Global business expert addresses exclusive forum for MMI managers

The day-long event focused on 'Value-Added Marketing and Sales Strategies' and 'Sales and Distribution Channel Strategies', and was attended by 30 MMI managers.

Dr. John Caslione, who is a speaker, seminar leader and the author of Global Manifest Destiny: Growing Your Business in a Borderless Economy, was also one of the key note speakers at the recently held Dubai Strategy Forum. Dr. Caslione's globally renowned training programme focuses on the power and effectiveness of Customer Value2 (CV2) and fosters skills and techniques to develop value-added strategies. He also helps individual companies utilise these strategies in developing strategic supplier alliances with targeted customers and market segments, and his tailor-made seminar for MMI was a first in the region.

Ashok Kapoor, MMI's Head of Human Resources, stated that the seminar was invaluable for the company's managers in understanding the complexities of the present-day business environment and learning how to differentiate their products and services. "As one of Dubai's oldest and most established companies, MMI already has several business advantages which has led to our leadership position in the marketplace. But we realise that the only way forward is to continually find ways to increase our value to customers - through quality, delivery, positioning and reputation of both product and service. Investing in our employees to keep them updated with the latest business concepts and practices is key to our success. And we are privileged to have had Dr. Caslione address us with his pioneering concepts, which, when applied strategically, will gain us an enviable strategic advantage as we continue our expansions in the region," he stated.

Dr. Caslione's presentation on the value-added concept for MMI included definitions and rationales of value-added strategies, the five rules for creating customer value and the concept of Total Corporate Contribution (TCC) and Business Process Analysis (BPA), which he applied through tailor-made examples for each of the company's six business units. The participants were also presented with CD-Rom kits containing techniques, real-life case studies and marketing exercises.