ICD Products Ltd ‘Yet another poor year,’ reflected the senior executive of ICD Products. ‘Profits down by 15 percent, sales, and turnover static in a market that was reckoned to be growing at a rate of some 20 percent per annum. It cannot go on.’ These were the thoughts of Jim Bullins, and he contended that the company would be out of business if the next year turned out to be as bad. Jim Bullins had been a senior executive at ICD for the past three years.
In each of these years, he had witnessed a decline in sales and profits. The company produced a range of technically sophisticated electromechanical control devices for the industry. ICD major customers were in the chemical processing industry. The products were fitted to the customer’s processing plant in order to provide safety and cut-out mechanisms, should anything untoward happen in the manufacturing process.
Questions:
1. Comment on ICD Products’ approach to sales and marketing.
2. Does the company need a Sales Director, a Key Account Manager or a Marketing Director? Do they need all of these executives? Defend your answer.
3. What problems can you anticipate if Jim Bullins goes ahead and appoints a marketing manager?
4. What general advice can you give to the company to make it more marketing orientated?
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