ERVICES Go Global
A Training Program for Exporting Services
WORKBOOK
STAGE 3 - DEVELOPING A MARKETING STRATEGY
3.1 STARTING WITH A MARKETING PLAN
3.2 DEVELOPING AN ONLINE STRATEGY
3.3 WINNING BUSINESS
Participant Name
Company Name
Date
Stage 3.3: Winning Business
Table of Contents
3.3.1
CUSTOMIZING SOLUTIONS ...................................................................................................... 3
CLIENT CUSTOMIZATION .............................................................................................................. 3
MARKET CUSTOMIZATION ............................................................................................................ 3
3.3.2
COSTING AND PRICING ............................................................................................................. 4
DOMESTIC PRICING ...................................................................................................................... 4
TARGET MARKET PRICING ........................................................................................................... 4
3.3.3
WORKING WITH GOVERNMENT .............................................................................................. 5
RESEARCHING GOVERNMENT OPPORTUNITIES ONLINE ............................................................... 5
3.3.4
PURSUING IFI OPPORTUNITIES .............................................................................................. 5
FINDING CONSULTING OPPORTUNITIES ONLINE ........................................................................... 5
FINDING PROCUREMENT RULES................................................................................................... 6
3.3.5
WRITING PROPOSALS ............................................................................................................... 6
TERMS OF REFERENCE ................................................................................................................ 6
PROPOSAL W RITING STRATEGIES................................................................................................ 6
SERVICES Go Global is delivered in the Caribbean by the Coalitions of Service Industries (CSIs) who are
members of the Caribbean Network of Service Coalitions (CNSC).
This programme was developed by Global Links Network Canada and associates. Materials may not be copied
or reproduced without express permission. Coalitions of Service Industries and authorized trainers of the
programme may reproduce according to terms and conditions specified in the trainer agreements.
SERVICES Go Global has been made possible through the generous support of the Caribbean Export
Development Agency and the Deutsche Gesellschaft fur Internationale Zusammenarbeit (GIZ).
© Global Links Network
SERVICES Go Global – V1.0-09/2014
2
Stage 3.3: Winning Business
3.3.1
CUSTOMIZING SOLUTIONS
Client Customization
List ways in which you might customize your service to meet a specific client’s needs.
Client-Specific Service Customizations
1.
2.
3.
Market Customization
Services are customized based on market research on business and cultural norms.
If Germany was your target market, note three changes you might need to make to your service or
service delivery?
Service Customizations for Germany
1.
2.
3.
If the USA was your target market, note three changes you might need to make to your service or
service delivery?
Service Customizations for USA
1.
2.
3.
SERVICES Go Global – V1.0-09/2014
3
Stage 3.3: Winning Business
3.3.2
COSTING AND PRICING
Domestic Pricing
What considerations were made in pricing your service for the domestic market?
Domestic pricing
1.
2.
3.
4.
5.
Target Market Pricing
Choose two different types of target markets. Describe the pricing strategy you might use in each
and explain why you chose that strategy.
Name of Target Market =
Name of Target Market =
SERVICES Go Global – V1.0-09/2014
4
Stage 3.3: Winning Business
3.3.3 WORKING WITH GOVERNMENT
Researching Government Opportunities Online
Choose a target market. Endeavour to find government procurement opportunities in that target
market online. Post result links below.
Name of Target Market =
-
For the same target market, endeavour to find government procurement guidelines online. Post result
links below.
Name of Target Market =
-
3.3.4
PURSUING IFI OPPORTUNITIES
Finding Consulting Opportunities Online
Visit the websites of Inter-American Development Bank (IADB) and Caribbean Development Bank
(CDB). Find three consulting opportunities in the Caribbean and post result links below.
IADB, CDB Opportunities
-
SERVICES Go Global – V1.0-09/2014
5
Stage 3.3: Winning Business
Finding Procurement Rules
Find the procurement rules for CDB consultancies and post result link below.
CDB Consultant Guidelines
-
3.3.5
WRITING PROPOSALS
Terms of Reference
Review the following Request for Proposal (RFP). Identify the Terms of Reference (TOR) and
proposal requirements: eligibility criteria, deliverables, important deadlines.
http://www.carib-export.com/2014/08/consultancy-development-of-a-regional-export-strategy-for-thecreative-industries-services/
Terms of Reference
Eligibility Criteria
Description
-
Summarize Deliverables
-
Proposal Deadline
-
Proposal Writing Strategies
What are three proposal writing strategies that can improve your odds of winning?
Winning Proposal Strategies
-
SERVICES Go Global – V1.0-09/2014
6