Global market introduction of industrial consortium
Situation: the industrial consortium (global, > 250 members) had prepared industrial specifications and had the objective to become globally known. The strategy was to expand the market for LED lighting and create a demand for standardized products.
Expansion of market shares in Eastern Europe and Asia
Situation: an international business unit had a weak market position in Eastern Europe and Asia. Sales companies existed in Eastern Europe but they lacked a volume product with competitive cost position. The acquisition of a Russian company had led to expectations for achieving the needed cost situation but also to skepticism concerning quality and reliability. In Asia a variety of competitors had a strong market position.
Developing a MarCom strategy in a complex organization
Situation: A large business division (turnover 1,8 billion Euro) was composed of 3 product sections and a total of 14 product marketing teams. Products ranged from traditional to highly innovative technology. So far no common marketing communication strategy existed with target markets, target audiences and common messages. Each product section considered itself being most important.
Expansion of customer structure in foreign sales company
Situation: the foreign sales company had 7 customers, which imported products directly from Germany.