Strategic Marketing Management Case Studies

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Result: Rebranding of the organization, new national marketing and communications, and the launch of new programming.

Strong national and international growth over five years.

Recommendation: Reorganize the company with the customer in the center of innovation cycle.

Give customer access to key relationships in sales, R&D, innovation & fulfillment putting customer in the center.

Competitors copied positioning, employees invested in growth; Vendor invested major capital equipment in client’s facility assembly line.

Revolving door leadership over 10 years, created uncertainty, skepticism. Organization was highly fragmented, no consistent customer engagement, pricing was commoditized with constant pressure for renegotiation.

Client: A niche industry B2B leader with million in sales, 220 employees and operations and sales in 8 countries.

Project: Align two separate organizations under a single vision and new brand, including the core selling proposition.

Promote internal vision of pride in performance, education, and career development.

Reduce product lines, reconcile and develop standardized pricing. Create market awareness and positioning around unique promise of Quality, Value and Availability to differentiate, reposition for pricing to value.


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