After Guy Sellwood’s excellent talk at the Chamber Sales Seminar in November, Carol Dwyer had a lot to live up to last night, but she did not disappoint.
To illustrate her talk on Marketing, she compared the strategies of 2 top companies: McDonalds and M&S. One of them was doing everything right; they had identified, anticipated and satisfied the customers requirements profitably. The left-hand side of their SWOT chart (strengths and opportunities) was packed, while the entries on right-hand side (weaknesses and threats) were sparse. This company had done well, as it had adapted to global markets after having done a lot of market research.
In contrast, the other company showed arrogance. They thought that their name would carry them, failed to do market research, didn’t move with the times, and lost sight of their target audience. Have you guessed which is which?
Carol concluded by pointing out ways in which the first company might come unstuck, and how the second company could pull back their core customers.
If you are interested in learning more about marketing and PR, there are plenty of good courses at Richmond Business School.