John Hinds Department of Enterprise Trade

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John HindsDepartment of Enterprise Trade
Investment (DETI)
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Marketing Planning for competitive advantage

• strategic marketing planning process
• public sector application
• IDB experience
• challenges/lessons

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Malcolm Mc Donald

• Strategic marketing planning significantly
  contributes to profit and growth
• (Marketing Business, Nov 1988, P44)

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The strategic plan (output of the planning
process) Mission Statement Financial
Summary Market Overview SWOT Analysis Assumptions
Market objectives strategies Three year
forecast budgets
1. Mission
Phase One Goal setting
2.Corporate Objectives
3. Marketing Audit
4. SWOT Analysis
Phase Two Situation review
5. Assumptions
6. Marketing Objectives and Strategies
7. Estimate Expected Results
Phase Three Strategy formulation
8. Identify alternative plans and mixes
9. Budget
Phase four Resource allocation monitoring
10. First Year detailed implementation programme
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Using the model in a public/non product sector
context

• inward investment
• selling a country
• the need to differentiate
• planning process is the same

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IDBs environment

• 300 development agencies
• product/industry and geographic focus
• globalisation
• technology driven
• project size/job content
• 358 staff, budget 135m
• USA, Asia, Europe, London

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IDBS PLANNING PROCESS

• goal setting -
• situation review -
• strategy formulation -
• resource allocation - monitoring

• targets/outputs
• SWOT
• specific plans/actions
• money/people/review

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Key Sectors

• Knowledge-Based (esp e-Business)
• Software
• Network Services
• Telecoms
• Electronics
• Health Technologies

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Phase 1GOAL SETTING

• mission statement
• annual reports/targets
• influenced by Minister/Board
• realistic and achievable/flexible

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Phase 2SITUATION REVIEW

• review performance
• FDI market analysis
• FDI source/flows, by country/sector
• market intelligence
• competitor analysis

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STRENGTHS

• young highly educated workforce
• excellent business/academic environment
• sophisticated telecoms provision
• flexible generous government support
• competitive start up/operating costs

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WEAKNESSES

• political instability, image
• no big name investors/clusters
• peripherality
• investments in Belfast/Derry only

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OPPORTUNITIES

• new political institutions
• greater cooperation with Councils, MLAs
• exploiting ROI success
• e business park/Science park
• recovery of Asian economies

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THREATS

• continuing political problems
• economic slow down
• labour availability
• competition

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Phase 3STRATEGY FORMULATION

• setting marketing objectives/plans
• specific to sector/country
• estimate market share by sector
• identify projects by sector/country
• must be reviewed/amended

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Phase 4RESOURCE ALLOCATION MONITORING

• allocates resources
• by sector/country
• money,people,offices
• promotional activities
• quarterly review mechanism

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Marketing NIIssues

• research - investor perceptions, focus groups
• advertising - innovative
• web based marketing - e zines
• promotional events - e business
• relationship marketing - key accounts

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Product Connections Property Communication
Access

• People
• Availability
• Stability
• Education
• Skills/Training

Place Pro-Business Deregulation Stability Trac
k Record
Partner Govt. Support
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Key Priorities for Inward Investment

• Target growth sectors
• Value-Added employment
• Increase skills base
• Increase opportunity
• TSN
• Geographical spread

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CHALLENGES/LESSONS

• planning not done in isolation
• communication is the key
• must be flexible
• realistic/achievable
• keep at it