The marketing consulting question: “We are market leaders and see growth opportunities in Southeast Asia, Eastern Europe, and Latin America. We want to grow by 10% in these regions. How can we approach this in a structured way and give the Marketing Communications department a central role in it?”
The advice:
First, we examined whether 10% growth in these markets was a realistic goal. We used these findings to support our marketing advice and worked with the executive team to further develop the business plan. Our contribution focused primarily on marketing organizational and communication aspects. Organizationally, we gave the Marketing & Communications department a key, leading role and restructured it at the function and competency level. We also ensured the establishment of a dedicated Business Development department, which was added to the organizational chart. From a communication perspective, we redeveloped the mission, vision, core values, commercial message, and tagline. After approval of the plan by the Supervisory Board, we took the next steps with
- the restructuring of the Marketing & Communications department;
- the establishment of a new staff department within the organization: Business Development;
- the appointment of an interim Marketing & Communications Manager;
- the adjustment of the brand identity;
- conducting interviews with various candidates in the second or third round of the recruitment process;
- the mindset shift needed to become more commercially agile;
- commissioning an international customer satisfaction survey, the results of which are now used by the organization to refine their strategy each year.
The result?
In just one year, significant steps were taken to improve commercial performance, culture, and clarity. Step by step, the organization is being guided in the right direction—with, from our professional perspective, an online platform and marketing automation as the ultimate long-term goals to support the company’s objectives.
