Category: Business and Marketing Strategy

The client’s goal for their business in China was to achieve €50 Million Revenue with an ROS of 30% in 3 years, over 3 times the market growth for the period.  Deliverable included a 23-page comprehensive plan, in which the client’s strengths and weakness, in comparison to their main competitors, were defined as well as the internal and external threats and opportunities.  Beyond this classic analysis, core value-added pillars required by Chinese customers were called out including gaps in the client’s current offering, and resources required to close the gap.  Critical partnerships, supplements to in-house knowledge, and China-specific modifications to the client’s overall global strategy were distinguished.  The strategy was sub-divided into the functional food, dietary supplement, and non-nutritional food formulation segments.  The plan discussed alternative strategies for growth and why those were not preferred, and culminated in a detailed action plan for execution with staff names and target dates.  The client was delighted with the level of knowledge Concision could condense from the organization’s touch-points in a short time frame and expressed that the plan was ready for execution pending investment approvals by their board.

The client expressed the need to cease running from one urgent project to another within marketing.  They lacked a cohesive game plan for the next 5 years in terms of highest potential segments upon which marketing and sales should focus.  Concision mapped out a 5-year marketing strategy in line with the overall business strategy, which was purely financial in nature.  The plan included the best segments to focus upon given their portfolio, strengths, geographic coverage, supply chain constraints, plus current and future human resources.  Where opportunities existed, but were outside their reach, they were highlighted with a framework of investment required to win.  Based on the brief, this strategy focused heavily on short-term wins in marketing to enable the existing sales staff to sell the existing portfolio.  The clarity delivered to the client was a “breath of fresh air” due to its pragmatic approach.  The client reported having, for the first time, a specific plan with very achievable stepping stones upon which to outlay employees’ goals.  Delivered in Word document and PowerPoint format for pitching the implementation to business management. Both documents were conveyed personally by Concision to management.