WHO ARE 'THEY'//PRESENTATION//OUGD502

OUGD502 PPP// WHO ARE 'THEY' PRESENTATION 

WHAT IS MARKETING?
“The management process responsible for identifying, anticipating and satisfying customer requirements, opportunities, profitably & success”. 

MARKETING ROLES 

• Identify customer needs to develop new products
• Develop pricing strategies
• Promote products to a target market
• Identify distribution networks
• Add value to your product through customer benefits
• Monitor the performance of the products 

THE FOUR P'S

• PRODUCT - A product is seen as an item that satisfies what a consumer needs or wants. It is a tangible good or an intangible
• service.
• PRICE - The price is the amount a customer pays for the product or the overall cost of a product.
• PROMOTION - represents all of the methods of communication that a marketer may use to provide information to
• different parties about the product.
• PLACE- refers to providing the product at a place or in a context which is convenient for consumers to access. 

BY THE NUMBERS

• 87% of design businesses employ less than 10 people
• 16% of design companies are in the North of England
• Only 23% of design companies are in London
• 57% of design companies say they collaborate with other companies or practitioners on client briefs 

INCOME PATTERNS IN THE VISUAL ARTS - ARTS COUNCIL 2005

WHAT IS A CREATIVE ENTREPRENEUR?

• Only 16% of adults in Brazil are entrepreneurs.
• Only 6% of the people in India are entrepreneurs
• United Kingdom the figure is only 5%. 

WHAT KIND OF CREATIVE ARE YOU?

• EVOLUTIONARY    -    REVOLUTIONARY 
• MANAGER     -    OPPORTUNIST 
• CAUTIOUS    -    RISK TAKER

IDEAS AND OPPORTUNITIES

“Great minds discuss ideas. Average minds discuss events. Small minds discuss people” 

-Eleanor Roosevelt  

WHAT IS AN 'IDEA'?

• Can occur at anytime
• Can occur to anybody
• Can happen anywhere
• Can be inspired by anything 
• Is generally random
• Seldom materialises
• Rarely succeeds 

“In the realm of ideas everything depends on enthusiasm.....in the real world all rests on perseverance” 
-J.W von Goethe


“Everyone is a genius at least once a year. Success comes from having brighter ideas closer together.”  
-Fred 

WHAT IS AN OPPORTUNITY?

• The People are Right
• The Place is Right
• The conditions are Right
• The Time is Right 

• The People are Right
• The Place is Right
• The conditions are Right
• The Time is Right 

THE WRONG TIME

Inventions before their useful time.

• Helicopter
• Flying machine 
• Machine gun 
• Parachute 

WHY DID THEY FAIL?

• Politicians could not see any benefit
• Economics were fragmented 
• Society had no need Technology too primitive 

WHAT WENT WRONG?

• Politicians could not see any benefit
• Economics were fragmented 
• Society had no need 
• Technology too primitive 

Positives & Negatives 

• Political Factors 
• Environmental Factors 
• Social Factors 
• Technological Factors 

WHERE DO THOSE OPPORTUNITIES COME FROM?

• Trends
• Technical developments
• Political change
• Economic boom and slump
• Human need 
• Problems
• Research 

SO YOU THINK YOU HAVE SPOTTED AN OPPORTUNITY?

Skills
– Technical
– Practical
– Conceptual 
– Professional

Aptitudes
– Teamwork
– Collaboration
– Communication
– Project Management
– People Management

HOW DO I KNOW IF THIS IS A GOOD OPPORTUNITY OR NOT?

• Look at your competitors 

– How many are there?
– How well are they doing 
– What do they do well?
– What could you improve upon? 

WILL ANYONE 'BUY IT'?

ASSESSING THE COMPETITION

• What are their Strengths? 
• What are their Weaknesses?
• What Opportunities have they taken?
• What Threats do they face? 

What are their Strengths? 
What are their Weaknesses?
What Opportunities have they taken?
What Threats do they face? 

S.W.O.T ANALYSIS 

STRENGTHS
What are they good at? What makes them good at it?

WEAKNESSES

What are they bad at? What makes them bad at it?

OPPORTUNITIES

What don’t they do? Why don’t they do it?

THREATS

What could go wrong? Why could they fail? 

Your network of friends and associates 
Your Lifestyle

Your competitors and other practitioners 
Your suppliersYour local communityStakeholders 

ACCESS THE QUALITY OF OPPORTUNITY

• For me
• For the customer
• For the planet
• For other skate holders

MARKETING BASICS
PEST ANALYSIS
What are the chances of success?

• SWOT ANALYSIS 
How good is the opportunity?

• PUSH & PULL

• SUPPLY & DEMAND
What do I have what do they need?