Consumer Electronics Manufacturer
Repositioning a business function to drive a transformation
Although we can’t reveal the identity of this client, the uniqueness of the case justifies publishing it.
Following the launch of a new strategy, a global electronics manufacturer required significant changes throughout the company. The changes were urgent in the short term, but the pace of ongoing change was also expected to accelerate.
Successful implementation of the strategy relied heavily on the IT function, the team responsible for developing the platforms and processes on which everyone relied. Specifically, the IT function was expected to drive development and adoption of new IT services at an unprecedented rate. The IT management team recognized this as a marketing challenge, although internally focused, and hired us to help put the pieces in place.
Our role was to develop and implement the positioning and marketing strategy. Without risking the unity of the company, we needed to differentiate IT from other functions and engage employees and managers like never before.
Internal workshops and interviews with outside analysts enabled us to define the IT function’s value chain and build a set of positioning scenarios that were all true, relevant and high value. Then, we tested the scenarios across the value chain and worked with IT management to ensure the chosen positioning strategy fit the business strategy.
Once the positioning strategy was clear, we prioritized actions in each area of Quadric framework. Some actions were assigned to internal teams while we continued to manage others. One project was to develop an internal behavioral segmentation model to guide service development and communications. Another was to create visual identity and communication guidelines for use by the IT communications network. The result was an internal IT function armed with the marketing tools needed to drive change.
Company description
Global IT function within a leading consumer electronics company.
Quadric scope
- Positioning strategy
- Visual identity design
- Internal segmentation
- Internal communication guidelines
Outcome
- Implementation in 2009
