TEMPUS Project CREATE

1
The Marketing Plan
Dr Lisa Cowey MBA Team Leader CARDS 2003 Croatia
IPR Project Intellectual Property Rights
Infrastructure for the RD Sector in Croatia
2
The Market vs. The Marketing Plan

• Demonstrate a Market NEED
• Market pull or traction.
• Identify your target market
• Market Characteristics
• Segment
• Size
• Drivers
• Trends
• Competitors
• 3. Develop the Marketing Plan
• Positioning and reaching the market.

3
Market NEED

• The market Opportunity for your product or
  service.
• i.e. mobile communications (mobile phone)
• Financial security (secure web payment software)
• Flexible working environment (Science Park Crèche)

4
Market Characteristics

• Market Size
• Stage of Development of the market?
• Growth?
• Mature / Static
• Saturated and in Decline?
• Market Segments - how much of this market you can
  realistically hope to conquer
• Competitors
• Substitute Products
• Market Drivers
• Market Trends

5
PESTLE ANALYSIS(A useful tool!)

• What DRIVES the market?
• Political
• Economic
• Social
• Technological
• Legal
• Environmental

6
Position of Your Product or Service in this
marketSWOT Analysis

• SWOT
• Strengths
• Weaknesses
• Opportunities
• Threats
• Comparative weight or impact?
• Mitigation?

7
Positioning your Product or Service in the
Market4Ps Analysis

• 4Ps
• Product
• Place
• Price
• Promotion
• (Do your market research!)

8
Business ModelPorters 5 Forces
Threat of new entrants
Existing competition with other companies
Bargaining Power of customers
Bargaining Power of customers
Threat of substitute products
9
Market needPotrebe trita
10
Realism of market opportunity Ostvarivost
trinih prilika
11
Competitive positionKonkurentni poloaj
12
Business ModelPoslovni model
13
Marketing planMarketinki plan
14

• CARDS 2003 Croatia IPR Project
• "Intellectual Property Rights Infrastructure for
  the RD Sector in Croatia" 

For more information about CARDS 2003 Croatia
IPR Project "Intellectual Property Rights
Infrastructure for the RD Sector in Croatia" 
Contact lisa.cowey_at_mzos.hr or visit
www.ipu.hr