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Seminar Summary
This three-day programme will focus on the concept of a ‘product/service lifecycle’ and its implications for an organization’s competitive strategy. This course will show that developing a sustainable competitive advantage can result from the development and continued monitoring an organization’s product/service portfolio. Through an effective marketing research programme, information can be acquired on the performance of products and services compared to the competition. In response, businesses can produce competitive strategies which involve the development of new products and services.
This seminar deals with various approaches to new product/service development to ensure competitive advantage.
Customer value related to specific products and services will be used as the basis for the development of individual marketing strategies. These, when implemented, will achieve a differential advantage over the competition. A variety of marketing activities will be highlighted and evaluated as they relate to delegates’ own contexts. The programme will enable delegates to produce clear and realistic plans of action which can be implemented back at the work-place.
Each day of the programme involves a variety of approaches which includes case studies and self-assessment questionnaires. Group discussion is also encouraged so that delegates can gain from each others’ experiences. Through the use of interactive group activities, participants will be involved in the following:
§ An Analysis of What Comprises a Product or Service
§ A consideration of the key differences between products and services
§ Identifying the key stages of a ‘lifecycle’ and the implications for product/service policy
§ Idea generation
§ A consideration of the new product and new service development process
§ A discussion of the validity of the lifecycle concept
§ Discussion, consideration and evaluation of Product/Service portfolio strategies
§ The production of a competitive plan: All the above activities will be directly related to individual organizations so that participants will have produced a number of elements of their own specific competitive strategy.
Outline for the Seminar (By the end of the three days, delegates will have):
§ Recognised the key differences between product and service offerings.
§ Understood the need for a balanced portfolio of goods/services.
§ Demonstrated an awareness of procedures for new product/service development.
§ Analysed their own product/service portfolio for strategic purposes.
Seminar Benefits for Delegates and Organizations
§ Insights into other participants’ experiences of products and service portfolios
§ The development of marketing research skills
§ The development of relationship building skills and empathy
§ Understanding of a broader philosophy of marketing
§ Increased confidence in producing strategic plans
§ Enhanced personal development
§ Enhanced career development
§ Insights into participants’ customer needs and expectations
§ Insights into the product and service development process
§ The development of a cost effective product/service strategy which can be incorporated into strategic plans that when implemented provide a competitive edge
§ Development of a customer focused organisational culture/structure
§ The provision of an integrated marketing strategy that links products and services and customer value
Who Should Attend?
§ All those responsible for strategic decision making in industry and commerce.
§ Middle and senior managers of large organizations
§ Owner managers of small and medium sized enterprises
| Date From |
To |
Location |
Fees* |
Status |
Registration |
| 10 November - |
12, November 2010 |
London |
£ 3950.00 |
0 |
 |
*the fee includes seminar material, lunches etc. Accommodations are not included;
therefore delegates have to make their own arrangements. But, if the delegates require any assistance from us, we will be pleased to arrange accommodations for them.
