Role of Marketing in Business Turnaround

Turnaround Management
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Bonga Yam
Student (MBA), South Africa

Role of Marketing in Business Turnaround

What is the role that marketers can play in the turnaround of a business? Thanks for your ideas.

  Ahmed
Consultant, Kuwait
 

Marketing Role in Turnaround Management

In business, marketing plays a crucial role. That is why one area to be checked in turnaround is marketing, where by products & services, market communications, positioning and sales channel are examined and reviewed. Nobody could perform this task better than a marketer.
Also in modern organizations, marketing leads the process of organization introduction to the market. In TM this could be a re-introduction.

  David Lee
Business Consultant, United Kingdom
 

Often the Marketing Role in Turnaround Management is Crucial

I would go as far as to say that marketing is on many occasions the most critical element in business turnaround. As a member of TGBA, the turnaround specialist members of United Kingdom business advisors I and my colleagues see a wide range of companies in danger.
In many cases this has been caused by the recession with sales dropping to a below break-even level. If the company is well managed and has already cut costs where possible, the only way out of trouble is by increasing sales.
During 2011 I have developed & implemented fairly simple sales & marketing strategies that have taken 4 companies from the brink of disaster back into profit in months. In all 4 cases all that was required was a modest increase in profitable sales to lift them above break even and back into profit.
The most responsible thing to do then is ensure the company maintains a consistent, ongoing S&M strategy. Too many companies make the fatal mistake of cutting marketing in a recession, just when they need it most!

  Bagus Indarwanto
Management Consultant, Indonesia
 

Role of Marketers in Business Turnarounds

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