Huffman Trucking

Topics: Marketing, Marketing plan, Strategic management Pages: 16 (4367 words) Published: July 4, 2009

Problem Solution: Huffman Trucking
Nowadays, companies should decide to always manifest effective customer-centricity philosophy, building a strong internal marketing culture and enhancing the market’s influence on other entities throughout their organization. This will set the stage to inform them of how and when the time is right to make the necessary changes for the survival and growth of the business. Huffman Trucking is a trucking company in the services industry, which has been experiencing diminishing growth over the past years. The organization needs to improve its overall position in the industry. Huffman’s CEO, Phil Huffman, has determined that a customer-centric strategy is what his organization needs to improve growth and achieve the top position within the trucking industry. In order to ensure Phil’s strategy is successful a proper evaluation must be done to determine the organizations’ current marketing strategy and in addition determine the sustainability of the proposed strategy and the overall benefit to the organization. Situation Analysis

Issue and Opportunity Identification
As it stands, Huffman has no effective marketing program that will grantee that the organization will have exceeding power over its competition and boosting the company’s growth to the next level. Huffman Trucking can take the opportunity to create a market plan that will connect to its customers by effective communication through metrics that are more effective than a traditional marketing metric. This marketing program is an “Effective relationship marketing strategies help marketing managers discover what prospective customers need,” (Kerin, Hartley, Berkowitz & Rudelius, 2005, pg. 16). Secondly, Huffman did not analyze its factors of internal marketing to determine how the goals were going to be met in profitability and improving customer relationships. Because in the past the company has barely been able to maintain their status or has been below that of their main competitors, they need to improve profitability and be a practical competitor in the trucking arena. Since Huffman is intrigued by the concept of customer-centricity, it has the opportunity to look at its internal market and see if they have the support by solid relationships between marketing and other departments within the company. “Internal marketing requires that everyone in the organization buy into the concepts of goals of marketing and engage in choosing, providing, and communicating customer value,” (Kotler & Keller, 2006, pd.697). Since Huffman does not currently have a marketing plan that can be aligned with the strategy and an internal marketing culture, Huffman must first discover a culture that gives the employees a good buy-in plan that ensures the support of management and where outcomes are successful. Huffman has the opportunity to design a marketing culture that is the right fit for the company as well as for the customers. “All of us deal in some way with huge organizations every day, so it is useful to understand (1) the two basics kinds of organizations, (2) the levels that exist in them and their link to marketing, and (3) the functional areas and cross-functional team,” (Kerin, Hartley, Berkowitz & Rudelius, 2005, p.30). In addition, Huffman’s has realized that since the company is struggling to climb above its competitors, they would need to first ensure that the organization anticipates, meets and even exceeds the needs of the customer. Huffman has the opportunity to find the market metric framework and web metrics that would offer other services and products for the need of customers in a unique manner where customers would appreciate the extra needed service or product. “In addition to an overall marketing objective such as share or sales, product managers often set goals for the marketing mix and other programs (e.g., customer service),” (Lehman & Winer, 2005,...

References: AT&T Mobility Case Study (2008). Business Validation. Retrieved May 23, 2009 from
ISBM/BMA Brand Consortium (2005). Repositioning AT&T from the inside out.
Retrieved May 22, 2009 from
Kerin, R.A., Hartley, S.W., Berkowitz, E
Lehman, D. R., & Winer, R.S. (2005). Product Management. (4th e.d.) The McGraw-Hill
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