Why a demand creation process
The business process flow is: Business plan to potential
customer; potential customer to sales; sales to product design (if
applicable), product design to produce and deliver (if applicable); produce
and deliver to customer and customer to bank. The exact flow depends on the
particular business model adopted. With this approach, there would be one
process that creates a demand for the organizations products and services
and another that fulfils that demand. These are often referred to as
marketing and production but these are labels given to departments therefore
we need a different term to avoid confusion. A suitable name for the
process that creates a demand might be Demand creation process. Other names
might be Marketing process or Sales and Marketing Process.
Purpose
Penetrates new markets and exploits existing markets with
products and a promotional strategy that influences decision makers and
attracts potential customers to the organization. New product development
would form part of this process if the business were market driven
Process inputs
- Business plan (from Mission Management process)
- Capable and competent resources (from Resource
Management Process)
Process Key stages
Note: The process flow is kept simple for
illustrative purposes.
Process outputs
- New product/service designs (to Demand fulfilment
process)
- Promotional strategy (hyperlink in BMS on Intranet)
- Customer orders (to Demand fulfilment process)
|
