GIS
KMG assisted GIS in marketing audits, strategic marketing planning, and strategies for entering international markets. The collaboration included the development of an "Return on Investment (ROI) Model" used for pricing decisions and as a basis for product and service improvements. This model gained widespread adoption in global markets.
GIS is a large Mexican conglomerate with 11 business sectors, including automotive pulleys, robotics, bathroom equipment, tiles, tableware, and kitchenware. KMG collaborated with its sanitary equipment company, Vitromex, and its U.S. subsidiary, St. Thomas Creations, to develop a strategic marketing plan for the business. As part of the project, KMG reviewed and studied available distribution options to select the most attractive distribution expansion strategy to support GIS's growth objectives. Ultimately, KMG recommended a strategy—entering the world's largest high-end sanitary product channel (EXPO Furniture Center). Subsequently, KMG conducted channel and customer research to support the development of the channel entry strategy. Based on this, Vitromex was able to enter Expo with highly favorable conditions, and sales in Expo Furniture Center now account for 11% of Vitromex's total sales in the United States.
Investment (ROI) Model" to demonstrate the economic value of providing products and services to commercial customers. This model served as the basis for pricing decisions and product and service improvements. The model was developed based on research conducted by KMG and GIS market personnel focusing on key clients in specialized areas. KMG provided a 4-day training on the use of the "Return on Investment (ROI) Model," its methods, and its applications in consumer and industry markets, training over 50 mid-to-senior-level managers from GIS's automotive division. This laid the foundation for the successful implementation of the system.
Following the success of these two projects, the board and CEO of GIS sought KMG's assistance in designing a market-oriented and efficient marketing organization system. KMG, through benchmark studies, internal interviews, and alignment with the company's history, strategic vision, and business goals, developed a detailed marketing organizational model. This model included workflow design, organizational structure, department design, position design, and detailed job responsibilities and assessment criteria for each position. The organizational structure gained approval from GIS's executive leadership and was implemented.
