* All fees are exclusive of vat ** PREMIUM - Customize your learning experience
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
Small Business Marketing Team
What Will the Learning Experience Include?
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.
Explore & Practice
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.
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
Section 4: Decisions on Strategic Marketing MIX for Business Start-ups
Core Benefit Product
Pricing Strategies Matrix
Segmentation, Positioning and Target Market
The Process of STP
Positioning, Distribution and Its main Elements
Extended Marketing Mix
People: Employees, Customers and other Stakeholders
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