EFQM ASSESSMENT REPORT FOR GRUNDFOS CASE STUDY

EFQM ASSESSMENT REPORT FOR GRUNDFOS CASE STUDY

5. Processes, Products & Services

5a. Processes are designated and managed to optimize stakeholder value

• Strengths

Strength point 1: The UK market continues to mature with the organizational audiences remaining tradition and conservative. Grundfos promote these benefits by installing a merchant base that focuses on the end user. This has benefited Grundfos as it enhances and strengthens the establishment of its brand in both domestic and international market. Through this, the marketing process is enhanced to optimize stakeholder’s value.

Strength Point 2: Despite having an account manager to take care of key customers, Grundfos have developed a management model that is set to link sales team with more customers instead of having a “single point of contact.’’ This is a strength for Grundfos as it will give an insight and more information that will enhance creating additional opportunities for sales and as well realize emerging needs.

Strength point 3: After collecting these information, there is no implementation before they are passed to the account manager. The account manager reviews them to ascertain their usefulness in the organization. This helps in ensuring continuity of relationship in case a member leaves one of the involved parties.

• Area For Improvement

AFI: There is no mentioning of how these relationships are conducted from processing to reaching the customers.

AFI: there lacks an underlying platform of the way management model will be implemented or the stakeholders who will oversee its success.

5b. Products & Services are developed to create value for customers.

• Strengths

Strength point 1: Gundfose holds regular meetings to review product & service development to meet the customers need and satisfaction.

Strength point 2: Gundfose provides an insight on the requirements of the customer before even processing the products. Through this, they are able to produce products & services that meets customer value.

• Area for Improvement

AFI 1: There is no mentioning of the exact discussions in the meeting on how to improve customer need.

AFI 2: It is good for Grundfose to first consider the need of the customer before developing their goods and services. This can be achieved through a minor survey or pilot research on customer needs.

5c. Products and Services are effectively promoted and marketed

• Strengths

 Strength point 1: Grundfose promote its products and services through product improvement mechanisms. This improvements are achieved through holding quarterly meetings.

Strength point 2: To enhance marketing of the products, Grundfose develops annual marketing plan to effectively define and meet target customer segmentation.

Strength point 3: Grundfose continuously use news, exhibitions, PR activities, and advertisement to promote and market its products.

• Area for Improvement

AFI 1: There is no mentioning of promotion channels that Grundforce use to market its products to the customers. Specification should be whether on radio, television or online.

AFI 2: The product improvement team should specify on the specific area of improvement that the product and services need to be improved.

5d. Products and services are produced, delivered and managed

• Strengths

Strength Point 1: To examine the sales of products and how they are delivered to the customer, Grundfose uses the sales excellence program which is an assessment tool that measures maturity of sales to drive continuous service and product management.

Strength Point 2: There is also application of EFQM model that assesses annual completion of action plan to ensure product and services are produced, managed and delivered to the customers.

• Areas for Improvement

AFI 1: To make sales and enhance the delivering of product and services to the customers, there is no mentioning of prices. Therefore, it would be wise for the management to specify prices.

AFI 2: There is no underlying review of the EFQM model described. Very minimal creativity, innovation, and improvement have been presented.

5e. Customer relationships are managed and enhanced

• Strengths

Strength point 1: To create customer relationship, the team of senior management attended the Grundfos management program that is offered at the Grundfos academy.

Strength Point 2: Grundfos has embraced diversity that is increasing customer relationship. Unlike traditionally when sales were male dominated, the organization is accepting female dominance in the organization.

• Areas for Improvement

Strength point 1:  The academy offers management skills to the senior team. This is irrational and it should be trickled down to the whole team.

References

Magna, G. (2001). Grundfos launches new range of mid-sized circulator pumps. World Pumps, 2001(420), 14–15. https://doi.org/10.1016/s0262-1762(01)80355-2

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