How to create a consortium
Video: "How to build a consortium" - Juergen Kuebler (IBM) | BIC19 INTERVIEW 2024, July
Marketing consortia play an important role in business due to the advantages of joint activities of all its members, which increases the image of the entire enterprise as a whole. The creation of a consortium helps partners in more efficient use of funds in contact with customers.
You will need
- - business plan;
- - a group of people;
- - analysis skills.
Instruction manual
1
Think carefully about your goals and write them down on paper. With this, you will streamline your thoughts and begin to think like an already created consortium group. During the time that the group grows to grow and people begin to introduce their own action programs, the consortium will change. Usually, such changes are desirable, but sometimes it is worth looking back, looking at the original goal.
2
Consider ways to finance and manage the consortium. This will be extremely important. If you want to open a forum for frank discussions, in which from time to time marketing activities based on self-financing will be considered, this will be relatively simple. If you want to offer other benefits, then take your time and think about it.
3
Decide whether to invite your marketing coordinator and administrator. If the consortium includes a small number of members, then it is able to do without these posts. Such organizations will rely on the goodwill of employees, and in doing so, one of them must take on additional responsibilities. But in most cases, a consortium can move forward noticeably only when it has at least a partially paid administrator or coordinator.
4
Develop a mandatory action plan, presenting it to all members of the consortium (it is advisable to do this no more than once a year to avoid endless discussions) and use the group's progress as a measure. Be sure to prioritize market segments, coordinate promotion activities and their costs. As a rule, it will be easier to agree on the entire program than to seek the consent of consortium members at each event. Do not forget about the distribution of tasks and clearly identify those responsible for the implementation of the work plan.
