Learning Objectives • Identify what are the different stages in market development and how your strategy should differ? • Demonstrate the principles of competition and competitive analysis to formulate market strategy • Recognise different market and brand strategies that will allow you to enter and grow market share. • Demonstrate segmentation analysis to determine who are the ideal customers for your organisation and why? • Explore how to manage a sales team, identify key accounts and prioritise sales opportunities. • Formulate an integrated marketing communications plan.