European healthcare company
Project 1 - Australian Marketing Plan
Background
The company was a global name in healthcare which
had a specialised division offering molecular
biology, life science research and diagnostic products.
It had:
- acquired
the business from a European competitor
- an
offering of numerous highly complex products
- a
comprehensive catalogue as the main sales tool
- a
highly technical sales team focused on trouble-shooting
rather than
sales
- limited
differentiation from smaller, more specialised competitors
- poor
alignment between this business and the company’s
core interests
- low
profile within the company and low level of resourcing.
Challenge
To appraise the local market, to devise strategies for
sustained growth; to translate the European initiatives
into strategies that could be implemented with existing
resources.
Solution
We:
- quantified
the available market as 100% larger than previously thought
- identified several new market sectors
- recommended outsourcing
peripheral products to specialist resellers
- devised
quarterly campaigns focused on fewer products
and prospects
We recommended:
- reduction
of non-selling activity
- better
key account management
- introduction
of target account management
- more
efficient deployment of existing
resources.
- boosting
new business by appointing specialist business
hunters.
Outcomes
After
just 4 weeks, the division had:
- gained an
operational blueprint for the next 12 months
- a
structure for future operation
- justification
for increased headcount to enable sales
growth above past
performance.
10 months later, the division was 15% over target with 2 months to go before year end.
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