An equipment manufacturer wants to export with partners

Marketing and business strategy

Large French electronics manufacturer with 15,000 employees, the concerned division includes 50 people.

Customer type and distributor partners target: Customers reachable with partners, considering the market usages with "medium" needs (some million of Euros), and more specifically "utilities" accounts.
An operating account plan determination: Associated costs and forecasted turnover were determined with a minimal human structure.

« Pricing »: The profit given to partners was assessed for a return on investments over 18 months. A standard contract execution identifies mutual commitments.
« Place »: Qualities expected from partners were determined. Sales references with final targeted customers, required technical abilities, ideal range of products and services, size, etc. Potential partner companies names are found.
« Promotion »: The business plan implies a mutual means commitment on communication actions.

A PowerPoint-type presentation which targets the partners' top management is created. The main purpose is to show their financial profits resulting from an association.
Sales tools used in France are packaged to help salespeople. Other tools are specifically created: to train salespeople, to prepare bids, etc.

An action plan template is created, with chronological milestones, for example:
Business training includes a customer visit plan design. These first visits are made jointly, about a month after the training.

A good target allowed to accurately identify interesting and interested partners.
The approach professionalism, and especially the operating account plan, convinced partners' managers easier.
The contribution of tools for salespeople led to a quick bid handover, a strong motivation.
Very short-term business assistance allowed to create a dynamism among salespeople.

On the whole, projects accurately prepared, associated with a regular dialogue, brought several millions of Euros).

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Last updated January 2th 2012- Copyright © OptiVente 2007-2015

	The following case comes from OptiVente's references. It aims at illustrating the implementation of a real business and marketing strategy case. Marketing and business strategy

Customer:	Large French electronics manufacturer with 15,000 employees, the concerned division includes 50 people.

Approach:	Marketing plan creation: Strategic marketing: Customer type and distributor partners target: Customers reachable with partners, considering the market usages with "medium" needs (some million of Euros), and more specifically "utilities" accounts. An operating account plan determination: Associated costs and forecasted turnover were determined with a minimal human structure. Product marketing: *« Pricing »:* The profit given to partners was assessed for a return on investments over 18 months. A standard contract execution identifies mutual commitments. « Place »: Qualities expected from partners were determined. Sales references with final targeted customers, required technical abilities, ideal range of products and services, size, etc. Potential partner companies names are found. *« Promotion »:* The business plan implies a mutual means commitment on communication actions. Operational marketing: A PowerPoint-type presentation which targets the partners' top management is created. The main purpose is to show their financial profits resulting from an association. Sales tools used in France are packaged to help salespeople. Other tools are specifically created: to train salespeople, to prepare bids, etc. Business marketing: An action plan template is created, with chronological milestones, for example: Business training includes a customer visit plan design. These first visits are made jointly, about a month after the training.

Duration:	About 1 month

Some Results:	A good target allowed to accurately identify interesting and interested partners. The approach professionalism, and especially the operating account plan, convinced partners' managers easier. The contribution of tools for salespeople led to a quick bid handover, a strong motivation. Very short-term business assistance allowed to create a dynamism among salespeople. On the whole, projects accurately prepared, associated with a regular dialogue, brought several millions of Euros).