1.8 Marketing Strategies

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International Business Capstone

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University of London

International Business Capstone

44 classificações

Curso 6 de 6 em Specialization International Business Essentials

The Capstone project is the culmination of the International Business Essentials specialisation, and brings together knowledge gained in the previous courses and applies this to a real-world scenario. Throughout the Capstone, you’ll be taught new skills, and will use the knowledge you have gained throughout the Specialisation to develop a business plan. This course forms part of a specialisation from the University of London designed to help you develop and build the essential business, academic, and cultural skills necessary to succeed in international business, or in further study. If completed successfully, your certificate from this specialisation can also be used as part of the application process for the University of London Global MBA programme, particularly for early career applicants. If you would like more information about the Global MBA, please visit https://mba.london.ac.uk/. This course is endorsed by CMI

Na lição

The Business Plan

This week will focus on the business plan itself, including its formulation, implementation, and control.

The Business Plan | Introduction0:44

1.2 Layout of Plan4:44

1.3 Products and Services1:28

1.4 The Marketing Plan5:20

1.5 Products Review2:05

1.6 Customers Review5:19

1.7 Competitor Analysis5:48

1.8 Marketing Strategies4:01

1.9 Pricing6:40

1.10 Operational Plan12:55

1.11 Management and Organisation4:31

1.12 Financial Plan10:31

1.13 Appendices1:24

1.14 Refining The Plan8:07

Conheça os instrutores

Barry McCarthy
Senior Teaching Fellow
School of Management, UCL

[MUSIC]

I'd now like to start talking about strategy and

in particular marketing strategy.

I think it's important that you outline a marketing strategy that is consistent with

your particular niche that you're planning to move into.

You need to have an idea about how you're going to promote your particular product

or service.

In other words,

how is it you're actually going to get the word out there to your customers?

In terms of advertising, what sort of media is it you're going to use?

It's not just what media, but why is it you're going to use that media?

And also you need to have an idea of how often.

Why this particular mix, why not any other mix?

What is it that sort of this way it suits you in terms of marketing strategy?

Have you identified low cost methods to get the most out of your

promotional budget?

I think that's the key point because marketing in a particular advertising

can be very expensive.

Will you be using other methods other than paid advertising?

Maybe trade shows, catalogs, catchy dealer incentives, word of mouth?

How is it you're going to stimulate that word of mouth about your product and

therefore build your brand, build your name?

What about certain networks, friends, professionals?

LinkedIn etc, those types of online social networks are now important way.

And can be a really valuable method of building your brand.

What sort of image is it you want to project or portray?

How is it you want your customers to see you?

In addition to advertising, what plans do you have for

what can be called the graphic image support?

This includes things like logo design, maybe cards, business cards etc,

letterheads, brochures.

What about any sort of signage?

Exterior, interior design?

If the customers are coming to see you at a physical location,

what is it you're trying to portray in terms of the design?

But if you think about this, there's a lot of organizations that use very specific

designs when we're talking about a physical location.

If you have ever been to an Ikea store, for instance, and

you follow the arrows through, that's very specific to Ikea.

Should you have a system to identify repeat customers and

then systematically contact them?

It's always cheaper to retain an existing customer,

than to get out to get new customers.

So I think it's important that you have ideas on how you're going to interact with

your customers.

What sort of promotional budget?

There's the word budget, I think which is important.

We'll do a lot more on budgeting.

But what sort of promotional budget is it that you plan to have?

How much is it you're going to spend on all of those items which we have

spoken about?

Before you start, I think it's important to have an idea,

because these particular numbers are going to go into your start-up budget.

In other words, the funding that you'll need to get your business or

project underway.

What about the general running of the business?

Okay, once again,

we'll need to have a budget once the business is up and running.

And these will go into the operating plan budget.

And a little bit more on that later.

Just to sort of finalize your promotional plan, I think it's important that

before you actually start that you have an idea of the numbers that we're

talking about here, because these will go into your start-up budget.

When you actually go on and start running the business itself,

you'll have some more numbers that will feed into your operational budget plan.

But I think more on these a little bit later on.

[MUSIC]

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