Background
Company C is a manufacturer of tools and supplies for the automotive manufacturing industry. A leading company in the industry, it develops a unified product brand and holds the No. 1 share in its field. It has several group companies, and in order to unite them, strengthen cohesion as a group and expand sales, it commissioned us to carry out strategic design for the group. At the time of our interviews, apart from one group company, the companies had no defined brand and were each operating independently. We therefore organized a vision and mission to unite the group and carried out strategic design with the aim of bringing the group together as one.
What We Did
To formulate the group's vision and mission, a vision-setting committee was first launched by recruiting volunteers from within the company. Centered on the project group, several meetings were held to unify intentions within the company, and the vision and mission were formulated. Based on the vision and mission, we proposed and implemented branding that would allow the group to unite while communicating externally, further raise its recognition in the industry, and position itself as a “dynamic group of companies” pursuing more advanced initiatives than ever before.
Implementation Flow
Documents Prepared (Excerpts)
01. Research & Analysis
◯ Conducting external environment analysis, internal resource analysis, competitor analysis and integrated analysis
02. Philosophy & Business Domain
◯ Formulating the group's vision and carrying out strategic design in line with the vision
03. Business Strategy
◯ Rolling out inner branding measures in line with the vision
04. Marketing
◯ PR: distributing online press releases
◯ Web: producing a group website centered on the group vision as a hub site serving as the gateway to each group company's website, SEM, producing a drama-style vision video expressing the group vision, launching a corporate YouTube channel, and uploading promotional videos for all products
◯ Events: exhibiting at trade shows attended by companies across the industry, with a joint exhibit by the group companies focusing on unveiling the group vision
◯ Mass advertising: placements in industry newspapers
◯ CRM: introducing the CRM system “Cockpit” to strengthen customer relationships, and regularly sending newsletters with trade show and new product information.
05. Management
◯ Formulating an organizational revitalization plan
◯ Producing a group vision book distributed to employees within the group
◯ Distributing the group vision video on DVD to employees and business partners
◯ Extracting “employees' thoughts” messages to unify awareness within the company
06. Operations
◯ Regular meetings for verification and improvement (PDCA)
Supporting execution of vision penetration, website operation and management (updates, access analysis, timely information dissemination), recommendations at sales meetings
