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Segmenting at key decision points: Correct needs-based segmentation is the bedrock of commercial success. If you want to know more, read this article by Professor McDonald and try this very quick and simple segmentation method. Do this after Step 1: The insights about the customer from the previous step should now be turned into value propositions. The components of a value proposition: According to McKinsey, 70-80% of companies talk about value propositions but only about 5% have them. An example of a generic value proposition for a components engineering company is available here.
Implement the marketing plan: Billions of dollars are wasted from marketing plans that fail to get implemented fully. Marketing Navigation by Bradford, Erickson and McDonald, draws upon recent research and years of real experience to help provide a practical guide to navigating the implementation challenges successfully. Professor McDonald has been researching this topic at Cranfield School of Management for many years in collaboration with the Finance Faculty. Isobel divides her time between her home in a loch side village in Scotland and her second home in southern Spain. David is a very active Council Director of Glasgow Chamber of Commerce where he heads the Youth Employment Policy Group and is a member of both the Trades House of Glasgow and the Merchants House of Glasgow. David is a UK Charity Trustee for the marine protection organisation, the Sea Shepherd Conservation Society. Liz has worked in Further Education for a total of 20 years, the last 17 years at Stevenson College Edinburgh. Liz also graduated from Stirling University with a Post Graduate Certificate in Tertiary Education with Teaching Qualification (Further Education) in 2004.


Director of Development with Scottish Ballet, Business Development Manager at Hampden the National Stadium and set up LpC Events in 2008. In addition, she has delivered many time management courses (which she calls focus management) to companies and individuals. Valerie Maclennan, originally from Stornoway on the Island of Lewis, now living in the Glasgow area, has a warm relaxed friendly manner, and good sense of humour which has helped create the atmosphere required for her highly popular  interview chat shows. Max uses his skills as a master manipulator of thoughts and ideas to influence members of the audience to make choices and decisions seemingly out with their control. It is essential to understand how goods and services flow from the originator to the final consumer and more importantly, who the key decision-makers are. Indeed, implementing a marketing plan is one of the most perilous journeys a marketer will undertake. She is Chair of the Scottish Baroque Ensemble and she is the first woman Patron of the Glasgow Celtic Society for the promotion of Gaelic language and culture.
He served as Convener of Finance in the City of Edinburgh Council, as Minister for Finance and Local Government in the Scottish Cabinet and was a member of the Scottish Parliament from 1999 to 2003.
His specialist areas include finance, transport, housing, planning, local government, legislative process and the Scottish Government.
8,900 employees and for the continuous development of GTG Training’s external commercial sales to over 2,500 private and public sector organisations. Anna owns Achieve Balance which helps motivate people and companies to become more productive and achieve a better work-life balance. Anna has also delivered talks and facilitated workshops for teams from large companies, such as Lloyds TSB, to teams from SME’s and smaller networking groups. It consists of splitting an actual market into groups of people who behave in a similar way.


He is the Director responsible for overseeing development of new events, partnerships and products. In his career, Martin has worked in FMCG, financial services, B2B and Gaming and has spent the last 5 years building a strong and successful digital team in what is Scotland’s largest full service digital agency.
Place these in a four box matrix with the size of each circle being proportional to the market size (potential) of each segment.
By improving the mix, your position will either not deteriorate or, better, will improve relative to the competition. He has a particular focus on helping other organisations to match their policy and practice objectives with the best ways to contact and network with the appropriate audience they wish to reach.
She was a project manager and staff manager for many employees, helping to motivate, stretch and develop them.Over the last 4 years Anna has coached and mentored individuals and groups in business to help them boost their performance, clarify their goals and plans, overcome obstacles, improve their confidence and enhance their quality of life.
The first three can and should be quantified financially to demonstrate to demonstrate to the customer that the offer creates advantage as opposed to merely avoiding disadvantage.
She has provided career coaching to individuals to help them discover their ideal career and maximise their potential through a practical, structured approach. She has coached employees from large organisations such as RBS, the Home Office and IBM, medium sized companies such as Baillie Gifford, Abbott and Edinburgh University and many individuals who are self employed or setting up a new business.



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