Market Planning

In most companies, it is the suits upstairs who make all of the marketing decisions. Not only are the rank and file employees who deliver the products and services left out of the planning loop, they are also usually left in the dark regarding the goals and strategies behind these decisions. This can contribute to a certain amount of confusion and apathy on the part of those who have the most immediate impact on company performance through their daily interactions with real customers in real markets.

Success in the market place is everything. If that wasn’t clear before, it certainly is today, as hyper-competitive market conditions on a global scale are driving corporations to do whatever it takes to survive. Everyone in your organization must be motivated by an externally focused, market-driven mentality. Our two-day Market Planning seminar is designed to help your company create a program to implement strategic marketing and sales plans at all levels within your organization, with a particular focus on better educating and motivating those employees in your company who deal directly with customers. The course focuses on helping you gain practical skills to implement new sales, marketing and distribution strategies. It provides a common language between individuals at the implementation, marketing, management, sales, support personnel and executive leadership levels.

Seminar Objectives:

Participants in the Market Planning seminar will learn to:

• Provide a shared framework across all levels for understanding and communicating the company’s marketing strategy and vision
• Give front line personnel tools to help them understand and describe the market and the forces driving change
• Help employees focus on the big picture, enabling them to shift from a narrow day-to-day viewpoint to a broader dimension of understanding
• Create a non-linear system to predict and understand the implication of key events that may lead to future market directions
• Recognize opportunities created by the interaction of the customer/industry value chain and the customer/competitor value chain
• Highlight how a lack of focus on strategy can destroy profits in a price-sensitive market