Concept
This project is financed by the
European Union
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The project is implemented by a
European Profiles S.A. led consortium
REVIEW
Customer Relationship Groups
This project is financed by the
European Union
4
The project is implemented by a
European Profiles S.A. led consortium
REVIEW
The 4P Marketing Mix
This project is financed by the
European Union
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The project is implemented by a
European Profiles S.A. led consortium
REVIEW
The Company’s 4Ps are the Customer’s 4Cs
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Product
Price
Promotion
Place
This project is financed by the
European Union
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Customer needs and wants
Cost to the customer
Communication
Convenience
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The project is implemented by a
European Profiles S.A. led consortium
RENEW
1-New Forces that Re-Shape the Marketing Concept:
Social Responsibility &- Environmental Protection
This project is financed by the
European Union
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The project is implemented by a
European Profiles S.A. led consortium
RENEW
2-The Re-Shaped Marketing Concept
This project is financed by the
European Union
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The project is implemented by a
European Profiles S.A. led consortium
RENEW
3-The Re-Shaped Products Classification
Immediate Satisfaction
LOW
HIGH
HIGH
Long-run
Consumer
Benefit
LOW
This project is financed by the
European Union
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The project is implemented by a
European Profiles S.A. led consortium
STRATEGIC MARKETING
WITHIN THE STRATEGIC PLANNING PROCESS
This project is financed by the
European Union
10
The project is implemented by a
European Profiles S.A. led consortium
STRATEGIC MARKETING 1
DEFINE MISSION: Neither Narrow Nor Broad but on Distinctive Advantage
• What Business we are in?
Product VS Market Definitions: SHELL: We extract /refine/sell oil VS we refine and
deliver products to our customer in a profitable and sustainable way
• Who are our customers?
Sometimes a difficult question: who is the client for a new airplane engine? The airframer companies? The leasing companies who buy in reality the engines? The Pilots
and crew too? The passengers who feel more secure?
• What kind of business are we?
Cost Leaders seek efficiency as competitive advantage
Differentiators seek inventions-uniqueness as competitive advantage
Focusers seek to product–tailoring as their Competitive Advantage
This project is financed by the
European Union
11
The project is implemented by a
European Profiles S.A. led consortium
STRATEGIC MARKETING 2
DEFINE OBJECTIVES: Mission directs. Objectives are measured!
Example of fertilizers: Mission = Plant nutrition to raise productivity according to the
needs of the food market. Objectives Hierarchy = Search for new fertilizers, Search for
more funds, increase market share by X%, Increase sales by Y & go for Z exports,
EFFECT AN EXTERNAL AND INTERNAL STRATEGIC AUDIT:
1. External S Audit the macro-environment of the company
2. Internal S. Audit examines all components of the Porter’s “Value Chain” because
though this chain includes many non-marketing activities , marekting depends on all of
them.! (ex. Conflicts with production and finance It also a Financial Statements S. Audit
EFFECT SWOT ANALYSIS: It is based on the results of the S.Audit and is the
technique of Strategic Planning by far the most utilized and practical across all levels of
Strategy. Everybody believes it is easy to do it but often statements are misplaced !!
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This project is financed by the
European Union
12
The project is implemented by a
European Profiles S.A. led consortium
STRATEGIC MARKETING 3
SWOT
Opportunities :
Strengths
Economic climate
• Demographic changes
• Market
• Technology
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Threats
Weaknesses
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Competitive Activity
Channel Pressure
Demographic changes
Politics
This project is financed by the
European Union
Strong Position in the market
Strong technology
Location advantages
Cost advantages
Weak market position
Low margins
Limited capacity compared to market
Weak brand name
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The project is implemented by a
European Profiles S.A. led consortium
STRATEGIC MARKETING 4
THE BUSINESS POTFOLIO
ATTENTION: These are tools developed initially and principally for the analysis
of SBUs .But we can use them also to describe a product’s position in the market
THE BOSTON CONSULTING (BCG)
THE GENERAL ELECTRIC (GE)
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This project is financed by the
European Union
14
The project is implemented by a
European Profiles S.A. led consortium
STRATEGIC MARKETING 4
GROWTH STRATEGIES: Product / Market Expansion Grid
A tool useful for identification of growth opportunities
It shows four routes to growth
• Market penetration
More of the same
in the same segments
• Product Development
Modified products for the
same market segments
• Market Development
More of the same
In new market segment
• Diversification
New product lines for
New markets
This project is financed by the
European Union
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The project is implemented by a
European Profiles S.A. led consortium
STRATEGIC MARKETING 4
STEPS OF THE MARKETING PLAN
This project is financed by the
European Union
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The project is implemented by a
European Profiles S.A. led consortium
THE MARKETING ENVIRONMENT:
MICRO-ENVIRONMENT
THE COMPANY‘S
IMICROENVIRONMENT
THE COMPANY’S
INTERNAL ENVIRONMENT
TYPES OF CUSTOMER MARKETS
TYPES OF PBLIC ENVIRONMENT
This project is financed by the
European Union
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The project is implemented by a
European Profiles S.A. led consortium
THE MARKETING ENVIRONMENT:
MACRO-ENIRONMENT
This project is financed by the
European Union
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The project is implemented by a
European Profiles S.A. led consortium
Marketing & Sales Roles and Responsibilities-1
Mrkg is responsible for communicating value of products/services via media
This project is financed by the
European Union
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The project is implemented by a
European Profiles S.A. led consortium
Marketing & Sales Roles and Responsibilities-2
Sales is Responsible for Managing Activities that Close Deals
This project is financed by the
European Union
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The project is implemented by a
European Profiles S.A. led consortium