Page 5 - Fedral Mogul News Collection

Issue 1 - Bradford United News

NGE 2000 be found. With that in mind, a lot of work

has already gone into creating smart
customer categories, so that the business
can concentrate on those customers
which buy all our products and whose
businesses are growing. It doesn’t mean
shutting off the smaller customer but it
does mean recognising their proper place.
as judged by our customers. than 60% of the business and all
Our top 20 customers represent more
customers are now ranked according to
type – for example, independent car
factor – and the size of their turnover with
1999 £ Sales by Brand us. This will allow properly targeted
promotions.
The challenges for Sales in 2000 will
be to find new distributors which fit the
smart customer plan, get more product
27% into existing distributors, help our existing
distributors to sell more and do all in our
42% power to prevent customers from taking
their business elsewhere.
The Marketing
Challenge

nder the new leadership of Ken
31% Ford, the marketing team has been
Urejuvenated to provide a genuine
brand focus so that we can maximise our
AE / Payen Ferodo / Duron Champion / Wagner strengths.
Although one of the smallest teams
in the organisation, it’s got a big job to
do. In some respects, Marketing is the
brains behind the sales team.
It’s the marketing team’s job to look
into the marketplace and understand
ction Survey Results where it’s going and what it’s going to
want from us, now, tomorrow, next year
Key Goal and in the years after that.
It’s marketing’s job to find out what
the competition is up to and, wherever
possible, forecast where it’s going to focus
● ● ● ● ● Create a working its attention so that we can either get in
environment which first or get out of a lost cause.
promotes job Most importantly, it’s marketing’s job
to understand what our customers want
satisfaction and from us; so, we’re asking them and the
develops the potential results of the first customer satisfaction
survey – which asks for their judgement
of employees. of the quality of our service across a
whole range of issues, including
deliveries, responsiveness, cataloguing,
AE Payen brand strength and availability - have just
Champion Ferodo/ Duron Key Goal been published on the bulletin board.
Also, the first of a series of distributor

quarter.
● ● ● ● ● Reduce Costs/Waste. panels meetings will begin during this
stions A major promotional calendar has
already been put together for the year,
Actual score which, as well as specialist advertising,
will also include some high level brand
The Sales Challenge awareness sponsorship of some major
we need to put in place to make the motor sporting activities including,
necessary improvement. Formula 1, Superbike, Moto X, the Ford
It is these change actions which are lthough not often seen on site, the WRC Rally, drag racing and the British
now beginning to affect every nook and sales team (now pulled together Touring Car Championships.
cranny of the business. It is these change Aunder a single sales director, Robin
actions which are setting the departmen- Shaw) is an integral part of the Bradford
tal goals right across the business. It is team. However, just like every other
these change actions which are going to department, its challenge for 2000, is to 5
make us the best parts supplier as judged work smarter, to direct attention and
by our customers. effort where the greatest rewards are to Continued page 6