Huffman Trucking

Running head: Huffman Trucking

Huffman Trucking

University of Phoenix

Michael Bernberg

September 25, 2010

Introduction

The purpose of this paper is to propose at least two possible solutions to help Huffman Trucking develop a comprehensive plan for an internal marketing culture (UofP, 2010). “Huffman trucking is a national transportation company. The company's 1,400 employees work in its logistical hubs located in Los Angeles, California, St. Louis, Missouri, and Bayonne, New Jersey; its central maintenance facility is in Cleveland, Ohio; and as drivers of its 800 road tractors” (Huffman Intranet, 2010). As part of its new business strategy, Huffman adopted a customer-centric approach hopes will help boost company growth to the next level (UofP, 2010). This paper proposes solutions to the problem, analyzes the solutions, recommends solution(s), and provides and action plan to implement the solution(s).

Primary Issue facing Huffman Trucking: Internal Marketing

The primary issues facing Huffman is how to incorporate the customer-centric philosophy into the current operations, and create an internal marketing culture within the company. An internal marketing culture is one “where everyone in the organization embraces appropriate marketing principles, especially senior management. It is the task of hiring, training, and motivating able employees who want to service customers well” (Kotler & Keller, 2006, p. 20). Huffman adopted a product and selling concept in its orientation toward the industry market, focusing on making a superior product and selling it over time (product concept) while taking an aggressive approach to selling more of its product (selling concept) (Kotler & Keller, 2006). Huffman lacks a holistic market concept orientation toward customers, “a concept which holds that the key to achieving organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating superior customer...