Consulting

Elaboration of Strategic Plans

The customer -a national property company- has grown exponentially in recent years, essentially as a result of the purchase of land and the promotion of new buildings. The Group has an affiliated company that sells second-hand houses and at the time of the project had a great potential to improve in the Sales Area of the company.

The project consisted in reviewing the group's business model, preparing the Strategic Plan and redesigning the organisational structure to adapt this to the new business model.

Diversification of business lines

The company groups together a distribution network of over 2,000 points of sale and belongs to a multinational company. The shops that make up the network are not its own; they are agents associated with the brand. Their business consists of the marketing of third party services to receive a commission that they share with the network.

The developed project consisted of the identification of new lines of activity for the diversification of the business and had three main work fronts:

• A qualitative and quantitative study to research new offer concepts among customers of the network and to estimate the potential demand
• Analysis of the network competences to determine the typology of new products to be marketed
• Economic analysis to determine the profitability threshold of the new products

Child protection in the use of information and communication technologies

The project, developed in collaboration with the University of Navarre, aimed to promote the responsible use of new technologies by children and teenagers and to make parents and teachers aware of the need for them to play an active role in this respect.

The work was carried out simultaneously in seven Latin American countries and the main activities developed were as follows:

• Performance of more than 80,000 surveys among schoolchildren in the region
• Publication of a White Paper on minors and new technologies, with details of the analysis of all the survey data and consideration of the main educational and social challenges in this field
• Creation of the Interactive Generations Forum as the entity responsible for giving continuity to the programme. The founding partners of this Forum are six leading companies in their respective business sectors, two universities, two public institutions and one no-governmental organisation specialised in working with minors and new technologies
• Development of numerous marketing actions and publication of advertising material for communications with clients

Developement of new marketing channels

The Project consisted in evaluating the potential for developing a new marketing channel for a Utilities company. Previously, the customer only marketed its services through direct channels (sales force and call center).

The work performed included the characterisation of the purchase process for each service marketed by the company, the identification and quantification of internal and external entities participating in those procurement processes and, finally, a strategic assessment on the appropriateness of developing an indirect marketing channel with some of the identified entities and stakeholders

Sales Area assessment

Our customer is a subsidiary of one of the top five Banks in the country. Due to a change in the managing team, we were commissioned to perform an in-depth evaluation of the commercial operations of the company, from its sales policy and market segmentation to the organisation of its sales force, compensation system and work tools. In this project, 40 specific opportunities for improvement were identified, and prioritised according to their potential impact and difficulty of implementation; a work plan was developed to implement the said improvement opportunities.

Sales systematization

Design of the operating model and work system of the Sales Area of a Spanish industrial company specialising in the electronics sector. The main work fronts were:

• Job Description for each of the figures of the Sales Department
• Review and report on the procedures of the Sales Area
• Identification of the information needs for Sales Management, developing specific reports for the control, follow-up, and planning of the sales action
• Development of work tools for the Sales Management of Key Accounts

Design of procedures

Drawing up of the Manual of Operating Procedures of the Areas of Promotion and Maintenance of a real estate company. The main activities carried out were:

• Design of the general Project Management flow chart
• Development of the specific processes of Strategic Planning
• Development of the operating processes of Investment, Planning, and Control of the project

Management of communication programs

The customer, a financial services institution, has a wide network of offices of very varied types and formats. As a consequence of the nature of the customer's business and its management model, there is a great concentration of business in a small number of offices, which has led the customer to develop a differentiated management model for its most important offices.

One of the elements for this differentiation was the developing of a specific communication vehicle with this group of offices, with the objective of building a still stronger link with the Central Services, strengthening the training and knowledge regarding the services, and serving as a platform for reinforcing those messages considered appropriate. The activities carried out in this project were as follows:

• Complete management of the programme of communications with this group, in contrast to a previous approach in which numerous players intervened short-term
• Designing a communication vehicle and a new creative line
• Revision and structuring of the editorial content
• Expansion of the distribution and creation of mechanisms to encourage and stimulate the reading of the communication support