DTZ Pieda Consulting

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DTZ Pieda Consulting
Oct 2004
  Northamptonshire Business Investment Markets
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Structure

• Situation
• Approach
• Market Selection Rationale
• Market Recommendations
• Next Steps

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1. Situation

• Situation
• Northamptonshire - Sustainable Communities,
  realisable growth to 2031 of 141,000 new jobs
• Invest Northamptonshire to attract, retain and
  develop businesses (UK and overseas)
• Where to focus activities markets
• Scope

• Northamptonshire product including sectors,
  clusters, strengths and weaknesses
• Review of mobile investment trends and emerging
  sectors/technologies
• Development of a market attractiveness matrix to
  identify
• fit between current product and the needs of the
  market segments and
• potential future opportunities if
  Northamptonshire were to improve its product
  offering
• Identify skills requirements of the market
  segments and gaps in Northamptonshire
• Develop market propositions for each of the
  market segments and
• Provide recommendations on how to progress
  marketing in these segments.

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2. Approach

• Requirements identification and recommendation
  of market segments for Northamptonshire
• Implementation develop market propositions,
  including web enabled location analysis tool

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2. Approach contd.

• Core component of market selection process -
  develop market attractiveness matrix
• Identify current fit between business
  investment markets and Northamptonshires
  product and
• Identify markets in which Northampton could
  operate if it were to improve its product
  offering.

Market Attractiveness Matrix
Reposition
Reposition
Market Repositioning
Ideal
Probable Core
Possible
Strong Proposition
Market Opportunities
Low Medium High
Avoid
Weak
Develop?
Low Medium High
Northamptonshires Product
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4. Market Selection Rationale

• Analysis (at SIC 2 3 Digit and at cluster
  level) Consultation
• Opportunities - Demand
• Future / emerging activities, sectors and
  technologies
• Future growth forecasts
• Recent inward investment trends
• MNC presence in Northamptonshire
• Product - Supply
• Employment in Northamptonshire
• Recent employment change
• Recent changes in business stock
• Location Quotient / Shift Share Analysis
• FE HE base
• Innovation Centres

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3. Market Recommendations
Strong
Entrepreneur Shared Serv. Cent. Contact Centres
Strong
Weak
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3. Market Recommendations Mutual Components
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3. Market Recommendations Supply Linkages
Construction
Financial Services
RD
Environ. Technology
HPE
ICT
Professional Services
Leather
Food Drink
Printing Publishing
Logistics
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Value Added Logistics
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Next Steps

• Issues to Debate
• Views on Markets
• Skills Requirements Support
• Project Next Steps
• Validate / Refine Market Areas
• Skills Needs
• Develop Propositions

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Market Selection Product
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Market Selection Opportunities