Market Planning, Business Development, and Financial Management PDF

MARKET PLANNING, BUSINESS DEVELOPMENT, AND FINANCIAL MANAGEMENT BY: AGUILAR, JOHN PAUL P. PILIEN JERIC RYAN ORTIAGA EL QUIN SAWAN MARKET PLANNING AGUILAR, JOHN PAUL P.  Introduction Market planning is a strategic process that organizations use to...

MARKET PLANNING, BUSINESS DEVELOPMENT, AND FINANCIAL MANAGEMENT BY: AGUILAR, JOHN PAUL P. PILIEN JERIC RYAN ORTIAGA EL QUIN SAWAN MARKET PLANNING AGUILAR, JOHN PAUL P.  Introduction Market planning is a strategic process that organizations use to identify and respond to market opportunities and challenges. It involves detailed analysis, planning, and decision-making to align a company’s products and services with market demands, ensuring competitiveness and profitability. Effective market planning is crucial for driving business growth, improving customer satisfaction, and achieving long-term success. MARKET PLANNING Market planning refers to the process of analyzing the market environment, identifying customer needs, defining marketing strategies, and setting objectives to achieve organizational goals. It serves as a roadmap for companies, guiding them in creating value for customers while maximizing business performance.  Targeted Marketing Helps businesses understand their audience and tailor their strategies accordingly. IMPORTANCE Resource Allocation OF Ensures efficient use of resources by focusing on high-potential areas. MARKET PLANNING Risk Mitigation Identifies market threats early and allows businesses to adapt to changes. Competitive Advantage Provides insights into market trends and competition, enabling businesses to stay ahead.  01 Market Research COMPONENTS OF MARKET Target Market 02 Identification PLANNING 03 Competitive Analysis The market planning process is broken down into several Marketing Mix critical components, each 04 contributing to the overall Strategies strategy: 05 Goal Setting And Objectives Budgeting and 06 Resource Allocation MARKET RESEARCH Market research involves collecting and analyzing data about the target market, competitors, and industry trends. It helps businesses understand customer preferences, market gaps, and growth opportunities. Customer Analysis Identifying customer demographics, behaviors, and purchasing patterns. Competitor Analysis Evaluating competitors’ strengths, weaknesses, and market positions. Market Trends Analyzing trends that influence customer needs, technology, and regulations.  TARGET MARKET IDENTIFICATION Segmenting the market and selecting target segments is crucial for directing marketing efforts to the right audience. This involves: Demographic Geographic Segmentation Segmentation Based on age, gender, income, Focusing on specific regions or education, etc. countries. Psychographic Behavioral Segmentation Segmentation Understanding customer lifestyles, values, Targeting based on customer behavior, and attitudes. such as purchasing habits. COMPETITIVE ANALYSIS Understanding the competitive landscape helps companies position themselves effectively. This includes: SWOT Analysis Identifying internal strengths and weaknesses, as well as external opportunities and threats. Competitor Benchmarking Comparing performance metrics with key competitors.  MARKETING MIX STRATEGIES The marketing mix refers to the four Ps—Product, Price, Place, and Promotion— essential elements in creating a successful marketing plan. Product Price Defining the features, quality, and Setting a competitive and profitable benefits of the product or service. pricing strategy. Place Promotion Determining the distribution channels to Planning advertising, public relations, and promotional activities to create awareness and drive reach the target audience. sales. GOAL SETTING AND OBJECTIVES Setting specific, measurable, achievable, relevant, and time-bound (SMART) marketing objectives is vital to track progress and ensure accountability. Sales Targets Defining expected revenue growth or unit sales. Market Share Setting goals to increase the company’s market share. Customer Acquisition Defining targets for gaining new customers or entering new markets.  BUDGETING AND RESOURCE ALLOCATION Efficient resource allocation ensures that the company’s marketing efforts are well- funded and aligned with overall business objectives. This involves: Allocating funds to different marketing Defining key performance indicators (KPIs) to activities such as advertising, market research, measure return on investment (ROI). and promotional campaigns. STEPS IN MARKET PLANNING 01 Situation Analysis 02 Setting Marketing Objectives Developing Strategies 03 and Tactics STEPS IN MARKET PLANNING 04 Implementation 05 Monitoring and Evaluation  Steps in Market Planning 1. Situation Analysis Conducting a situation analysis, often through tools like SWOT , helps businesses assess internal and external factors that may affect their marketing strategies. A SWOT analysis is a strategic tool used by businesses to assess their internal strengths and weaknesses, along with external opportunities and threats. This analysis helps organizations better understand their position in the market and identify areas where they can improve, capitalize on growth opportunities, and mitigate risks.  COMPONENTS OF SWOT ANALYSIS Strengths Weaknesses Opportunities Threats  Strengths These are internal factors that give a company an advantage over its competitors. Strengths can include: Strong brand reputation Loyal customer base Unique products or services Efficient operations Skilled workforce Technological innovation  Weaknesses Weaknesses are internal factors that put a company at a disadvantage. Recognizing weaknesses allows the organization to improve and stay competitive. Common weaknesses may include: Limited market presence Poor customer service High operational costs Weak online presence Lack of innovation Outdated technology  Opportunities Opportunities are external factors that the company can exploit to its advantage. These may include: Expanding into new markets Increasing demand for products or services Strategic partnerships or collaborations Changes in government regulations that benefit the business Technological advancements Shifting consumer preferences  Threats Threats are external challenges that could negatively impact the business. Identifying threats helps companies develop strategies to mitigate or avoid risks. Threats could include: New or growing competition Economic downturns Changing industry regulations Rising material or labor costs Disruptive technologies Negative publicity SETTING MARKETING OBJECTIVES After analyzing the market situation, businesses should set clear objectives. These objectives can include expanding market share, launching a new product, increasing customer retention, or entering a new market segment.  DEVELOPING STRATEGIES AND TACTICS With objectives in place, companies can develop detailed strategies to achieve them. These strategies may involve selecting the right market segment, positioning the product uniquely, or adjusting the pricing strategy to attract new customers. IMPLEMENTATION This phase involves executing the marketing plan. It includes scheduling activities, deploying resources, and assigning tasks to different departments or teams. Monitoring progress and adjusting tactics as needed is critical to ensure the success of the plan.  MONITORING AND EVALUATION Regularly assessing the performance of marketing strategies helps companies identify what’s working and what’s not. This evaluation may include analyzing sales data, customer feedback, and marketing KPIs. BENEFITS OF EFFECTIVE MARKET PLANNING Effective market planning offers numerous benefits for businesses: Informed Decision-Making Provides a clear framework for making informed marketing and business decisions. Optimized Resource Use Ensures that marketing efforts are focused on high- impact activities. Customer-Centric Approach Helps businesses better understand and meet customer needs, leading to increased customer satisfaction and loyalty. Improved Market Position Allows businesses to differentiate themselves from competitors, gaining a stronger foothold in the market. Revenue Growth A well-implemented marketing plan drives sales and contributes to sustainable revenue growth.  Rapid Market Changes Fast-changing technology, customer preferences, or economic CHALLENGES conditions can make it difficult to predict future market trends. IN MARKET Data Limitations PLANNING Inaccurate or incomplete data can lead to misguided strategies. Despite its importance, market Resource Constraints planning can face Limited budgets or human resources may hinder the ability to several challenges: implement the marketing plan fully. Execution Gaps Even with a solid plan, poor execution can prevent businesses from achieving their objectives. THANK YOU FOR LISTENING! Business Development  Business Development (BD) is centered around creating growth opportunities, building partnerships, and securing contracts. It involves both relationship-building and strategic expansion into new markets. Key Components of Business Development:  Opportunity Identification:  Recognize emerging trends and unmet needs in sectors like infrastructure, energy, or smart technologies.  Develop services that cater to these demands, such as energy- efficient building designs, renewable energy projects, or automated production systems.  Client Acquisition and Relationship Building:  Long-Term Contracts: Engineering projects are typically long-term, requiring close collaboration with clients. BD teams must focus on securing long-term contracts that provide stable revenue streams, such as multi-phase infrastructure developments or maintenance contracts.  Networking and Strategic Partnerships: Building relationships with key industry players-governments, private corporations, suppliers, and contractors- is crucial for securing new business. Networking at trade shows, industry conferences, and through professional organizations can lead to business opportunities.  Collaborations: Forming joint ventures or strategic alliances with other firms (e.g., technology providers or contractors) helps access new markets or complete large complex projects.  Sales and Proposal Development:  BD teams must develop technically sound and financially competitive proposals that demonstrate the firm’s ability to deliver projects efficiently and cost-effectively. This includes providing accurate cost estimates, project timelines, and clear technical specifications.  Entering New Markets:  Expansion into new geographic regions or industries requires thorough market research and sometimes partnerships with local firms that understand regulatory frameworks and market conditions.  BD professionals should also evaluate the risks of entering new markets, including regulatory hurdles, competition, and infrastructure challenges.  Innovation and Solution-Based Selling:  Engineering business development often focuses on selling solutions rather than just products. For instance, offering integrated systems that improve energy effieciency, reduce environmental impact, or increase automation will attract clients looking for long-term savings and sustainability. FINANCIAL MANAGEMENT PRESENTATION WHAT IS FINANCIAL MANAGEMENT? FINANCIAL MANAGEMENT IS THE MANAGEMENT OF FLOW OF FUNDS. IT DEALS WITH THE FINANCIAL DECISION MAKING. Objectives: Understand the principles of financial management. Learn practical strategies to improve financial performance. Financial management is crucial for the stability and growth of any organization. CONCEPT OF FINANCIAL MANAGEMENT Financial management encompasses the procurement of funds in the most economic and prudent manner and employment of these funds in the most optimum way to maximize the returns. Effective financial management ensures 01 efficient allocation of resources. Its main goal is to achieve organizational 02 objectives and maximize value. Financial management involves planning, organizing, 03 controlling, and monitoring financial resources. KEY OBJECTIVES OF FINANCIAL MANAGEMENT Profitability: Cash Flow Optimization: Liquidity and Solvency: Ensuring the business Managing the inflow and Ensuring the business remains profitable by outflow of cash to can meet its short term maximizing revenue and maintain operational and long-term financial minimizing costs. efficiency. obligations. CORE PRINCIPLES OF FINANCIAL MANAGEMENT Accountability and Transparency: To maintain trust, establish clear policies and conduct regular reporting to provide updates and ensure transparency. Set up and follow a detailed budget to guide spending and investment decisions effectively and strategically. Identify potential financial risks and develop comprehensive strategies to effectively mitigate and manage them. CASH MANAGEMENT STRATEGIES Regularly monitor cash flow to anticipate shortages and surpluses. Develop cash flow projections to plan for future financial needs. Maintain a cash reserve for emergencies to ensure financial stability. BUDGETING BEST PRACTICES Create a realistic Conduct regular budget reviews budget that aligns to track performance and make with strategic goals. necessary adjustments. COST CONTROL TECHNIQUES 01 Identify and eliminate unnecessary expenses to improve profitability. 02 Negotiate better terms with suppliers to reduce costs. 03 Implement cost saving initiatives, such as energy saving measures or process improvements. INVESTMENT MANAGEMENT Diversify investment portfolios to spread risk and maximize returns. Conduct thorough research before making investment decisions. DEBT MANAGEMENT STRATEGIES Prioritize Use debt wisely Maintain a paying down by only good credit high-interest borrowing what rating to debt to reduce is necessary secure financial and favorable loan burden. manageable. terms.  Regularly produce fin FINANCIAL reports to track perfo REPORTING AND ANALYSIS Analyze financial data t trends, opportunities, a potential issues. Use key performance in to measure financial he RISK MANAGEMENT AND MITIGATION Identifying and Analyzing Potential Financial Risks Including Market Volatility, Credit Risks, Economic Factors, Continuously Monitor Risks, and Investment Uncertainties Evaluate Emerging Threats, and Adjust Strategies Accordingly to Maintain Develop a Comprehensive Risk Effective Risk Management Management Plan That Includes Insurance, Hedging Strategies, Contingency Measures, and Mitigation CONTINUOUS Regularly review financial m IMPROVEMENT practices to identify areas f improvement. AND TRAINING Stay updated on industry tr and best practices. Provide training and develo opportunities for finance te enhance their skills. CONCLUSION 01 Effective financial management is essential for organizational success. 02 Implementing best practices helps ensure profitability, liquidity, and long-term sustainability. 03 Regularly review and adapt financial strategies to meet evolving business needs. THANK YOU