Course Description
The amazing success of once small companies like Microsoft, Virgin, and Dell has revealed that entrepreneurship is its own class of business with many unique challenges and opportunities. As the field has received more and more focus, specific strategies for successful entrepreneurship have begun to emerge. Organizations use strategic marketing to create a plan to better reach and satisfy customers while increasing profitability and productivity. Furthermore, marketing strategies are the result of meticulous market analysis. It is essential for an entrepreneur to become familiar with all aspects of the market and market analysis so that the target market can be defined and the company can be positioned in order to garner its share of sales. A market analysis also enables the entrepreneur to establish pricing, distribution, and promotional strategies that will allow the company to become profitable within a competitive environment. In addition, it provides an indication of the growth potential within the industry, and this will allow you to develop your own estimates for the future of your business.
What Do Participants Learn?
This course reviews the strategic issues that an entrepreneur faces while starting a new venture or business, and further clarifies key marketing concepts, methods, and strategic issues relevant for start-up and early-stage entrepreneurs whilst organizing and planning a marketing strategy.
Who Should Attend?
- Entrepreneurs New to Marketing
- Business Owners in Family Business
- Self-Employed Professionals
- Young Entrepreneurs
- Small Business Marketing Team
What Will the Learning Experience Include?
Phase: 1
Introduce
- Comprehensive pre-program activities include:
- Web-based information forms & surveys completed by attendee.
- Direct consultation with the attendee about the expectations.
- During the training, participants engage in data, activities, and conversations that lead to insight and knowledge.
- Participants learn from expert trainers who have both academic and business experiences.
- Highly applicable training content & instructive activities for adding depth to training topics.
- **A half-day site visit for integrating the experience & plan next steps. Opportunities to provide connections, ideas & support.
Phase: 2
Explore & Practice
Phase: 3
Apply
- Apply & sustain the learning experience by using this ongoing support:
- To ensure participant has new skills or behavior progress.
- Optional, fee-based mentoring & coaching with the trainer.
- Training materials & additional documents (e-books, pdf files, presentations and articles)
- Evaluate your training experience by giving us feedbacks and help us to reach our organizational goals.
- Participant's Evaluation
- Trainer's Evaluation
Phase: 4
EVALUATE
Section 1: Entrepreneurial Marketing and Strategy
- What is Entrepreneurship and Small Business?
- Relationship between entrepreneurial idea and Innovation
- The role of Planning, strategy and marketing in an entrepreneurial setting
- What is Entrepreneurial Marketing?
- Characteristics of Entrepreneurial Marketing
- Dell Computers: Case Study in Entrepreneurial Marketing
- The Concept of Strategy in Entrepreneurial Venture
- Difference between Strategy as a Plan or Process
Section 2: Marketing Strategies and Competitors Analysis
- Planning For Innovation And Business Idea
- What Is Your Product?
- Identifying Your Customers and Target Market
- Competitor Analysis: True Competitors In Price, Location And Quality
- Assessing Industry Competitiveness
- The Concept Of Guerilla Marketing
- Porter’s Five Forces Model
- Porter’s Diamond Framework
- Case Study : Canon
Section 3: Analysis of Marketing Environment for Entrepreneurship
- Key Influences on Marketing Environment
- Internal and External Environment
- Determinants of Strategy
- Market Challenge for Young Entrepreneurial ventures
- Analysis of the Marketing Environment (PESTLE / SWOT Framework)
- Political, Economical, Social, Technological, Legal, Ethical and Ecological
- Strengths, Weaknesses, Opportunity and Threats
- Demographics, Socio-Cultural
Section 4: Decisions on Strategic Marketing MIX for Business Start-ups
- Product
- Core Benefit Product
- Basis Product
- Augmented Product
- Perceived Product
- Price
- Pricing Strategies Matrix
- Place
- Segmentation, Positioning and Target Market
- The Process of STP
- Positioning, Distribution and Its main Elements
- Promotional strategies
- Extended Marketing Mix
- People: Employees, Customers and other Stakeholders
- Physical Evidence
Section 5: Growth Opportunities for Entrepreneurial Ventures
- Concepts of Enterprise Growth
- Systematization of Different Types of Growth Models
- Sales tools for Entrepreneurship
- Marketing Orientation – Sales, Product and Production
- Components of The value proposition
- The marketing Communication
- Marketing Matrix Model for Startups
- The Improved BCG Matrix for Entrepreneurship
- The McKinsey Marketing Matrix
- Ansoff’s Matrix
- Discussion – Final Notes