Pilot marketing plan for a small & medium business park in Greece
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1 Pilt marketing plan fr a small & medium business park in Greece Dr. Kstas Knstantinu, ANATOLIKI s.a. Christs Karabatss, Penny Mikelpulu, HIGH FIDELITY s.a. Internatinal cnference n Green marketing and territrial marketing Blgna, December
2 Green Marketing fr ec-industrial Parks and Prductive Areas Small and Medium Business Park f Lithr, Greece Steps t a Green Marketing Plan valencia
3 Small & medium business park in Lithr Small & Medium Business Park Lithr, Pieria, Greece valencia
4 Small & medium business park in Lithr T Thessalniki T Athens Small & Medium Business Park Lithr, Pieria, Greece City f Lithr valencia
5 Small & medium business park in Lithr valencia
6 Small & medium business park in Lithr Business Units currently established in the Park Aluminum thermal islatin / sund-prf systems (windw frames etc) Phtvltaic systems develpment Timber prcessing Cncrete and asphalt (rad paving) prductin Tent and sun prtectin systems manufacture and trade Furniture prductin Aut repair and service wrkshp valencia
7 1. Define yur missin statement On what purpse? Present yur envirnmental cmmitment Express a high pririty n the needs and satisfactin f yur custmers Prvide infrmatin t regulate activities fr yur business Prvide mtivatin and cnvince yur emplyees
8 2. Learn abut yur cmpany and yur custmers On what purpse? Analyze the internal success factrs (resurces, capabilities, prducts) Analyze the external success factrs (ttal market size, market share f yur SME prducts etc) Current and ptential custmer prfile Define yur strengths / weaknesses / pprtunities / threats
9 SWOT Analysis Matrix f the Lithr Business Park STRENGTHS Energy Saving Quality image Green Marketing (Business) Plan n a 10-year hrizn Invlvement f all staff t the Green Marketing Prject WEAKNESSES Green strategies are high cst investments and may be n liquidity fr adpting them Certain green strategies have a lng-term prjectin t the enterprises prfit Prblematic institutinal framewrk / bureaucracy N prmtin activity due t lack f funds OPPORTUNITIES Better enterprise Image Increase f green sales Gain new cnsumers and increase market share Pssibility f green funding THREATS Crisis leads t green prducts sales reductin Lcal markets must fllw the green internatinal trends therwise will be islated and lse share f the cnsumers The implementatin f green marketing strategies must be accurate therwise thrugh media a pssible mistake can be widely spread
10 SWOT Analysis Matrix f an SME in cmparisn with Bigger Enterprises STRENGTHS Can be mre flexible n decisin making Flexible wrking practices Prduces its prducts dmestically and can cntrl its quality mst essentially Can be mre flexible n pricing plicy WEAKNESSES Cmpetitrs with higher turnver and/r prfitability, market share and/r knw-hw, have greater ability f adpting green strategies Cmpetitrs have better distributin netwrks Bigger enterprise can spend mre n cmmunicatin, advertising and prmtin strategies OPPORTUNITIES With respective investment n Green strategies an SME culd gain a cmpetitive advantage An SME culd explit easier and better the dynamic f innvative ideas An SME can fcus n niche markets (carefully pinpinted market segments t maximize prfit) THREATS Crisis Declining trend n market size
11 3. Develp yur marketing strategy What are the ptins? Chse frm a number f strategies thse elements that match yur wn cmpany s prfile and create yur tailr made strategy
12 Lean Strategy Create a lwer-cst cmpetitive advantage Defensive Strategy Engage in activities such as spnsring smaller envirnmental friendly events and prgrams Shaded Strategy Fcus n having lng-term, system wide, envirnmentally friendly prcesses that require bth significant financial and nn-financial cmmitment Extreme Strategy Fcus n practices that include life-cycle pricing appraches, ttal-quality envirnmental management and the manufacturing fr the envirnment
13 Strategies / Factrs Freezing Financial resurces Staff Training Green Technlgy Develpment Green Structure Usage Envirnmental Management Standards CSR Green Prducts Characteris tics Green Advertising Campaign Lean Green Nt Always Required Basic Lw Elementary 1 prduct Defensive Green Lw Basic Medium Basic 2-3 prducts Shaded Green Medium Medium Average Average Green categrized prductin line Extreme Green High Levels f Investment High, Invlveme nt f All emplyees High High Green every aspect f prductin
14 Special Actins t be adpted fr the Green Marketing Plan s Strategies accmplishment Cnsider all the factrs fr success Think bth shrt term and lng term and in a multi-dimensinal way Think abut the enterprises reputatin, custmer lyalty, the cst f custmer acquisitin Learn frm yur experiences and make actins when the time is right Train yur emplyees / make them part f the green prcess Set yur gals and be cmmitted t them Make cmmitments t the scial partners and the stakehlders
15 Freseen actins Internal rad netwrk Sewage netwrk Rainwater netwrk Waste treatment plant Water supply netwrk Landscape develpment Cnnectin t utilities netwrk Wastewater treatment plant at maximum ptential Recycling Phtvltaic park develpment which will cnnect 60% f the businesses in the initial phase & all facilities in the fllwing years Energy saving activities freseen t be implemented by the enterprises in the park Cnsulting fr ISO and EMAS certificatin
16 Cnclusins An enterprise getting int a Green Marketing prtfli must be ttally aware f what is been expected by its custmers as well as the sciety Green Marketing strategy shuld cmmit everyne in the enterprise management The principles f a Green Marketing Strategy shuld be strictly defined and cntrlled peridically The green marketing principles must be cmmunicated t all stakehlders and t the public
17 4. Cntrl and evaluate yur wrk On what purpse? T cntrl results and prevent risks Use shrt / medium / lng term checkpints Define indicatrs Invlve all f yur staff
18 Creatin f Green prtcls within the IA in the fllwing 3 years Creatin f green guidelines manufacturing prtcl Guidelines creatin fr management green equipment Creatin f mtives fr the use f Renewable Energy Surces (RES) Creatin f effective waste management standards Implementatin f green plicies regarding the lgistics Develpment f green crprate culture prtcls fr the emplyees
19 D nt frget: the mst imprtant is t cmmunicate t yur custmers yur Green Practices MAIN MEDIA COMMUNICATION MOTTO GREEN SUSTAINABLE DEVELOPMENT / GREEN BUSINESS GROWTH
20 Thank yu fr yur attentin!
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