Strategy objectives
The main aim of the strategy is for all stakeholders in UK Advanced Engineering to speak with a single compelling voice around the world.
This will position the UK as a destination of choice for Advanced Engineering, and ultimately help increase international sales for UK businesses and attract more, high added-value inward investment.
Three key principles underpin the strategy:
- Adopting a joined-up approach.
- Business and government working in partnership.
- Aligning marketing efforts to ensure the best possible outcome for the UK.
The strategy has several supporting objectives. First, in relation to promoting UK businesses overseas, 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.
- Ensure that UK Advanced Engineering businesses have the necessary information to make rational decisions about their business development.
- Improve the capability of UK Advanced Engineering firms to present their offering to international markets.
In relation to promoting inward investment to the UK the objectives are to:
- Enhance the understanding and reputation of UK Advanced Engineering around the world, ensuring the UK is the destination of choice for investment from international engineering companies.
- Ensure that international companies have the information to make rational decisions about investment in the UK.
An important "enabling objective" will be to build awareness of, and commitment to, the key messages in the strategy amongst those with an interest in UK Advanced Engineering, while raising national awareness of the UK's excellence in this area.
The new marketing strategy will complement the range of existing UK strategies for areas such as manufacturing, energy and the low-carbon economy.
