The document outlines 10 marketing concepts for tapping into the global market. The concepts include: 1) deciding to execute full EPCM services to support growing industries, 2) creating EPCM capabilities by training local personnel, 3) focusing on people, service delivery, growth, and finance, 4) entering the oil and gas industry, 5) establishing an office in Asia-Pacific, 6) entering foreign markets through subsidiaries or joint ventures, 7) introducing best practices programs to clients, 8) managing international activities by setting up satellite offices, 9) maintaining presence through local partnerships, and 10) ensuring customer satisfaction through quality and schedule objectives.

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