National/International Consumer Products Manufacturing Company; Casbah brand.
Take a national/international company that was not positioned to compete and grow, largely held back by ineffective programs and lack of efficient organizational structure. Organize the company to be competitive, effective in its programs, and increase sales.
Action Taken -
Created, implemented and managed a major organizational advancement of the company enabling it to compete at a much higher and more effective level.
Strategically repositioned the company to be much more competitive and professional; created the sales and marketing strategy for the company; developed the company product strategy; wrote comprehensive marketing and sales business plans and developed corporate business policies.
Developed, implemented and managed new marketing, sales, promotional, advertising and display programs; used data and evaluation to create marketing strategies, increase sales, improve product pricing, ensure profitability, and improve merchandising effectiveness; wrote corporate marketing and sales plans and a sales handbook; created merchandising schematics for more effective retail sales; reorganized the company products, including sizes and product names, created new promotional packages, generated greatly improved product packaging, and created a highly organized line pricing strategy that made it much easier to sell the product line, and create promotions and advertising.
Created a complete, professional, highly organized sales department and national/international sales team, including hiring, training and managing broker sales teams and direct company sales representatives; created an effective sales presentation and wrote a sales handbook; and created clear sales objectives.
Saved significant yearly costs by revising an ineffective distribution program; designed and implemented an internal company customer guide for sales, shipping and general office use.
The company was now able to compete far more effectively, having much more effective organizational, marketing and sales programs, as well as having a professional trade presence. It was much easier to sell the brand. Sales more than doubled.
It should be noted that all of the Caldwell Case Studies show significant improvements accomplished for corporations in the area organizational development.