Applied Strategic Marketing

The marketing plan does not stand alone. It links with all of the other elements of the business plan such as the financial, operations, and personnel plans.

Learning Objectives
At the end of the program, the participants should be able to prepare an acceptable Strategic Marketing Plan which follows the SMART principles.

Course contents
Day  ONE

What is a total marketing plans
Market analysis - competitors 
Gap analysis to indicate SWOT
Market Positioning - OT

Market segment

Marketing strategies

Product
Price
Place
Promotion

Product Definition / Benefits

packaging and fulfilments

Targeted Customers profile
Communication Strategies / marketing mix  

DAY TWO

Profit business model
Working capital - trading strategies
Fixed capital - marketing outlets and capacities
Marketing KPIs / key ratios
Success Metrics
Marketing Strategic mapping 
ROC / ROE marketing as the decision criterion

Course Duration
2 office days

Training Methodology
Power point presentations, Workbook analysis, Excel templates and models and case analysis

COURSE FACILITATOR
Arriffin Mansor is a consultant, accountant and trainer.  He designs the course with excel templates and models for demonstrations and practice.  The templates could be taken back for reference and implementations.

©  ABM Consult

www.abmconsult.cjb.net
abmconsult1@yahoo.co.uk
 012-2786282  012-78230003

MARKETING STRATEGIES

Market Analysis
Identification of SWOT through gap analysis
Market Positioning
Market Segment
Customers' profile
Business Strategies
Market Strategies
Business Modelling
Trading strategies and working capital
Fixed capital and capacity management
financed by balancing equity and borrowed funds
Cash flow projections
ROE check list
Return on capital to justify marketing activities.
Ratios for reliability and realistic assumptions