Competency gaps are training needs

Gaps are identified by comparing the performance of the company against a bench marked company in the same industry. Positive performance indicate strengths whereas the opposite shows weaknesses. Thereafter, proper winning strategies could be formulated and best practices could be recognized and adopted. All the above could be drawn objectively from the financial statements rather than relying on subjective opinion surveys which are popularly but wrongly applied in TNA.

Sunday, August 10, 2014

Marketing Plans and Budgeting

A two day excel based training workshop on how to

design a winning marketing Strategies
to budget the marketing plans
Justify the budget by calculating the return on capital employed

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Course contents - 11 steps

SWOT analysis through performance gap analysis

Bench marks
Internal and external
Best practices

Market Positioning and targeted segment

Price and quality
Competition
Profit margin and market growth

Target customers / profile

Buying habits
where are they?

Marketing mix for which market segments

Product
Pricing
Distribution
Promotion

Marketing KPIs
BSC perspectives

Marketing
Operations
HR
Finance

Profit business Model (costs, volume, profit analysis)

matching revenue against costs
Right sizing
Profit Planning

Adequate Working capital Strategies
Minimum Fixed capital Strategies
Marketing Return on Capital Employed as the decision criterion.
Return on capital employed

copyright Arriffin Mansor 012-2786282 arriffin@gmail.com

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Excel based workshops
Case study approach

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