Goals
The entrepreneur knows about the marketing tools, important for him and knows how to apply them. He develops an individual marketing plan for his business.
Content
- The most important marketing mechanisms for SMEs
- Situation analysis: market structure, prediction of market developments, other companies, already achieved results, premisses
- General concept of the business: choice of the market segments (geographically, demand, products), choice of the distribution channels, dominant marketing tools, basic strategy (eliminate, promote, innovation)
- Marketing mix: Offer of products/services (range, product design, brand, packaging, additional services, price, conditions, etc.) communication (sales, advertisement, sales promotion) and distribution
- Planing of marketing activities and budget
- Analysis of the product portfolio and the products position on the market (after the Mc-Kinsey concept)
- Handling of customers
- Handling of contradictions and complaints
- Understanding what the customers expect of my product or services
- Definition and meaning of quality for my product/service
- Elaboration and presentation of one’s own marketing concepts
Method: Theoretical part, group work, individual Marketing concept presentations
Duration: 4.5 Days
Price: xx US
Attendees: Open to all interested parties
Food & Beverage: included