Marketing

Marketing is a foundational and central pillar in the process of existence, development, and growth of a business/company/organization. Ultimately, successful marketing directly increases the chances of winning orders and, consequently, increases the likelihood of profitability, sustaining and even growing the company/organization.

During my career, I have been heavily involved in marketing both locally and globally, primarily in the defense sector. To me, marketing starts with a deep and thorough understanding of the market (especially in a competitive environment), and on the other hand, developing and promoting a “product” that addresses market demand. In this context, a “product” could also refer to a service.

Marketing should also create the right conditions for success by preparing high-quality proposals. This means a proposal that is properly priced, considers maximum profitability in the business environment (whether there are competitors or not…), ensures “neutralizing” competitors, and builds an atmosphere of trust and credibility with the potential customer.

 

To establish and improve the marketing system, the following basic actions should be taken:

  • Analyzing the relevant market situation: current status, changes and trends in the market, technological developments, mapping of customers and competitors.
  • Conducting a SWOT analysis for the company/organization.
  • Preparing an organizational structure for the marketing department: defining roles, internal relations, authority, and responsibility of the marketing system.
  • Developing and implementing marketing tools.
  • Preparing a strategic marketing plan based on market analysis and SWOT analysis above.

The strategic plan will define, among other things:

  • Determining the product portfolio for current marketing and products for development.
  • Defining processes and work methods for preparing proposals, including pricing strategies.
  • Setting measurable marketing goals: increasing the number of requests for quotes (RFI, RFP), increasing the number of proposals, increasing orders.
  • Marketing policy: using partners/intermediaries, business development policy, participating in conferences and exhibitions, advertising and media.
  • Managing a business intelligence system.
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