Executive Summary
Marketing Associates (MA) has performed well financially for 30 plus years until recently. As MA heads into the next decade, the company will be faced with many challenges that may affect their customer base. The goal of the organization is to grow 10% over the next 3 years by focusing on what they know best. In order to achieve the goals, the company will need to first address the issue of low employee morale, which will begin with making changes in leadership. MA intends to overcome the challenges and take advantage of all opportunities through committing to the strategic action items spelled out in the implementation plan. This commitment starts right at the top and is expected throughout every level of management all the way down to the entry level employees.
Company Background
MA has a compelling 40-year history. MA was founded in 1967 by Henry and Renee Reimer; they started the company in their basement. They were awarded marketing services business from Ford Motor Company. In 1973 MA created and produced dealer communications and program support materials for the first national cash rebate incentive program. In 1982, after 15 years of running the business from their basement, the Reimer’s opened an office in Bloomfield Hills, MI with less than five employees. Between 1982 and 1989, MA gained six employees and three very large Ford Motor Company programs, which included the College Program, Commercial Truck Incentive Program, and Mobility Motoring Program. In 2001 MA was purchased by two former Ford Motor Company Sales and Marketing Executive, where the company has continued to grow to a little over 100 employees and supports several Ford Motor Company programs (“Marketing Associates,” 2009). In 2007, MA moved to Detroit, MI, in the Earnest & Young building located in Campus Martius Park. MA is committed to an active and engaged role in the community. They get involved, give back and proudly make a difference. It is part of their...