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.
Contents
i. Abstract
ii The Company - ADMECO AG
1.0 Marketing Orientation
1.1 Definition of Marketing Orientation
1.1.1 Marketing Orientation- What are the Requirements?
1.1.2 Marketing Concept - The Construct of Marketing Orientation
1.2 Market Orientation Assessment at ADMECO AG - Marketing Effectiveness Rating
1.2.1 Methodology
1.2.2 Assessment Outcomes
2.0 Marketing Audit
2.1 The Marketing Cockpit - A Strategic & Tactical Instrument
2.1.1 Marketing Analysis - Healthcare Sector
2.1.2 Marketing Objectives
2.1.3 Market Segmentation
2.1.4 Competitive Marketing Strategy
2.1.5 Channel Strategy
2.1.6 Marketing Mix
2.1.7 Marketing-Infrastructure
2.1.8 Marketing Budget
2.1.9 Marketing Controlling
3.0 General Recommendation on Marketing Activities
4.0 Specific Recommendations
4.1 Alternative Sales Channels
4.1.1 Sales by Manufacturers Representation
4.1.2 Sales Through Risk Sharing Strategies
4.2 New Communication Technology
4.2.1 Internet/Intranet/Extranet
4.2.2 Knowledge Management
4.3 Customer Relations Management (CRM) Systems
5.0 Plan of Action
6.0 Appendices
6.1 ADMECO Corporate Overview
6.1.1 Certification
6.1.2 Organizational Chart (as of July 2003)
6.1.3 Product Portfolio
6.2 Company Audit - Marketing-Effectiveness Rating
6.3 US Doctor Concentration,
6.4 Secondary Market Research Information
6.5 US Surgical Procedures
6.6 ADMECO’s world-wide OR lamp competitors
6.7 Buying behaviour - US OR customers
6.8 ADMECO-com log-on Statistic
6.9 Advertisement Schedule
6.10 The Value Chain
6.11 Plan of Action
7.0 References
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