Today's Issue
- Editor's Take: Effective Positioning: Beating the Big Guys
- SME Special Report: Cavite, Las Piñas cluster host to the 20th SME Toolkit Road Show
- SME Technology Summit 2008
- Events: Food Safety (Wednesday 18 June); Blue Ocean Strategy Workshop - How to Create Uncontested Market Space for Your Company or Product (Wednesday 18 June); Business Expense Savings Training (BEST) Game Workshop (Thursday 19 June); ISO 14000 Awareness Course (Thursday 19 June); Tilapia Production (Friday 20); Pamilyang OFW-SME Networks Foundation, Expo 2008 (Friday 20 to Sunday 22 June); Pamilyang OFW-SME Networks Foundation, Expo 2008 (Friday 20 to Sunday 22 June); Fil-Negosyo Expo 2008 (Friday 20 to Sunday 29 June); Japanese Business Language Introductory Course (Saturday 21 June); Statistical Process Control (Monday 23 and Tuesday 24 June); Putting Your Business Online (Tuesday 24 June); 21st SME Toolkit Road Show (Thursday 26 June); 21st SME Toolkit Road Show (Thursday 26 June); Process Optimization through Design of Experiments (Thursday 26 and Friday 27 June); Total Quality Management (Thursday 26 and Friday 27 June); ISO 14000 Documentation (Thursday 26 and Friday 27 June); Production Planning (Friday 27 June); and Strategic Internet Marketing (Friday 27 and Saturday 28 June)
- Tax Calendar
SME Special Report
Cavite, Las Piñas cluster host to the 20th SME Toolkit Road Show
The historic backdrop of Bacoor, Cavite's first congressional district [the first capital of the Philippine Revolutionary government under Gen. Emilio Aguinaldo in 1898) was the host of the 20th SME Toolkit Road Show held at Walk-in Activity and Trade Center on June 5; and was packed with 43 attendees brought in by Plantersbank's Cavite and Las Piñas clusters.
To read ful story, click here!
SME Technology Summit 2008
Through this summit, participants get to learn powerful Internet marketing, advertising campaign strategies, Web-based financial and business solutions, and network with the who's who in the Forum's SME community as well as expand to new markets and be globally competitive.
To know more about this August 6-7 Tech Summit, visit its website!
Tax Calendar
June 20 - e-Filing & e-Payment of 2551Q – L/SNL/NL Taxpayers for transactions involving overseas dispatch, message or conversation originating from the Philippines and Amusement Taxes) for TQ ending May 31, 2008.
Source: Bureau of Internal RevenueEditor's Take
Undeniably, small and medium enterprises (SMEs) at are their toes against big, established companies. Although SMEs have a more definitive niche market as compared to their bigger counterparts, it is undeniable that while big companies rake in customers, SMEs get a small, meager portion of the consumer pie.
However, SMEs are in a unique, advantageous point. Alice M. Tybout and Brian Sternthan, in an article at the Financial Times’ “Mastering Marketing” series, identified four effective tools that prove that great things come in small packages.
The Four D’s of Effective Positioning showcases the four goals that all SMEs can attain to gain footing in the industry despite their size.
1.) Brand Definition. Define the brand carefully as part of the market. What does your business intend to do? If the company is into providing good food, streamline more by asking these questions: What cuisine should the business focus on? What type of service would the business like to be associated with – fast food, restaurant or deli type? Brand definition does not come easy though; it takes planning and constant restructuring to finally hammer down the specifications of the business. Once done however, it is easy to plot the next moves for company growth.
2.) Brand Differentiation. How does your business differ from the rest? What makes your products unique? This is where marketing of product features should be carefully examined. If you are into the restaurant industry with special focus on Japanese cuisine, how does your restaurant differ from other Japanese eating places? You may consider selling the idea of guests seating in tatami mats or using organic vegetables in all your menus. The key is to clearly define the facet that makes you and your product rise above the rest. Remember though not to create too many differentiating features; less is often more.
3.) Deepening the Brand. To deepen the brand, the business needs to know much about the potential customers. What values are primary to them? What do they consider of utmost importance when transacting business with you? What will make them happy? Once answered, these questions can prove to be veritable opportunities to deepen the brand relation of the business to its end consumers.
4.) Defending your Brand. Even if a business is well established, continual review should be made with regards to brand positioning as well as the relationship with the customers’ goals and objectives. This is especially true for smaller businesses competing against bigger, more potent companies. The business may need to subtly reposition its products and services from time to time so as to remain different and unique. The key is constant, low key changes; not too abrupt nor radical. Actively develop and introduce new features in the business, or else, your competitors will.
Although small in size and scope, effective positioning can bring leverage to an SME and its selling ability. After all, its not about size; its about strategy.
What's your take on this? We want to hear from you! To participate in the discussion, click here!
