This five-month project aimed at re-examining the marketing processes, cutting costs and motivating staff to achieve rapid results in order to allow the proper framing of the following year’s budget.

Methods used to define the target marketing organisation:

1. Brainstorming on possible missions and marketing plans, taking into account two dimensions:
   1. Brand, Product and Customer
   • Strategy and Operations.
2. Reviewing of the titles of marketing missions.
3. Grouping them into like categories and breaking them down into a matrix:
   Hierarchical level / Type of position (Brand, Product, Customer).
4. Setting up three scenarios of sharing out of the marketing missions among departments.
5. Creating three scenarios in which we described the share of the marketing missions between departments.

Project planning

The project was split into several phases:

1.Scope, objectives

• Validate potential project scope,
• Determine cost reduction objectives (30%),

2. Diagnosis

• Initial assessment of marketing problems,
• Use of the SVA (Services Value Analysis) method, based on approximately fifty interviews.
• Update organisation charts,
• Evaluate the financial perimeter,
• Investigate possible organisational solutions,

3. Draft the future organisation and evaluate its impacts

• Draft a first version of the involved departments’ organisation charts
• Quantify impacts on human resources,
• Draft a second version of the departments’ organisation charts
• Evaluate all the resources flows (“transfer matrix”),
• Identify the risks related to organisational decisions
• Define the missions of each department and each position

4. Work out a detailed future organisation

• Finalise the complete target organisational chart,
• Name and fully describe each post