Strategic Marketing Boot Camp: Session 2...Agenda: 5 Sessions a. Session 1 a. Marketing Overview b....

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Strategic MarketingBoot Camp: Session 2

Agenda: 5 Sessionsa. Session 1

a. Marketing Overviewb. Strategic Internal Assessmentc. Strengths and Weaknesses of the SWOT

b. Session 2a. Industry and Competitive Analysisb. Opportunities and Threats for the SWOT

c. Session 3a. Target Market Definitionsb. Buyer Personas

d. Session 4a. Improvement & Innovationsb. Value Propositions & Proof and Evidence of Claimsc. Buying Cycled. Content Framework

e. Session 5a. Tactical Implementation

1. PowerPoint Slide Deck (Session 2)

2. Industry Analysis Worksheet

3. Competitive Analysis Worksheet

Documents to Download:Session 2

Let’s Review

“True Marketing is the art of creating genuine customer

value and in its right context is customer/client‐centric.

It is about becoming a ‘value‐producing machine’ through improvements and innovations to meet market

demands and wants.”

Working‐Definition of Marketing

Marketing as a VPM

Engineering

Manufacturing

Quality

Project Managers

Other Department

Customer Service

Marketing is Too Important to be left only to the Marketing Department!

A “Value‐Producing Machine” requires you to make claims to your customers including:

Quality

Performance

Specifications

Guarantees

Delivery

Service

Other USPs

asepco.com/about/guarantee/ (Watson Marlow)

Lifetime Free Replacement Of Any ASEPCO Tank Valve, No Matter Who Breaks It!Sometimes a tank is dropped—sometimes a valve gets hit by a forklift. No matter how a valve is broken, or who’s at fault, we will replace it free! No arguments. No excuses. Just a free replacement valve as fast as we can make it.Top‐quality Product Or It’s Free!If your ASEPCO valve contains a manufacturing defect we will Fix or Replace Your Valve—and We Will Not Bill You!Performance As Promised Or We Pay You!If it is proven that a properly assembled ASEPCO valve is not CIP/SIP in use:

• We’ll buy back our valve for a full refund.• We’ll buy you the replacement valve of your choice.• AND we will pay the cost of replacing it in your ASME tank!Note: We figure this is a safe bet, because we have not had a claim of contamination in our entire history.You can depend on ASEPCO products. And you can depend on US.

Manufacturing Example

“Unless Strategic Marketing issues are dealt with first, it is absolutely impossible to do Tactical Marketing well”

Marketing Insight #3

“Strategy withouttactics is the slowest

route to victory. Tactics without strategy is the noise before defeat”

‐Sun Tzu

Our Battle with Competitors

Without a strategy it’s all “noise before the defeat”

Website

SEOAutomated EmailPPC

Social Media

Press Release or Newsletter

1. Strategic Internal Assessment / Core Competencies (SWOT: Strengths & Weaknesses)

2. Industry Analysis (SWOT: Opportunities & Threats)

3. Competitive Analysis (SWOT: Opportunities & Threats)

4. Target Market Definitions

5. Customer Value Surveys

SMB Phase 1: Research & Analysis

Industry Analysis

• Internal Knowledge

• External Knowledge Market Intelligence Market Research Marketing Research

SMB Phase 1: Industry Analysis

Identify Opportunities & Threats (OT)

• This is information available through sources like IBIS World, D&B, Trade Associations, etc.… that is general in nature. It is based upon whatever categories they ascribe to the information.

• For example they might say that the Aerospace Industry is growing by a certain percentage over the next few years and if you make products or have services that support that industry, you should consider it.

• You can buy this information from a trusted resource and possibly interpret it internally.

• Lowest cost: $1,000 to $5,000

Industry Research: Market Intelligence

• This is researching a specific market that a company wants to get into or even expand more into.

• So, in our example with the Aerospace Industry you would have research as to what segments are specifically growing to determine if your products or services fit.

• In this, you are creating your own categories (not just what IBIS says) and trying to determine if the market is viable for growth for you.

• It is not likely you can do this yourself• Moderate Cost: $5,000 to $25,000

Industry Research: Market Research

• This is to determine “how to best go to market” and would most likely include “Market Research” above.

• So a company most likely has already determined the viability of entering the market and they ask what do we need to do as a company? Innovations or changes that might need to be made to go after a specific segment or in other words, “the strategy for how to create value for the target market” if we use our working definition or marketing.

• Highly unlikely that you would be able to do this yourself.• High Cost: $25,000 to over $100,000

Industry Research: Marketing Research

• About the Industry

• Industry at a Glance

• Industry Performance

• Products & Markets

• Competitive Landscape

• Major Companies

• Operating Conditions

• Key Statistics

• Jargon & Glossary

IBIS World Reports Typically Cover:

1. Industry Overview

2. Annual Growth

3. Profit & Barriers to Entry

4. Number of Businesses

5. Differentiation

6. Trends

7. Key Buying Industries/Target Markets

8. Geography

Industry Analysis Worksheet

Industry Analysis

Chapter 21:

80/20 Market Research in a Single Afternoon

SWOT Worksheet

SWOT Worksheet Guide

SWOT Worksheet Examples

Industry Analysis

CourseWork

Results from the Industry report go in the “Opportunities & Threats” section of the SWOT

Competitive Analysis

1. Company Overview (name and locations)

2. Products & Services

3. Industries Served

4. Capabilities

5. Value Proposition & Other USPs

6. Offers & Other Distinctions

7. Opportunities for You

8. Threats against You

SMB Phase 1: Competitive Analysis

Identify Opportunities & Threats (OT)

Sources:

Websites Digital Media Customers Salespeople

SMB Competitive Analysis Worksheet

Sometimes competition can include “doing nothing” OR “competing with in‐house capabilities”

SWOT Worksheet

SWOT Worksheet Guide

SWOT Worksheet Examples

Competitive Analysis

CourseWork

Pick top 3 competitors by market segment

Ask: What are my competitors doing that can positively or negatively impact my business?

Fill out the SWOT (Opportunities & Threats)

Thank You!

Vince Kostelnik

vince@adejsolutions.com

https://adejsolutions.com/

Office: (412) 754‐1267

Cell: (412) 600‐3412

Connect with me on LinkedIn:https://www.linkedin.com/in/vincekostelnik/