9 February 2000
MARKETING SKILLS CAN HELP IN DRIVE TO CREATE KNOWLEDGE ECONOMY
"Companies can grow faster and help transform Northern Ireland into a knowledge-led economy by embracing international marketing techniques," Sir Reg Empey, Minister for Enterprise, Trade and Investment said today.
The Minister was speaking at the Chartered Institute of Marketing Northern Ireland Branch’s Annual Chairman’s Lunch in Belfast attended by over 200 business people from across Northern Ireland.
He said: "Despite the fact that Northern Ireland enjoyed the fastest economic growth of any region in the UK throughout the 1990s, our companies must continue to make inroads into the global marketplace if we are to sustain and consolidate this position.
"We look to ambitious companies to achieve and sustain the accelerated economic growth which we all wish to see in Northern Ireland. I know from personal experience and from visits to businesses over the last two months that there are many companies here with excellent products and procedures.
"The global marketplace is being shaped faster than ever before by the onward march of communications technology. This changing business environment provides both opportunities and threats. Companies now face increased price competitiveness, quality improvements and innovations. To keep pace they must be flexible, outward looking and ready to grasp niche market opportunities.
"Small firms account for 99% of businesses in Northern Ireland and provide a seedbed for the development of larger companies. Our local marketplace has its limits and if these businesses are to continue to grow they must do so through new markets outside Northern Ireland.
"Without the right tools this will not happen – and marketing is one of the key tools in any company’s portfolio."
He added: "LEDU and IDB’s Trade International have many marketing orientated initiatives and programmes that can help position and equip businesses to enter new marketplaces. They can provide the support and expertise that companies going down the export marketing route, often for the first time, may require."
Arthur Bell, Chairman, CIM Northern Ireland said: "Marketing has always played a fundamental role in gaining business success. As more and more companies move to compete in a global marketplace it is important to remember the benefits of integrating the marketing principle throughout one’s entire business.
"The Chartered Institute of Marketing is working hard to deliver a range of courses and seminars in a bid to equip people in local industry with sufficient marketing skills to drive our economy forward."
Mr Bell took the opportunity to pay tribute to Frank Galbraith who is retiring after eight years as the Institute’s Northern Ireland-based regional director.
He said: "Frank has done an outstanding job in raising the profile of the Institute in Northern Ireland and the ethos of marketing throughout the business community. He was instrumental in the development of the highly successful Marketing Awards held for the first time last year. We wish him well for the future."
Incoming CIM regional director Michael Maguire was introduced to those present at today’s event which was sponsored by leading insurance company, Allianz.
NOTE TO EDITORS:
For further information, contact Judith Edmiston, LEDU Corporate Marketing, Telephone: 028 9049 1031 or Jacqui Thompson, Totus Communications at Telephone: 028 9031 9118.