Lasslett Rubber & Plastics Pty Ltd

Marketing & Business Development Plan

Client: Lasslett Rubber & Plastics Pty Ltd

Project: Marketing & Business Development Plan

Situation

Our client Lasslett manufactures compression or injection moulded rubber and plastic components, and are a systems-integrator for medium-complexity assemblies. The company is committed to a program of significant expansion through organic sales growth and corporate mergers or acquisitions.

Tasks

Our role in this assignment was to assist Lasslett to grow their business by:

Facilitating the investigation and evaluation of market opportunities and the selection of new target markets.
Developing a Marketing and Business Development Plan which defines the competitive strategies that will drive diversification and sales growth.
Develop a series of Actions Plans, using the principles of The Balanced Scorecard, that will allow Lasslett to implement the competitive strategy.

Outcomes

Lasslett identified four new opportunity areas that, together with the firm's existing automotive component business, become the focus of the firm's marketing and business development activities.
The team created a Strategic Business Plan to set the long-term direction for the business and a Marketing / Business Development Plan to drive sales growth.
The team defined a set of specific Actions based around the Balanced Scorecard perspectives - customers, business processes, learning and growth, and financial.
Corporate image has been rejuvenated with a new logo and a new tagline.
Website is in the process of being re-built and a new CRM system is being installed.
Additional marketing resources have been recruited.
The management team now have clear focus about their objectives and priorities.

"Clear strategic objectives with attendant plans to achieve them are vital to any company's long-term success, but their development is often sidelined in consequence of the myriad of conflicting priorities that confront management on a daily basis. The real value of Chris' involvement was that it forced the management team to clarify and nail down appropriate objectives.... and then make it happen! Chris' approach is not to do the original thinking for the team, but instead to facilitate a powerful awakening of latent talent within the team, who have emerged energized and bristling with confidence!"

George Webster,
Chairman
Lasslett Rubber & Plastics Pty Ltd
www.lasslett.com