Marketing Orientated

1) Sales

• Old-fashioned selling method (need a conversion to a marketing approach)

• Pricing was done on a cost-plus basis (fixed prices by account department)

• A good product sells itself

• Pressure on salespeople

Marketing

• Production orientation instead of marketing orientation (they think that the product sells itself) : they have to use a customer orientation

2) Marketing orientation : product orientation, product excellence

Marketing mix:

- Price: high prices, not enough competitive, not enough flexible

- Place: representatives in all UK, production in UK, slow delivery time

- Promotion: none. Insufficient. They have to focus more creating brand awareness.

- Product: the image product should be reconsidered. The product is not good enough in regard of the price. So perhaps to product should be more adapted to what the customer wants and more innovative to compete.

The product cycle-life: decline. Sales are really decreasing. You have to improve your product or tap into a new market. The product is flat in a growing market. This is an alarm bell. From their product overview, they are in a decline phase.

3) Problem of communication between departments

The sales manager could feel threaten

Employees will have to make a big adaptation

The sales department could