A profit able business is a set of ten strategic responses to the opportunities and threats represented by 10 key forces (Paul Matthews’s unique emphasis) of 5 Key Players and 5 Key Trends that shape the industry in which a business operates.
5 Players: Customers, Competition, Suppliers, Human Resources, Capital Providers
5 Trends: Technology, Regulatory, Economic, Cultural, Demographic
These forces are critical in how a business has to be organised, structured and managed to optimise potential business growth and profitability in the market place. The Players and Trends model designed by Paul Matthews is to help a business develop a multi-level Sales and Marketing Strategy, which is fully aligned and integrated into the organisations’ ability to manage and deliver its product and services. This will allow the owner manager or management team to exploit the market place, set and monitor targets, manage resources and accurately measure performance within all functions of a business.
Building and Implementing a successful Sales and Marketing Strategy
Central to developing a successful Sales and Marketing Strategy is the need to identify, collate, analyse and process the most appropriate market information available using the “Players and Trends” model to develop a robust and measurable Sales and Marketing Action Plan. This includes:
- Producing an assessment of the 5 Players & 5 Trends and how the business intends to deal with them to help it build a strong Sales and Marketing Action Plan
- Forecasting existing and future product and service demand
- The business’s competitive market advantage
- Details of the business’s marketing mix i.e. How it intends to promote itself: Market, Price, Product/Service, Place and Promotion
- A quantitive analysis of the business’s Strengths, Weaknesses, Opportunities and Threats operating within the market sector
- Details of the key customers and sectors the business intends to target
- Detailed, clear, measurable Sales & Marketing Targets
- Types of Sales & Marketing models to be used to reach out and engage the market i.e. telesales, e-marketing, networking, direct mail, press releases, advertising etc.
- Types of Customer Relationship Management tools and technology the organisation will use to gather, record and analyse customer behaviour in order to understand, optimise and link product & services to customer needs
- A fully measureable Action Plan