Exploring and exploiting new markets for profitable business growth:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Cambridge
Director Books
1990
|
| Edition: | 1. publ. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | X, 142 S. Ill., graph. Darst. |
| ISBN: | 1870555201 |
Staff View
MARC
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| 245 | 1 | 0 | |a Exploring and exploiting new markets for profitable business growth |
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Record in the Search Index
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|---|---|
| adam_text | CONTENTS
Preface ix
1 First Principles i
What is a customer? i
Customer decision criteria 2
Company wide quality programmes 3
The company aims and objectives 10
2 Identifying and Categorising Markets 17
Building a market identity matrix 18
Measuring market opportunity 22
Market information and where to find it 23
Market research and marketing research 24
Assessing market maturity and growth potential 24
Competitive presence as a threat in new markets 28
The director s role in decisions on market assessments,
methodology and investment 29
3 Criteria for Assessing Market Attractiveness 31
Appropriateness to the company s business 31
Size and growth 32
Maturity and competitive structure 33
Assessing profit potential before entry 34
Exposures on receivables and currency movements 39
Available distribution channels and infrastructure 39
USA and Japan special considerations 40
Warning signs to look for 40
Conclusion 41
vi CONTENTS
4 Selecting and Prioritising New Market Opportunities and
Developing an OveraU Plan 42
Gathering facts 43
Consulting experts 47
Modelling possible outcomes 47
Formulating a strategy 49
Due diligence on possible partners or acquisitions 49
Final decisions, communications and follow up 51
5 New Markets and New and Old Products 52
Increasing a product s profitable life 53
Enhancing old products 55
Developing new products 55
Research and product development 56
6 Market Development and Product Development 58
Balancing the approach 58
Using existing products to develop underexploited markets 58
When is product development needed? 59
Salesforce training and effectiveness 60
Marketing planning 60
Product planning 63
7 Exploration and Exploitation — Direct and Indirect Approaches 67
Exploration What do we know and what can we find out
ourselves? 67
Exploitation How do we reach the market? 70
8 Distributors, Dealers and Trading Partners Practical
Considerations and Approaches 72
Types of business partner 72
Deciding on the most appropriate type of distributor 75
Finding distribution candidates 77
Research and preparation for the selection of distributors 79
Exchange visits 80
Final decisions and appointments 80
Agreements, contracts, terms and conditions 81
Management support and measurement of distributor
relationships 84
CONTENTS vii
9 Organising Planning and Resourcing for New Market Initiatives 89
Committing skilled resources 89
Defining the market and positioning the product 90
Product positioning a Domino case study 91
Internationalism and worldthink 92
Implanting or transferring market and culture knowledge 95
Market plans, production and logistics 97
Integrated promotion activities 97
Getting the money in, credit control, sales and accounts 98
Performance information, measurement and tracking 99
Quality of response 99
10 Awareness and Attention Getting in a New Market 100
Advertising and promotion 100
Exhibitions 100
Public relations, distributor and customer relations 101
Conferences and other special events 102
Agencies and third party help in exploiting new markets 103
The chairman or chief executive as a publicist 103
11 Communications and a Sense of Urgency 105
Focus on the customer and positive attitudes 105
First customer impressions are critical 105
Ownership and leadership 107
Information transfer and positive world wide
communications 108
12 The Single European Market 112
Principal provisions of the Single European Act 112
Implications for companies operating only in the UK 113
The scope of Europeanism and globalisation 113
European competition from 1992 114
What action should companies take in continental Europe? 115
13 Last Principles 117
The company assessment 117
The customer assessment 118
Customer surveys and user panels 118
Assessing business performance 119
Chairman and board as assessors and strategic
decision makers 120
viii CONTENTS
Appendix: Example of Distribution Agreement 121
Bibliography and Further Reading 139
Index 140
|
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| discipline | Wirtschaftswissenschaften |
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| illustrated | Illustrated |
| indexdate | 2024-07-09T16:10:43Z |
| institution | BVB |
| isbn | 1870555201 |
| language | English |
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| owner_facet | DE-945 DE-188 |
| physical | X, 142 S. Ill., graph. Darst. |
| publishDate | 1990 |
| publishDateSearch | 1990 |
| publishDateSort | 1990 |
| publisher | Director Books |
| record_format | marc |
| spelling | Barrell, Alan W. Verfasser aut Exploring and exploiting new markets for profitable business growth 1. publ. Cambridge Director Books 1990 X, 142 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Unternehmenswachstum (DE-588)4078620-1 gnd rswk-swf Marktforschung (DE-588)4037630-8 gnd rswk-swf Markterschließung (DE-588)4114519-7 gnd rswk-swf Marktforschung (DE-588)4037630-8 s Markterschließung (DE-588)4114519-7 s Unternehmenswachstum (DE-588)4078620-1 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=002655736&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Barrell, Alan W. Exploring and exploiting new markets for profitable business growth Unternehmenswachstum (DE-588)4078620-1 gnd Marktforschung (DE-588)4037630-8 gnd Markterschließung (DE-588)4114519-7 gnd |
| subject_GND | (DE-588)4078620-1 (DE-588)4037630-8 (DE-588)4114519-7 |
| title | Exploring and exploiting new markets for profitable business growth |
| title_auth | Exploring and exploiting new markets for profitable business growth |
| title_exact_search | Exploring and exploiting new markets for profitable business growth |
| title_full | Exploring and exploiting new markets for profitable business growth |
| title_fullStr | Exploring and exploiting new markets for profitable business growth |
| title_full_unstemmed | Exploring and exploiting new markets for profitable business growth |
| title_short | Exploring and exploiting new markets for profitable business growth |
| title_sort | exploring and exploiting new markets for profitable business growth |
| topic | Unternehmenswachstum (DE-588)4078620-1 gnd Marktforschung (DE-588)4037630-8 gnd Markterschließung (DE-588)4114519-7 gnd |
| topic_facet | Unternehmenswachstum Marktforschung Markterschließung |
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