KEY POINTS
> Image perceived internally vs. externally
> Environment changes
> Aligning competences, services and market
> Change management
> Measuring and rewarding systems

WHAT HAS TO BE DONE
> Understand current image
> Interview firm’s people
> Interview « external » people (clients, business partners, media, alumni…)
> Analyze and understand environment
> Client portfolio analysis (Pareto law…)
> Competitors analysis
> Service portfolio analysis
> Financial key data analysis
> Identify and understand internal resources
> Define positioning and key messages
> Define targeted market
> Adapt existing offers and competences
> Align marketing strategy with firm’s strategy (positioning, image, networks, branding)

RISKS
> Organizational resistance to change
> Weak implementation of positioning
> Positioning is not aligned with the firm’s organization and governance

DELIVERABLES
> Strategic seminar for Partners/Managing Directors
> Analysis report
> Firm’s image from an internal and external point of view
> Differentiating factors
> Areas for improvement
> Competitive positioning
> Verbatim
> Analysis of current situation
> SWOT analysis
> Client portfolio analysis
> Positioning
> Ansoff matrix
> Action plan and recommendations