Year: 2011
Country: Japan
Company name: confidential
Menu: Electronic materials, Business model building

The company started electronic material business 5 years ago to build new profit base. Staff’s motivations were high and they had stable business deal with existing customers. However, the sales growth curve was starting to settle even though the sales volume was still unsatisfactory.

To clarify the internal & external impediments that inhibit the expansion of sales volume, and resolve them.

After thorough field research and department audit, one problem became clear. It was a communication problem between different departments. Although there was unity within each department, inter-communications between different departments had serious grooves. For instance, there were scenes such as engineers fending off the request from sales by using difficult chemical formula, or sales claiming their opinions without understanding the technical point of view. Moreover, management team also couldn’t understand the difficult chemical formula. Therefore, we translated separate points of view to the common language, and facilitated dialogues from the standpoint of a third-party consultant. After several meetings, all departments became to share the common purpose, and we succeed in moving on to the normal marketing activity process such as marketing research, market selection, identification of development issues, and installation of sales management system.

In this spring, all department started working together with new organization for sales expansion under the slogan of common purpose. (Ongoing)