From strategy to effective implementation

Vision, realignement and positioning of the enterprise

What is the main task a company must focus on to become unique? For what problem does a company want to be competent and credible? How can we understand and explain tomorrow`s business needs and what are the particular rules of play in the market?

• The marketing concept
• Marketing's strategic role in the organization
• Various definitions of «customer»
• Strategic market planning and mission alignment

Brands and branding

How are names and brands structured and classified? What kind of values does a brand reflect and for whom is it important? What happens when companies merge, cooperate or reorganise ?

• Laws of brand management
• The concept of brand equity
• Development and maintenance of brand equity
• Establishing brands, making them profitable while increasing their market share

Dialogue to customers

What are the most important issues we have to communicate about? What is our understanding of communication? What is our message and which platforms guarantee best performances?

• Why classic advertising is losing its effectiveness
• Using testimonials appropriately
• Tools in marketing communication
• Networking

Performance and added value potentials

How can companies understand and benefit from added value concepts and increase their performance?

• Keeping the number of your product lines in check
• Managing for profitability, not sales volume
• Why value-added concepts make unprofitable customers disappear
• How to use marketing to achieve significant bottom-line improvements

Developement of sales and marketing organisations

What are the roles of sales and marketing within the organisation? What is their contribution? How does the organisation take up new and challenging tasks?

• Monitoring and coordinating marketing plan implementation
• Tracking the success of your marketing efforts by comparing results with objectives
• When minor adjustments or fine-tuning are not enough
• Creating and maintaining customer focus throughout the organization
• Developing an effective market access strategy
• Avoiding channel conflicts
• Marketing channels and retail trends
• Successful sales

Innovation process and management

How do we structure and manage an innovation process? How can innovation processes be accelerated? How can the innovation process help to ensure competitive advantage?

• Developing new business ideas
• Business plans for «New Business Modeling»
• Innovation management

Training and developement

How to improve and manage training and developement programs? How to ensure that the entire company will benefit from training and development programs?