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Within its broad spectrum of services, Utgoff Consulting’s work focuses on the critical issues and needs of each client. The following case examples illustrate actual client situations: | |
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Marketing Audit | ||||
| An established software company was preparing to launch a new product in a new market with the help of a strategic partner. Utgoff Consulting audited marketing and public relations materials from a strategic marketing perspective to assure that the Web site and printed materials reflected the company's new direction. The evaluation resulted in communications that better expressed the company's changing direction, and prevented conflict within the distributor network by identifying and correcting a problematic e-business practice. | |||||
| Strategic Focus for Competitive Positioning | |||||
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An established service business wanted to sharpen the core messages it used in marketing communications in order to leverage strengths and differentiate itself more effectively. Utgoff Consulting identified themes that were required to participate in the market as well as those that were potential differentiators. Based on this analysis, Utgoff Consulting designed, organized and led the process that resulted in definition of a new core message to serve as the basis for future marketing communications. | ||||
| Planning and Marketing Management | |||||
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An emerging software company needed strategic marketing and planning expertise to complement existing technical and general management capabilities. Utgoff Consulting provided startup planning and marketing as part of the founding team charged with attracting venture capital and readying the company for post-investment product development and market entry. Led all market-related business planning and marketing communications. | ||||
| Comprehensive Business Planning | |||||
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A long-established business needed to implement business and marketing planning practices that would enable a second generation of management to take the company forward. Working with a colleague specializing in operations management, Utgoff Consulting designed and implemented a process that brought current and new top managers together to build a broadly supported business plan. Karen Utgoff led market-related project activities and galvanized the management team to implement new sales management and marketing communications programs and practices. | ||||
| Target Market Selection Training | |||||
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A small company needed to make
better use of its marketing and sales resources by focusing on promising
segments in its overall marketplace. Utgoff Consulting trained
sales and marketing management in using target markets to
structure marketing efforts and allocate resources. Over two
training sessions, a company team worked within a single product
category to identify a set of possible high-potential target markets;
defining market selection criteria, conducting necessary research,
and setting priorities while gaining hands-on experience with an
approach that they could apply to other products and lines of business
in the future.
Client names are not used on this web site. For references or other information, contact Karen Utgoff at 413.253.7108 or by email. |
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