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.
Inhaltsverzeichnis (Table of Contents)
- Abstract
- The Company - ADMECO AG
- Marketing Orientation
- Definition of Marketing Orientation
- Marketing Orientation- What are the Requirements?
- Market Orientation Assessment at ADMECO AG - Marketing Effectiveness Rating
- Marketing Audit
- The Marketing Cockpit – A Strategic & Tactical Instrument
- General Recommendation on Marketing Activities
- Specific Recommendations
- Alternative Sales Channels
- New Communication Technology
- Customer Relations Management (CRM) Systems
- Plan of Action
- Appendices
- References
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper aims to analyze the marketing management approach of ADMECO AG, a small medical device company, and provide recommendations for improvement. The analysis assesses the company's current marketing orientation, conducts a marketing audit, and proposes specific actions to enhance its market performance.
- Assessment of ADMECO AG's marketing orientation.
- Conducting a comprehensive marketing audit of ADMECO AG.
- Developing recommendations for alternative sales channels.
- Proposing strategies for leveraging new communication technologies.
- Implementing customer relationship management (CRM) systems.
Zusammenfassung der Kapitel (Chapter Summaries)
The Company - ADMECO AG: This chapter introduces ADMECO AG, a small medical device company specializing in operating theaters and clean room environments. It highlights the company's strategy based on market penetration, patent protection, customer location, financial strength, and resource allocation. ADMECO sells its products to 23 countries through direct and indirect channels, relying on independent distributors for international markets due to its small size. The chapter sets the stage for the subsequent analysis of ADMECO's marketing approach by providing crucial background information about the company's structure, operations, and market presence.
Marketing Orientation: This section defines marketing orientation as a shared organizational value system prioritizing customer needs in business planning. It discusses the importance of market intelligence in understanding current and future customer needs to inform corporate strategy. The chapter emphasizes that marketing orientation is not solely the responsibility of the marketing department, but rather a company-wide operational mode. The benefits of a market-oriented approach, such as increased customer satisfaction, employee commitment, and business performance, are highlighted. A model illustrating the flow within a customer-oriented company and a diagram illustrating key dimensions of a market-driven management approach are presented.
Marketing Audit: This chapter delves into a marketing audit to evaluate ADMECO's current situation. It uses the “Marketing Cockpit” as a strategic and tactical tool. While specifics of the audit aren't detailed in this preview, its inclusion suggests an in-depth assessment of various aspects of ADMECO's marketing activities was conducted, providing a basis for further recommendations.
Specific Recommendations: This chapter offers three key recommendations for ADMECO: exploring alternative sales channels (such as manufacturer representation and risk-sharing strategies), adopting new communication technologies (including internet/intranet/extranet and knowledge management), and implementing CRM systems to enhance customer relations and improve corporate performance. These recommendations directly address the weaknesses identified in the previous marketing audit and provide actionable steps for improvement. Each recommendation is elaborated upon, illustrating its potential benefits and strategic implications for ADMECO.
Schlüsselwörter (Keywords)
Marketing orientation, marketing audit, ADMECO AG, medical devices, sales channels, communication technology, customer relationship management (CRM), market segmentation, competitive strategy, marketing effectiveness.
ADMECO AG Marketing Analysis: Frequently Asked Questions
What is this document about?
This document is a comprehensive preview of a marketing analysis report for ADMECO AG, a small medical device company. It analyzes ADMECO's marketing orientation, conducts a marketing audit, and provides specific recommendations for improving its marketing performance.
What are the key themes explored in the report?
The key themes include assessing ADMECO AG's marketing orientation, conducting a comprehensive marketing audit, developing recommendations for alternative sales channels, proposing strategies for leveraging new communication technologies, and implementing customer relationship management (CRM) systems.
What is the objective of this analysis?
The main objective is to analyze ADMECO AG's current marketing management approach and provide actionable recommendations for improvement, ultimately enhancing its market performance.
How does the report assess ADMECO AG's marketing orientation?
The report defines marketing orientation and assesses whether ADMECO AG’s practices align with this definition. It evaluates how well the company prioritizes customer needs in its business planning and operations. The assessment uses a model illustrating the flow within a customer-oriented company and a diagram illustrating key dimensions of a market-driven management approach.
What methodology is used for the marketing audit?
The report utilizes a "Marketing Cockpit" as a strategic and tactical instrument for the marketing audit. While the specific details of the audit are not included in this preview, it serves as a basis for the recommendations provided.
What specific recommendations are made for ADMECO AG?
The report offers three key recommendations: exploring alternative sales channels (such as manufacturer representation and risk-sharing strategies), adopting new communication technologies (internet/intranet/extranet and knowledge management systems), and implementing CRM systems to enhance customer relations and improve corporate performance.
What are the benefits of implementing the recommendations?
Implementing the recommendations is expected to improve customer satisfaction, enhance employee commitment, boost business performance, and ultimately lead to stronger market presence for ADMECO AG. Each recommendation is elaborated upon to illustrate potential benefits and strategic implications.
What is the structure of the full report?
The full report includes an abstract, a company overview of ADMECO AG, a detailed analysis of marketing orientation, a thorough marketing audit, general and specific recommendations, a plan of action, appendices, and references.
Who is the target audience of this report?
The target audience is likely ADMECO AG's management and stakeholders interested in improving the company's marketing strategy and performance.
What are the key words associated with this report?
Key words include: Marketing orientation, marketing audit, ADMECO AG, medical devices, sales channels, communication technology, customer relationship management (CRM), market segmentation, competitive strategy, marketing effectiveness.
What information is provided about ADMECO AG?
The report introduces ADMECO AG as a small medical device company specializing in operating theaters and clean room environments. It highlights its market penetration strategy, patent protection, customer location, financial strength, resource allocation, and its sales approach utilizing both direct and indirect channels (including independent distributors).
- Citation du texte
- MBA Andreas Keller (Auteur), 2003, Marketing Management Approach at ADMECO AG, Munich, GRIN Verlag, https://www.grin.com/document/178450
