The UK Advanced Engineering international marketing strategy was launched in March 2009 to meet the need, in an increasingly competitive international market, for a more coherent marketing strategy to promote the UK’s strengths in the sector.
The main aim of the strategy is to get all of the key stakeholders in UK Advanced Engineering to speak with a single compelling voice across the world. This will help to position the UK as a destination of choice for Advanced Engineering, with a view to increasing international sales for UK businesses and attracting more, high added-value foreign direct investment.
Three key principles underpin this aim: adoption of a joined-up approach; business and government working in partnership; alignment of marketing efforts to ensure the best possible outcome for the UK. Ultimately, the aim is increased international sales by UK businesses and an increased flow to the UK of high added-value inward investment.
The strategy seeks to achieve this by delivering a number of supporting objectives. First, in relation to the promotion of UK businesses abroad, the objectives are: to enhance the understanding and reputation of UK Advanced Engineering across the world, in markets and sectors where the benefit to UK businesses will be greatest; to ensure that UK Advanced Engineering businesses have the information available to them to make rational decisions as to where to apply their business development resource; to enhance the capability of UK Advanced Engineering firms with specific respect to their ability to present their offering to international markets. In relation to the promotion of inward investment to the UK from Advanced Engineering businesses, the objectives are as follows: to improve the understanding of UK Advanced Engineering across the world and enhance its reputation, ensuring that the UK is the destination of choice for investment from international engineering companies; and to ensure that international companies have the information available to them to make rational decisions regarding investment in the UK.
An important “enabling objective” will be to build awareness of, and commitment to, the key messages contained in this strategy across businesses and other stakeholders with an interest in Advanced Engineering in the UK, whilst also raising awareness in the UK of the UK’s excellent capabilities in this area. To do this, the strategy aims to ensure that UK Advanced Engineering businesses have the information and capability to exploit the opportunities that this repositioning will bring, and that international firms have access to information that enables them to make rational decisions regarding investment in the UK.
The new marketing strategy will complement the range of existing UK strategies for areas such as manufacturing, energy and the low-carbon economy, which seek to address some of the main challenges facing UK Advanced Engineering and focus on the fundamental underlying aspects of competitiveness.
For more information on the marketing strategy and support and advice for businesses from a number of sources, visit www.ukadvancedengineering.com
If you want further information on the UK marketing strategy for advanced engineering please contact:
UKTI Advanced Engineering team
Tel: +44 (0)141 228 3617