Working to ensure that your best marketing practices at home, are carried
into the international arena.
Marketing creates customer
satisfaction and helps to anticipate and satisfy customer needs profitably,
including:
v Customer service and
care (customer relations)
v Sales and
after-sales
v Supply chain
management
We emphasise Pan-Company
Marketing:
v Redesigning
business processes for a “customer focus”
v Creates customer
culture across functions
Creating a
customer-awareness culture across functions includes redesigning business
processes for a “customer focus”.
To gain new
markets, raise competitiveness & create wealth. By incorporating a sound communications strategy we help you
achieve effective marketing across borders
Your expectations
v Are your
objectives sustainable in practice?
v Which markets are
you really in?
v Do you have a
competitive advantage?
Customer profile
v How well do you
understand your customers?
v Are you receiving
inputs from customers accurately?
v Do you really
understand their needs?
v Do you meet local
needs or does “1 size fit all”?
Pricing compatibility with the
market
v How do you assess
local values and costs?
v Do you recognise all
the costs to get to market?
v Are you getting
the optimum price?
Research
v Does it validate your
opinions?
v Is your research
of the right quality?
v Relevance – are
you looking at the right areas of the market?
Communications
v Are your
promotions adapted to local expectations or just translated?
v Are you getting
local inputs?
v Are you certain
that you are represented in the right places?
Reality
check?
ü
How confident are you of your answers?
ü
Would you know how to check them out?
ü
What is being communicated to the market?
Stages to Sales –
Our Marketing Approach
Part I:
Market Analysis and Marketing Plan
Before we can undertake any marketing
and sales activity we need to have clear targets in terms of clients, sales,
channels, markets, volumes, product mix and so on. We need to develop a clear strategy. The first part of our work, therefore, is a marketing analysis
leading to a pro-active plan. This may
require varying degrees of research according to circumstances, which we or
athird party can undertake on your behalf.
Market overview of typical clients and current requirements. This will include a small sampling of
customer surveys exploring current usage (frequency, type, budget,
specifications etc.), ordering/purchasing channels, satisfaction level with
current suppliers with a focus on what they would really like (i.e. what would
make them convert to different supplier)
Future Trends
and Requirements: A brief look at
trends in terms of upcoming legislations and future requirements, both from
customer, legal and industry points of view.
Growth inhibitors. Identification
of potential opportunities and threats.
Product
Perception Profile:
How is proposed
service received and perceived by potential clients, associations, regulatory
bodies; major objections and obstacles. What amendments are required to make the
service sellable - establish key benefits.
Competitor
Profile: Who are main competitors, what do they offer (product portfolio,
prices), strengths and weaknesses, how well are they received by
customers. Their future plans. Selling
and distribution range and approaches, 'sales force', promotional tools .
Initial
Potential Client List: A basic start up list of potential leads
and clients to 'attack' initially. Both multinationals and SMEs, well
established companies and start-ups.
Cold approach and referrals.
Promotional
Methods and Recommendations: Current practice and options,
advertisement and articles, advertorials, direct approaches (telemarketing),
mail-, fax- or email shots, conferences and networking, web-site creation and
promotion, journals and publications, referral plan. Recommended Strategy.
Part II: Sales Activity / Implementation of Plan
Once we have a clear, focussed marketing and sales plan, it has to be put
into action. A plan without action is
useless. Often enterprises do not have
the necessary skills or resources to do this cost effectively. Supplementing a client’s existing sales
force, or acting as representatives on behalf of the client, we implement the
plan with a view of achieving substantially increased sales for the customer.
We provide practical support in a wide variety of functions from recruiting
local representation and maximising sales opportunities, to export credit and
insurance.
Part III: Marketing Review
Periodically we would review the sales and Marketing activities by repeating Part I with a new market analysis and a revised marketing strategy, taking particular note of successes and failures as well as changing conditions of the markets and competitors’ strategies. This will redefine the marketing plan in light of changed circumstances, both internal and external. Long-term this should be done in the context of the company’s overall strategic plan.