Mission of General Manager SouthWest Europe
Start up sales activities for SouthWest Europe
A Finnish industrial group specialized in the infrastructures of telecommunication has its division Display Products in full expansion. Its leader's position on European markets Scandinavia and Central Europe induce them to open the countries of the SouthWest Europe.
Some figures of the group at this periode :
- Turnover 5 075 million euros (the division 260 million euros),
- Operating profit 605 million euros,
- 26 800 employees (the division 1 000 employees),
- Operations in more than 40 countries, production in 13.
Object of the mission
In France, in the Benelux and in the Iberian Peninsula the division was not present. It was a question of creating the SouthWest Europe head quarter in France with a local presence in every countries and of setting up the sales network in these markets.
The business plan with its actions plan and tools of piloting has built with a short term vision in association with the Vice President Global Sales and Marketing and the President of the division in Finland :
- To build the organization of the head quarter in a logic of strong personal contribution to the ambitious objectives of the division by looking for premises, by engaging the persons and by respecting the financial targets for different services; sales, sales administration, marketing and technique,
- To create the distribution channel in all countries with two representative wholesalers, the one broadliner and the other specialist, which manage their sales network through reseller partners,
- To support the distribution channel, implementation of :
- a communication's policy ; press relations, events, advertising,
- a lobbying policy towards the end users large accounts,
- a marketing policy with clear plans of promotion, motivation,
- a coherent price policy between countries and in harmony with the competition,
- To hire a Country Manager in each country.
After 9 months
- All the organization of the head quarter was implemented and operational with the recruitement of the people,
- On a business level, the distribution channel was operational in all countries; signatures of contract with partners and start up of the sales,
- On a technical level, the customers service was operational,
- Fallout of press articles.
After 2 years, Results were above the objectives
- Turnover 19 million euros,
- 10 employees,
- Operating profit 3 million euros,
- The brand was Leader with awards of press in two countries