About this Course

Successful organisations understand the importance of strategic positioning, and how accessing new markets will allow them to broaden their reach and increase potential to sell to more customers. Strategic Market Development is a highly participative 3-day training course that will equip participants with the tools required to accurately assess and identify market development opportunities.

Learning Outcomes:

• Fundamentals: Understand the principles of competition, diffusion theory, the product life-cycle and strategic positioning
  
• Customer Segmentation: Not all customers are created equal. Who are the "ideal customers" for your organisation and why? What are their characteristics?
  
• Platform Management: How to manage a sales platform, identify key accounts and prioritise sales opportunities
  
• Market Entry: Understand different market entry strategies, how to enter and grow market share
  
• Strategic Planning: Understand the strategic planning process and how to develop a winning market development strategy
  

Course Outline:

• Understand the link between diffusion theory and the product life-cycle – what are the different stages and how should your strategy differ?
  
• Understand the principles of competition using Porter's Five Forces Model to evaluate the competitive attractiveness of a market.
  
• Not all customers are created equal. Who are the "ideal customers" for your organisation and why? Using a customer segmentation matrix to define ideal customers.
  
• Sales Planning 101 – how to manage a sales platform, identify key accounts and prioritise sales opportunities. Where should resources be allocated and why?
  
• Developing regional interfaces with cross border customers. Mapping the right resources to the right stakeholders.
  
• Understand different market entry strategies, how to enter and grow market share. Which Blue or Red oceans to enter and why?
  
• Enter competitive markets by applying Lanchester Strategy – one of the better methods in determining market entry for business.
  
• Put strategies, plans and tactics into action and demonstrate how to develop a winning market development strategy.
  

Who Will Benefit?

Strategic Market Development is designed for business development managers, sales managers and anyone involved in defining the sales strategy.

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