Competitive Intelligence

Tactical, Operational & Strategic Analysis of Markets, Competitors & Industries

SCIP UK Networking Event Series: Royal Mail Case Study

Event Details

SCIP UK Networking Event Series: Royal Mail Case Study

Time: April 21, 2009 from 5:30pm to 8pm
Location: Orange Offices, The Point, 37 North Wharf Road, Paddington Basin, W2 1AG
Website or Map:…
Event Type: networking, event
Organized By: Andrew Beurschgens
Latest Activity: Apr 16, 2009

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Event Description

In the summer of 2008 Royal Mail Letters restructured its entire commercial business to ensure more effective delivery of its business goals. As part of this restructure the company moved from one centralized Group strategy team and individual product and channel marketing teams to a devolved structure with multiple marketing and strategy teams at both a Group and individual market application level. The impact of this development on the Market and Competitor Intelligence team has been significant, forcing the team to find new ways to balance an even wider range of multiple, but often contradictory, stakeholder needs and demands.

The central premise of the case study presentation is around formalizing effective ways of working, including establishing governance, aligning team structures, developing work plans and establishing virtual working teams. Examples will illustrate the steps proactively taken as a team to ensure that CI retained its central role in business strategy and planning in the new business structure. Be prepared for facilitated group discussion!

Addressing a professional need for practitioner-based case studies based on the application of CI, attendees will look to benefit from Caroline’s experience of:

* Effectively managing and delivering against multiple stakeholder demands
* Ensuring timely progress on key cross stakeholder projects through Community of Interest Groups
* Proactively selling the benefits of tools and individual skills

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