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Marketing

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31 views2 pages

Marketing

Uploaded by

feowfeow
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Marketing

1. Marketing is not the same as PR. PR is only a small part of Marketing. Marketing
is about planning your strategy: what will you sell to whom, and how will you
achieve this?

2. Decide on your core skill, your “unique selling proposition”, which will form the
centre of your strategy. Ask your customers what’s important to them (these
are your key success factors) and also find out how you are performing on these.

3. Assess the structure of your current market: who are the customers, who are
the competitors, and what are the current trends? Trends could be analysed in
terms of political, economic, social and technological factors.

4. Assess yourself within your market: what are your strengths and weaknesses,
and what are the opportunities and threats out there? How do your strengths
and weaknesses compare with the changes expected in your commercial
environment? Do your strategies fit with the expected or possible changes in
this environment?

5. Assess your portfolio of products: which ones are in growing or declining


markets, which ones are strong and weak in terms of market share and
technological advancement? Where are the products (or services) in their
product life cycle? Make sure you have some products that are early in their life
cycle, or which have an advantage in a growing market.

6. Draw up a matrix of customers and products: do you sell all your products to all
your customers (or types of customer)? Are some combinations of product and
customer more profitable, and some combinations not worth the hassle?
Maybe focusing would be worth considering? Who are your most profitable
customers? And who are the customers, or types of customer, that have the
most potential for growth, who are most secure, and the easiest to deal with?

7. Think about your strategies for introducing new products (or services). Have you
fully exploited your existing market, and sold every product to every potential
customer in this market? Then, what new markets could you find for your
products? What new products could you develop for your existing markets? Be
very careful about planning to launch new products in new markets – lack of
knowledge can be a killer!

8. Price: how much effect do price increases have on sales volume? Would it be
worth putting your prices up? There are many pricing strategies, like charging
less for the original product and then more for parts or service.

9. Routes to market: should you be using distributors or agents, or setting up your


own shops, or working on strategic partnerships?

10. Promotion: how much should you spend and what’s the best mix of advertising,
exhibitions, direct mailings, sales force, printed literature, partnerships, and the
web? How is your brand perceived?

11. Finally you’ll need operational plans to put all this into practice – who will do
what and when?

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