Management Training, Strategic Marketing

Strategic Marketing

No. of days: 2 - 4 No. of participants: 6 - 20

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.

Subjects 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 lifecycle's 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.