Transcript Slide 1

TAG-Org 2022 - Marketing Session
Annual Meeting
January 17th 2014
Amman – Jordan
Confidential
www.tagorg.com
PRESENTATION OUTLINE
Section 1: Marketing @ Large
Section 2: As Is….
Section 3: Our challenges
Section 4: Strategic view
TAG-Org Regional Marketing Department
2/24
SECTION 1
Marketing @ large
TAG-Org Regional Marketing Department
3/24
BY DEFINITION
Future sales
“
“
Responsibility
of whole
company
The management process responsible for
identifying, anticipating and satisfying customer
requirements profitably.
Understanding
what they value
TAG-Org Regional Marketing Department
Needs
Now
Sustainable
4/24
BY TOOL
Advertising
Emails
Research
Direct Mail
Surveys
Personal selling
Event Management
Public Relations (PR)
Product Development
Websites
Questionnaires
Sponsorship
TAG-Org Regional Marketing Department
Promotions
Brochures
Branding
5/24
SECTION 2
As is…….
TAG-Org Regional Marketing Department
6/24
Why Professional Services Matter?
 Professional Services dominate world’s
economies
 Professional Services sector is growing
dramatically
 Professional Service is associated with new
projects financing
 Professional Services help manufacturing
companies differentiate themselves
 Professional Services provide the tools to make
sound business decisions
TAG-Org Regional Marketing Department
7/24
Current Situation
TAG – Org is positioned to cater MORE……
 No regional marketing organization to lead, plan
and monitor the marketing function
 Fragmented marketing resources
 Limited outreach activities
 Marketing VS non-marketing staff
 Strong media & communication infrastructure
 Marketing VS productive activities.
TAG-Org Regional Marketing Department
8/24
SWOT ANALYSIS






Mr. Chairman’s international profile;
Acknowledged brand;
Geographical presence and strong infrastructure;
One stop shop;
Market leader in IP’s;
Senior Management acknowledgement of marketing
importance;
 In-house media & communication infrastructure;
 Integrity & core values.
 Investment environment is unpredictable due to
political unrest.
 Changing regulatory makes planning difficult.
 High level of competition might negatively affect TAGOrg operations, attention to SME’s
 Undermine quality standards due to productivity
pressure;
Strengths
 Senior management support and acknowledgement Opportunities
for marketing
 TAG-Org is in a good position to focus its mission
on serving Government sector & International
financing agencies;
 GCC governments plans to further support private sector
capacity building and establish business-friendly
environment;
 Mr. Chairman’s Increased recognition internationally will
increase the opportunities for TAG-Org;
TAG-Org Regional Marketing Department
Threats
Weaknesses
 Big organizational structure with some interference
responsibilities for different units and staff.;
 No formal mechanisms for marketing policy development
and assessing effectiveness
 Lack of full time marketing resources;
 No proper costumer relationship management system.
9/24
SECTION 3
OUR Challenges
TAG-Org Regional Marketing Department
10/2
4
TAG-Org is a multi-office, multi-service firm…..
Unique challenges:
 Different markets
 Defragmented expertise
 Lack of standardization (Pre-sale &
Deliverables)
 Professional Services are non-tangible
 It is difficult to synchronize supply with
demand
 Reporting and Measurement
Different
Markets
Fragmented
Expertise
Standardiz
ation
Synchroniz
ation
Reporting
TAG-Org Regional Marketing Department
11/24
SECTION 4
STRATEGIC VIEW
TAG-Org Regional Marketing Department
12/24
STRATEGIC DIRECTION
Our aim is to introduce long term planning to mitigate weaknesses identified and to
optimize return on investment. (marketing perspective)
METHODOLOGY
A number of programs to be designed to introduce and ensure compliance with best practice
standards
Plan execution approach in accordance with agreed scope and requirements.
Develop job descriptions and staffing requirements (tasks and responsibilities)
Communicate scope and approach with stakeholders.
Coach to success and explore alternatives
Design reporting mechanism and rectify based on feedback.
Measure performance and link with evaluation and appraisal.
TAG-Org Regional Marketing Department
13/24
OUR VISION AND MISSION
Our Vision
“To become the supplier of choice for professional services and education
in all of our target markets”
Through proper and professional marketing processes, we aim at positioning
TAG-Org as the supplier of choice for professional services and capacity
building.
Our Mission
“Our mission is to promote and enhance awareness of TAG-Org’s services
by utilizing well-planned marketing tools, thus, increase profitability and
market share”
Marketing staff will identify, anticipate (predict) and satisfy customer needs
profitably”
TAG-Org Regional Marketing Department
14/24
CORE VALUES
Team work
Ethics and morals
Credibility and commitment
Integrity and responsibility
Quality
TAG-Org Regional Marketing Department
15/24
Strategic Priorities
Regional Marketing Department has Two main priorities:
 PRIORITY ONE:
 PIORITY TWO:
EFFICIENCY AND EFFECTIVENESS
INCREASE SALE TO SUSTAIN GROWTH
TAG-Org Regional Marketing Department
16/24
Strategic Objectives
PRIORITY ONE: EFFICIENCY AND EFFECTIVENESS
Focus A: Planning, and operational sustainability
Objective 1: To ensure effective planning
Goals:
1. Develop set of procedures for reviewing vision and mission and
developing a Strategic plan accordingly
2. Develop operational plan with certain KPIs to achieve strategic priorities
and TAG-Org marketing mission.
Objective 2 : To enhance operations through clear and well-communicated
processes and policies
Goals:
1. Develop a mechanism for policy development
2. Engage internal and external stockholders in all stages of policy
development
3. Develop a reporting cycle incorporating reports identified across offices
4. Assess the effectiveness of all associated procedures
TAG-Org Regional Marketing Department
17/24
Strategic Objectives
PRIORITY ONE: EFFICIENCY AND EFFECTIVENESS
Focus B: Human resources
Objective : To plan appropriately for the recruitment of staff
Goals:
1. Develop recruitment policy and processes for marketing staff;
2. Develop job descriptions (JDs) for Outreach Manager’s position;
3. Identify the staffing needs according to local business environment;
4. Increase in-house non-marketing staff awareness for cross-selling
opportunities;
5. Review current administrative Cadre of marketing staff;
6. Incorporate employee evaluations into the employment incentives ,
retention and promotion framework;
7. Review the effectiveness of staff performance.
TAG-Org Regional Marketing Department
18/24
Strategic Objectives
PRIORITY ONE: EFFICIENCY AND EFFECTIVENESS
Focus C: Technology
Objective : To acquire appropriate information technologies
Goals:
1. Assess existing costumer relationship management system
(CRM)
2. Develop short to medium term strategy to bridge the gap
between current and required level of utilization.
3. Improve and develop the system to cover cross-office reporting
TAG-Org Regional Marketing Department
19/24
Strategic Objectives
PRIORITY ONE: EFFICIENCY AND EFFECTIVENESS
Focus D :Communications
Objective: To communicate effectively with all internal and external
stakeholders
Goals:
1. Hold information sessions for staff on the Strategic Plan;
2. Communicate all new Plans to internal stakeholders;
3. Collect all policies and processes pertaining to staff and document them
in a Staff Handbook
4. Hold in-house service oriented sessions for non-marketing staff;
5. Identify an accessible electronic repository for policies and procedures
manual
6. Establish an electronic feedback mechanism
TAG-Org Regional Marketing Department
20/24
Strategic Objectives
PIORITY TWO:
INCREASE SALE TO SUSTAIN GROWTH
Focus A: Outreach
Objective : Market penetration
Goals:
1. Develop database from open sources containing business entries;
2. Develop database by sector, industry, size;
3. Register activities in all possible Government Institutions (MOF-CSB)
4. Confirm registration of activities in Tender Board;
5. Keep all your activities documented.
Focus B: Be Office center piece
Objective: Be informed
Goals:
1. Ensure management commitment;
2. Engage in all office activities;
3. Be aware of all proposals submitted;
4. Be aware of new services;
5. Participate in Office management meetings. (Sec)
TAG-Org Regional Marketing Department
21/24
Strategic Objectives
PIORITY TWO:
INCREASE SALE TO SUSTAIN GROWTH
Focus C: Contribution, Support and Development
Objective : To turn prospects into opportunities
Goals:
1. Initiate Contacts with prospects;
2. Share calendar with Office Director and / or Activity Director;
3. Schedule professional meetings with agenda and role identification;
4. Conduct meetings with ultra care;
5. Map our services with potential clients needs during the meeting;
6. Send MoM to the potential client, including outcomes items &
responsibilities;
7. Attach an electronic copy of the office brochure;
8. Support Activity Director in follow up with potential clients;
9. Provide feedback on quality (pre-sale and deliverables);
10.Follow up on spin offs and rejected proposals
11.Establish measures building confidence with Sovereign institutions.
TAG-Org Regional Marketing Department
22/24
Strategic Objectives
PIORITY TWO:
INCREASE SALE TO SUSTAIN GROWTH
Focus D: Impactful Communication & community Engagement
Objective: To develop a comprehensive and meaningful engagement with the
community at large
Goals:
1. Identify individuals / divisions responsible for engaging with relevant
stakeholders in the community;
2. Attend events related to business community;
Objective ii : develop comprehensive databases of all stakeholders external to TAG Training
3. Send welcome letters to newly incepted entities;
4. Communicate appropriate press releases to local press agencies;
5. Regularly survey external stakeholders;
6. Regularly review impact of all charitable and social work by Mr. Chairman
and TAG-Org (CSR)
TAG-Org Regional Marketing Department
23/24
MARKETING MIX
Seeders:
 Brand Recognition
 Websites
 Digital Marketing
 Social Media
 Media & Communications
 Publications
Harvesters:
 Lead Management
 Outreach Visits
 Relationship Marketing
TAG-Org Regional Marketing Department
Public
Relations
Publications
Websites
Outreach
Digital
Marketing
Media &
Commu.
Social
Media
24/24
TAG-Org Regional Marketing Department
25/24