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Problem
Client was consistently losing money despite having more business than the staff could handle. In addition, the staff was getting burned out from overwork.
Resolution
Analysis of all business components showed that there was a misalignment between corporate strategy, core competencies, and corporate culture:
- Strategy: low cost service provider
- Core Competencies: customized services performed by highly skilled workers
- Culture: very people-oriented; close attention to relationships and quality of life
A proposal was made to change the corporate strategy and supporting marketing strategy:
- Corporate Strategy: “best in class” services with a focus on customer relationships
- Marketing Strategy: focus on differentiation from competition including staff experience & skills, service customization, and customer response
With this new strategy, the client was able to find customers willing to pay higher fees for higher quality service and quickly began turning a profit.
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