Marketing technicque

Sistem Maklumat Pasaran Tempatan & Antarabangsa

1MTIB, KPPK

BORDERLESS MARKETING

Zaini Ithnin Hj. A. Rajak


2MTIB, KPPK

Marketing concept

Offered products Offered products

Value & Satisfaction Value & Satisfaction

Necessity, Needs & AvailabilityNecessity, Needs & Availability

Exchange (Sale and Purchase) Exchange (Sale and Purchase)

Communication and Networking Communication and Networking

Target market Target market

Marketing channel Marketing channel

Supply chain Supply chain

Competitions Competitions

Environments Environments


3MTIB, KPPK

Marketing

Marketing mix

Product

Price Promotion

Place

ClientsClients

Needs

Cost Communication

Comfortability


4MTIB, KPPK

Products

• Differences in customer needs :-• Identity and design• Standards• Size specification & materials• Quality standard & finishing• Packaging & delivery• Export procedure• Payment terms


5MTIB, KPPK

Marketing segment• European market• American market• Japanese market• Middle East market• (Non- Traditional Mkt.) India, Africa,

Russia, Latin America

Difference in size, standards, finishing, packaging, payment terms, export procedures etc.


6MTIB, KPPK

Product positioning

• Low End• Low-Medium End• Medium End• Medium High End• High End

Difference in quality and prices


7MTIB, KPPK

PriceFactory price Vs Retail price

Material cost + labor cost + overhead cost + margin (price) + capital imbedded cost + marketing related cost = PRICE

Pricing approach:- Target price – target cost- Value added products - niche market


8MTIB, KPPK

PROMOTIONS• Advertisements: Printed

– Magazines, phone directory, newspaper– Pamphlets, brochure

• Electronic media (tv, radio, e-mail, websites, CDi)

• Furniture fairs, expo, shows• Showrooms


9MTIB, KPPK

International Furniture Fairs• New market explorations

– Introducing company and products– Understand the buyer requirements– Investigate market and competitors– Keep abreast with current trend– Taking trial order


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International furniture fairs• Preparation

– Complete products– Catalog / picture of products– Price lists - FOB,CIF– Packing List– Minimum order quantity– Delivery lead-time– Term of payments

> Closed deal during fairs


11MTIB, KPPK

Marketing segment• Choices on company preparation

and factory ability– Component supplier– Component buyer: assembly, finishing,

packaging– Export via buyers’ agent – Appointing agent / distributors– OEM manufacturing (underlicence) – Export to retailers– Own design / brand (ODM/OBM)


12MTIB, KPPK

Production orientation• Production concept

– mass production: mass market and aggressive marketing (Mass Market)

– Batch production– Special production

• Product concept– Management pushing to produce high quality,

high performance, innovative concept - Niche Market.

• Marketing concept– Management satisfying the needs of certain

market and more competitive then others - Selective Market


13MTIB, KPPK

Following up

• Responsive and committed– Attending the inquiry within 24 hours -

fax, e-mail, phone call.– Quotation: 2-3 days– Sample: 1 week– Product development: 4 weeks– Trial order: 6-8 weeks


14MTIB, KPPK

Marketing plan1. Mission and Vision

VISION : Long term goal – company direction & destination. MISION : Plans / activities of programs arranged to achieve the vision.

2. Current market environmentInvestigate the current domestic and international markets, either recommended and project the future market.


15MTIB, KPPK

Marketing plan3. Opportunity and threat analysis (SWOT ANALYSIS)• Strengths: Identify company’s

advantages• Weaknesses: identify organization’s

handicaps • Opportunities: rooms for development• Threats: change them into prospects Knowledge about the industry status is

needed


16MTIB, KPPK

Marketing plan

4. Analysis of competitiveness– To study the company’s ability,

competitiveness and status in specific market as compared to its’ competitors.

– In international market, manufacturers from one country will compete competitors from other countries.

– Search for new approach to be more competitive


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Marketing plan

5. Objectives• Business objectives must be devised and

SMARTSpecific MeasurableAchievableRealisticTimely

• Yearly sales increment: 10%• Profit increment for 2004: 5%


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Marketing plan6. Strategic planning• Product positioning• Promotional approach / methods• Pricing policy

7. Follow up actions(Monthly, quarterly, half year)

• Product development• Human resource development• Marketing programs


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Global market environmentWorld economic environment

• Capacity and productivity between producing and buying countries: competitive levels

• Human resource and technology• Trade agreement; trade barriers• AFTA, NAFTA, EU, WTO etc.

Financial environments• Financial crisis, inflation• Currency exchange• Financial system, banking & payment methods


20MTIB, KPPK

GLOBAL market environment3. Social environment• Language, social interaction• Design perception, product quality• Religion, education level

4. Political & regulation environment

• Government’s laws and policies• Differences in ideology and political

system• International laws and agreements


21MTIB, KPPK

STEPS• Understand the export procedures, terms

and methods• Payment choices: letter of credit, payment

documentation, telegraphic transfer, acceptance documentation

• Managing bill of lading, insurance, certificates

• Participating in marketing promotional activities

• Applying marketing grants, relaxations


22MTIB, KPPK

Conclusions• Globalization effects the international and

domestic market• Success is determine by competitiveness,

resiliency & progressiveness • Suggested approach: Adaptation of new technology, methods Improving designs, quality and productivity Certification: ISO, CE marking, product standard QC qualification, quality assurance Latest marketing technique

Marketing technicque

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