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Customer & market strategy

From business strategy to marketing

Aligning marketing and business strategy to reach your goal

Modern companies are facing greater exposure to global competition, as well as increased expectations from shareholders and customers who are more discerning, better informed and harder to reach. Now more than ever, there is an emphasis placed on the true effectiveness of management teams and their ability to grow the business.

Achieving this growth is possible only by linking marketing and business strategy. When facing issues with customers, products or competition, or when experiencing pressures on sales, prices or margins, search for top-down, strategic solutions. Strategy is where it all begins.

This is why Deloitte prefers an approach which allows the entire company lifecycle to be considered if necessary:

Establish your company's identity Evaluate your strengths and identify your business growth opportunities Define your overall market approach and action plan Implement your action plan aligned with your positioning Evaluate your processes and adapt your strategy to optimise results

A wide range of sales and marketing services

Deloitte’s Customer & Market Strategy Practice can assist your company, whatever its size, to effectively initiate, grow and maintain profitable relationships with your customers. Deloitte can address the broad range of business strategy, customer service, marketing and sales issues you are facing.

We have grouped our Customer & Market Strategy services into seven core value-added offerings:

Click on one of the offerings for more details

Market strategy

Developing business through strategy analysis and formulation with regard to market dynamics, market attractiveness, competition analysis, product portfolio optimisation, brand management and positioning, segmentation, customer care and loyalty

Pricing strategy

Increasing profitability by improving the way organisations set, execute and enforce prices in respect to competition and customer demands, including governance, benchmarking, price sensitivity/willingness to pay

Distribution and sales strategy

Developing more effective go-to-market models and determining the right mix of channels to reach target customers, by focusing on multi-channel integration, customer experience management and sales network management supported by effective marketing approach

Web and social media

Seizing the opportunities offered by the emerging technologies and optimising their use to execute the business strategy of organisations, with a focus on the web ecosystem, Web 2.0, social media and mobile (strategy, implementation, organisation and processes, best practices

Market studies and analytics

Supporting the realisation of strategic, sales and marketing objectives through the design, organisation and analysis of ad-hoc market researches or the development of analytical capabilities based on in-house customer data

Marketing and sales effectiveness

Improving the performance of marketing and sales organisations and the marketing ROI by reengineering the marketing and sales organisation (processes, people and technology), setting performance metrics (KPIs and dashboards), assessing and optimising costs and budgets or designing a marketing automation program

Marketing coaching and training

Sharing our experience and expertise by reviewing and advising on analyses, strategies and plans already developed by our clients (think tank) and developing strategic, operational or organisational skills at clients by delivering formal one-to-one or class room training sessions on the above topics


Some examples of client projects conducted by our Luxembourg Customer & Market Strategy team:

  • Multichannel distribution strategy;
  • Definition of web strategy for end clients;
  • Strategic market penetration and distribution network;
  • Sales organisation and market approach;
  • Definition and implementation of social media strategy;
  • B2B Commercial approach: Market needs analysis.

Our clients include:

  • Chief Executive Officers
  • Commercial Directors
  • Marketing Directors
  • Sales Directors
  • Heads of Customer Service
  • Heads of Market Research
  • Product Managers
  • Heads of Communication


  • Petra Hazenberg
    Partner - Strategy & Corporate Finance - CFO Services
  • Basil Sommerfeld
    Partner - Operations & Human Capital Leader
  • Benjamin Collette
    Partner - Strategy & Corporate Finance Leader
  • ExternalURL
    Véronique Filip
    Directeur - Strategy & Corporate Finance

Focus on

  • ExternalURL
  • ExternalURL
  • ExternalURL
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    Pricing strategy 2.0
    It is time to rethink your pricing

More Learn more

  • Results of the Deloitte marketing effectiveness survey - 11/11/2013
    According to Deloitte survey measuring marketing effectiveness in luxembourg, the marketing function corresponds to a wide variety of definitions and organisational structures.
  • Survey on marketing effectiveness among Luxembourg companies - Room for reinforcement | Whitepaper
    The survey focuses on measuring the effectiveness of the marketing function throughout the value chain.
  • Customer & market strategy practice - Driving your business forward | Brochure
    For many marketers, responding to the changing demands of today’s customers, with budgets under financial scrutiny, often seems like a mission impossible.
  • Customer and market strategy | Deloitte solution
    Customer and market strategies are frequently a weak part of the global corporate strategy.
  • Véronique Filip - Mobile marketing
    Véronique Filip, directeur in advisory and consulting, examines the development of mobile marketing and the success factors of this new marketing action.



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