INITIALIZATION OF  OPERATIONAL MARKETING

1 / Inventory

With 5 customers who account for approximately 70% of the Turnover, and this for 30 years, one has not been able to say that the conquest of new markets was never a concern for .

From this point of view there is a model (fig 1). Here is two illustrations extracted from " MARKETING MANAGEMENT "  KOETLER & DUBOIS. It is our biblefor us,  Marketing guys , even if the Tables of the Law posed by these two precursors  had been written at the end of 70's :

                       Figure 1                                                  Figure 2  

     

 

Figure 1 represents the company such as one conceived it in the Sixties. Perpetual growth market, keen demand, non-existent competition. In fact the essence of the energy of the company concentrates in the Development and the production. Is the commercial function a function like another, and Marketing (what what can we imagine to increase sales ?) is tiny room   when there exists.

It is clear that in a competitive environment, macro-economic diagram which has more nothing to see with what had course during thirty glorious and market super protected (defense) which collapses, this model does not take place any more .

To pass to the schema according to which puts the customer at the center of the concerns and the Development at the end of the chain, represents a Cultural revolution which can pass only in two ways:

• carefully, but request much for time

• reorganization

No reorganization for the moment, therefore I adopt the first strategy

just received a mail today (12-5-97) from a former colleague who told me that is preparing for January a huge reorganization with more tha 250 people laid off. (1/4 of the company)

 

Therefore before running an action plan , i visited the more operational people (salesman, engineers...) I can, in order to identify their needs. My plan was to give them something before asking to work for me.

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