Marjeting Process and Strategies

1. Marketing Process
Vincent D. Deocampo
IV-A BSITE
Entrepreneurship

2. Overall Cost Leadership
Market is price-elastic, and therefore, the
firm that can offer the lowest-priced product shall
become the dominant product in the market. This
requires a heavy emphasis on cost-cutting
techniques, the implementation of quality circles in
the manufacturing process, and the ability to
operate on a tight profit margin.
Marketing Strategies

3. Differentiation
The firm must have a product that stands
out through strong positioning strategy that the
market has a positive response to. Such a product
will have a high perceived value, allowing the firm
to charge a premium for this product.
Marketing Strategies

4. Focus
Seek to focus on the needs of a specific
niche in the market. Firms that specializes in the
needs of minorities. Focuses on specific sector in
order to gain dominance by providing a benefit
that appeals to the wide market.
Marketing Strategies

5. Personal Selling
 Concerns itself with a two-way flow of
communication between a buyer and a
seller, often a face to face encounter
designed to influence a person's or
group's purchase decision.
Forms of Selling

6. Relationship Selling
 process of building ties with the
customers based on their needs over
time.
Forms of Selling

7. Conference Selling
 involves a sales person and the other
company resource people meeting with
the buyers to discuss problems and
opportunities.
Forms of Selling

8. Seminar Selling
 the company team conducting an
educational programme for the customer's
technical staff, describing the state of the
art developments in the company.
Forms of Selling

9.  Is the business will materialize?
 Is it realistic?
 What is the need?
Importance of Feasibility Study

10. I. Project Summary
A. Name of Enterprise
B. Location
C. Descriptive Definition of the Project
D. Project Objectives
E. Feasibility Criteria
F. Highlights of the Project
G. Major Assumptions and Summary of Findings
H. Conclusion of the Study
Outline of Feasibility Study
(Detailed)

11. II. Market Strategy
A. Product Description
B. Demand-Supply Analysis
C. 4 P’s Study
D. Factors Affecting the Market
E. Survey Results
F. Analysis of Data Gathered
G. Conclusions and Recommendation

12. III. Technical Study
A. The Product/Service
B. Manufacturing Process
C. Plant Size (Capacity) and Production Schedule
D. Machinery and Equipment
E. Plant Location
F. Plant Layout
G. Building Facilities
H. Raw Materials and Supplies
I. Utilities
J. Waste Disposal
K. Production Cost
i. Direct Materials
ii. Direct Labor
iii. Manufacturing Chemical
L. Plant Organization
M. Appendices
i. Plant Layout/Equipment
ii. Equipment Flow Sheet
iii. Equipment listing and cost
iv. Utilities Calculation
v. Plant Facilities breakdown of Cost
vi. Projected cost of Production

13. IV. Socio Economic Study (Normally Used
for Government Projects)
A. Socio-Economic Benefits in terms of:
i. Employment and Income
ii. Taxes
iii. Supply of Commodities
iv. Demand for Materials

14. V. Organization and Management Study
A. Formulation of Cost and Objectives
B. Basic Considerations
C. Form of Ownership
D. Organizational Chart
E. Officers and Key Personnel
F. Project Schedule

15. VI. Organizational Impact Analysis
VII. Recommendation