Marketing Executive Skills

Axiom steel (PVT) Ltd is a privately owned steel re-rolling steadfastly which consists of triple units and is located inwardly the industrial z unity at the outskirts of the city. Two of the heartys units be automatic which produce wire rods & whose end users argon the wire & electrode manu detailurers. The one-third is a manually operated unit producing reinforced steel, the end use of which is for bodily structure purposes.The Chief Executive Officer, who is also the proprietor of the firm, sits at the firms head perspective which is located 25 kilometers away from the output units in the heart of the city.Axiom Steel is currently facing all m huge losses, which the chief executive officer thinks is repayable to the firms return cooking deficiency, beneath /restricted use of the firms capacity and capacity & poor market strategies. The chief executive officer thinks he needs a respectable marketing man-to-man who can market his products and can arrive lineage to the confederacy and just then can the company survive, other shrewd the firm is heading for a shut out out which can payoff in not only a dented reputation for the owner & transaction loss but also several individuals who atomic number 18 relate to the firm, losing their jobs.After through screening and consultations, the firm hires a new individual at the post of assistant manager marketing whose main determination is to identify the loop holes in the companys marketing and grooming infrastructure and boost sales by formulating fitting strategies thus parcel Axiom Steel mills, which now poses to be a sinking ship.The fresh appointed Assistant Manager visits the various departments of the firm which includes all three units, their production technicians, marketing representatives, quality control and the firms spend house. A thorough marketing scheme discussion with the individuals and after discussing results in following points being put forward for analyses-The re is no proper marketing department of the firm, the individuals that be so-called marketing hoi polloi atomic number 18 actually being used for follow up of the orders, which be gain by the companys CEO and then transferred to the production floor. These individuals are being paid at price which is far below the everyplaceriding market prices for individuals working under such capacities and are working for the firm since a very very long time. A through interview also reveals that most of the marketing individuals do not posses a know degree in Marketing and are working on bases of turn out experience.The production cookery is being done in the head office without consulting the production capabilities with the production technicians. The production planning is carried out by the CEO himself with the squad he calls his marketing team. Since the CEO seldom visits the production mills and depends purely on the information presented to him by the marketing team he is un- aware of the ground realities often, orders are being shipped out late, which are resulting in customer losing faith and weighing for other vendor options.There is a intercourse gap between the head office and the Mills Production solicitude resulting in delay in production planning and preparation of the orders at mills end. This gap is also due to the fact that the CEO held the powers to make determinations and enforce to his management. The CEO belongs to an older propagation which is reluctant to learn new methods of communications such as the network (Although the installing is available for use).The fastest method of communication for the CEO is the communication via Fax and Telex. Sales of wire rods are restricted to wire and electrode manufacturers only and thus sometimes, there came a time when the units often faced shut downs due to lack of ordersThe two Automatic units which are producing wire rods are also capable of producing reinforced steel for construction but this capacity is not being utilized and the units are restricted to production of electrify rods only. This is also a reason for late shipments as bottle necks are being produced and the load is not shifted from one production unit to some other which is capable but not being utilized of producing the same product. The CEO is therefore correct in pointing out this issue as one of the reasons for current losses. After looking at above line of works, following strategies are being proposedThe company should adopt a proper marketing strategy for its firm. This includes injecting fresh blood in the marketing team, those individuals who are capable of victorious the company beyond a certain level. This means certain over hauling of the marketing machinery.The CEO must realize that if he wants the vocation turn over to increase he must then look after and take care of his people well In fact a policy of profit sharing should be introduced where the marketing individuals are given a c ertain %age of commission over their efforts to bring new business to the firm. If not, then the rate of payment must be increased for the individuals who have lost motivation in working for the company because of the poor compensation for their work.There should be a separate production planning department whose specialization should be the planning of order executions at mills. These individuals will provide the correct idea to the marketing individuals and the CEO regarding the timeline of orders from defenseless material stage to the shipment Ex-Factory.Each marketing individual should be provided with at-least a desk top side computer work station with internet facility and designated individual email IDs which they lack today. This will help the marketing individuals to undertake on marketing and transfer order execution information from their firm to the customer. Internet excess will also help the marketing people to search for new potential markets and fetching customers, also not to lug faster communicationThe CEO must realize that if he wants the business to grow, then he must delegate authorities to the individuals working under him as with the increase of business, a phase will come where he cannot handle things on his own. The CEO must introduce a level of Management which includes Top Management consisting of himself and his reporting General Managers, Middle Management of Managers and Assistant Managers reporting to the GM and the work staff that will be reporting to the Middle Management. This delegation of authorities and creation of Management drawing string will not only help in quicker decision making but also in fluent transfer of orders from top level to down.These are the points which are basics for an improvement in the marketing structure and in the communication and centralized decision making problem which the marketing department is facing within the firm. These together with a a few(prenominal) production related issues high lighted above, if addressed will result in come apart performance. If successful, more recommendations for improvement will be forwarded for perusal.