The Client Lara Ripley – Market Orientation at Hogan Engineering
Kam’s work with new hire Lara at Hogan Engineering a recent graduate eager to make an impact. Recognising her need for support, Kam provided mentoring to help Lara settle into her new role and to integrate sales and marketing functions. Kam guided Lara in writing a comprehensive marketing plan, implementing the new market positioning strategy, and preparing the company for a hybrid model of online offerings.
The Situation
Kam was engaged by Hogan, a company traditionally focused on sales and product manufacturing, to help transition their business towards a more market-oriented approach.
Hogan sought to expand their offerings by integrating marketing and service-oriented strategies alongside their product sales.
Task
Kam’s primary task was twofold
Conduct a workshop with Hogan’s owner to identify their market positioning and develop a strategy for relaunching the business.
Hire and mentor a new staff member, Lara, to integrate sales and marketing functions and support the company’s new direction.
Action
Kam undertook several key actions:
Workshop Facilitation: She facilitated a workshop with Hogan’s owner to identify the company’s market positioning and develop a strategy to relaunch their business. This included defining their brand perspective and identifying key customer touch points.
Hiring and Mentoring: Kam hired Lara, a recent graduate eager to make an impact. Recognising her need for support, Kam provided mentoring to help Lara integrate sales and marketing functions, guiding her in understanding the company’s market orientation.
Market Orientation: Kam shifted Hogan’s focus from a purely sales and product manufacturing approach to a broader market-oriented strategy. She emphasised the importance of selling services alongside products based on customer needs.
Development of a Marketing Plan: Kam guided Lara in writing a comprehensive marketing plan, implementing the new market positioning strategy, and preparing the company for a hybrid model of online offerings, especially relevant during the COVID-19 pandemic.
Results
Kam’s interventions led to significant outcomes:
Enhanced Market Positioning: Hogan successfully repositioned their business, integrating a market-oriented approach that included selling services alongside products.
Successful Mentorship: Lara, the new hire, developed a comprehensive marketing plan and effectively implemented the new market strategies. Her efforts contributed to Hogan’s pivot to a hybrid model of online and in-person offerings.
Ongoing Mentorship: Kam continued to mentor the company’s owner on operationalising the outcomes from the workshop. This included making informed decisions on projects and hiring, based on the insights gathered during their sessions.
Happy Client Testimonial
“I had the privilege of working with Kam during my first post-graduate marketing role, and she was an exceptional mentor throughout the entire journey. Kam didn’t just connect me to my first opportunity – she played a crucial role in my recruitment and onboarding, ensuring I felt supported from day one.
What truly sets Kam apart is her ongoing commitment. Even after the initial stages, she continued to offer guidance and support in developing marketing strategies and plans. Her deep industry knowledge and willingness to share her expertise made a significant impact on my growth. Kam is an outstanding mentor and a dedicated leader who genuinely cares about the success of those she mentors. I highly recommend her to anyone seeking a someone who will go above and beyond.
Lara Villacrusis Ripley – Marketing Coordinator
