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Hogeschool van Amsterdam Instituut voor Interactieve Media PROPEDEUSE ONDERNEMEN

Hogeschool van Amsterdam Instituut voor Interactieve Media PROPEDEUSE ONDERNEMEN. College 2 17 April 2007 Peter Buis Lori de Paauw. Today’s agenda. developing a plan researching the market developing the marketing approach. Outline – Grid. Who is it for? Argument – Persuasive

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Hogeschool van Amsterdam Instituut voor Interactieve Media PROPEDEUSE ONDERNEMEN

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  1. Hogeschool van AmsterdamInstituut voor Interactieve MediaPROPEDEUSE ONDERNEMEN College 2 17 April 2007 Peter Buis Lori de Paauw

  2. Today’s agenda • developing a plan • researching the market • developing the marketing approach www.ondernemerschaphva.nl

  3. Outline – Grid • Who is it for? • Argument – Persuasive • Need to convince • Need to motivate • Plan – collection of plans • Marketing plan • Financial plan • Personnel (human resources) plan • Production plan • etc www.ondernemerschaphva.nl

  4. Developing a plan • internal analysis • strengths • weaknesses • external analysis • market • competitors • customers / consumers • plan based on information / conclusions from internal and external analysis www.ondernemerschaphva.nl

  5. Your plan(s) must be based on logical conclusions from your research!! www.ondernemerschaphva.nl

  6. Doing market research • External analysis of: • Market • Competitors • Customers • Purpose • understand potential of business idea • identify target group(s) / segmentation • ties into financial projection www.ondernemerschaphva.nl

  7. Getting the market facts, data, information • Why … • To understand the market potential and trends • What …. some examples • current sales of an industry / products • number of potential businesses / customers • frequency of usage • Where …. some sources • OECD (national and european level) • CBS – StatLine (NL) • MKB – industry / sector level • Trade associations • Consumer associations • Google www.ondernemerschaphva.nl

  8. What if your idea / market is new? • Be creative, lateral thinking • Use data from similar industries • Use data from substitutes • Use data on products being replaced www.ondernemerschaphva.nl

  9. Getting information about competitors • Why …. • To understand how to differentiate your own product and position your product / idea / business in the market • What …. • share of wallet • market %, volume, sales, customers • positioning of products (price levels, quality) • Where … • Corporate web sites • Annual reports • Customers • Retailers www.ondernemerschaphva.nl

  10. Getting information on your customers • Why …. • To know exactly who your customer is • To create profiles and segment your target groups • To understand how your customer will use the product • To know how often your product will be used • To know where your customer will purchase the product • To understand the DMU and the buying process • Where … • Often not available in reports • You have to ask potential customers www.ondernemerschaphva.nl

  11. Assumptions • You may need to make assumptions • Explain how and why you are making the assumptions you make • Justify and support them!! www.ondernemerschaphva.nl

  12. Example • Technology – time sensor chip • Product – allows consumer to see when something is expired www.ondernemerschaphva.nl

  13. Finding information • Sources for market data • Trade associations -- $ on expired medication • Trends in aging and medication sales • Behaviourial reports of taking medication • Competitors • Substitutes – what do people do now • other manufacturers who could produce product • why don’t they? • Customers • Pick a target group – one that is easy to start • profile of buyer / user, their needs • buying unit www.ondernemerschaphva.nl

  14. Marketing Plan • The 4 P’s • Product • Place • Price • Promotion www.ondernemerschaphva.nl

  15. Products • More detail about product, prototype • Features • quality • design • packaging www.ondernemerschaphva.nl

  16. Place • How / where product will be bought • Distribution • indirect / direct • extensive / selective • Partners • Depends on product and customer www.ondernemerschaphva.nl

  17. Price • Approach • competitive, cost-plus, value-based • Strategy • Penetration • Skimming • Type • bundled, captured, segmented www.ondernemerschaphva.nl

  18. Promotion • Not in grid but can be included • Usually not much budget over for promotion • How will you create awareness • especially for direct distribution strategies via internet www.ondernemerschaphva.nl

  19. Example – Marketing mix • Product • Quality, ease of use • packaging like band-aids • Distribution • extensive, indirect and direct • multi-channel • Price • penetration, value-based • Promotion • trade discounts, trials www.ondernemerschaphva.nl

  20. Remember • Always explain why you have made your choices / decisions • Give a justification, based on logical conclusions from your research www.ondernemerschaphva.nl

  21. Werkcolleges • Friday • Elevator pitches • everyone needs to be there www.ondernemerschaphva.nl

  22. Entrepreneurship and innovation • Large, established firms have difficulty innovating because of inertia. • Moore’s ‘Zones of Inertia’ • Market opportunities are open to small firms • Have less to lose www.ondernemerschaphva.nl

  23. For next week: • Read chapters 6, 7 and 8 Tot vrijdag www.ondernemerschaphva.nl

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