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Marketing Insights for New Entrepreneurs

The document discusses key areas of consideration for new entrepreneurs related to marketing an industry, including industry size, marketing influencers, segmentation/targeting/positioning, and the marketing mix. It also covers pointers for evaluating new projects, manufacturing processes, supply chain requirements, and favorable factors for becoming an entrepreneur in India.

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64 views1 page

Marketing Insights for New Entrepreneurs

The document discusses key areas of consideration for new entrepreneurs related to marketing an industry, including industry size, marketing influencers, segmentation/targeting/positioning, and the marketing mix. It also covers pointers for evaluating new projects, manufacturing processes, supply chain requirements, and favorable factors for becoming an entrepreneur in India.

Uploaded by

moksha21
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

NM – PGDM09 – Industry Analysis Course – Marketing Viewpoint Notes:

Concern areas for new entrepreneurs:


 Finance – Source of funds, Valuation
 Marketing – Value Creation for whom?

Discussion areas in marketing:


 Industry size
 Marketing influencers – products, customers / end users, customer buying habits,
competition by product categories, pricing, product reach, product usage / promotion.
 Business profile – new project, manufacturing, supply chain and innovations.

Pointers for effective marketing – with a focus on the selected industry:


 Segmentation, Targeting and Positioning
 Marketing Mix – 4Ps for Products and 7Ps for Services
 Product Life Cycle

Business profile pointers:


 Ease or difficulty of getting into or out of the business
 Focus on product categories

New projects:
 Gestation period from date of identifying the opportunity
 Capital investment required
 Working capital requirements – primarily inventory and credit levels
 Manpower required

Manufacturing:
 How much capital intensive is the set-up?
 Is the process labour intensive, mechanized or automated?
 Is the process indigenous or needs technical collaboration?

Supply Chain:
 End to end movement of goods
 Supporting infrastructure
 IT enabling the supply chain
 Supply Chain cost as a percentage of sales

Becoming an entrepreneur in India – favourable factors

V M Cavale
June 27, 2018

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