ABSTRACT
The Human & Environmental Consultancy is a newly formed group within RM Consulting. It provides three high level products: ergonomics consultancy, safety consultancy and environmental consultancy. It was perceived that the commercial success of the new unit would, to significant extent, depend on a clear marketing strategy. This perception was reinforced by an increasingly complex and competitive marketplace and the speed of technological change. The commercial planning process would enable the creation of marketing objectives and the identification of resources and financial investment needed to achieve them. This would ultimately lead to greater profitability and growth. The paper describes how the principles of marketing theory were applied to the activities of a specialised consultancy unit and discusses the impact of the commercial planning process in determining the direction and focus of the group’s activities.
