You have identified a number of issues around the current way of working, how would you prioritise and summarise these? The issues are:
- No clear marketing objectives, only sales targets and market share (no idea on profitability by sector/product area).
- Marketing communications not quantified (no idea if they are working!).
- Product portfolio objectives not defined (impossible then to brief R\&D).
- R\&D decides on which new products to launch (the tail is wagging the dog!).
- Distribution strategy non-existent (just try and maximise shelf space, no idea on what that costs).
- No key account management with the leading retailers (SCE's sales department are often last in the queue to see the buyers).
- Pricing strategy is based on cost of components, not what the market will pay.
- Most of the marketing department have only worked for SCE.