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