Case Study 2 – Mergers, Acquisitions, Marketing Brand Positioning
Luxury Experience Company was retained to work with a mid-sized Company on integrating two new acquisitions into their existing business structure. The new acquisitions resulted in growth that rendered existing technology and procedures obsolete. In addition, the “new” Company needed to enhance their Internet marketing programs with the goal to expand their brand and product presence and position.
Situation:
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The Company was a brick-and-mortar business that acquired two companies who had a strong Internet presence.
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The Company was challenged with how to integrate and consolidate the two business acquisitions, as well as develop a common brand image across business units.
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The Company needed to establish an external brand position.
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The Company needed to consolidate distribution channels, manage costs, increase controls, and establish measurements and communication throughout supply and distribution channels.
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The Company’s merger/acquisition plan was laden with cost incentives and penalties requiring a timely execution of the plan.
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Actions:
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Conducted a business review and a series of one-on-one meetings with select individuals from each of the business units.
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Documented technology and procedures across business units.
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Reviewed existing brand and marketing strategies.
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Interviewed key supply chain and distribution channel providers and documented their perception of and relationship with the Company.
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Developed an acquisition transition plan for the two new businesses.
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Results:
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Implemented marketing programs to increase brand recognition across internal and external channels, and developed tracking processes to measure results.
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Established an ongoing procedure to maintain position, message, and communications internally and externally.
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Increased Internet marketing programs, which included Return-on-Investment (ROI) procedures.
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Consolidated business units, and restructured their procedures and technology support tools to meet new requirements and growth within the contractual requirements and timing.
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