• Identify and develop your own potential in a competitive environment through fundamental analysis of the market, customers, and competitors
• Setting marketing strategy and long-term goals using the marketing mix (product, price, distribution, communication)
• Successfully placing a product offering on the market
• Planning and systematic evaluation of marketing activities
• Creating a marketing concept and persuasive presentation

Step 1: Analyze the situation

• Market situation analysis/market dynamics: segmentation criteria, Buyer Persona Development, Market Size, Market Growth, Buying Process ( Decision Making Unit )
• Situation analysis in a competitive environment: Evaluation of the competitive environment using the concept of Porter's Five Forces ( Porter's Five Forces )
• Environmental analysis: Assessment of current and future opportunities and risks through PESTEL analysis

Step 2: Marketing Goals and Strategies

• Selection of partial markets and marketing segments. Analysis of undifferentiated and differentiated marketing segments. Strategic decisions regarding the size of selected partial markets.
• Differentiation strategies: Differentiation at the product, price, distribution, and communication levels.
• Growth strategies: market penetration, market development, product development, diversification.
• Competitive strategies: pioneer, market initiator, market co-player, niche strategy
• Corporate identity: corporate design, corporate communication, corporate behavior
• Desired turnover and market share

Step 3: Marketing Mix

• Product: Assortment development and development. The right marketing mix in different phases of the product life cycle. Occupying a distinct marketing position. Packaging. Additional services
• Pricing: Demand-driven, competitor-driven, and cost-driven pricing, price positioning strategies, psychological factors in pricing, discount promotions.
• Distribution: Pros and cons of direct and indirect sales. Push – and Pull – strategy, Cross-Selling, Up-Selling
• Communication: Framework conditions for marketing communication, success factors in communication, 360-degree Touchpoint – analysis, advertising, sales promotion, public relations.

Step 4: Planning and coordinating marketing tools

• Planning a marketing mix in line with marketing objectives
• Acquiring new customers and retaining old ones
• Marketing budget allocation

Step 5: Marketing Control

• Identifying problems or potential for improvement in the buying process through the Sales Funnel
• Return on Marketing Investment (ROMI) Index calculation

Final part        

Creating and presenting a marketing concept tailored to your business and sharing related assessments and opinions with seminar participants

Preferential conditions:

• A 40% discount is available for BPN Georgia program participants.
• 20% discount for employees of companies participating in the BPN Georgia program
• 20% discount for three or more people from one company