Issues:

• How do we beat the competition?
• How do we reach our clients?
• How to convert ideas into strategy, and strategy into action?
• Who needs our mission?
• How can we use the internet in our Marketing Plan?
  

Themes:

• Marketing Strategies and implementation
• SWOT analysis
• Positioning
• Market segmentation
• Product Market Combinations (PMCs)
• Distribution channels
• Internet Strategies - web marketing
• Market Research

Marketing is all of the activities which ensures that our products and services are available to consumers at a place that is convenient to them for a price they are willing to pay. Therefore, a product's characteristics, its distribution and price are all tailored for a particular group of people and marketing communication keeps them informed.

In order to convert ideas into strategies, and strategies into action, we often recommend a marketing plan as a total solution. This would include at first instance extensive research and analysis:

• Business Review

• Products features and benefits
• Life cycle stage of the product
• Seasonality of the product
• Product's pricing, distribution and promotion history
• etc.

• Market Review
  

• Size and general characteristics of the market
• Defining Market Segments
• Primary competitors (and what are their strengths and weaknesses)
• Target audience and what are their needs, desires, buying patterns, preferred distribution methods, their opinion of your competitors' products etc.
• Seasonality of the market
• Market potential: growth, shrinkage or flattening
• etc.

• PEST (Political, Economic, Social and Technological factors) which could all have an effect on the future of a company
• SWOT (Strengths, Weaknesses, Opportunities and Threats)

With the above information one can then

• Define the goals and objectives
• Determine Marketing Strategies:
  

• Positioning
• Product
• Pricing
• Distribution
• Communications / promotions

Experience: marketing

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