Redesign of global marketing processes for an international electronics group

The assignment included the complete analysis and fundamental redesign of the global marketing process in order to establish a consistently consumer-centric strategy and efficiently introduce the appropriate organizational structure.

There were considerable inefficiencies in the Group's internal processes and organizational structure in marketing. Both the headquarters and the international units had different procedures that made it difficult to focus on consumer insights and prevented a uniform approach.

DI Experts organized a two-day intensive workshop with senior marketing executives to identify the key challenges and derive best practice approaches. DI Experts then prepared a comprehensive transformation report including a detailed project plan and conducted interviews in various markets and disciplines to incorporate the knowledge of the local expert teams. On this basis, DI Experts developed an operating model with a clear focus on consumer insights that supports both increased efficiency and sustainable growth. Finally, DI Experts presented the results and recommendations for action directly to the CEO and Management Board.

An end-to-end, consumer-centric marketing process was established that aligns all departments towards common goals. A central consumer research team now continuously provides well-founded insights. The omnichannel calendar introduced harmonizes all marketing activities, while zero-based budgeting enables flexible resource management. The new, agile organizational structure eliminates internal silos and promotes cross-departmental collaboration.