Commerc

ial Strateg
y and
Rethinking
of the
Business M
odel
FIRST STAGE

STRATEGY

t
n
e
r
e
f
f
i
2 D ities
v
i
t
c
A
:
S
S
I
of R

1stThe devel
opment o
f K2Hotel,
due to a p
urchasing
order that
came from
a local ho
tel via TIC
Group
2ndCreation o
f a sales d
epartmen
and marke
t
ting action
s to launc
h
RISS K2E
nergy.

e
t
i
s
po view
p
o
2
of
s
t
poin g the
n
s
r
o
e
m
d
l
a
o
h
e
r
sha S:
IS
R
f
o

st
1
The view
shared by
the indust
partner w
rialists
as in favo
r
of having
experienc
an
ed profess
i
o
external f
nal sales f
rom RISS
orce
and coord
inated by
their indu
strial part
ner.
2ndThe acade
mic found
ers prefer
wholly int
red a
ernal sale
s
departme
independe
nt
nt from th
e TIC Grou
p.

the .
t
u
bo
l es
a
a
s
d
l
orrie xterna could
w
ally g an e hat it e
e
r
as
vin ught t use h
w
a
c
h
Ma ity of
tho s beca ps
e
l
i
H
ou
t.
ue
sib
pos artmen reven TIC Gr buy a .
t
s
r
Dep it RISS red tha d neve petitor
ul
lim nside
om
o
c
w
s
s
t
co
fi
tor
o
i
t
e
e
n
p
They thou
com from o
t
ght that C
c
u
d
arles spen
o
m
r
u
ch time w
p
t too
orking

neglecting

for RISS a
nd w a s
his respon
sibilities in
TIC
Group.

e,
m
i
t
ean
m
The team
s
he
decided to
In t Carle ers
create the
sales depa
ld
o
ir own
p
h
rtment, in
u
e
r
o
r
a
d
T
ependent
IC Group b
sh TIC G ith
from
u
t
i
n
c
w
o
r
p
o
t
r
m
a
sales man
ting CARL
fro
p se
a
E S as
g
e
u
r
a
n
d
e
a
n
r
s
o
ther sales
we Carle nt in that used to work
man
in
T
e
I
C
Group, JOS
m
e
v
EP.
l
invo RISS.

m
e
l
b
pro
r
e
d:
th
e
o
r
r
n
u
A
CY
I
occ
L
PO
E
G
WA

Carles and
Josep as e
salesmen,
xperience
d
were paid
market sa
which wer
laries
e f u r th e r e
x
c
eeding wh
rest of the
at the
te a m w a s
earning.
In the beg
inning, th
is fact was
problem b
not a
ecause th
e
that the m
team belie
oney was
ved
w
e
they relied
ll-invested
on the sal
and
esmens c
of genera
apacity
ting reven
u
e
s
.
But after h
y e a r , th e
alf a
situation c
hanged
dramatica
lly.

Although
having a l
imited sale
Carles and
s budget,
J o s e p h ad
m
part in sev
anaged to
eral speci
take
alized trad
wrote sev
ing fairs,
eral article
s
r
in
journals, &
energy re
be
s
lated
e
m
n
t
brochures
e
c
e
T
I
to numero
C Group c
In D 005:
u
us
s
t
o
p
m
e
r
e
s

2
m
s
a
iling lists.
Jo
d
n
a
s
e
l
ot
r
ir In addition, n
n
a
e
d
C
h
ew compe
h a d in t
a
b
titors from
r
o
d
a
d
n
were appe
e
a
d
aring on t
gy
ee
t
c
e
a
t
he scene.
c
su s stra as th
w
as
w
sale esult
le
a
r
s
e
e
th
n gl d e
i
s
no
ma

The enviro
n me nt w a
s changin
remote su
g for
pervision
companie
T h i s c h an
s.
ger in the
e
nvironmen
signifcant
t
ly afected
RISS; thei
competito
r
rs caught
u
p
with RISS
embedded
technolog
y by using
better mic
roprocess
embedded
ors and
systems o
f ofering
same ben
the
efts at a l
ow cost.

RISS main
problem w
as probab
the long m
ly
aturation
time befo
sale conve
re
rsion. In th
e building
industry, i
t takes at
least one
two years
or
from the p
lanning st
until the b
age
uilding is
constructe
Only now
d.
i
s
R
I
S
S
receiving
purchasin
g orders f
rom the o
fers
made in 2
005.