How to maximize your impact in the market, ensure sustainability and ROI
In the current volatile and competitive business environment, it is becoming more and more important for business people to make very relevant and strategic decisions that enable them to remain in business.
Businesses of today are increasingly exposed to a high level of rivalry amongst competing brands of all sizes and shapes, increasing threats of new entrants and substitute products into their markets on daily bases, escalating high levels of bargaining powers of customers and suppliers among other economic, technological, ecological and human resource challenges
It is the fact that small businesses stand to suffer most when there’s turbulence, and it always becomes an issue of the survival of the fitters, where business with bigger financial muscles and economies of scale takes all there is to take.
Nevertheless, it is very imperative at these times for small and medium enterprises to master the art of strategic decision making in order to ensure they create value for customers, create return on investment for their shareholders whiles remaining sustainable and competitive.
Unfortunately however, the reality is that there are far too many organisations that simply play at marketing. If senior management doesn’t understand what marketing is and what it involves, the chances of being successful quickly decline. Winners understand that marketing has to be led from the top. Without this commitment, you are wasting your time. Although this is a little bit like the chicken and the egg, the reality is that as I suggest above, good marketing demands expertise. All too often, though, managers talk about it, but they don’t understand it. It is good to always remember that marketing, like many other areas of business, is a specialism and unless you have the expertise, you aren’t likely to succeed. Given this, it is important to invest in developing marketing expertise amongst your staff and learn from others.
My presentation will focus on how SMEs and startups operating with shoe string budgets, can take a second look at their strategic marketing decision making processes, responsibilities and marketing performance metrics, (balance scorecard) in the bid to maximize their impact, ensure business sustainability and Return on capital employed.
Delegates will go away with a better understanding of;
•The basic principles of marketing as they apply to small budget organisations
•The importance and the process of undertaking a marketing audit to ensure effective, result oriented marketing decision making.
•The concept of branding, carving a niche, a unique differentiator and competitive edge.
•A case of recognising the constraints and then trying to be sharper, faster, more focused and more creative than your competitors
•Finding answers to three of the most straightforward marketing questions ever devised.