Elements and Performance Criteria
- Analyse the business environment in which organisation operates.
- Research is conducted to determine and analyse the competitive business environment in which organisation operates.
- Data on industry trends is accessed and analysed to provide knowledge about future opportunities and directions for the business.
- Risks and opportunities from within the internal and external environments are identified.
- Identify and scope development opportunities.
- Position of the organisation within its market is analysed and specified.
- Gaps in the market that provide opportunities for growth are analysed and identified.
- Demographic and trend data is identified, collected and analysed to provide profiling information about the organisation’s market.
- Industry intelligence relating to competitors is collected and analysed.
- Key strengths, weaknesses, opportunities and threats (SWOT) that affect new business opportunities are identified.
- Prepare a marketing plan.
- Marketing goals and objectives for the organisation are developed in consultation with stakeholders.
- Market segments to be addressed are analysed, quantified and developed.
- Products and services to be offered to market are analysed and specified.
- Marketing options are analysed and marketing strategy is developed in consultation with stakeholders.
- Resourcing and budgeting to implement the plan are determined.
- Win new business.
- Business relationships that may assist in identifying and winning new business are identified and cultivated.
- Opportunities to respond to tenders are identified.
- External expertise is sought as required to prepare tenders and business proposals.
- Tenders and business proposals are developed and submitted that meet prospective client requirements.
- Presentations and pitches are made that communicate the strengths and benefits of the proposal and organisation.
- Contracts are negotiated with client to finalise the successful tender or business proposal process.