Competitive SME is a comprehensive guide to grasping the competitive and marketing opportunities facing small to medium size enterprises today. Inspired and driven by the EU initiative futureSMETM, it gives essential advice on how, by implementing a clear and focused strategy and using simple tools, you can survive, thrive, and compete. It outlines a simple yet effective model that will allow you to: create and manage effective marketing and branding processes; better engage with your market , creating and projecting real value; increase your worth to the market with corresponding increase in…mehr
Competitive SME is a comprehensive guide to grasping the competitive and marketing opportunities facing small to medium size enterprises today. Inspired and driven by the EU initiative futureSMETM, it gives essential advice on how, by implementing a clear and focused strategy and using simple tools, you can survive, thrive, and compete. It outlines a simple yet effective model that will allow you to: create and manage effective marketing and branding processes; better engage with your market , creating and projecting real value; increase your worth to the market with corresponding increase in revenue; maximise your resources, however limited; ensure that your competitive edge and U.S.P. is amplified and sustained. Packed with simple but effective tools, Competitive SME is an essential, practical handbook for any manager or owner of an SME / SMB who wants to outperform their competitors.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
David Hood specializes in marketing strategy and enhanced competitiveness at Aqua Energy Scotland Ltd. A professional member the Global Marketing Network, he was previously CEO of the marketing communications and digital strategies company Marketing Sans Frontières and former chair of the Chartered Institute of Marketing's Technology group. He was an early innovator in modern digital and technology led marketing and is a Guest Lecturer at the University of Glasgow.
Inhaltsangabe
List of figures List of tables Acknowledgements Foreword 01 Introduction Why you should read this book How to use this book and what you will get from it A straightforward seven-stage path to competitiveness through enhanced marketing Practical book and tools Clear defi nitions and direction for the SME Why should I care about marketing? I want to know more about being exceptionally competitive! Marketing: what it is; and just as important, what it is not A short and essential history Using the book in conjunction with the futureSME initiative 02 The reality: addressing stress for the SME owner, manager or executive Achieving a sound sleep at night... The reality for SMEs and turning things to your advantage Reducing personal stress Changing 'cannot' to 'can' 03 Competitiveness and the SME: we want it; but how do we get it? Forget 'Pareto's principle'? What are competitiveness and creativity, in terms of their use to me? What SMEs think about competitiveness What marketing does for SME competitiveness FutureSME and marketing OK, so where do we start? - using the tools in this book The marketing mix The marketing audit Quick marketing audit Note 04 Increasing your confidence: leveraging what you have Affordability The power of 'FREE' Communicate, communicate, communicate Piggyback 'I just don't have anything to say' So what makes a great story? How you can actually use feedback to be a major differentiator 05 Maximizing SME management: making better decisions: investments and predictions What is 'success' in managing an SME? Knowing your direction, goals and objectives Making decisions that matter Strategy Creating new markets Self-creating markets and the new reality Social media communities Strategy and measurements for decision-making Cost-plus and cost-accounting are the enemy of the SME Purpose Decision-making and improving judgement Growth v growth Do not neglect marketing when concentrating on sales! Customer relationship management (CRM) Incoming or 'in-bound' conversations 06 Your unique selling proposition: agility, the 'adaptive organization', profit and revenue improvement Advantage and 'the product' Resourcing to create advantage SWOT analysis It is a knowledge economy now! 07 Real market presence: marketing on a budget; branding, positioning and the SME Power and your market Assessing your market: marketing and market research Market/marketing research template Sources of information The 'value proposition' The total product concept Looking at your proposition from the OUTSIDE IN The value matrix Notes on using the value matrix Statements and 'stories' supporting the value proposition Testing the 'force' of the proposition Steps to checking your value proposition 'Branding' and 'imagineering' What can branding do for me? SME branding: perceptions, positioning and segmentation Getting branding right Important evolution of modern segmentation Perceptual maps A simple brand management cycle template Social networking and 'the new reverse customer convergence and segmentation' Managing the 'social' media: engagement 08 What do we really need to do? Planning to win Investment in sales and marketing capabilities Marketing plan and planning: it is not just writing a document for the shelf in your office When writing your marketing plan Components of a great marketing plan Positioning and perceptual maps The core challenge and conflict for your customer Developing your proposition and propelling it into the market Results Action plan and schedule 09 Grasping the opportunity 1 (MARKETING): 'changing the currency' What is the primary pain for your customer? Moving to a 'change in currency' 'Moving from margin myopia' 10 Grasping the opportunity 2 (SALES): 'changing to managing the INCOME (revenue) PIPELINE' Reconstructing the sale Move from anticipating loosely-predicted targets based on sales transactions to focusing on 'a crafted pull from the market' Changing sales targeting and management Changing the way we look at sales Improve post-sale service to existing customers Stop thinking about sales as 'units of delivery' or transactions 11 Quick wins (rather than quick fixes) Change 1: What you think of marketing and its role as the means to competitiveness Change 2: Sensing your market Change 3: Less of an obsession with our competition Change 4: Review what success means and our strategy to achieve it Always ask for testimonials Cautioning about 'quick fixes'... Tackling your immediate concerns and improving now 12 Optimizing your proposition and making more money: bringing it all together! A cyclical planning process for the SME The competitive marketing triangle Using the competitive marketing triangle as the strategic dashboard for your organization Proposal development Improving communication Lastly, and most importantly - how to measure word of mouth and optimize it The whole futureSME competitive marketing process Appendices Index
List of figures List of tables Acknowledgements Foreword 01 Introduction Why you should read this book How to use this book and what you will get from it A straightforward seven-stage path to competitiveness through enhanced marketing Practical book and tools Clear defi nitions and direction for the SME Why should I care about marketing? I want to know more about being exceptionally competitive! Marketing: what it is; and just as important, what it is not A short and essential history Using the book in conjunction with the futureSME initiative 02 The reality: addressing stress for the SME owner, manager or executive Achieving a sound sleep at night... The reality for SMEs and turning things to your advantage Reducing personal stress Changing 'cannot' to 'can' 03 Competitiveness and the SME: we want it; but how do we get it? Forget 'Pareto's principle'? What are competitiveness and creativity, in terms of their use to me? What SMEs think about competitiveness What marketing does for SME competitiveness FutureSME and marketing OK, so where do we start? - using the tools in this book The marketing mix The marketing audit Quick marketing audit Note 04 Increasing your confidence: leveraging what you have Affordability The power of 'FREE' Communicate, communicate, communicate Piggyback 'I just don't have anything to say' So what makes a great story? How you can actually use feedback to be a major differentiator 05 Maximizing SME management: making better decisions: investments and predictions What is 'success' in managing an SME? Knowing your direction, goals and objectives Making decisions that matter Strategy Creating new markets Self-creating markets and the new reality Social media communities Strategy and measurements for decision-making Cost-plus and cost-accounting are the enemy of the SME Purpose Decision-making and improving judgement Growth v growth Do not neglect marketing when concentrating on sales! Customer relationship management (CRM) Incoming or 'in-bound' conversations 06 Your unique selling proposition: agility, the 'adaptive organization', profit and revenue improvement Advantage and 'the product' Resourcing to create advantage SWOT analysis It is a knowledge economy now! 07 Real market presence: marketing on a budget; branding, positioning and the SME Power and your market Assessing your market: marketing and market research Market/marketing research template Sources of information The 'value proposition' The total product concept Looking at your proposition from the OUTSIDE IN The value matrix Notes on using the value matrix Statements and 'stories' supporting the value proposition Testing the 'force' of the proposition Steps to checking your value proposition 'Branding' and 'imagineering' What can branding do for me? SME branding: perceptions, positioning and segmentation Getting branding right Important evolution of modern segmentation Perceptual maps A simple brand management cycle template Social networking and 'the new reverse customer convergence and segmentation' Managing the 'social' media: engagement 08 What do we really need to do? Planning to win Investment in sales and marketing capabilities Marketing plan and planning: it is not just writing a document for the shelf in your office When writing your marketing plan Components of a great marketing plan Positioning and perceptual maps The core challenge and conflict for your customer Developing your proposition and propelling it into the market Results Action plan and schedule 09 Grasping the opportunity 1 (MARKETING): 'changing the currency' What is the primary pain for your customer? Moving to a 'change in currency' 'Moving from margin myopia' 10 Grasping the opportunity 2 (SALES): 'changing to managing the INCOME (revenue) PIPELINE' Reconstructing the sale Move from anticipating loosely-predicted targets based on sales transactions to focusing on 'a crafted pull from the market' Changing sales targeting and management Changing the way we look at sales Improve post-sale service to existing customers Stop thinking about sales as 'units of delivery' or transactions 11 Quick wins (rather than quick fixes) Change 1: What you think of marketing and its role as the means to competitiveness Change 2: Sensing your market Change 3: Less of an obsession with our competition Change 4: Review what success means and our strategy to achieve it Always ask for testimonials Cautioning about 'quick fixes'... Tackling your immediate concerns and improving now 12 Optimizing your proposition and making more money: bringing it all together! A cyclical planning process for the SME The competitive marketing triangle Using the competitive marketing triangle as the strategic dashboard for your organization Proposal development Improving communication Lastly, and most importantly - how to measure word of mouth and optimize it The whole futureSME competitive marketing process Appendices Index
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