Roadmap
JOINT VENTURE
As a joint venture partner, Arcus Invest can make up for lack of potential for success. For instance, we can assure financing for a project. We are also able to reduce the business risk using personal resources such as know-how, contacts or equipment.
MARKET ANALYSES
Nowadays, markets simply do not exist, markets are actively developed. Apart from having an analytical role, a market analysis is also a creative act. It is both a preparatory and measuring element of marketing and sales promotions in the course of a continuous marketing process. Consequently, the analysis of the actual marketing and sales results become the starting point for sound marketing. For this reason we use the sales processes of your company as the basis of the profit-oriented market analysis. As part of our "analysis on business method", the findings from the sales analysis are directly interconnected with empirical market data. Regardless of whether we conduct a primary survey or secondary analysis - the focus during our data-based analysis procedure is not simply on gaining insights e. g. regarding consumer behaviour or site quality. By contrast, we make every effort to implement the analysis results in practice, taking into consideration the data-based conditions.
STRATEGY DEVELOPMENT
We think outside of the box and devise strategic methods based on optional directions in order to form and work markets effectively. Based on the results of the marketing analyses, we develop corporate, marketing and sales strategies which are applied to achieve the targeted goals and specific challenges taken on. The aim of the strategic development is to develop effective value creation. By analysing results based on end customer potential we are able when developing marketing and sales strategies to ideally design, for example, sales systems or advertising campaigns in terms of their current and future market efficiency. Whether the strategic focus concerns market optimisation during which an existing target group is utilised or whether new target groups are won over as part of market expansion, our strategy development relates directly to the market and the targeted target groups. In the conflict between brand positioning, the products offered, the target group and the competition, market efficiency, defined as the relationship between sales potential, customer value and marketing costs is the decisive yardstick. As a result of market efficiency, analysis and strategy are not only statistically measurable but also dynamically interconnected. This ensures that the strategy and its implementation can develop over time so that dynamic and unsafe markets can be actively worked.
OPERATIONAL MARKETING AND SALES CONCEPT
If, when developing a strategy, the path to success is defined, the operating marketing and sales concept deals with the planning and formulation of the specific strategy implementation. In this context, the organisational obstacles are taken into account during strategy implementation. We develop pragmatic concepts as part of the translation of strategies to the operational level. The pragmatic approaches are distinguished from the strategies in that they are directly applicable and allow our customers’ staff to implement the strategies in practice. The spectrum of operational concepts ranges from the development of a brand personality or communication campaign to design management culminating in planning of potential-based trader systems or innovative consumption rooms. We consider consumption rooms to be the new regional, virtual, ritual and social sites of consumption where today’s consumers meet, communicate, consume and network. Using these rooms or designing them yourself is a key factor in successful marketing. However, the operational concept not only relates to content-related elements but also formal considerations. For example, we develop test concepts including operational measuring methods and benchmarks which are used to check advertising media, products or services in the market for their likelihood of success before they are deployed on a blanket scale.
PRACTICAL IMPLEMENTATION AND PROJECT MANAGEMENT
The planning of operational concepts and processes does not necessarily mean that they are implemented successfully. In order to be successful in markets, we also implement the devised concepts on behalf of our customers or guide our customers during concept implementation. Unlike implementation planning, actual performance is what is involved here. For example, in the marketing sector, attention is focused on the organisation of brand staging or a corporate design. In the sales sector, this partly refers to the implementation of lead management processes, the development of an efficient field service structure or the systematic development of a potential-based field service structure. In order to implement and anchor in the long-term the concepts developed and the corresponding knowledge among our customers, we conduct workshops and training on the concepts and solutions developed. Furthermore, we assume complete project management for the projects which customers implement with us. Flexible and efficient project work as part of a learning project design is necessary precisely in times of dynamic markets in order to successfully implement complex marketing and sales projects. Our decision-oriented project management and our long-term experience with major companies and corporations ensures that the projects are implemented in a smooth and efficient manner.
