Michael Richter
International marketing and sales consultant
Hauptstrasse 27
DE-88422 Seekirch
Tel: +49(0)7582-933371
Fax: +49(0)7582-933372
E-Mail: michael.richter@marketing-und-vertrieb-international.de
Dictionary for strategic marketing - ... marketing is ...
Dictionary
The follwing 10 questions are regularly answered by prudent managers:
1. Are the targets and prognoses known - for the 3 coming years ?
Sales- (which clients in which industrial fields /regional markets/market-segments), investment- and personell planning ?
2. Is the liquidity sufficient ?
Ideally it exceeds 10 % of the total capital. Besides it is to be striven for: 20 % equity ratio
3. Is the client structure healthy ?
Dangerous: Dependency on specific clients and/or regional economic cycles.
Furthermore important: Effects of bigger 'non-payments'
4. Are the formal requirements of the clients known ?
Many products have fo fulfill regulations and norms (which sometimes are not even known by the clients !)
5. What about the suppliers ?
Crucial: Price, quality, reliability - and the degree of dependence from main suppliers
6. What happens if the production manager (or any other important manager) is out of action ?
(Indispensable: Obvious substitution- or succession regulations for all key-functions !)
7. Does the staff pull together ?
Increased fluctuation, illness or scrap quota are indicators for a lack of motivation !
8. Can information get lost or reach a competitor ?
Central aspects: EDP-security, honesty of the staff, thoughts of movement of labour
9. Is an innovation trap imminent ?
Who doesn't permanently work at the improvement of products and processes (see japanese car suppliers) risks his market position
10. How important are liability and accident risks ?
e. g. guarantees for blaze, crack, warranty, etc.
And: How would the clients react on an interruption of operation ?
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