The Challenge:
A European leader in specialty performance plastics committed to a change in its strategic business development direction, moving from a product and technical orientation to a market driven approach. The change required new organizational capabilities, new marketing skills, and the development of a market-oriented culture.

The Approach:
Market Edge designed a modular program to meet the following goals: :

• Provide a framework for marketing planning and business development
• Exemplify each step in the marketing process
• Use simulation technologies to explore case scenarios
• Apply the framework and learning to individual areas of market responsibility

Market Edge delivered the program to cross-functional groups including representation from financial and technical functions as well as sales and marketing.

The Outcome:
The program has served as the framework for marketing planning and business development for the entire global organization. Cross-functional participation resulted in a shared understanding of marketing processes and in the development of a common marketing language. The program has helped the client develop an embedded 'Marketing Culture' that extends across functional boundaries and allows all members of the business unit to contribute to driving marketing excellence.