1. Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll Greenhouse+ Market Economy AGENDA Michael Porters Market Model The value Chain Market Analysis Marketing Planning

2. Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll Greenhouse+ Michael Porter’s market YOUR COMPANY Competitor B Competitor A Competitor C Competitor D The Invader Supplier ASupplier BSupplier CSupplier D 4 7 1 2 3 6 5 Distributors The Market The Substitutes CUSTOMERS – END USERS

3. Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll Greenhouse+ Michael Porter’s Five Forces: 1.Supplier Power 2.Buyer Power 3.Competitive Rivalry 4.Threat of Substitution 5.Threat of New Entry http://www.quickmba.com/strategy/porter.shtml

4. Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll Greenhouse+ The Value Chain Supplier Company Distributor End User Value Creation

5. Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll Greenhouse+ Market Analysis Research Who are the customers and the decision makers? Where are they – how many? (Demographicals) How much do they buy? (T/O in the market + trend) Any important market drivers? Competitors Suppliers Distributers + channels The value chain Analysis by MP5F + conclusions

6. Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll Greenhouse+ Marketing Plan Execution Preconditions for starting sales. Activities to be concluded before going to market Ressources needed (heads, facilites etc.) Time schedule Budget Monitoring and adjustment systems

7. Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll Greenhouse+ This stuff is a central part of the business plan!