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Sample
Program Content
Suidan Associates' skill building programs are designed so that
they can be tailored to meet your
company's specific marketing needs. Programs typically extend
from two to four days depending on the content you select. Below
are highlights of some of the topics we cover.
Setting
Up a Robust Market Management Process
- The
need to bring order out of disorder and process out of
chaos
- Understanding
the different content and tools used in different kinds
of planning – business vs. business unit vs. offering
vs. product
- How
to make your operating plan mesh tightly with your strategic
plan
- The
many uses of the marketing mix (and how it differs for
technology offerings)
- How
to establish complementary roles for market managers and
product managers
- The
3 fundamental questions of planning and the 10 marketing
planning steps
- How
the specificity, planning horizon and executive / analyst
roles change in the market management process
Establishing
a Vision for the Business and Defining Your Mission
- The
Vision Thing… the starting point of strategic thinking
- What
should your Vision include?
- Vision
development techniques
- The
4 components of a Mission statement
- The
Mission as the vehicle to define what business you are
in
- The
Mission as a tool to uncover business growth options
Analyzing
Your Current Situation
- The
what, why and how of industry structure analysis
- What
is the opportunity and how to measure it?
- Uncovering
the wants and needs which are driving the market?
- Understanding
the players involved in the buying decision and their roles
- Techniques
for profiling the competition (just who is the competition?)
and their offerings
- Techniques
for assessing the competitors' offerings and identifying
opportunities for competitive advantage
- Uncovering
your significant opportunities and worrisome threats
- How
to make your core competencies ‘pop out’ of your
strengths and weaknesses assessment
Building
a Robust Market Intelligence System –Why? What? When?
How? Where? Who?
- Tapping
into the wealth of the market intelligence information
sources available to you
- When
and only when should you conduct market research (or how
to avoid wasting $$$ on market research)
- How
to structure a successful market research project
- Matching
different data collection methods to your needs
- Focus
groups – understanding their valuable role and grave
limitations
- Potential
sources of error in market research and ways to minimize
them
Market
Segmentation and Targeting
- Just
what is market segmentation and the 3 primary reasons to
do it
- Segmentation
extremes and understanding how far to go
- Understanding
demographic vs. behavior based segmentation and the pros
and cons of each
- Using
segmentation as the driver of your integrated resource
strategies
- Techniques
for prioritizing and selecting segments
Leveraging
the Product Life Cycle for Competitive Advantage
- Life
cycles – the best, the worst, the fad, the staple…
- Understanding
the profiles of the different buyers you encounter in different
life cycle stages
- How
to extend the life of your product by tweaking the marketing
mix
- Is
there a chasm in your life cycle (just what is that ‘chasm’),
and if so how do you cross it?
- How
do you uncover what life cycle stage you’re in?
- How
you should align your marketing mix strategies with your
product category’s life cycle stage
Business
and Sales Growth Strategies
- Understanding
and balancing your 3 business growth planning horizons
- Uncovering
the strategic options for growing your business
- Understanding
the impact of your competitive position on your marketing
strategy options
- Identifying
the factors affecting your speed of sales
- Understanding
the offering sales process and deploying the right strategies
to move the buyers through the sales process
Market
Positioning as the Driving Force for Your Strategic Marketing
Communications
- Positioning – it
is the battle for the minds
- The
top 7 laws of positioning
- How
to use perceptual maps to uncover potential positioning
bases
- How
to document a succinct positioning statement
- Ensuring
alignment between all your marketing communications and
your positioning strategy
- Steps
to developing a strategic marketing communications plan
Leveraging
the Internet for Marketing
- Understanding
the impact on market strategy
- What
changes with the internet and what doesn’t
- Models
for doing business on the Web
- Do’s
and don’ts in implementing your Internet strategy
- Potential
uses of the Internet for sales and marketing
Using
Portfolio Analysis for Business Insight and Resource Allocation
- What
is portfolio analysis and why do it?
- Portfolio
models, their benefits and shortcomings
- Techniques
for identifying 'holes' in your portfolio
Ensuring
the Success of Your Planning Projects
- The
'10 Commandments of Marketing Planning' – yes, Commandments
- The
all-important role of the executive sponsor
- The
roles of the team leader and team members
- Key
questions to answer as you prepare for your planning project
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