Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
An interesting Survey “ Would you please give your most opinion about solutions to the food shortage in the world” The survey was a HUGE FAILURE In Africa they did not know what “food” meant In Western Europe they did not know what “shortage” meant In Eastern Europe they did not know what “opinion” meant In Middle East they did not know what “solution” meant In South America they did not know what “honest” meant And in the USA they did not know what “the rest of the world” meant Jayendra Rimal 1 Marketing and Positioning HRD Programmes Jayendra Rimal Developing a Marketing Plan for HRD o Mission: Who is to be served & satisfied? What is to be satisfied? How are users needs to be satisfied? o External environmental analysis: Opportunities & constraints (threats) o Internal environmental analysis: Strengths & weaknesses o Objectives and goals: Operational, quantifiable, measurable o Target market: A set of people who have actual/potential interest in the service and the ability to pay o Marketing mix: Product, price, promotion & place o Marketing strategy: The master plan o Marketing plan: The final outcome of the process Jayendra Rimal 3 Mission External Environmental Analysis Internal environmental Analysis Opportunities & Constraints Strengths & Weaknesses - PESTLE - Resources Availability - Competitive environment - Financial conditions - Managerial abilities - Present facilities - Organizational image - Centralized vs. Decentralized Objectives & Goals Target Market Marketing Mix Marketing Strategy Marketing Plan Jayendra Rimal 4 Target Market Market = A set of people {Interest + Ability} e.g. Commercial Bank Jobs (Market segments) – Credit; treasury; customer service; sales and marketing; HR and executives Trainings (product segments) – Credit rating; forex; interpersonal relationship; customer orientation; general management skills; sales and principles of banking o o o o o Product market concentration Product specialization Market specialization Selective specialization Full coverage Jayendra Rimal 5 Marketing Mix 1. Product/Service – HRD courses or learning activities (a) Portfolio analysis (dogs; question marks; stars; cash cows) (b) Concept life cycle (introductory (exposure); growth (acceptance); maturity; saturation; decline/dying) 2. Promotions – Advertisements, publicity, direct selling 3. Price – Cost of courses to departments or lost productivity 4. Place – Course location and facilities Jayendra Rimal 6 1a. Product/Service: Portfolio Analysis High Demand High Growth Low Growth Low Demand QUESTION MARKS: Ensure cash heavily to increase exceeds market share or flow required liquidate investment for growth DOGS: CASH COWS: Foundation of a Ensure cash flow company; high or liquidate profits; low investment STARS: Invest Jayendra Rimal 7 1b. Product/Service: Concept Life Cycle Concept Life Cycle: The product life cycle suggests that any product moves through a sequence of identifiable stages, each of which is related to the passage of time and the generation of demand. Course in terms of life cycle. – Introductory phase: Many products do not survive this stage; competition from existing products; need to invest a lot of time and energy – Growth phase: Product benefit now accepted; demand can grow rapidly; product can turn into a star – Maturity phase: Demand peaks and stabilizes; product modification and promotion ploys used to sustain demand; look for untapped market segments – Saturation phase: Similar products available from many sources; price goes down as providers outstrip demand; goes into decline – Decline/dying stage: End of profitable life cycle; turns into dog; continuation associated with declining demand and non-effective promotion; continuation for sentimental reasons not logic Jayendra Rimal 8 2. Promotion The process of communicating effectively with the people or organizations who are existing or potential customers to create a favorable image of products or services. In HRD it would maintaining or increasing the range of services, consistent support from key stakeholders and the existence of positive climate for learning. Significant promotional activities include: – Personal selling: Person-to-person contact either face to face or phone about the value of learning and importance of HRD. The approach is tailored to each individual enabling dialogue and feedback – Advertising: It is more than informing, it also persuading about service benefits and stating why it is superior to others. It ought to reinforce existing positive attitudes. Equally important to stay visible. Secondary sources are word-of-mouth and personal recommendation Jayendra Rimal 9 3 & 4. Price & Place Price is becoming an issue for the HRD programs that are being offered. Departments are staring to compare HRD programs offered internally with those offered by outside service providers. Price sensitivity: The likely effect that a given price will have on the level of demand. Inelastic vs elastic to price. Sometimes HRD practitioners may need offensive pricing. Place: Outlets or locations from which the customer can access the service. Ensure that the HRD programs is available when and where customers want it. Classroom based, distance learning, computer based, video conferencing in an attempt to reach learners more effectively. 10 Jayendra Rimal Marketing Strategies o To build – Potential of improving current position o To hold – Preserve the current position o To harvest – Focuses on short term results (maximise) o To divest – Divesting resources elsewhere Jayendra Rimal 11 Marketing Plan Some implications: 1. 2. 3. 4. 5. 6. 7. Focuses on the needs of the user Increases awareness about the importance of the exchange process Forces HR deptt to go through a “re-think” process Determine the most appropriate market Determine appropriate marketing variables Target market & market mix help establish strategic approaches Improve the image of the HRD programmes Ultimate goal is to tailor the Plan around the needs of the user Jayendra Rimal 12 Thank you ! Jayendra Rimal 13