A couple of days ago, I went back to Auto Marine Cables Ltd, where I’d helped to create a new business strategy in 2006. The results that have been achieved illustrate an important point about business planning.
Should your international marketing be strictly controlled from the centre? Or should all of the countries be given free rein? The answer is that neither extreme is a recipe for success.
Although marketing includes marketing communications, public relations, promotions and advertising, Marketing with a capital ‘M’ is much, much more.
When I talk about doing a strategic business review, some people recoil with apparent horror, thinking it will be very complex. Actually, it’s a fairly simple process – which isn’t to say that going through may not be quite demanding.