Strategic Marketing for Competitive AdvantageMarketing

Introduction

In the sea of data, how do organisations make their services/products truly stand out? Grabbing the attention of the masses is easier said than done these days, and this is why strategic marketing is becoming an increasingly popular as a tool to drive
growth. For an organisation, strategic marketing is now vital for sustaining itself in the long run. This interactive program is specially designed for participants to learn and apply the concepts of strategic marketing and leverage it as a competitive advantage to beat the competition.

Key Takeaways

Upon completion of this workshop, participants will be able to;

• • Acquire an overview of strategic marketing as a distinctive tool to overcome the competition
  • Learn research technique to obtain critical data to synthesize for precision action
  • Understand the market dynamics and how to position the product/services to the right target market
  • Able to work on the 4Ps to support the strategy effectively
  • Learn to implement, measure, track the success and refine accordingly base on market feedback

Who Should Attend

• Professionals: Experienced marketers looking to upskill or specialize.

• Business owners: Entrepreneurs seeking to improve their marketing strategies.

• Senior executives: Marketing directors, CMOs, and other C-suite executives.

• Sales professionals: To improve their understanding of customer needs and market dynamics.

• Customer service representatives: To enhance their ability to interact with customers effectively.

• Non-profit organizations: To develop marketing strategies for social causes.

Programme Outline

• Introduction, clarifying methodology
• Objectives and learning outcome
• Defining and clarifying strategic marketing
• Why is strategic marketing an important tool to gain a competitive advantage
• Lesson learned from strategic marketing failures
• Discuss contextualize challenges of strategic marketing
• Understand the market dynamics with environmental scanning
• Market research techniques to gather and synthesize data
• Identifying the right target market with segmentation strategies
• Understand the market potential for target return
• Differentiation vs cost leadership strategies
• Positioning the brand for competitive advantage
• Developing the marketing mix (4Ps) to support the strategy
• Devising the KPIs for marketing effectiveness
• Tools and techniques for monitoring market performance
• Adapting the strategies base on market feedback and changes
• Key takeaways, summary and feedback

Methodologies

• Q&A
• Video
• Facilitated discussions
• Mini presentation
• Team activity
• Learning aid
• Trainer’s sharing
• Case study
• Personal reflection

Programme Trainer

Clement Ng is an experienced “think out of the box” commercial trainer specializing in sales, marketing, strategy and entrepreneurship. His wealth of experience was garnered from over 20 years of corporate leadership positions within major listed companies and multinationals. He has trained and mentored hundreds of executives and professionals in companies such as Mars/Masterfoods. Swarovski, Indesit Co, Hong Leong Asia, Groupe Seb. These companies owned global brands that shape the lives of many.

Clement was privileged to have worked across the Asia Pacific Region and spent a significant amount of time managing businesses across multicultural structures. He championed many initiatives and led numerous million dollar projects that resulted in “Best Practice” recognition.

He left his last role as a Regional Director of a global multinational to explore and fulfil his passion for training. He has a keen desire to share his broad commercial knowledge and practical know-how to impact learners and transform their work performances to achieve greater heights.

Clement graduated from Queensland University of Technology with a Bachelor of Business (Double Majors: Marketing & International Business) and achieved his MBA (Double Majors: International Marketing & Financial Management) from University of Western Australia. He was awarded the Advanced Certificate in Training and Assessment (ACTA) by the Workforce Development Authority, Singapore and is also a certified Ministry of Education trainer. Throughout the course of his corporate career, he has also attained numerous certifications in Leadership, Category Management, Project Management, Pricing Strategy etc.