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Seminar paper from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1, University of Strathclyde, language: English, abstract: This paper discusses the potential benefits of marketing management for a small business operation, in this case ADMECO AG. The first part of the assignment introduces the concept of marketing orientation as a theory and critically assesses the marketing orientation in the company. In section two, a marketing audit evaluates the current situation, drawing on supporting material from primary & secondary market research sources. The potential for marketing activities in the organisation is considered in section three, while section four offers an example of a 3-part recommendation on alternative sales channels, new communication technology and relationship management as an added value for the customer and for corporate performance. Finally, the last section takes my recommendations for the company and builds a possible plan of action on them.
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MM Assignment:Marketing Management Approach at ADMECO AG -Case Study Review
Marketing Management Assignment
Marketing Management Approach at
ADMECO AG -Case Study Review
August 11th, 2003Deadline:
Student:Andreas C. Keller
MacKay (2ndSemester)Class:
Student:Andreas C. KellerPage:1 of 31 11.08.2003
Page 4
MM Assignment:Marketing Management Approach at ADMECO AG -Case Study Review
This paper discusses the potential benefits of marketing management for a small business operation, in this case ADMECO AG. The first part of the assignment introduces the concept of marketing orientation as a theory and critically assesses the marketing orientation in the company. In section two, a marketing audit evaluates the current situation, drawing on supporting material from primary & secondary market research sources. The potential for marketing activities in the organisation is considered in section three, while section four offers an example of a 3-part recommendation on alternative sales channels, new communication technology and relationship management as an added value for the customer and for corporate performance. Finally, the last section takes my recommendations for the company and builds a possible plan of action on them.
ADMECO AG1is a small medical device company offering concepts and solutions for the hospital market, in particular, operating theatres and clean room environments. Its strategy is based on factors such as market penetration, the patent status of products, the regional location of their major customers, their financial strengths, and the resources the company can bring to bear on changing market opportunities - for further information please refer to appendix 6.1.
At present, ADMECO sells its products (ADMECO-Air, ADMECO-Air, ADMECO-Vac, ADMECO-Light, ADMECO-Lux) to 23 countries through direct and indirect sales/marketing channels. The company has a small 2 person direct sales force, with one representative for Germany & one for Switzerland. For all other export areas, the 26 employee company is too small to directly sell its product into international markets and therefore relies on independent service distributors, who sell, install and service ADMECO’s products on an exclusive basis to the hospital operating room environment in their markets.
Marketing orientation is best defined at the organisational cultural level of a set of shared values and beliefs that puts the customer first in business planning (Deshpande 1999i). No markets are identical, but markets share features that can be identified and targeted. The current generation of market intelligence gathering using both primary and secondary research allows future and current customer needs to be obtained, yielding important information for corporate strategies. Once market
1ADMECO AG (www.admeco.com) est. in 1981, headquarter in Hochdorf, Switzerland, employees 26 peopleStudent:Andreas C. KellerPage:4 of 31 11.08.2003