Running head: STRATEGIES FOR BUILDING A STRONG INTERNAL MARKETING CULTURE AT HUFFMAN TRUCKING
Strategies for Building a Strong Internal Marketing Culture
at Huffman Trucking
September 24, 2010
Introduction to Huffman Trucking
Huffman Trucking has grown significantly since the company’s establishment in 1936. The company has remained privately owned. The company provides services in the form of carrier solutions to various types of customers, including the U.S. Government. Though the company continues to grow it is becoming increasingly clear that Huffman Trucking would benefit immensely from creating and implementing a comprehensive marketing plan. To begin, the company must build and strengthen its internal marketing culture to allow for innovative and productive activity and communication between departments.
Huffman Trucking has the opportunity to take their business to the next level by using comprehensive marketing strategies to attract new customers and improve relations with existing customers. Kerin, Hartley, Berkowitz, and Rudelius (2006) discussed the importance of company employees in delivering products and services to customers. While Huffman Trucking wishes to develop a more customer-centric organizational model, the company must balance this model against a model which recognizes the unique value of the company’s employees. The company would benefit from establishing an internal marketing department which works cooperatively with other departments within the company and is based on a strategically developed internal marketing culture.
Employees and Stakeholders
Huffman Trucking must develop a strategy for developing an internal marketing culture based on the common goals, values, and objectives shared by Huffman’s stakeholders. Huffman Trucking has a number of primary stakeholders. These stakeholders include the following: company employees, customers, the U.S. Government, regulators, automotive...