Marketing set up in any organization is given an unwritten autonomous authority within the overall policy of the organization where the chief or head of the department is given some sort of a free hand in organizing the department. The ultimate objective is increasing the 'Sales' and 'Profits'. We have discussed here the objectives and steps in revamping the Marketing set up for he benefit of he organization.
A profitable improvement objective is one in which loss is avoided. In order to do this, one must find out where there is poor organization, and where actions are wasted (obvious problem points) because there is no organization. In order to understand these problems, one must know what is unnecessary, nonessential, or surplus, and where there are leaks and safety problems. Then follow up systematically with the System 7 Elements to understand problem points.
The loss incurred by the problem points shown above in terms of amount of labor, cost, loss of profit, etc. This is called recurring loss.
When the problem points and their losses are understood, follow up on their causes and the types of result, and write them up as a proposal entitled "Causes of Loss�. When this point is reached the real nature of the problem will be clear and one will have an idea of how to solve them. This will also get some tentative objectives for improvement.
At this point, an idea of the real causes of problem will be known and a concept of how to improve them. Organizing the individual causes and concepts get the main objective for the reorganization method and its direction, and the sub-objectives which become the structural elements of the main objectives and their directions. This is then written down as the "Improvement Implementation Policy�
For each objective in the improvement implementation policy, the "Main Improvement Points� should be included, so that only necessary materials and information will be retained. Make creative arrangements as to how the "Reorganization� steps which comprise of the main system will be used, including when, where, using what, and deploying which step.
Think of ways in which sub-objectives can also be met easily and effectively, and then write them up in a proposal. If necessary, write up concrete steps for "Reorganization� Steps after Improvements.
Sum up the profits which will be gained if improvements are made, and write it as "Expected Results�. Solving obvious problems and eliminating losses are the results of improvements.
Finally, after the improvements are completed, think of measures to keep the situation from returning to its original state, and write them as "Preventive Measures.�
The steps outlined above are to be implemented by the Marketing chief in concert with the Top management. The chief in practice advises the management on the changes required in Marketing and Sales organization and most probably the Top management ratifies the proposals. It is to be taken for granted that the Chief of Marketing has proved his ability in the organization in implementing such beneficial changes small or big.
Credit card - "The expensive"