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1. Case Introduction
2. Consulting Industry
In the following we will present our case analysis based on the assignment questions:
Strategic Consulting
Impact on consulting
Factors changing the consulting industry in the 1990s
companies
Integrity
Increased difficulty of
• Integration of services and expertise within consulting companies through
differentiation
M&A
Globalization
Difficulty of maintaining a
• Clients of consulting companies became multinational and consulting
consistent company image
companies had to follow
• Articles
Strategy consulting:
Focus:
• Customer relationship marketing
general
• Publishing of articles, books
business
• Creation of platform e.g. by Mc Kinsey (Change Institute, Global Institute)
ideas & problems
IT, hybrid and specific situation consulting:
• Broader marketing approach
• In addition to the tools used by strategy consulting, they used the following tools:
Focus:
• TV
no s 0991 mor F
Specific products
• Sport Sponsorship
• Print
• In order to attract best client with high budgets, need to increase awareness among a broader audience
• Clear positioning within the industry and differentiation among other consulting companies
• Create a consistent appearance worldwide
• TV Presenterships
Presenterships in TV channels used by target group e.g
Bloomberg