1. Downloadable Template For Top Ten Marketing
Concepts Assignment - Presentation Transcript
1. DEFINING MARKETING for the 21 st CENTURY
Top 10 Concepts : TAPPING INTO GLOBAL MARKET
2. Outline: Tapping Into Global Market
o Deciding to execute full EPCM services (why?)
o Create EPCM capability (how?)
o Focus on 4 Areas (what?)
o Industry to enter (what?)
o Premier office in the region (which?)
3. Outline: Tapping Into Global Market
o Ways of entering a foreign market (how?)
o Marketing strategy (what?)
o Managing international activities (how?)
o Maintaining presence in the region (how?)
o Ensuring customer satisfaction (how?)
4. Concept 1: Deciding to execute full EPCM services
o Workshare office executing engineering services aiming to be a single-
office execution
o More profitability
o To support the growing industry in the region
o Competitive pricing
5. Concept 2: Create EPCM capability
o Bringing in expat coaches to train local personnels
o Sending Manila personnel to foreign assignments to gain experience
6. Concept 3: Focus on 4 Areas
o People - Attraction, retention and development of a sustainable Fluor
Filipino Team.
o Service Delivery - Continuous improvement of service offering to ensure
customer satisfaction.
o Growth & Innovation - Anticipate, create and implement methods and
solutions to develop a globally competent team.
o Finance - Improve project profitability and optimize office cost structure.
7. Concept 4: Industry to Enter
o Focus on Oil and Gas projects
8. Concept 5: Premier office in the region
o Asia-Pacific Region
9. Concept 6: Ways of entering a Foreign Market
o Subsidiary
o Joint-Venture

2. 10. Concept 7: Marketing strategy
o Introduce a client to the concept of a Best Practices Program and Value
Improving Practices
• Safety,
• schedule,
• budget
• reliability,
• operability.
• cost effectiveness,
11. Concept 8: Managing International Activities
o Setting-up of Satellite offices
12. Concept 9: Maintaining presence in the region
o Building relationship with local partner
13. Concept 10: Ensuring customer satisfaction
o Quality Objective
o Schedule Objective