marketing my business in 2011+ introduction

“Marketing My Business in 2011+”- A 12 week applied marketing programme for SME owner-managers in Donegal : 

“Marketing My Business in 2011+”- A 12 week applied marketing programme for SME owner-managers in Donegal Pádraig Cleary, Learning & Application Facilitator 01 February 2010

Introduction : 

Introduction Programme Aim & Objectives Today’s Content

Learner Assessment Exercise : 

Learner Assessment Exercise Assessing your marketing knowledge and how you apply that knowledge currently Confidentiality of your financial information – take 100 as the Sales figure for 2008 and thereafter express sales, profits using this base

Strategic Market Planning Process8 Considered Steps : 

Strategic Market Planning Process8 Considered Steps Your Vision going forward next 3yrs A Mission Statement that reflects your Vision Next 3 Years Objectives 2011 Position Statement-where is the business today? Strategic Analysis of the business now? Your Future Options & Choices? Strategy to achieve your Chosen Options The Financial Scenario you then project

Your Vision for the business : 

Your Vision for the business What hopes and aspirations have you for the business over the next 3 years? What do you want the business to look like in 2013? The same as at the end of 2010 or very different? Size of the business? Turnover/profitability? Activities? Locations? Employees? Customers?

Key Success Factors??? : 

Key Success Factors??? What does it take to be a success in your business sector €€€ investment? Superior marketing? Unique products or services? Lowest prices? Specialist technology or capability? Repeat customers buying weekly? Other?

The Mission Should Include: : 

The Mission Should Include: Business You Are In The Needs You Seek To Serve The Markets With Those Needs How You Propose To Meet These Needs

3 Year Business Objectives : 

3 Year Business Objectives Hard & Measurable Achieved Or Not Achieved Varied – Not Just About € The Milestones On Your Journey

First make Assumptions re : 

First make Assumptions re How the economy will be? What will inflation run at? What state will your target markets be in? Will competition change? Will there be any new legal or political changes that impact + or – on your sector Any other assumptions you can think of

Your 3 year Financial Performance Objectives : 

Your 3 year Financial Performance Objectives Sales Gross Profit Net Profit Return On Investment

Non-Financial Business Objectives : 

Non-Financial Business Objectives Employment Creation- for self, family, community? Market Leadership Win Awards- good for marketing & morale Achieve Recognised Industry Benchmarks e.g. ISO 9001:2000 Other

Your Personal Objectives : 

Your Personal Objectives You and Your Business Balance In Your Lifestyle? Your Personal Development What you want out of the business?

Your Objectives : 

Your Objectives Are they consistent with one another? Are they realistic? Are they right For You And Your Business?

The 4 Things a Service Business Must Get Right : 

The 4 Things a Service Business Must Get Right From Frances X.Frei HBR April 2008 14

The 4 Elements you must manage : 

The 4 Elements you must manage 15

The Service Offering : 

The Service Offering Design – the service must give customers the experience they want to have What attributes of service to compete on – those aspects you chose to excell in & do poorly in? Chose your markets by the needs of customers that you think you can best service Do you know for certain what attributes of service your target customers most value & are willing to pay you for? 16

The Funding Mechanism : 

The Funding Mechanism Service excellence comes at a cost 4 ways of funding service delivery Charge the customer in a palatable way i.e. what feels fair to them Create a win-win between your operational savings & value added services You spend now to save later Have the customers do the work e.g. self-service 17

The Employee Management System : 

The Employee Management System Service businesses are people intensive What makes you employees reasonably able to achieve excellence? What makes your employees reasonably motivated to achieve excellence? If your business requires heroism from employees to keep customers happy, then you have bad service by design! So design a service delivery system that allows the average employee to thrive Hire for attitude, design for low cost labour aptitude and then train them for service delivery 18

The Customer Management System : 

The Customer Management System Customer involvement in service delivery can negatively effect costs Employees & customers are both part of the value-creation process but customer labour can be far less expensive than employee labour! Customer labour can lead to a far better service experience e.g. printing your own boarding pass for Ryanair flights reduces waiting/queuing time, allows later airport check-ins 19

The Customer Management System : 

The Customer Management System You need to train your customers as well as your staff to use the service as you intend You need to have customer rewards & penalties to ensure service is accessed successfully & as you intend 20

The Customer Management System : 

The Customer Management System Key questions for you Which customers are you to focus on? Which behaviours do you want? What techniques will effectively influence customer behaviour? 21

Final thoughts from Frances X. Frei : 

Final thoughts from Frances X. Frei “In today’s service economy it is nearly impossible to design a service model to cover a huge range of customers and remain competitive across them” “Instead firms should design service models for more targeted excellence by being specific things to specific people” 22