Strategic Marketing for Entrepreneurs

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