Segmentation Methods

Segmentation methods available for marketing strategy formulation

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Directional Policy Matrix

DPM analysis is aimed at determining the appropriate strategic planning goals and the right strategies to achieve those goals across the portfolio of products, strategic business units (SBUs) and markets.

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Think Global - Act Local

Take account of the local business etiquette, culture and norms. Be global, but act local. For example, American customers are receptive to new ideas, innovations and change and the bottom-line is an all-embracing driver.

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Target The Innovators And Early Adaptors

In the early stages of all businesses, survival dictates that you find buying customers as quickly as possible. That means targeting the most interested and willing potential buyers. Innovators and early adopters are those buyers.

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Getting To The Mainstream Market

There are really two, fundamentally separate phases in the development of any high-tech or new product market: an early phase that builds from a few, highly visible, visionary customers; and a mainstream phase, where the buying decisions fall predominantly to pragmatists.

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Profiling The Mainstream Market

Derived from Figure 4.4; Key Characteristics, Needs and Role of Adopter Groups in Adrian Ryans, Roger More, Donald Barclay and Terry Deutscher Winning Market Leadership, strat

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Find An Open Or New Category In The Customers Mind

The human mind can only deal with up to 7 units of information at a time. People therefore have rationalise and simplify the world of non-stop, multiple communications and messaging to process the information they need to make decisions.

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How to Go About Creating Marketing Strategies for Your Startup

marketing-plan-laptop

For a business to be viable, it has to do something as well as its competitors; to win in a competitive market, it has to do something better than its competitors. Most early stage entrepreneurs are strongly product focused‚ but it is crucial at this emerging stage that the entrepreneur thinks about getting into the customer's mind. Here's How to Go About Creating Marketing Strategies for Your Startup:

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Is It Your Marketing Really Motivating For Your Customers

Tom Peters, the Excellence guru, asserted that the real job for marketing was and is to make sales redundant! Image your marketing being so targeted, motivating and convincing for the customer that you require little or no sales effort to execute the buying transaction.

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Email Marketing Best Practises

In a recent research study of B2B buyers and decision makers, the use of the internet is shown to be increasingly important as a tool for researching and supporting their buying decisions. Online communication is emerging as a powerful tool for both buyers and sellers.

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The 60 30 10 Rule

Traditional postal direct marketing is as powerful a tool for communicating with prospective customers as it has always been notwithstanding everybody increasing online life. Direct mail marketing can be even more effective if you keep in mind the following:
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Marketing Communications Activities

The chart below highlights many of the marketing activities that entrepreneurs employ during their start up and emerging stages of evolution. Their objectives, strategies and communication media typically revolve around:

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Checklist Trade Shows and Exhibitions

Make sure you check your checklist for Trade Shows and Exhibitions.
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Ready, FIRE, aim

There is no point continuing to navel gaze and put too much emphasis on detailled planning. Action (any action) will create its own momentum. So get ready, (get cracking) fire and aim later. You will soon find by engaging (we mean selling) with the m...
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Operating Cash

Finance products which utilize a company‘s debtors as security such as Debtor Finance and Factoring are excellent ways to fund a business with a strong growth story.


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Do You Have The Right Company Structure?

There has been a search for an ideal or perfect structure because of its impact on the business model. The right structure depends on the environment, the vision, the values, the purpose, the goals and priorities, the skill and experience levels, the culture, the team, etc. Each of these is unique, which makes recommending the “right” structure very difficult. However there are a few things that of high performing organisational structures have in common:
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How to Prepare for an IPO

ipo

It is the dream of many entrepreneurs to start their own businesses, grow the businesses and eventually take the business public. However, a public listing may not be the natural progression once your company has grown to a certain size or profit level, nor is it the be-all-and-end-all. Here's how to prepare for an ipo:

 

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Look what Achievers have achieved

The Ulster Bank Business Achievers Awards won Gold and Silver at the Association of Promotional Marketing Consultants Awards 2009. In their own right, the Ulster Bank Business Achievers Awards have been a great success. Last year they attracted the g...
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Identify Your Growth Stage

What Growth Stage Are you at? What lies ahead on your Growth Map? Successful small and medium sized business owners and entrepreneurial growth companies steer their business ventures through four key growth stages – the start-up; the emerging stage; the rapid growth market penetration stage; and then onto the next level for re-invention, internationalization and new growth paths.

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STAGE 1: Start Up

The business is recently founded and the imperative is to specify/make the product (concept), prepare a business plan, get market feedback and peer advice , find and access production capacity and fund this product concept validation stage from own resources, credit cards, potential customers and earnings from related/previous work capabilities

If you believe your company or business is at this stage you may find some very helpful articles and videos with all sorts of advice in the Start Up section of this site. You may also like to hear from some other entrepeneurs telling their stories from Newstalk Podcasts or why not have your own say on the lively smallbusinesscan.com Forum


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