The 32nd meeting of MAPNA Group’s Customer Relationship Management (CRM) network took place on August 10, 2024, at MAPNA Turbine Blade Engineering and Manufacturing Company (PARTO), with a focus on the significance of customer orientation in marketing.
During the gathering, which included members from various subsidiary companies of MAPNA Group, the conglomerate’s Customer Relations Manager emphasized the importance of customer-centric holistic marketing and the need for increased interaction among network members.
Reza Arabgari, referring to customer orientation meetings and the evaluation system, highlighted several areas needing improvement, such as consortium leadership, competitive pricing of equipment and services, responsiveness and timing, allocation of financial resources, selection of qualified contractors, and the scope of project managers’ authority.
Arabgari also discussed recent organizational changes within the MAPNA Group, including the entry of MAPNA companies into the capital market. He stressed the importance of addressing challenges such as crisis management, negative news, competition for investor attention, and the diverse needs and expectations of investors.
Following a documentary showcasing MAPNA Group’s achievements, Dr. Hossein Jalilian, a Business Administration expert and faculty member at Tehran University, spoke on holistic marketing. Citing Peter Drucker and Philip Kotler, he warned against outsourcing marketing activities, calling it a “strategic mistake.”
Jalilian explained that modern marketing has evolved to focus on customers and competitors, rather than just products. He described holistic marketing as encompassing communication with customers, investors, and shareholders, integrated marketing programs, and the evaluation of marketing efficiency and business ethics.
He emphasized the need for aligned and synergistic marketing efforts within groups like MAPNA, noting that the performance of individual companies can significantly impact the overall brand value.
At the end of his presentation, Jalilian answered questions from attendees about holistic marketing. The meeting concluded with a tour of MAPNA Turbine Blade Engineering and Manufacturing Company’s production halls.