SALES MARKETING Build a Winning Strategy for the Front End

SALES / MARKETING Build a Winning Strategy for the Front End of Your Value Chain TAUGHT BY: Harvard Business School Former McKinsey & Company consultant Ian Larkin, Ph.D. WHO SHOULD ATTEND: Meat and poultry processor owner-operators, CEO’s, sales and marketing executives. COURSE DESCRIPTION: This session teaches you how to build a strategy for the “front end” of your value chain: sales and marketing. It is an overview of the process of customer profitability analysis, as well as the task of channel selection (e.g., when to sell direct and when to sell through a channel partner, such as a distributor), which is critical in the meat and poultry processing industry. WHY THIS COURSE IS FOR YOU: As part of this exercise, you will review a set of important tool sets for understanding the costs and benefits of serving different customer segments via different channels. You also will explore the relationships between marketing, sales, product development, and service delivery. Finally, you will assess dynamic strategies to expand your customer and partnership base, and the benefits and costs of these strategies. WHAT YOU WILL LEARN: At the end of the session, you will be able to do the following – - tomer segments, and their needs. current and potential future profitability of different customer groups. channel partners such as distributors, ly to customers when warranted. tween sales and marketing and the other parts of your business (product development, production, sales delivery) MORE ON IAN LARKIN: Ian Larkin is an Assistant Profes- ence firm performance, including firm sales and marketing strategy. Professor Larkin has taught topics September 18-19, 2008 Four Points by Sheraton Chicago O’Hare Airport Chicago, IL Thursday - Friday executive education classes designed for ers, and owner-operators. Professor Larkin received high sales force compensation program to | JULY 2008 | NAMP | 5 | SALES / MARKETING convention last October. NAMP is pleased to bring Professor Larkin to the meat and poultry processing industry again in this intense, high-powered professional development course. versity of California, Professor Larkin spent four years as an Associate and Engagement Manager with McKinsey and Company, where he advised senior executives on corporate strategy. Much of his work at McKinsey was for startups and other small businesses. PRELIMINARY COURSE SCHEDULE: 10:45 am: is given a carefully constructed activity, which will include a minicase, a set of questions to consider, or a dedicated task. Noon: Lunch, where the groups will be rearranged. Participants discuss their findings with each other. 1:15 pm: Moderated group discussions/ presentations based on the task. 2:30 pm: “Practical” presentation with integrated learnings, key “to do’s,” and issues to consider. 3:30 pm: Q & A, group discussion, and wrap up. 4:30 pm: End. FEES: NAMP/AMI Members: $895 Non-members: $995 Includes Thursday dinner, Friday breaks and lunch, and all course materials. Also includes follow up questions to Professor Larkin by phone or e-mail Thursday, September 18 6 pm: groups) of written case, which the participants will read in advance. (Cases are typically 5-7 pages.) Introduction to the topic and workshop structure. Continue discussion. Friday, September 19 9 am: Presentation on the course topic, where the case of the previous night is used to structure the problems to be covered and the professional perspective on these problems. | 6 | NAMP | JULY 2008 | Registration Form Attendee:__________________________________________________________________________________________ Company:_________________________________________________________________________________________ Street address:_________________________________________________City_________________________________ State or Province:______________________________________________ Zip/Postal Code:_______________________ Phone:__________________________________________Fax:______________________________________________ Attendee:__________________________________________________________________________________________ Attendee:__________________________________________________________________________________________ E-mail:____________________________________________________________________________________________ Company:_________________________________________________________________________________________ Company:_________________________________________________________________________________________ How did you hear about this course?____________________________________________________________________ Street address:_________________________________________________City_________________________________ Street address:_________________________________________________City_________________________________ State or Province:______________________________________________ Zip/Postal Code:_______________________ State orfee (NAMP/AMI members): $895 __ Course Province:______________________________________________ Zip/Postal Code:_______________________ Phone:__________________________________________Fax:______________________________________________ Phone:__________________________________________Fax:______________________________________________ Course fee (Non-members): $995 __ E-mail:____________________________________________________________________________________________ E-mail:____________________________________________________________________________________________ How did you hear about this course?____________________________________________________________________ How did you hear about this required) Payment (Advance payment course?____________________________________________________________________ Today’s date:______________ Course fee (NAMP/AMI members): $895 __ Course fee (NAMP/AMI members): [ $895 __ [ ] M/C [ ] Visa [ ] AMEX ]Check Course fee (Non-members): $995 __ Course fee (Non-members): $995 __ Card #_____________________________ Expiration date____________ Signature:___________________________________________________ Payment (Advance payment required) Payment credit card? Fax or mail this Paying by(Advance payment required) form to NAMP. Today’s date:______________ Today’s date:______________ Paying by check? Attach check to form and mail to: [ ] M/C [ ] Visa [ ] AMEX [ ]Check [ ] M/C [ ] Visa [ ] AMEX [ ]Check North American Meat Processors Association Card #_____________________________ Expiration date____________ Card Reston Drive #_____________________________ Expiration date____________ 1910 Signature:___________________________________________________ Signature:___________________________________________________ Reston,by credit card? Fax or mail this form to NAMP. Paying VA 20191 US Paying 703.758.8001 this to NAMP. Fax: +1by credit card? Fax or mailformformmail to: Paying by check? Attach check to and Paying by check? Attach check to form and mail to: North American Meat Processors Association Northyour reservations directly with the host hotel: American Meat Processors Association MakeReston Drive 1910 1910 Reston Drive Reston, VA 20191 US Reston, VA 20191 US Road 10249 West Irving Park Fax: +1 703.758.8001 Fax: +1 703.758.8001 Phone: +1 847.671.6000 directly with the host hotel: Make your reservations Make$129 single/double directly with28. Group name: NAMP. Rate: your reservations until August the host hotel: Registration Form Registration Form 10249 West Irving Park Road 10249 West policy: Registration fees for these courses are refundable in total if attendee cancels in writing by Tuesday, August 26, 2008. Fees Cancellation Irving Park Road are not Phone:refundable after that date except as noted below. +1 847.671.6000 Phone: +1 847.671.6000 Rate: $129 single/double until August 28. Group name: NAMP.happen, NAMP will notify registrants by Friday, September 5, NAMP reserves the right to cancel or postpone a course. Should this Rate: $129 single/double until August 28. Group name: NAMP. and refund registration fee. Cancellation policy: Registration fees for these courses are refundable in total if attendee cancels in writing by Tuesday, August 26, 2008. Fees Cancellation policy: Registration fees for these courses are refundable in total if attendee cancels in writing by Tuesday, August 26, 2008. Fees are not refundable afterCode date except as notedfor certain business and educational purposes. Consult your tax advisor for appropriate The Internal Revenue that allows deductions below. are not refundable after that date except as noted below. tax treatment. NAMP reserves the right to cancel or postpone a course. Should this happen, NAMP will notify registrants by Friday, September 5, NAMP reserves the right to cancel or postpone a course. Should this happen, NAMP will notify registrants by Friday, September 5, and refund registration fee. and refund registration fee. The Internal Revenue Code allows deductions for certain business and educational purposes. Consult your tax advisor for appropriate The Internal Revenue Code allows deductions for certain business and educational purposes. Consult your tax advisor for2008 | NAMP | 7 | | JULY appropriate tax treatment. tax treatment. | JULY 2008 | NAMP | 7 | | JULY 2008 | NAMP | 7 |