Segments based on relevant secondary research (Marketing) Why Marketing Is So Important?

If you starting a business Either ways, if you are serious about building a brand and achieving success for your organization, you have to start marketing you business if you are not doing it yet. Marketing is a very important aspect in business since it contributes greatly to the success of the organization. Production and distribution depend largely on marketing. There are lots of benefits in having the right marketing strategy for the good product and not pushing more some products and disregard their wants and the value they can really bring to the customer.

In my opinion marketing it is not only one thing for this project. There are a lot of important things like marketing. It is very important that customers were interested in goods. There are some pros and cons of it. But customers extend some force.
(**continuation)

Customers
A customer is powerful if:

They buy in large volumes

The product is undifferentiated so it is easy to go elsewhere

The product’s USP is not important to the customer:

low overall cost to the total project

quality of the product is not important

the product is not important

A business customer poses a threat of backward integration, i.e. we’ll do/make it ourselves.
Besides power of customers there is a force of suppliers.

Suppliers
A supplier is powerful if it:

sells a product that is unique

has significant switching costs

is larger than the industry it sells to

is not obliged to sell to that industry (i.e. it has an alternative)

poses a threat of integrating into the industry’s business.

Substitute products
A substitute product, also known as a substitute good, is a good whose demand increases when the price of a similar good increases. Conversely the demand for the good decreases when the price of the other good decreases. In other words, an increase in the price of product A will cause its users to decide to switch to product B as a substitute due to its lower price and similar benefits. Substitute products are bound together, in that customers can trade one good for another if they see fit.

Threat of Entry
Part of the reason is that there is a different degree of technology in the production of some products and, in addition, it is not likely that they will be produced in the quantities that will allow the benefits of economies of scale to manifest themselves. With most multinational corporations there are two separate economies operating between the actual company and the markets.

Rivalry amongst existing competitors (***)

Influence of rivalry among competitors

Rivalry is the competitive struggle between companies in an industry to gain market share from each other. A more intense rivalry usually means that there are lower prices and more spending on non-price-competitive weapons. T A more intense rivalry will lower prices and raise costs.

Important sections for this project

Main segments: Customers and their interests; Economy; Technology and Design; Future Trends.

Customers and their interests are very important for any and for any companies including B& S project.
First of all customers want to buy thing with high quality and low cost prices. In my opinion for almost people (for example for some countries development of high unemployment) some goods too much expensive.
If this company will be doing service for customers they will be will get high profit. Significantly higher than last year. But low cost prices not enough for this project.

Economy
Alters consumer behavior.
Growth opportunities – home brew, bicycles, gardening equipment, debt collection agencies, loan sharks etc.
Finding a competitive advantage – how Hyundai beat the competition.
Can change your supply chain and create cost-cutting operational changes.

Technology and Design
Technology can introduce new competitors:
Online retailers impact on the high street
Amazon’s impact on publishing industry
Technology can also create new opportunities and new markets, i.e. GPS, changes in clothing technology affect washing detergent.

Future Trends
Shift towards renewables and green issues, 3-d printing, Fracking, Genetically modified food.
Self-service, Electricity powered meters, elements for smart home with wi-fi, release of the new product: the solar panels, Wireless counters environmental meters (For B& S project).

5. Organizational Structure of the B& S Group.
Organizational culture encompasses values and behaviors that contribute to the unique social and psychological environment of an organization. organizational culture represents the collective values, beliefs and principles of organizational members and is a product of such factors as history, product, market, technology, and strategy, type of employees, management style, and national culture. Culture includes the organization's vision, values, norms, systems, symbols, language, assumptions, beliefs, and habits. It is also the pattern of such collective behaviors and assumptions that are taught to new organizational members as a way of perceiving and, even, thinking and feeling. Thus, organizational culture affects the way people and groups interact with each other, with clients, and with stakeholders. In addition, organizational culture may affect how much employees identify with an organization.

Characteristics of Organizational Structures
 Organizational structures provide basic frameworks to help operations proceed smoothly and functionally.

 Span of control refers to the number of subordinates a supervisor has; it is used as a means of ensuring proper coordination and a sense of accountability among employees.

 Departmentalization is the basis by which an organization groups tasks together. There are five common approaches: functional, divisional, matrix, team, and network.

 Centralization occurs when decision-making authority is located in the upper organizational levels. Centralization increases consistency in the processes and procedures that employees use in performing tasks.

 Decentralization occurs when decision-making authority is located in the lower organizational levels. With decentralized authority, important decisions are made by middle-level and supervisory-level managers, thereby increasing adaptability.

Recommendatory scheme for B& S GROUP
(organizational structure)

6.Competitive Intelligence for the project in the future.
Simply put, strategic planning determines where an organization is going over the next year or more, how it's going to get there and how it'll know if it got there or not. The focus of a strategic plan is usually on the entire organization, while the focus of a business plan is usually on a particular product, service or program.

There are a variety of perspectives, models and approaches used in strategic planning. The way that a strategic plan is developed depends on the nature of the organization's leadership, culture of the organization, complexity of the organization's environment, size of the organization, expertise of planners, etc. For example, there are a variety of strategic planning models, including goals-based, issues-based, organic, scenario (some would assert that scenario planning is more of a technique than model), etc.

1) Goals-based planning is probably the most common and starts with focus on the organization's mission (and vision and/or values), goals to work toward the mission, strategies to achieve the goals, and action planning (who will do what and by when).

2) Issues-based strategic planning often starts by examining issues facing the organization, strategies to address those issues and action plans.

3) Organic strategic planning might start by articulating the organization's vision and values, and then action plans to achieve the vision while adhering to those values. Some planners prefer a particular approach to planning, eg, appreciative inquiry.

I have a lot of ideas about strategic plan for this project.
The main aspects for strategic plan is TARGET and TASK.
In my opinion the aim of any company in the world (including B& S GROUP) –is PROFIT-MAKING and growth area of the business because it is very important.

Business and strategic planning is an essential component in the success of any business, no matter what size or industry.

I created two strategic plans.
My first plan thing is that the main purpose is PROFIT-MAKING.

Target: Profit-Making
Tasks: attracting additional staff and staff development

Market dominance
Target: growth area of the business

It is so important to take a steady position in the market.
B& S Group must take the place in the market about 30% from all the market and
NO MORE!!!! Because in this situation, it will operate antitrust mechanisms. And the company will be removed from the market.
Competitive positioning is about defining how you’ll “differentiate” your offering and create value for your market. It’s about carving out a spot in the competitive landscape, putting your stake in the ground, and winning mindshare in the marketplace – being known for a certain “something.”

A good positioning strategy is influenced by:

· Market profile: Size, competitors, stage of growth

· Customer segments: Groups of prospects with similar wants & needs

· Competitive analysis: Strengths, weaknesses, opportunities and threats in the landscape

· Method for delivering value: How you deliver value to your market at the highest level

When your market clearly sees how your offering is different from that of your competition, it’s easier to influence the market and win mindshare. Without differentiation, it takes more time and budget to entice the market to engage with you; as a result, many companies end up competing on price – a tough position to sustain over the long term.

One of the key elements that many small to mid-size companies overlook is how they provide value at the highest level. There are three essential methods for delivering value: operational excellence, product leadership and customer intimacy.

OPERATIONAL EXCELLENCE

Customers just want a good product at the lowest possible price.

PRODUCT LEADERSHIP

Customers care most about quality – they want the best product.

Market is flooded with products at all points of the price spectrum.

Conclusion
1.Key Moments. (Recommendations)

Advantages:
The possibilities of rapid growth
The emergence of new technologies
The team of highly qualified specialists
Leadership in the market through customer company-flexibility in relations with customers
Recognizable brand

Disadvantages: The development of alternative technologies (analogue) The threat of absorption by a larger company High competition deficit specialists Lack of financial resources Weak marketing policy High costs Low profitability of production activities Impermanence cash flow 2. Bibliography

[1]- Excellence in Financial Management
Course 12: Competitive Intelligence (Part 1 of 2)
[2]- Competitive Intelligence (C.I) BUS560 Presentation (Glyndwr)
[3] - https://www.boundless.com/management/textbooks/boundless-management-textbook/organizational-structure-2/defining-organization-23/characteristics-of-organizational-structures-145-4008/