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MALCOLM FORBES
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Market research and direct marketing campaign for a Cluster and Cluster’s cooperation partners




 

PROJECT OBJECTIVE

As a result of a procurement procedure and within the framework of the project “Development of space technologies and service industry cluster 2012-2015” Ventspils High Technology Park involved Dynamic University to implement the project activity “Market research and direct marketing campaign for cluster and cluster’s cooperation partners”.

The objective of the project was to undertake a research on the markets of Sweden, Denmark and Ukraine and, by undertaking a direct marketing campaign, to attract potential clients and partners to the Space technologies and services cluster (hereinafter – Cluster) and its cooperation partners that would enhance the sales of goods produced and/or services provided by the Cluster in new geographical markets.

The project tasks was undertaken into five stages:

  1. To define the potential of priority goods or services for potential promotion thereof in the particular markets by undertaking a thorough market research in the defined target countries;
  2. To undertake selection of foreign companies or clients based on criteria defined by Cluster’s cooperation partners by developing a database for the planned markets;
  3. To draft proposal by Cluster’s cooperation partners in writing regarding goods or services offered by partners;
  4. To prepare proposals for delivery to the selected companies both by e-mail and by post;
  5. To contact companies addressed in writing to identify their interest and decisions regarding potential cooperation.

PROJECT SOLUTION AND RESULT 

As a result of the first stage implementation a market research report was developed, wherein, based on an in-depth research of services of Cluster’s cooperation partners and identification of shared interests in industries represented by cooperation partners, a detailed analysis was provided, including:

  • Description of overall development tendencies, incl. analysis of data on particular GDP’s, investments, import, export and other statistics, legal aspects, reports and research papers in public domain;
  • In-depth assessment of competitors and summary of risk factors;
  • Assessment of distribution channels of priority goods/services, incl. identifying the most suitable mechanisms for preparing end clients in target markets and attracting new clients.
 

The second stage involved the identification of potential foreign companies in line with interests of the client and Cluster’s cooperation partners and outcomes of the undertaken market research and the development of a structured database of selected companies.

The third stage involved the drafting of a marketing material for all Cluster’s cooperation partners, as well as individual marketing materials for each partner of the Cluster. The content involved a representation of companies and their priority goods/services and a cover letter in the language of the defined target country.

Within the framework of the fourth stage the prior developed and approved marketing materials were sent out by applying the database data.

The concluding or fifths stage involved communication both by phone and personalised e-mails with previously addressed companies, therefore advising the potential clients and cooperation partners on the particulars of the proposal and discussing potential cooperation opportunities.

 

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