Stakeholders
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Question - Who are my stakeholders?
Answer - Anyone who can influence the successful implementation of your activities
Key points
It will be a rare case if your Branding Department alone is instrumental in delivering your brand to your selected customers. It will usually need the support of a range of other people both inside and outside of your organisation.
Stakeholder groups
Inside
- Top management
- Sales
- Marketing
- Telemarketing/sales
- Laboratories
- Production
- Technical support
- Procurement
- Finance
- Logistics
- Corporate functions
- Merchandising
Outside
- Call centers
- Wholesalers
- Distributors
- Retailers
- Industry consultants
- Contractors
- Agencies
- Customer gatekeepers (Buyers, Specifiers, Influencers)
- Journalists
- Government bodies
- Non-governmental agencies (NGAs)
Stakeholder analysis
The key task is to conduct a stakeholder analysis to understand what each group of stakeholders will want from the program in order to buy into it. Involving them at an early stage is always useful.
The questions are therefore:
- Who are the different groups of stakeholders?
- What do they want?
- Which are likely to be strongly supportive, supportive, neutral or negative?
- How do you convert those who are negative to being, at worst, neutral and, at best, strongly supportive?
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