Our Marketing Focus
Our marketing focus, made explicit in this section, renews our vision and strategic focus on adding value to our clients’ businesses. The demand for more and better service delivery continues to grow, exerting more pressure on institutions that are charged with service delivery. This pressure calls for service providers in our industry to differentiate themselves from “fly-by-nights” who enter the market for the sole purpose of making a “quick buck” and fail dismally when it comes to making a difference and addressing the real challenges facing the market. Our marketing challenge is to position our service offerings as the high-quality, high value-add alternative to the rest of our competitors.

Our Marketing Mission
We serve our clients as a trusted ally, providing them with the loyalty of a strategic partner and the economics of a considerate reliable ally. We make sure as much as possible that our clients have what they need to run their organisations, with maximum efficiency and reliability. Our interventions are mission critical, and provide our clients with the assurance that we will be there when they need us.

Marketing Objectives

• Increase our market share by 60% during the end of 2022;
• Improve our visibility to our potential and current customers by 60% by the end of 2022; and
• Increase our service range by 40% during the year 2022;

Target Market
Spontaneous Management Consulting focuses on both the service as well as the manufacturing industries in South Africa. Special focus is made on municipalities, government departments and public institutions.

Our Market Definition and Segmentation
We have broken our markets into groups according to standard classifications based on our experience gained in the last seventeen (17) years that we have operated in the market. Exact definition of these market segments is not necessary for our marketing planning purposes here; general definitions will suffice. We understand our market segments as we have dealt with them over a number of years for the manner in which their leadership has changed – somewhat causing a measure of instability and haemorrhaging of skills and competencies.

Target Market Segment Strategy
We cannot survive by just waiting for our clients to come to us. Instead, we improve our skills at
focusing on the specific market segments whose needs match our service offerings. Focus on targeted segments is the key to our future; therefore, we focus our marketing message and our service offerings.

Needs and Requirements of our key clients
Our target relies heavily on reliable service provision. While they are concerned about reliable service and confidence, they are also concerned about pricing as they do not operate from huge budgets. They also do not want to rely solely on their own expertise, so they choose instead to deal with service providers like us with our promise of service and support when needed.
Our clients range from small to large. Spontaneous Management Consulting has the capacity to offer an attractive proposition to these service-oriented entities.

Distribution Channels
While Spontaneous Management Consulting commits itself to dealing directly with our customers through their highly qualified and experienced consultants, additional expertise may be sourced from our strategic partners and alliances to beef up our capacity. We shall however take full responsibility and will hold ourselves accountable to our clients for any commissions or omissions that may result from such outsourcing.

Competitive Forces
Our experience indicates that while our clients consider price, they appoint service providers based on quality service if the service offering is positioned correctly. They have Supply Chain Management Policies which guide them on how to adjudicate over bids which enables them to deal with such issues as pricing. We have very good indications that many would much rather pay more for a relationship with a long-term service provider, providing backup and quality after-care service and support.
Availability is also very important. Our clients tend to want immediate solutions to problems.
Consequently, they can be subjected to high-pressure by cunning and unscrupulous service providers who may not be able to factor in all of their needs in crafting of the solution. This we shall not exploit as Spontaneous Management Consulting.

Communications
One of the best places to reach our clients is through visits and face-to-face marketing.
Unfortunately, this medium is saturated with “fly-by-night” consultants, and we will have to make sure that our message is accurately stated. Radio is potentially a good opportunity. Our potential clients listen to local radio, talk shows, and sports. Workshops on selected topics are also a good sell. The challenge here is to communicate how our service adds value to their organisation while selling our organization in a subtle, indirect way.

Emphasis on Service and Support
As Spontaneous Management Consulting we differentiate ourselves from the rest of our competitors through our originality and emphasis on tailor-made interventions which are benchmarked on best practice and high on quality. We establish our business offerings as clear and viable alternatives, for our target market, on prices that our clients can afford.

Spontaneous Management Consulting’s Value Proposition
In determining an operating culture, Spontaneous Management Consulting commits itself to the concept of value add.

It becomes essential to articulate an identifiable and measurable interpretation of value in the context of our industry.

The adopted value proposition “Dependable Strategic Partner” is therefore to be understood in terms of our value-add to the clients’ businesses through:

• Understanding the needs of our customer;
• Systematically analysing our customer’s capacity to deliver on its obligations;
• Carefully crafting, implementing and monitoring interventions that capacitate our customer;
• Taking our customer on-board as we roll out tailor-made interventions that accurately address our customers’ needs;
• Nurturing our customer through following up with a carefully crafted after-care programme at no extra cost and
• Maintaining a continuous relationship with our customer by keeping an open communication channel with the customer long after a project has closed off.

This enables the customer to live out its vision and values while achieving its set strategic goals.

Our Values and Beliefs
The identification of the focus areas and the key enablers that Spontaneous Management Consulting has adopted in the execution of its vision and mission creates the equivalent of a structure within which our company commits to operate. The delivery of service by the consulting team to the company’s customers is significantly influenced by the prevailing culture within our company. The adopted values and beliefs effectively determine the internal operating culture and it is therefore obvious that these values and beliefs should be understood and adopted by all current and future members of the company’s staff. As the prevailing culture and the institutional strategy are not static this area too shall be review regularly.

The Company’s Commitment and Pledge to our Customers
Spontaneous Management Consulting commits itself to the adoption of best practice in the execution of its business. Underpinning this practice shall be a systematic and structured approach to the planning and management of our affairs. A single strategy shall thus be followed which identifies how Spontaneous Management Consulting approaches its commitments, its operating style, the underpinning business principles, the functional tools and the identified focus areas for the development and improvement of the company’s capacity in support of our valued customers.

The Company’s Operating Philosophy
The effectiveness of the company shall henceforth be defined in terms of its ability to develop and implement appropriate human resources systems and processes, influence the adoption and execution of these systems, processes and practices to ensure that the following key deliverables are achieved:

• Shared corporate mindset/culture
• Talent that meets the company’s needs

This talent is defined as existing within the individual employee and within the company. Specific strategies are developed in order to meet the needs identified in an analysis of the changing face of our industry and the assessment of what talent exists within the company at any point:

• Individual Talent entails technical as well as emotional competencies that employees need to possess to discharge their duties
• Company Talent entails the core competencies and capabilities needed at company level, to achieve the company’s strategic goals and
• Leadership Brand that drives the company forward. The determination of the leadership brand concept steps shall begin with attention being given to strategy, a clear definition of Key Results Areas, promptness and continuous improvement of the mean time to respond (MTTR) to customer needs and queries.