Choose the right path!

Welcome

I have a desire to share with you my experience in marketing, since 2002. untill now.

Research Marketing

This is a text I wrote back in 2009. It's purpose is to remind us how things were just a less than decade ago, and how fast they change. One have to be able to understand historical trends and why they happened to be able to recognize patterns in the future.

Market research is a foundation of all marketing efforts. Just imagine the ways in which you can sell something to a person if you now his birthday. For such a thing you need to have marketing plan. In this example, we will use the topic of technology brokers to show the elements of marketing plan.

Overall purpose of this marketing plan is establishing role of technology brokers as a new concept in the market. This means presenting Project and individual TB’s to target audience, connecting with adequate business benefits, and gaining national recognition in innovation field.

Specific goals of this marketing plan are:

  • Identify links between TB and the main target group – Small and medium enterprises;
  • Identify means and activities to utilize links to SMEs;
  • Increase visibility of TBs in target market;
  • Create relationship with SMEs in order to develop innovations;
  • Raise awareness of investing in innovations;
  • Raise awareness of importance of business angels in developing innovations.

In order to fulfill these goals, we have to analyze the environment, target market and its demands, but also services offered and tools to position and communicate those services.

Final result of this plan will be clear set of activities necessary to fulfill stated goals.

Situation analysis

Without intention into going deep into statistics of SMEs and their economic impact, we will focus on lessons learned worldwide and locally in SME market and innovation development. We will focus on main characteristics, obstacles and risks, in order to successfully implement this plan.

The SME services marketplace is crowded with initiatives. The development of SME policies and plenty of national and international projects has created many initiatives, involving numerous institutions and complex arrangements across various departments at both national and local levels. However, identifying, targeting and delivering services to SMEs continues to be challenging for any organization. An underpinning challenge is the ability to align the strategic agendas of organization with the ambitions, capabilities and resources of SME owner-managers. It is no surprise that the take-up and success of many SME initiatives has been low: although well-intentioned many have failed to capture the SME audience because of the perception by SMEs that they do not need such advice or support on the grounds that they will not enhance the efficiency or performance of their business.

Cost issues are paramount in the development of SME. More expensive means of development, implementation and delivery does not necessarily mean a more effective or efficient service quality or reach. Services offered and cost of development and implementation of technologies has to be balanced against a need to be close to SMEs to understand their modes of operation, challenges and support needs.

Therefore, it is crucial to reach prospective SMEs in proper manner, and to provide them with problem solving solutions with high value/cost ratio.

Feasibility Plan for National Technology Brokers Programme identifies several factors which can impact technology brokerage process. Some of them are of high influence on marketing activities of network:

  • Lack of funding for the Broker Network
  • Sustainability goals, how long before network needs to be self-funding
  • Supply not linked to demand (in knowledge transfer)
  • Universities are decentralized, each faculty operates as an independent entity
  • No entrepreneurial culture among people or SMEs, “medals more important than money”
  • Culture and language differences: “Thinking” (Academic) versus “doing” SME
  • University - SME lack of trust and poor communication
  • University slow response speed. SME’s operate on a limited time horizon, i.e. ”now”.

Through this Plan we will try to build upon these factors and avoid their downsides.


Plan well!

 
 

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