Company A which keeps losing market share in recent years moves to third-tier market. But wonderful achievements and good times don’t last long with competitor’s participation into contest and local businesses’ attacks. Faced with another round of intensive competition, Company A wonders: To maintain or to change? And how can I succeed with change?
Company B has acquired a part in the market competition by massive sales strategy, which did give Company B an outstanding achievement in benefits and reputation in a short term, however, in a long run, the giant sales service team will limit the company's growth, thus resulting in a continuous reduction of the benefits in Company B. In this way, Company B had to cut off lots of employees to survive.
The market is just like a battle field. We fight every day: The old competitors are tiring, while new competitors are emerging. Consumers are increasingly demanding and it’s more and more strenuous to retain existing customers and attract potential customers; old strategies are ineffective, while new strategies haven’t jelled yet ... ... What is marketing? How to understand the market and set up a unique competitive edge for enterprise?
AMA (China) conducts in-depth market research. According to the actual needs of the company, the association has specially developed the course, “successful marketing” to help marketing people to find out breakthroughs to the current dilemma.
The course focuses on the development of the systematic concepts and the capacity to solve and analyze actual problems of the students. The course introduces "external and internal analysis – selection of target client base – positioning – production of 4p marketing strategy – formation of marketing plan – implementation of marketing plan – supervision and evaluation" to conduct in-depth analysis toward the key elements in each section. At the same time, the course will adopt case teaching to help the students understand the fun of making progress in the study of classical cases.
How you will benefit
- Learn the whole process of marketing （B2C）and develop strategic thinking
- Enhance brand competitiveness and avoid price competition by creating difference and value
- Execute marketing strategy in daily operation and optimize the planning and the execution of promotion
What you will cover
Understand Marketing
- The definition of marketing
- Marketing management process
- Case study：Develop and select competitive strategy
Analyze market segmentation
- Case study: value of market segmentation
- Steps for doing market segmentation
- How to segment market, what are the conditions
- Evaluate market segmentation, select target market and prioritize
- Tools practice: market segmentation evaluation form
Define positioning
- Various differentiation strategies
- Case study: apply differentiation strategy
- Create differentiated position: the Diamond Model
- Case study and tools practice: brand positioning statement
- From market segmentation to differentiated positioning
- Tools practice: market strategy statement
Develop marketing mix
- Marketing mix and tools
- Application of the 4P tools
- Tools practice: 4P strategy statement
- Case study: from positioning to 4P, analyse reasons behind success or faliure
Plan promotions
- The success factors of promotion
- The process for planning promotion
- Group practice: develop promotion plans
* Sequenced by surname alphabetical order.
“Via clear explanation, we quickly understand the essence of marketing. It is very effective.”
“The program is tightly arranged and practical. The in-class exercise can deepen my understanding.”
“The program has complete course content together with clear delivery. What’s more, group discussion can strengthen my understanding on what I have learned.”