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Marketing and Marketing and Commercial area (III)Commercial area (III)
Maria Ángeles Díaz [email protected]
OUR OBJECTIVESOUR OBJECTIVES
• The SWOT- Analysis• The Future Shock• Organizing the Sales dept.• Interaction between Sales & Marketing• Creating and Managing the Sales dept.• The Sales Meeting• Sales – Controlling• Remuneration
“in the jungle the gazelle must run faster than the fastest lion, or be eaten…”
Dwayne O. Andreas, Chairman & CEODwayne O. Andreas, Chairman & CEOArcher-Daniels Midland Co.:Archer-Daniels Midland Co.:
“and the lion must outrun the slowest gazelle,
or starve…”
Dwayne O. Andreas, Chairman & CEODwayne O. Andreas, Chairman & CEOArcher-Daniels Midland Co.:Archer-Daniels Midland Co.:
“It doesn´ t matter whether you are a gazelle or a lion…”
Dwayne O. Andreas, Chairman & CEODwayne O. Andreas, Chairman & CEOArcher-Daniels Midland Co.:Archer-Daniels Midland Co.:
“when the sun comes up,You would better be
running.”
Dwayne O. Andreas, Chairman & CEODwayne O. Andreas, Chairman & CEOArcher-Daniels Midland Co.:Archer-Daniels Midland Co.:
EVALUATION OF STAFF-MEMBERS EVALUATION OF STAFF-MEMBERS BY “SYSTEM OF THE 5 ASES” BY “SYSTEM OF THE 5 ASES”
Attitude – The willing to growAptitude- Sense of capabilityAmbition- The will to arrive to the top in a healthy and safe way.Action – not limiting ourself to creating plain visionsAltitude of objectives: challenging +reachable
BASES OF SUCCESS:BASES OF SUCCESS:
Preparation +
Knowledge+
Constant awareness
ANY ANY
QUESTIONS ?QUESTIONS ?
THE SWOT - ANALYSISTHE SWOT - ANALYSIS
Strengths
Weaknesses
Opportunities
Threats
Internal analysis
External analysis
THE SWOT - ANALYSISTHE SWOT - ANALYSIS
THE SWOT - ANALYSISTHE SWOT - ANALYSIS
S t r e n g t h sS t r e n g t h s W e a k n e s s e sW e a k n e s s e s
THE SWOT – ANALYSISTHE SWOT – ANALYSISstrenghs + weaknesses (internal)strenghs + weaknesses (internal)Resource Analysis
Capital
Human Resources
Information system
Information –flow
Fixed assets
Intangible assets
Activity Analysis
Management resources
Strategic resources
Internal structure
Creativity
THE SWOT – ANALYSISTHE SWOT – ANALYSISstrenghs + weaknessesstrenghs + weaknessesRisk Analysis
Regarding all resources and
operation procedures of our
enterprise.
Historical Analysis
Especially its impact on
different activities of the
whole organization and the
quality of its products &
services
THE SWOT – ANALYSISTHE SWOT – ANALYSISQuestions that help to determine advantagesadvantages:
1. What kind of technical advantages does the company have?
2. What do we do better than our competition? USP
3. Where are we located in our sector?4. What do our custmers perceive as strengths?5. What elements facilitate possible sales?
THE SWOT – ANALYSISTHE SWOT – ANALYSISQuestions that help to determine weaknesses:weaknesses:
1. Which activities are weaker than required?2. Where do we waste our strengths?3. What do our customers perceive as
weaknesses?4. Are we able to assimilate new requirements
of our customers?5. What can we improve?6. What has to be avoided?
ANY ANY
QUESTIONS ?QUESTIONS ?
THE SWOT – ANALYSISTHE SWOT – ANALYSISopportunities + threats (external)opportunities + threats (external)Market analysis
• Suppliers
• Distribution channels
• Clients
• Markets
• Competitiors
Interest group Analysis
• Government
• Public Institutions
• Trade-unions
• Activist groups
• The public in general
THE SWOT – ANALYSISTHE SWOT – ANALYSISopportunities + threats (external)opportunities + threats (external)
Environmental aspects Social
Technological
Economic
Environmental
Legal
Political
Ethical
STEEPLE ANALYSIS
THE SWOT – ANALYSISTHE SWOT – ANALYSISQuestions that help to determine opportunitiesopportunities:
1. Where are good business opportunities?2. What are interesting tendencies? 3. What kind of needs do our clients have but are not
offered by our competitors?4. Technological developments are on the market?5. Legal or political changes might possible occur on
our market?6. What kind of other changes will favour our range of
products?
THE SWOT – ANALYSISTHE SWOT – ANALYSISQuestions that help to determine threats:threats:
1. What tendencies could menace the existence of our company , our products /services?
2. What are our competitors doing?3. What obstacles are in our way?4. What kind of technological changes are threatening
our company position?5. Do we face any issues regarding capital resources?
ANY ANY
QUESTIONS ?QUESTIONS ?
THE SWOT – ANALYSISTHE SWOT – ANALYSIS
Now your turn…