• Client:
  Undisclosed
• Profile:
  Strategic Business Unit of a global IT Company.
• Requirement:
  Develop a marketing programme audit framework to enable European marketing management to formally assess how effectively product & programme managers are addressing their respective markets. Provide implementation guidelines to management and staff.
• Result:
  The SBU in question has embraced a targeted marketing strategy as an extension of its existing ‘differentiated technology’ approach to the market. The change in strategic approach is as a result of changing economic conditions, and the perceived need to become more focused on “receptive market sub-segments”. The marketing programme audit framework has been developed & implemented, and all European programme managers have been trained to use the framework.

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