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examples on brand management
: the 7s mckinsey model
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Most of us grew up learning about 'the 4Ps'
of the marketing mix: product, price, place, promotion. And this
model still works when the focus is on product marketing. However,
to better represent the challenges of service marketing McKinsey
developed a new framework for analyzing and improving organizational
effectiveness, the 7S model. These are divided into Hard and Soft "S'.
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Hard "S"
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• Strategy: the direction
and scope of the company over the long term.
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Structure: the basic organization of the company, its departments,
reporting lines, areas of expertise and responsibility (and how they
inter-relate).
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Systems: formal and informal procedures that govern everyday activity,
covering everything from management information systems, through
to the systems at the point of contact with the customer (retail
systems, call centre systems, online systems, etc). |
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Soft "S"
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• Skills: the capabilities
and competencies that exist within the company. What it does best.
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Shared values: the values and beliefs of the company. Ultimately
they guide employees towards 'valued' behavior.
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Staff: the company's people resources and how the are developed,
trained and motivated.
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Style: the leadership approach of top management and the company's
overall operating approach. |
In combination they provide another
effective framework for analyzing the organization and its activities.
In a marketing-led company they can be used to explore the extent
to which the company is working coherently towards a distinctive
and motivating place in the mind of consumer. |
| Hence we have to harness every
part of our organisation to build our brand and business. |
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