Business Development Audit

The workshop will examine the following 9 areas:

1. Marketing Positioning:  How and where your organisation is positioned in the market, against competitors and in the perception of your customer.
2. Target Audiences:  The specific types of client or customer that your business needs to attract, allowing future promotional activities to be best directed and most cost-effective.
3. Routes to Market:  Examination of your distribution channel(s) and how the end customer / user are accessing your product or service.  Consideration of whether there are any alternative routes to gaining more customers and sales. 
4. Products / Service:  An assessment of your current range, the brand proposition(s), together with suggestions for future developments and/or additions.
5. Pricing Policy:  Consideration of your price position, retail / trade pricing, discount structures, use of price as a promotional tool etc.
6. Promotional Activity:  A full review of the different methods currently used to generate enquiries and obtain new customers, enquiries for orders including consideration of how cost effective each method is.
7. Marketing Communications:  Integrating online and traditional communications tools with recommendations and suggestions as to improvements and new alternatives that could be utilised to deliver better ROI.
8. Sales Process:  A review of marketing’s link to your sales organisation including CRM system, information use, customer management, training & development.
9. Marketing Planning:  Identifying and documenting opportunities for immediate improved effectiveness in your current marketing programme – alongside strategic and tactical guidelines, with prioritisation of the relative importance of the various actions and resources.  The financial and ROI implications.