The marketing director will serve as a project =eader for a new business analysis team, while the advertising director will take =ull charge of advertisement v By January 18, the business analysis team will review all recommendations from the project managers. v By January 20, develop a marketing information system to =onitor client reorder patterns and consumer satisfaction. The managers are responsible. v By February 2, develop a plan for one year product offering =long with potential customer. The business analysis team is responsible. v By February 5, finalize customer satisfaction for current customers. v By February 10, implement a new product offering =dvertisement and sample to potential customers. The business analysis team is =esponsible. v By February 15, analyse and report the result of all customer =satisfaction survey and evaluate new product offering. The market =irector is responsible. v Re-establish the objectives of the business analysis team for =he New Year. The directors are responsible. 5.2 MARKET ORGANIZATION Because the new product requires extensive commercialisation to match =customers need, it is necessary to organize the marketing function by =ustomer groups. This will give celcom the opportunity to focus its effort on the =eed and specifications of each target market. Celcom marketing efforts will =e organized around the following marketing groups: 1] manufacturing group, =] business-to-business group, 3] customer satisfaction group, and 4]
=ustomer relationship group. It group will be headed by a saes manger who will =eport to the marketing director. Each group will have full decision making authority and responsible for marketing the new product to the target =ustomers within the segment. These changes in marketing organization, enables celcom to be more =reative and flexible in meeting customers' need, reduce highly centralized =anagement hierarchy and finally, give better opportunities to monitor the =ctivities of competitors. REFERENCES Celcom's Official Website 2009, accessed on 10 July 2009, Joe, T, John, B & Keith, P, 2005, managing innovation: =ntegrating technological, market and organizational change, 3rd Ed, john Wiley, England. William, D & Jerome, M 1999, Basic marketing: a =lobal-management approach , McGraw- hill, London. William, M & Ferrell, O 2005, marketing: concept and =trategies, 10th Ed, Houghton Mifflin, New York.
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- Marketing, Celcom