Havelock Europa Plc., United Kingdom.
MARKETING ANALYST, ESA McIntosh Ltd., Kirkcaldy, United Kingdom Undertook desk and field marketing research to establish the feasibility of a new business unit servicing the laboratory furniture market. Analysis included: Identifying market size, segmentation and growth potential; Conducting business environmental analysis, including PESTLE factors; Performing competitor analysis, including identification of SWOTs; Determining customer product requirements & preferences(e.g. focus groups, customer satisfaction surveys); Developing market entry strategies and presenting these to Directors/Senior Management. Responsible for marketing input into business plan for new business unit & marketing plans/forecasts. Development and execution of communication strategies, media planning and launch campaign for new laboratory division(including supervising customer service personnel who are involved with promotion and enquiries related to the new unit). Research and sourcing of products, materials(e.g. renewable, environment-friendly, differentiated, cost leaders) and components for product development and prototyping, covering local and global market scanning. Manage product life cycle-inventory, pricing, sales forecasting and demand planning, and effective use of Enterprise Resource Planning(ERP) systems. Media monitoring, marketing communication and publicity(e.g. press releases, press events, product launches, trade exhibitions, etc.). Editing and checking company brochures for print, updating corporate websites, including developing industry/expert articles of interest, e.g. technical and product/industry information. Sales lead generation, market/competitive intelligence gathering and industry analysis/monitoring for UK Education sector. Propose and execute CSR initiatives(e.g. environmental strategies, charity committee, etc.). Community relations and development of school partnerships for creative classrooms venture and sponsorship.