1. Project summary – Panasonic Europe (www.panasonic.eu)
Challenge
■ To enlarge sales of branded alkaline batteries in a mature
commodity market.
■ To mobilize sales & marketing people from several local sales offices
to contribute to the execution of the corporate strategy.
INDUSTRY
Strategic Goal Manufacturing
Panasonic Energy
■ To translate the corporate strategy into a sales & marketing strategy.
Corporation Europe
■ To specify the sales & marketing strategy for its local sales offices.
■ To develop a corporate Balanced Scorecard.
■ To develop sales & marketing dashboards for its local sales offices. SIZE
Turnover 2008: 170 million €
Solution / Business Value
■ Formulation of a corporate strategy, using qualitative and SOLUTION TOOLING
quantitative evidence from market studies, customer surveys, in- ■ Corporate strategy mapping
depth interviews... . ■ Sales & marketing strategy
■ Design of corporate KPI’s that measure the extent of strategy map
implementation. ■ Corporate Balanced
■ Derivation of a sales & marketing strategy. scorecard
■ Identification of key sales & marketing processes. ■ Sales & marketing dashboards
■ Design of sales & marketing dashboards that provide feedback on ■ Communication
the performance of local sales offices.
■ Development of an educative and interactive game to facilitate TECHNICAL ENVIRONMENT
company-wide communication of the strategy.
■ Institutionalization of performance review meetings in meeting Not relevant
structure.
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