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The Marketing Plan

The Marketing Plan. Dr Lisa Cowey MBA Team Leader CARDS 2003 Croatia IPR Project “Intellectual Property Rights Infrastructure for the R&D Sector in Croatia”. The Market vs. The Marketing Plan. Demonstrate a Market NEED Market “pull” or “traction.” Identify your target market

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The Marketing Plan

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  1. The Marketing Plan Dr Lisa Cowey MBA Team Leader CARDS 2003 Croatia IPR Project “Intellectual Property Rights Infrastructure for the R&D Sector in Croatia” TEMPUS Project CREATE Stimulating Croatia's Entrepreneurial Activities and Technology Transfer in Education

  2. The Market vs. The Marketing Plan • Demonstrate a Market NEED • Market “pull” or “traction.” • Identify your target market • Market Characteristics • Segment • Size • Drivers • Trends • Competitors 3. Develop the Marketing Plan • Positioning and reaching the market. TEMPUS Project CREATE Stimulating Croatia's Entrepreneurial Activities and Technology Transfer in Education

  3. Market NEED The market Opportunity for your product or service. • i.e. mobile communications (mobile phone) • Financial security (secure web payment software) • Flexible working environment (Science Park Crèche) TEMPUS Project CREATE Stimulating Croatia's Entrepreneurial Activities and Technology Transfer in Education

  4. Market Characteristics • Market Size • Stage of Development of the market? • Growth? • Mature / Static • Saturated and in Decline? • Market Segments - how much of this market you can realistically hope to conquer • Competitors • Substitute Products • Market Drivers • Market Trends TEMPUS Project CREATE Stimulating Croatia's Entrepreneurial Activities and Technology Transfer in Education

  5. PESTLE ANALYSIS(A useful tool!) What DRIVES the market? • Political • Economic • Social • Technological • Legal • Environmental TEMPUS Project CREATE Stimulating Croatia's Entrepreneurial Activities and Technology Transfer in Education

  6. Position of Your Product or Service in this marketSWOT Analysis SWOT • Strengths • Weaknesses • Opportunities • Threats • Comparative “weight” or impact? • Mitigation? TEMPUS Project CREATE Stimulating Croatia's Entrepreneurial Activities and Technology Transfer in Education

  7. Positioning your Product or Service in the Market4Ps Analysis 4Ps • Product • Place • Price • Promotion • (Do your market research!) TEMPUS Project CREATE Stimulating Croatia's Entrepreneurial Activities and Technology Transfer in Education

  8. Business ModelPorters 5 Forces Threat of new entrants Existing competition with other companies Bargaining Power of customers Bargaining Power of customers Threat of substitute products TEMPUS Project CREATE Stimulating Croatia's Entrepreneurial Activities and Technology Transfer in Education

  9. Market needPotrebe tržišta TEMPUS Project CREATE Stimulating Croatia's Entrepreneurial Activities and Technology Transfer in Education

  10. Realism of market opportunityOstvarivost tržišnih prilika TEMPUS Project CREATE Stimulating Croatia's Entrepreneurial Activities and Technology Transfer in Education

  11. Competitive positionKonkurentni položaj TEMPUS Project CREATE Stimulating Croatia's Entrepreneurial Activities and Technology Transfer in Education

  12. Business ModelPoslovni model TEMPUS Project CREATE Stimulating Croatia's Entrepreneurial Activities and Technology Transfer in Education

  13. Marketing planMarketinški plan TEMPUS Project CREATE Stimulating Croatia's Entrepreneurial Activities and Technology Transfer in Education

  14. CARDS 2003 Croatia IPR Project "Intellectual Property Rights Infrastructure for the R&D Sector in Croatia"  For more information about CARDS 2003 Croatia IPR Project "Intellectual Property Rights Infrastructure for the R&D Sector in Croatia"  Contact lisa.cowey@mzos.hr or visit www.ipu.hr TEMPUS Project CREATE Stimulating Croatia's Entrepreneurial Activities and Technology Transfer in Education

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