marketing audit, marketing management

8/13/2019 Marketing Audit, Marketing Management

1/32

MARK

TING AUD

.

12003

T


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ACKNOWLEDGEMENT

INTRODUCTION TO AMS....

PART 1: MARKETING ENVI

MACRO ENVIRONEMENT.....

TASK ENVIRONEMENT..........

PART 2: MARKETING STR

PART 3: MARKETING ORG

PART 4: MARKETING SYST

PART 5: MARKETING PRO

PART 6: MARKETING FUN

CONCLUSION

Table of Contents

....................................................................

....................................................................

RONMENT AUDIT..........................................

.............................................................................

.............................................................................

TEGY AUDIT..................................................

NIZATION AUDIT........................................

EM AUDIT........................................................

UCTIVITY AUDIT.........................................

TION AUDIT...................................................

..............................................

......................03

......................04

.....................07

.....................08

.....................10

.....................14

.....................16

....................18

....................20

....................26

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3/32

A

I am highly indebted to respecte

and profound gratitude I convey

KNOWLEDGEMENT

dSir Babar Wahab to given me this opportu

my thanks toLogistic Managerof AMS for pe

ity & with a deep sens

mission & all support.


4/32


5/32

Analy

AMShave become a fast growin

Company with a strong presence i

understanding of our customer ne

Together we can find solution,

continue to provide our customer

Analytical Measuring Systems(

marketing of Analytical / Life Sci


Pakistan.

Analytical Measuring Systems

developers and manufacturers of

2,000 major installations in Pakis

organizations in Pakistan.


providing back-up services to div

Microscopes, Gas/Liquid Chroma

Spectrophotometers, DNA SynthPetroleum Testing Equipments et

recognized by all major multinati

The company is staffed by some

specialized nature of our activitie

management.


standards over its operations, reso


of job.


Sciences company in Pakistan to

Certificate. Achieving the ISO 90

company and its commitment to p

tical Measuring System (Pvt.) Ltd

and highly profitable life Sciences and Analyti

n advanced Scientific and Clinical research. A

eds are the driving force behind our success wit

aim to expand AMS into new territories and fi

with quality products and multi-faceted solutio

Private) Limited is a Pakistan based company, a

ence Instruments of highest repute.

Private) Limited is among the leading organizat

(Private) Limited Represents in Pakistan few of

iotechnology, Analytical and Electron Optics i

an. We have a very large customer base among

Private) Limited have successfully supplied, in

rse range of high tech. instruments which inclu

tographs, Atomic Absorption Spectrometers, U

sizers, Genetic Analysis Systems, Automated P. AMS is the symbol of quality and standard se

nal, private and public sector organizations.

f the best people of their field available in the c

imposes exacting demands on both the compa

Private) Limited fulfils these by exercising strin

urces and services.

Private) Limitedoffice can be called upon to en

Private) Limited. is the first and only (till to dat

chieve the hall-mark of quality in the shape of

01 Certification is an affirmation of the high qu

rovide best quality products and excellent servi

cal Instruments

S expertise and

corporate slogan

lds so that we can

ns.

ctively involved in

ions in this field in

the worlds largest

nstruments With over

public and private secto

stalled and is now

des Electron

/Vis

rotein Sequencers, andvices, which is

ountry. The highly

ys work force and

gent quality control

sure speedy completion

). Analytical / Life

SO 9001: 2008

lity standard of our

es to its valuable client


6/32

Anal

Analytical Instruments Increase p

Develop innovative products and

and diagnostic techniques.

From critical therapeutic and dise

industrial monitoring. Whether it'

finding better cures or helping do

Innovative screenings and treatm

help to generate earlier medical i

Analytical Instruments work in e

environment and the security of p

instrumentation, and services that

essential components of a safer, h

Life sciences innovative instrumediscovery and development, path

tical & Life Sciences Instruments

oduct precision and performance, Unlock prod

manufacturing techniques to satisfy rapidly cha

ase research and prenatal screening, to environ

testing newborns for life-threatening disorders

tors treat disease.

nts, and development and knowledge of advanc

sights, more accurate results, and more effectiv

vironmental health to improve the quality and s

eople in the places. Company provide the insig

ensure clean air and water, and safer food and c

ealthier, and better tomorrow.

t systems are to accelerate academic and clinicgen detection, environmental analysis, and fore

ctivity improvements,

ging treatment regimen

ental testing and

, supporting scientists in

ed life science tools,

therapies

ustainability of

ts, analytical

onsumer products - the

al research, drugnsic DNA analysis.

(www.amspvtltd.com
http://www.amspvtltd.com/http://www.amspvtltd.com/


7/32

MARKEMARKEMARKEMARKE

PART 1PART 1PART 1PART 1

INGINGINGING ENVIRONMENT AENVIRONMENT AENVIRONMENT AENVIRONMENT A

DITDITDITDIT


8/32

A.Demographic

What major demographic

company? What actions

trends?

AMS demographic factors are:

department of below mentioned sOpportunities: when new researc

to avail those +ve developmentsThread: PHDs retiring with high r

B.Economic

What major developments

What actions has the com

AMS deals in products having

revenue. Gov. funding to universi

C. EnvironmentalWhat is the outlook for th

the company? What conc

and conservation, and wh

Environmental factors close & opIn one case: we got order befor

canceled by them which cause a b

In another case: air blue plan cInstrument for DNA recognition.

D.Technological

What major changes are

companys position in th

this product?

MACRO ENVIRONMENT

developments and trends pose opportuni

has the company taken in respect to th

esearcher (research Department) & People w

gments.ers start their PHD & new Qc labs establish th

trends to get in to market.ate as compare to new enrolled PHD.

in income, prices, savings, and credit wi

any been taking in respect to these develop

nternational currency. Ups & downs in curr

ties highly depends on AMS business.

cost and availability of natural resources

rns have been expressed about the com

t steps has the company taken?en the way of AMS for business.e earthquake in muzafarabad but due to disas

ig lose to AMS.

lash opened the way to AMS to market thei

occurring in product and process tech

se technologies? What major generic su

ties or threats to thi

se developments an

rking in Quality contro

n AMS has great chanc

ll affect the company

ments and trends?

ncy rate effect busines

and energy needed b

anys role in pollutio

ter there all orders wer

product of Biomedica

ology? What is th

stitutes might replac


9/32

As AMS is a high-tech instrumadvancement creates a new way

product or conduct researches to

ultimately old one obsolete. Acustomers have to buy updated f

which is fruitful to AMS business

Because of this advancement Ainstruments.

E. Political

What changes in laws and

happening in the areas of

advertising, price control,

Law & order situation can caus

customer. Industrial abrupt chang

rate decreases. Cost of financingaffects AMS business with high r

F. Culture

What is the publics attitu

changes in customer lifest

AMS deals in expensive & high

their budge. If public or compa

contrary, if public is price consci

nts distributor. So, basically we are selling te o business. AMS market needs new & update

compete their competitors. When new techn

S stops to give service of those obsoleteor high tech research & development for forth

MS has highest position in the market of A

regulations might affect marketing strategy

ollution control, equal employment opportu

nd so forth, that affects marketing strategy

late delivery which impacts on AMS good

es affect business in negative way. Economic g

reduces till 2 years it would be stable or declinte because AMS major markets are Governme

de toward business and toward the comp

les and values might affect the company?ech quality products. Public attitude towards A

ies are quality conscious they buy products

us they prefer to buy local products which are e

chnology. Technologicaechnology to make the

logy comes in a marke

instruments as well. Sprogress of product on

alytical & life science

and tactics? What is

nity, product safety,

will & relationship wit

owth declined & Intere

e more. Tax increases. t sectors.

nys products? Wha

MS products depends o

from AMS. But on th

conomic to them.


10/32

A. Markets

What is happening to mar

the major market segment

Market Sectors include; petroleu

research organizations, scientists,

B. Customer

What are the customers nthe company and its com

price? How do different c

Universities / Research Institut

Quaid-i-Azam University, IslamUniversity of Sindh, Jamshoro

University of the Punjab, Lahore

Bahauddin Zakariya University,

University of Peshawar, Peshaw

University of Karachi, KarachiNational Centre of Excellence in

International Center for ChemicaPakistan Agricultural Research

Centre of Excellence in Molecul

Centre of applied Molecular BiolNational Institute for Biotechnol

Mehran University of Engineeri

Pakistan Council of Scientific &

Pharmacuticals

Getz pharma pakistan (pvt) ltdGlaxoSmithKlin (GSK)

Abbott Laboratories

Novartis Pharmaceuticals Corpo

Pfizer IncRoche Pakistan

Hilton Pharma (Pvt.) Limited

Clariant Pakistan Ltd

Task Environment

ket size, growth, geographical distribution,

?

, mining, pharmaceutical, environment, tanneri

hospitals, universities and foreign funded proje

ed and buying processes? How do custopetitors on reputation, product quality, se

stomer segments make their burying decisi

es

bad

Multan

r

Analytical Chemistry, Jamshoro

l and Biological Sciences (ICCBS)oucnil

r Biology, University of the Punjab

ogygy & Genetic Engineering (NIBGE), Faislaba

g and Technology, Jamshoro

Industrial Research (PCSIR), Karachi

ation

1

and profits? What ar

es, armed forces,

ts.

ers and prospects ratrvice, sales force, an

ons?


11/32

ZAFA Pharmaceutical

Barrett Hodgson Pakistan (Pvt)NABIQASIM INDUSTRIES (P

sanofi-aventis pharmaceutical

Oil and RefinaryTotal

NRLPAK ARAB REFINERY LTD (

Oil & gas development compaPakistan Petroleum Limited

Shell Pakistan

Pakistan state oilCaltex Pakistan

Byco Petroleum Pakistan LimiteAttock Refinery Limited (ARL)

Pakistan Refinery LimitedHydrocarbon Development Insti

Sui southern gas Pvt. Ltd (SSGC

FMCGNestl Pakistan

National FoodsColgate-Palmolive Company

English Biscuit Manufacturers (

HospitalsAgha Kha university Hospital

Sindh Institute of Urology and TShaukat Khanum Memorial Can

Shifa International Hospitals Ltd

National Institutes of Health (NI

Cements

Dandot Cement Company Ltd

D.G Khan Cement Ltd

Gharebwal Cement LtdLucky Cement Ltd

Thatta CementAttock Cement Pakistan Ltd

Dewan Cement Ltd

Cherat Cement Company ltdFauji Cement Company Ltd

Maple Leaf Cement

tdT) LTD

ARCO)

y limited (OGDCL)

ute of Pakistan (HDIP)

)

rivate) Limited

ansplantation ('SIUT')er Hospital and Research Centre (SKMCH&R

)

1

)


12/32

Lafarge Pakistan Cement Ltd

Customer buying decision depen

are given to them, Pharmaceutic

C. Competitors

Who are the major compe

sizes, and market shares?

companys products?

1- H.A Shah2- We Brothers3- Technology Links4- Chemtech5- Rauf Electronics6- Ghulam Muhammad & s7- Orion International8- Analytical Lab Equipme9- Rizvi & SonsHere is two competitors strengths

Technology Links

Sr.No Strengths

01 Well Established Com02 Established Brands

03 Reliable Services

04 Strong Install base05 Business Growth JIC

06 Prices specifications

07 Sales force

HA SHAH

Sr.No Strengths

01 Well Established Com

02 Established Brands

03 Un-perfectible Prices04 Strong Install base

05 Global Influence

ds on their requirements. E.g. universities purc

ls & other industries purchases equipment as th

itors? What are their objectives, strategie

What trends will affect future competition

ns

ts

& weakness.

Weaknesses

pany Lack of Technical Knowledge of Pr

Cost of Spares is very high

Vertical Growth

Weaknesses

pany Lack of Technical Knowledge of Pr

China Origin

Cost of Spares is very highNo engineers

False Commitments

1

ase products when fund

ey need.

, strengths, weakness

and substitutes for th

oducts

oducts


13/32

AMS has a strong factor to lea

(installation, calibration & servic

D. Distribution and Dealers

What are the main trade

efficiency levels and growt

AMS represent international busi

AMS brings product to cDCS, TCS for different citie

Customer arranges theirE. Suppliers

What is the outlook for theoccurring among supplier

Perkin Elmer, Sartorious, Erwe

Thermofisher scientific, LECO,

F. Facilitators and Marketing Fir

What is the cost and avail

and financial resources?

marketing research firms?

AMS doesnt have any advertisecontract with transportation servi

G. Publics

Which publics represent p

has the company taken to

AMS deals in products using i

opportunities & problems both fo

relationship with customers for e

in the market in analytical & life sciences

contracts). This only factor can affect future co

channels for bringing products? To cus

h potentials of the different trade channels?

ess partners from all over the world. AMS has

stomer by using different distributors companis. Locally use local vehicles.

wn trade channel to bring product from the ori

availability of key resources used in produ?

ka, Applied bio systems, Jeol, Stanhope-Se

B Sciex. Restek Corporation,XOS

s

ability outlook for transportation services,

How effective are the companys adv

ent agencies & marketing research firms. AMe companies.

articular opportunities or problems for the

eal effectively with each public?

research & quality control equipments. Th

r the company because of different factors men

fective business.

1

products that is Servic

mpetition.

tomers? What are t

wo distribution channel

es such as. DHL, Speed

in.

tion? What trends ar

a, Zeltex, Skalar, CE

warehousing facilities

ertising agencies an

has its own warehouse

company? What step

ese companies can cre

ion above. AMS has go


14/32

MARMARMARMAR


ETING STRATEGY AUDETING STRATEGY AUDETING STRATEGY AUDETING STRATEGY AUD

1

IT IT IT IT


15/32

A. Business Mission

Is the business mission cl

AMS is dedicated in providing te

Analytical Life Sciences marketscountries.

It is feasible.

B. Marketing Objectives and Goal

Are the company and m

marketing objectives appr

opportunities?

To Promote & raise the brand aw

To drive the companys revenueTo build value in our products &

To retain customers

Customer relationship

C. Strategy

Has the management arti

objectives? Is the strateproduct life cycle, competi

using the best basis for

segments and choosing th

segment? Has the compa

target segment? Are mar

marketing mix? Are enou

marketing objectives?

AMS strategy is to determine pro

arly stated in market-oriented terms? It is f

hnologically advance & innovative products to

together with knowledge support to bring Pakis

s

arketing objectives and goals stated cle

priate, given the companys competitive p

reness of products in the market.

growth upervices

ulated a clear marketing strategy for a

y convincing? Is the strategy appropriators strategies, and the state of the econ

arket segmentation? Does it have clear

e best ones? Has it developed accurate

y developed an effective positioning and

eting resources allocated optimally to the

h resources or too many resources budg

essional solutions with quality equipment and s

1

asible?

our customers in

an at par with develope

arly enough to guid

osition, resources, an

hieving its marketin

e to the stage of thmy? Is the compan

criteria for rating th

profiles of each targe

arketing mix for eac

major elements of th

ted to accomplish th

upport.


16/32



ING ORGANIZATION AING ORGANIZATION AING ORGANIZATION AING ORGANIZATION A

1

DIT DIT DIT DIT


17/32

A. Formal Structure

Does the marketing vice

activities that affect cu

structured along functiona

All managers have to report MD

that effects customer satisfactiosegment, End user & geographica

B. Functional Efficiency

Are the good communicatiproduct management syst

only sales volume? Are t

supervision, or evaluation

There are good communicationany product management system.

new in AMS it needs more traini

C. Interface Efficiency

Are there any problems beaccounting, and/or legal th

There isnt any problem between

resident have adequate authority and resp

tomers satisfaction? Are the marketin

l, product, segment, end user, and geograp

to take any step. No one has adequate authori

. Yes Marketing Activities are structures allly.

on and working Relationship between markm working effectively? Are product manag

ere any groups in marketing that need mo

working relationship between sales & marketiProduct managers are able to plan profit marg

g & motivation.

ween marketing and manufacturing, R&D, pat need attention?

arketing & other department.

1

onsibility for compan

g activities optimal

ical lines?

y for company activitie

ong functional, produc

eting and Sales? Is ther able to plan profit o

re training, Motivation

g employees. There isnns. Marketing activity

urchasing, finance,

( &

)


18/32

MAMAMAMA


KETING SYSTEM AUDIKETING SYSTEM AUDIKETING SYSTEM AUDIKETING SYSTEM AUDI

1


19/32

A. Marketing Information System

Is the marketing intelligen

about marketplace devel

dealers, competitors, supp

enough marketing researc

best methods for the mark

AMS service base company. It do

After sale service ultimately prod

B. Marketing Planning system

Is the marketing planning

systems available? Does t

Marketing planning system is usi

support system. Planning system i

C. Marketing Control System

Are the control procedures

achieved? Does managemterritories, and channels o

examined?

AMS dont have any marketing c

territories & channel of distributi

D. New-Product Development Syst

Is the company well Orga

company do adequate cideas? Does the company

new products?

Company does adequate concept

ce system producing accurate, sufficient,

pment with respect to customers, pros

lies, and varies publics? Are company deci

h, and are they using the results? Is the c

t measurement and sales forecasting?

esnt need any marketing research plan to meas

ce accurate, sufficient & timely information ab

ystem well conceived and effectively used?

e planning system result in acceptable sale

g more or less effectively in AMS. Marketers d

s not fulfilling acceptable sales targets.

adequate to ensure that the annual-plan ob

nt periodically analyze the profitability of pdistribution? Are marketing cost and prod

ntrol system. Management analyzes Profitabili

ns annually. AMS doesnt bear any marketing

em

ized to gather, generate, and screen new-p

ncept research and business analysis bcarry out adequate product and market te

esearch & business analysis before agreement t

1

and timely informatio

ects, distributors an

sion makers asking fo

ompany employing th

re or forecast sales.

out marketplace.

Do marketers suppor

s targets and quotas?

ont have decision

jectives are being

oducts, markets,ctivity periodically

y of products, markets,

productivity cost.

oduct ideas? Does th

fore investing in newsting before launchin

o new principals.


20/32



ING PRODUCTIVITY AING PRODUCTIVITY AING PRODUCTIVITY AING PRODUCTIVITY A

2

DIT DIT DIT DIT


21/32

A. Profitability Analysis

What is the profitability

channels of distribution?

business segments?

of the companys different products, m

hould the company enter, expand, contrac

2

rkets, territories, an

, or withdraw from an


22/32

2


23/32

2


24/32

The company should not need to

nter, expand, and withdraw from any business

2

egments.


25/32

B. Cost Effectiveness Analysis

Do any market activities se

AMS dont have any marketing adatabase marketing & telemarketi

E-Marketing:

AMS makes different promotio

particular products.

Telemarketing:

Call to existing customer t

Call to new customer to in

Database Marketing:

Send update information about

customer database record of cust

em to have excessive costs? Can cost-redu

tivities seem to have excessive costs. AMS hasng. All are cost reducing steps.

al flyers & use database mining to send fl

o get feedback from them

troduce AMS in new market

new technology & innovation in products o

omer.

2

cing step be taken?

been doing E-marketing

ers to the customer o

all principals by uson


26/32

MARMARMARMAR


ETING FUNCTIONS AUDETING FUNCTIONS AUDETING FUNCTIONS AUDETING FUNCTIONS AUD

2

IT IT IT IT


27/32

A. Product

What is the companys pro

meeting the objectives? Sdownward or both ways?

added? What are the buye

competitors quality, featu

brand strategy need impro

P.EICP-MSICP

AASUV-Vis. FT / NIT / IR / Fluoresc

Gas / Liquid ChromatographyGC / Mass Spectroscopy

Thermal AnalyzersElemental Analyzers

LIMS

Microarray Substrate PlatformsMicroarray Reagents and Kits for

High Throughput DNA Purificati

SNP Detection and other GenotyHTS Assay Platforms

Benchtop Scintillation and Lumin

ADME InstrumentationRadiosynthesis and Radio-labelin

4- and 8- Tip Automated Sample

Microscopy DocumentationNucleic Acid Labeling & Detecti

Flow Scintillation Analyzer

Gamma Counters

Liquid Scintillation & LuminesceMicroplate Counters and Readers

Radio-chemicals for Life Science

ABIPCRs,

Real Time PCRs Protein AnalysiDNA Sequencers / Synthesizers

Bio Spectrometry

LC/ MS Spectrometer

duct line objective? Are they sound? Is the

ould the product line be stretched or contrhich products should be phased out? Whi

s knowledge and attitudes towards the co

es, styling, brand names, and so on? What

vement?

nce Spectroscopy

differential Gene Expression Analysis

n

ing Analysis

escence Counters

g

reparation Systems

n

ce Counters

Research

s

2

current product line

cted in upward,h product should be

pany and the

reas of product and


28/32

JEOL

Electron Optic Products include fTransmission electron microscop

Scanning electron microscopes (S

Electron probe micro analyzers (Auger micro probe analyzers(AE

Photoelectron spectrometers (XP

Scanning probe microscopes (SPAnalytical Instruments

Analytical Instrument Products

Nuclear magnetic resonanceElectron spin resonance

Mass spectrometers

Raman spectrometersX-ray fluorescent analyzers

Semiconductor EquipmentSemiconductor Equipment Produ

Electron beam lithography systeWafer process monitors

Wafer process review systems

Focused beam review systemsWafer particle analyzers

Cross section preparation instrum

Sigma AldrichChemical and biochemical produ

Stanhope Seta

Petroleum test equipment and qua

CEM

Microwave laboratory systems

Sartorious

Sartorius manufactures following

OEM Weight Sets

Moisture AnalyzersPH meters

Conductivity metersIon meters

Centrifuges

IncubatorsShakers

Homogenizers

llowing:s (TEM)

EM)

PMA))

)

)

ts

s

ents

ts and kits

lity control instruments

equipment:

2


29/32

Laboratory Water Purification Sy

Erweka

Hardness tester Dissolution tester

Disintegration testerFriability tester

Granulate tester

Inhalation testerSuppository tester

Tablet presses

Fluid bed systemRoller compactor/dry granulator

Blister checker

Zeltex

Portable octane analyzersSeed analyzers

Food/cheese analyzersGround meat analyzers.

SkalarOn-Line Analyzers of:

Water treatment

Measuring oilsPhosphates

Nitrogen

CyanidesPhenols

Chlorophyll, etc

Total Organic Carbon (TOC) and

Restek

GC, HPLC and UHPLC columns

AccessoriesLab ware

Reference standards

Sample handling

Chromatograms for GC and LC.

XOSSulfur Analyzers

Chlorine Analyzers

Multi-Element AnalyzersSilicon Analyzers

Phosphorous Analyzers

tem (from simple lab water to HPLC grade wat

Continuous Flow Analyzers (CFA)

2

er)


30/32

X-Ray Optics /Excitation System

HD prime Analyzer

All products are sound & meeting

way. AMS deals in branded & exknowledge & attitude towards A

B. Price

What are the companyswhat extent are pricescustomers see the comWhat does managementeffects, and competitor

policies compatible wigovernment regulation?

Pricing objectives

1) Customers Based (Penetrati2) Cost based (New product, pr3) Competitive Based promotio

4) Market base (cost is Rs.10 b

AMS prices are higher than comp

products.

C. Distribution channel

What are the companymarket coverage and serepresentatives, brokerchanging its distribution

AMS is itself Distribution Compa

objectives AMS products dont need to stretch

enses products. Every customer who is qualityS products.

pricing objectives, policies, strategies,set on cost, demand, and competit

anys prices as being in the line with tknow about the price elasticity of demas prices and pricing policies? To w

h the needs of distributors and de

on in Market, Market share)ice skimming)ns (attraction 20% add on 100%)

t sold in Rs.100 as the market price was Rs.10

etitors because AMS deals in international curr

s distribution objectives and strategievice? How effective are distributors, des, agents, and others? Should thechannels?

ny.

3

d or contract in any

conscious have great

and procedures? Tive criteria? Do the values of its offernd, experience-curvhat extent are pric

lers, suppliers an

)

ncy & high tech

? Is there adequatalers, manufacturer

company conside


31/32

D. Marketing Communications

What is the organizations

spent on advertising? Are

public think about the adadvertising staff adequate

sufficient use of sales pro

public relations staff com

direct, online, and databas

AMS works only on direct, onlin

E. Sales Force

What are the sales force

companys objectives? I

specialization (territory, M

guide the field sales repr

adequate incentive and re

the procedures adequate

companys sales force co

Objectives

To raise the total sales numbers iTo increase the number of sales

To reduce inventory holding cost

Sales force is large enough to acc

territory, product & market wise.

rewards & incentive to employeeenthusiasm. AMS compare sales

advertising objectives? Are they sound? Is

the ad themes and copy effective? What

ertising? Are the advertising media well? Is the sales promotion budget adequate

otion tools such as samples, displays, an

etent and creative? Is the company makin

e marketing?

& database marketing.

objectives? Is the sales force large eno

s the sales force organized along the

rket, product)? Are there enough (or too m

esentative? Do the sales compensation le

ard? Do the sales force show high morale,

for setting quotas and evaluating perfor

pare to competitors sales forces?

each periodade to existing customers compared to first-ti

, reduce inventory cycle time and boost profita

mplish the companys objectives. AMS has or

Only one manager heads each principle product

on achieving standard sale targets. AMS salesporces to customer sale forces by analysis sales

3

the right amount bein

do customers and th

hosen? Is the internaIs there effective an

sales contests? Is th

enough use of use o

gh to accomplish th

proper principles o

any) sales managers t

vel structures provid

ability, and effort? Ar

ance? How does th

e buyers

ility

anized sale force by

s. Yes, AMS gives

rson work with greatrogress.


32/32

AMS doesnt have a proper mark

marketing. AMS doesnt invest in

proper marketing process but I ca

be followed by marketing depart

E-marketing has being giving goo

products are not suitable for tele

However, by analyzing E-marketi

to AMS.

Conclusion

ting program & process. AMS has started E, D

advertisement or marketing firms. AMs is keep

be grown with high rate if proper marketing p

ent.

d result to AMS to get inquiries. While tele-ma

arketing.

ng Result it seems that proper marketing proces

tabase & Tele-

on growing without any

ocess & practices will

keting shows that AMS

s can give high revenue

marketing audit, marketing management

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