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MarketPlanning Strategic Marketing Plan – Driving revenues Goal 1: Delight Our Customers Goal 2: Account Productivity Goal 3: New Business Awards Challenge A common story with many companies in 2009 --- client was experiencing a 30% decline in sales over the past 3 years. The client needed a refreshed look at the market place, competitors, and channels to assess where to invest sales and marketing resources to drive growth. Results HM&A Solution
The client is executing the market plan developed by HM&A and is expected to achieve year over year sales growth in excess of 10%.
Hired sales support to cover key geographic areas
Implementing marketing programs to communicate benefits
Leveraging our fast and flexible approach to gathering market intelligence, the HM&A team developed a comprehensive market plan which included detailed customer insights, competitive assessment, and market/channel dynamics.
The plan recommended 3 key focus areas along with several detailed “go-to-market” initiatives all geared around driving revenue back into the organization in the next 12 months.
MarketPlanning Strategic Marketing Support – Business Growth from $175K to $18.5M Challenge Challenge: Grow small, niche business into an industry leading company. Goals:
Develop strong brand presence using online tools, direct marketing, advertising and public relations.
Provide research for firm to determine likely acquisitions, map market and counter competitive moves.
Results HM&A Solution
Within the 8 years of support, HM&A developed and implemented market intelligence, market planning and marketing communications programs which led to growing the business from an initial investment of $175K and 2 employees to a business with $18.5M in sales and 50+ employees
The business was sold to a competitive firm in 2008.
Integrated marketing plan, which included market research, strategic planning and marketing communications programs.
HM&A was instrumental in defining and building the company’s online presence.
HM&A was the marketing department for the firm with a dedicated program manager.
MarketAnalysis The U.S. and Canadian Domestic Market for Vertical Window Blinds and Coverings (AP) Challenge Challenge: Growth challenges in a market where consumers have range of choices for window coverings as global competitors continue entering the market, offering lower-end products at below traditional market prices. Goals: Develop incremental sales; Measure the viability of shortening the supply chain by serving as a single-source Customer Sales Trends for Vertical Blinds Results HM&A Solution
Alternate outcomes for market growth were developed: (a) No New Line Extension, (b) Rejuvenate or Redesign of Product, (c) Acquisition of Competitor and (d) Producing New, Related Products.
Opportunities were mapped to identify new geographic markets and areas of concentration.
HM&A also identified new prospective customers in these target areas.
Defined the commercial and residential markets by conducting secondary research.
The research included the following resources: Nexis®, U.S. government reports, analysis of competitor websites and other relevant market studies.
MarketOpportunity Fortune 100 Major Industrial Motor Manufacturer Challenge
Challenge: Desired expansion into new non- U.S. geographic markets via a new location for a manufacturing facility.
Results HM&A Solution
Secondary research and regional economic development offices
Overview of a half dozen prospective countries, existing manufacturing capacities, country’s trend/attitude towards a U.S. company expanding manufacturing
Overview of competitive acquisition/partnering options.
The client presented on-time options to the CEO and the board.
The client company built a manufacturing facility in the country that offered the best mix of incentives and market access within this region of the world.
StrategicPlanning GLOBAL MANUFACTURER – INDUSTRIAL OEM Challenge Challenge: Commercialize OEM Technologies into various Aftermarket Channels. Company had been chasing too many different opportunities and was diluting resources. They needed focus and direction. Goals: Take senior leadership team through strategic planning process to develop 3-year Aftermarket business plan. Results HM&A Solution
Defined 4 key channels of opportunity for Aftermarket focus: Automotive, Industrial,
Fleet, and Military.
Quantified resource needs: people & capital.
Focused client on specific New Product Introductions to drive sales.
Developed high-level P&L objectives to double business in 3-years.
Strategic Marketing Solutions Market Intelligence Services Market Planning Services Marketing Program Services Managing Partner: John C. Moore - firstname.lastname@example.org www.hiltymoore.com Other Hilty Moore & Associates Businesses