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.
Table of Contents
i. Abstract
ii The Company - ADMECO AG
1.0 Marketing Orientation
1.1 Definition of Marketing Orientation
1.1.1 Marketing Orientation– What are the Requirements?
1.1.2 Marketing Concept – The Construct of Marketing Orientation
1.2 Market Orientation Assessment at ADMECO AG – Marketing Effectiveness Rating
1.2.1 Methodology
1.2.2 Assessment Outcomes
2.0 Marketing Audit
2.1 The Marketing Cockpit – A Strategic & Tactical Instrument
2.1.1 Marketing Analysis – Healthcare Sector
2.1.2 Marketing Objectives
2.1.3 Market Segmentation
2.1.4 Competitive Marketing Strategy
2.1.5 Channel Strategy
2.1.6 Marketing Mix
2.1.7 Marketing-Infrastructure
2.1.8 Marketing Budget
2.1.9 Marketing Controlling
3.0 General Recommendation on Marketing Activities
4.0 Specific Recommendations
4.1 Alternative Sales Channels
4.1.1 Sales by Manufacturers Representation
4.1.2 Sales Through Risk Sharing Strategies
4.2 New Communication Technology
4.2.1 Internet/Intranet/Extranet
4.2.2 Knowledge Management
4.3 Customer Relations Management (CRM) Systems
5.0 Plan of Action
6.0 Appendices
6.1 ADMECO Corporate Overview
6.1.1 Certification
6.1.2 Organizational Chart (as of July 2003)
6.1.3 Product Portfolio
6.2 Company Audit - Marketing-Effectiveness Rating
6.3 US Doctor Concentration
6.4 Secondary Market Research Information
6.5 US Surgical Procedures
6.6 ADMECO’s world-wide OR lamp competitors
6.7 Buying behaviour - US OR customers
6.8 ADMECO-com log-on Statistic
6.9 Advertisement Schedule
6.10 The Value Chain
6.11 Plan of Action
7.0 References
Objectives and Research Focus
This paper examines the application of marketing management principles within a small medical device company, ADMECO AG. The primary research objective is to evaluate the company's current marketing orientation through an audit and to formulate strategic recommendations that enhance its competitive position in the global hospital market.
- Theoretical evaluation of marketing orientation within organizational culture.
- Comprehensive marketing audit of ADMECO AG's current performance.
- Strategic analysis of international sales channels and market penetration.
- Implementation of modern communication and CRM technologies to improve customer relations.
- Development of an actionable plan to integrate strategic marketing across all business levels.
Excerpt from the Book
1.1 Definition of Marketing Orientation
Marketing orientation is best defined at the organisational cultural level of a set of shared values and beliefs that puts the customer first in business planning (Deshpande 1999i). No markets are identical, but markets share features that can be identified and targeted. The current generation of market intelligence gathering using both primary and secondary research allows future and current customer needs to be obtained, yielding important information for corporate strategies. Once market intelligence has set the parameters for potential needs, marketing orientation can take the requisite concrete steps in deciding on which selective market segments, products and programs fit the customer’s needs.
Marketing orientation should be seen as a mode of operation running throughout the organisation, rather than solely as the responsibility of the marketing department. The pertinent literature suggests a market-oriented organisation is likely to generate higher returns in the following areas2:
• Customer satisfaction and repeat business
• Job satisfaction and employee commitment
• Business performance
Summary of Chapters
1.0 Marketing Orientation: This chapter defines the theoretical framework of market-oriented organizations and assesses ADMECO AG’s current marketing effectiveness through a self-audited rating scale.
2.0 Marketing Audit: The audit provides a deep dive into ADMECO’s strategic and tactical operations, covering market analysis, competitive strategy, and the marketing mix.
3.0 General Recommendation on Marketing Activities: This section proposes an organizational shift where every employee becomes responsible for marketing, aiming to enhance the company's competitive advantage.
4.0 Specific Recommendations: This chapter details practical improvements in alternative sales channels, IT-enabled communication, and CRM systems to drive growth.
5.0 Plan of Action: A project-based roadmap is provided to link strategic goals with actionable steps and budget allocation.
6.0 Appendices: This section contains supplementary data including corporate structure, product portfolio, market research statistics, and the detailed audit scoring.
Keywords
Marketing Management, ADMECO AG, Market Orientation, Medical Devices, Marketing Audit, Strategic Planning, Customer Relationship Management, Sales Channels, Healthcare Market, Competitive Advantage, Operational Effectiveness, Market Segmentation, Product Portfolio, Risk Sharing, Knowledge Management.
Frequently Asked Questions
What is the primary focus of this assignment?
The assignment focuses on reviewing and improving the marketing management approach of ADMECO AG, a small-sized medical device manufacturer operating in the hospital equipment sector.
What are the core thematic fields covered?
The work covers marketing orientation theory, the execution of a marketing audit, competitive strategies, digital communication, and CRM implementation.
What is the main goal or research question?
The main goal is to assess ADMECO’s marketing effectiveness and provide a strategic plan to move from a fair to a high level of market orientation.
Which scientific methods were applied?
The author uses Kotler's Marketing Effectiveness Rating, SWOT analysis, and the Porter Value Chain model to evaluate the company's situation and formulate recommendations.
What does the main body of the document address?
The main body examines ADMECO’s market environment, current sales organization, product portfolio, and provides actionable recommendations for growth and operational efficiency.
Which keywords define this work?
The work is defined by terms such as Marketing Orientation, ADMECO AG, Marketing Audit, Strategic Planning, and Customer Relationship Management.
How does the author propose to handle sales in the US market?
The author proposes using manufacturer representatives as a 3rd tier sales level and implementing risk-sharing strategies to better align with the needs of US hospitals.
Why is the "Marketing Cockpit" mentioned?
The Marketing Cockpit is utilized as a concise, easy-to-follow instrument to link ADMECO's strategic goals with its daily tactical operations.
What is the role of IT for ADMECO in this document?
IT is viewed as a crucial tool for re-profiling the company, improving information flow via Intranet/Extranet, and enabling automated processes that support CRM and value chain optimization.
- Arbeit zitieren
- MBA Andreas Keller (Autor:in), 2003, Marketing Management Approach at ADMECO AG, München, GRIN Verlag, https://www.hausarbeiten.de/document/178450
