Introduction
Think about Marketing as applying all the tools available to your business in
order to generate new customers.
Prospective customers need to be aware of your existence, have a need or desire
for your product or service and perceive that your pricing is value for money
and that quality and availability meet or exceed their expectation.
Customer demand is constantly changing; witness vinyl records, CD, DVD, mobile
phones, PDAs and most recently digital TV. The average life of a consumer
electronic product is now just 18 months. So adaptability is vital in order
to just stand still. Market research will identify trends and highlight
opportunities to exploit (e.g. the current trend for eco friendly building
which is at an early stage but clear).
Specific symptoms which could signify you have a need for a marketing solution:
- Not enough customers
- Losing out to the competition
- Recovery of market share
- Expansion ambitions
- Launching a new product or service
- New market to penetrate
Actions
Intelligent research involving customers, potential customers, suppliers
and competitors will soon identify Strengths you can build on, Weaknesses
that need fixing, the best Opportunity to exploit and the most serious
Threats to defend against.
The Marketing Plan will be built on these simple but powerful principles
and enable you to quickly and cost effectively:
- Identify the ideal opportunities
- Choose the ideal product
- Target the perfect customer
- Understand customer needs
- Devise the best way to approach the market
Deliverables - what you will get from this
By implementing your Marketing Plan you will be able to achieve chosen
goals such as:
- Winning new customers
- Beating off competitors
- Building market share
- Rebuilding your reputation
- Growing the business to the size you want
- Launching a new product or service successfully
- Entering a new market effectively
Suggestions
We recommend performing thorough research and planning before embarking on any
major project, but urgent problems can take higher priority.
The following packages which can be applied to get very fast results:
The Big Picture
Marketing is best applied as a long term strategy to maintain and grow your
business, ensuring that new potential customers hear about you, your products
and services and to reinforce the confidence of existing customers that they
did right in choosing you. Leading brands don’t simply stop marketing once
they are successful, they are only too aware of the constantly changing needs
of today’s consumers and how much power they have to choose their competitors
instead of them.
Constant marketing will also help you to sell (exit) your business once
you have reached the point when you wish to move on or retire at the highest
possible price.