Action planning 2014

January 5, 2018 | Author: Anonymous | Category: Arts & Humanities, Communications, Marketing
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Action planning August 2014

Action planning So now you some things about the EU market, you know how to do market reseach, you know there are legislative and non-legislative requirements…. Now what?

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Centre for the Promotion of Imports from developing countries

The Export Marketing Plan

The Export Marketing Plan (EMP) helps management to: Take decisions To structure export efforts To monitor / measure progress and results

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Centre for the Promotion of Imports from developing countries

The Export Marketing Plan You can not do this alone! You need a team to develop the plan Including (for example) a technical manager, HR manager, Business manager, Marketing manager

You need to invest time in research and analysis

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Centre for the Promotion of Imports from developing countries

The export marketing plan builder A. Business audit Integration ECP audit into EMP audit INTERNAL ANALYSIS (SW-) Outcome/results • Performance in current markets • Core competencies / Unique selling points • Action points ECP + EMP on organisational development

B. EU Target market(s) Selection & in-depth analysis countries (max 3) and pmc’s EXTERNAL ANALYSIS (-OT) Outcome/results Market attractiveness Market & buyer requirements Critical Success Factors ( competative power)

C. SWOT Export which products To which markets (countries & market segments) With which sales proposition (USPs)

D. Project plan MES (market entry strategy) including marketing mix ECP action plan & EMP action plan

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Centre for the Promotion of Imports from developing countries

Action planning Perform a SWOT analysis to identify what you should work on • •

Decide (for the moment) on your product market combinations (PMCs) Product, country, type of buyer Identify market access requirements (legislation and non-legislation) and trends

Assess: 1. what requirements/trends are opportunities for your company/product? 2. what requirements/trends are threats for your company/product? 3. what strong points and weak points in your company/product are responsible for this? Put these O&T and S&W in a matrix 6

Centre for the Promotion of Imports from developing countries

Action Planning If you have already been audited by CBI: use the feedback from the export audit in your SWOT analysis and in your EMP! Companies that are selected for participation in the ECP programme will receive further support / suggestions / feedback in writing the Export Marketing Plan If you want to apply for the ECP: tell Mr. Imtiaz

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Centre for the Promotion of Imports from developing countries

Action planning External  Opportuniti es Internal 

A. ….

Threats B. ….

A. …..

B. …..

x

x

Strong points

1. ….

x

2. …. 3. ….

x x

Weak points 1. …. 2. …. 8

x Centre for the Promotion of Imports from developing countries

Action planning What actions are needed to benefit from the opportunities and cope with the threats?

External  Internal

Opportuniti es 

A. ….

Threats B. ….

A. …..

B. …..

x c

x d

Strong points 1. ….

x a

action

x b

action

2. …. 3. …. Weak points 9 …. 1.

action

action

Centre for the Promotion of Imports from developing countries | August 2013

Assignment External analysis Identify max 5 opportunities and max 5 threats for your company & product resulting from market access requirements Internal analysis Assess what strong points and weak points are responsible for these opportunities and threats? E.g.: men (capacity, commitment) , machinery, means (access to capital, materials), skills, knowledge, methods (e.g. management systems, procedures)

Actions Identify at least 1 internal action / objective for each combination (SW/OT): what can you do to change the situation in your favour?

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Centre for the Promotion of Imports from developing countries

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Centre for the Promotion of Imports from developing countries

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