AVAYA Case Study (Marketing) - Essay Example

The firm faces competition from large global multinational firms and local regional service providers. The purpose of this paper is to analyze and formulate tactics and strategies to improve the marketing function at Ayala Corporation. Ayala has sever heal fundamental problems that are impeding the firm from achieving greater levels of growth. The company has several marketing and sales offices responsible for different strategic purposes. The decisional power is divided among too many places, a scenario that slows down the implementation process.

Another problem is that the company separates marketing and sales considering them separate departments. This operating structure is inefficient because it creates inconsistencies in the approaches utilized to generate revenue. Sales generation is a task that should be handled by the marketing department and it should never have a separate leadership team responsible for its functionality. Ayala has to streamline its operation to integrate sales with the marketing department. The operation strategy of separating marketing and sales is risky because it can lead to internal disinformation, contrast philosophical approaches, and inconsistencies, and complications integrating different sets of information packets.

A new system that gives greater power over sales must be designed in a manner that the sales people are given the freedom to operate with autonomy to minimize the risk of conflict. A troublesome issue at Ayala is that the company utilizes a lot of indirect channels to generate sales. Indirect channels account for 53% of the company’s sales generation. The use of external channels undermines the ability of Ayala to implement its marketing campaigns effectively and to provide a level of customer service aligned with the company’s expectations.

The strategy does have the advantage of lowering labor overhead, but it does not allow the firm to develop the abilities of its own