BLF INDUSTRY SURVEY 1995


low usage of Total Quality Management; weak focus on hedging the risk of price changes when purchasing raw materials; and lack of emphasis on understanding fully customer requirements when delivering products.


MARKETING AND SALES


The major weaknesses in this function are the gaps between the priorities set by managers and management practices. Although companies emphasise the need to improve profitability from existing customers and to understand customer needs, their management practices are not consistent with these priorities. Major weakness include: inappropriate sales targets; inadequate costing techniques; poor performance measurement; low levels of use of market research; and a failure to monitor a wide range of key market activities.


3.3 ROLE OF THE BLF IMAGE WITH MEMBERS


Members are generally positive about the progress being made by the BLF and are supportive of the new mission and aims. However, there was widespread feeling amongst members that there is still quite some way for the BLF to go. The BLF must focus on all companies instead of primarily upon smaller companies. They must also focus on all sectors as well as primarily upon industrial. They must become more commercial, rather than predominantly technical.


A ROLE IN TWO PARTS


Members supported a role for the BLF that had two parts. 'Core' services provided to all members as part of the membership fee, and the provision of Commercial Services. The Commercial Services should be optional, commercially-priced and only available to those who pay.


DEFINITIONS OF A CORE ROLE


Members endorsed a Core Role based on: • Focusing on issues surrounding legislation • Lobbying to influence legislation during its preparation • Providing expert assistance to regulators during preparation of legislation • Explaining consequences of legislation to members • Involvement with legislation in UK, Europe and Rest of the World


To achieve this Core Role the BLF must: • Continue to improve professionalism


• Be recognised as a centre of expertise - capable of helping regulators produce more economical and effective legislation


• Represent everyone in the industry 3.4 NEW 'COMMERCIAL' SERVICES FROM THE BLF


Members supported the introduction of the following services NEW PROGRAMME OF CONFERENCES


They must: • Deal with subjects in depth • Focus either on a specific function (such as Marketing) or a single issue (such as benchmarking) • Draw upon experience of other industries with similar problems • Appeal to senior management • Be tailored to the Lubricants industry


SYNDICATED MARKET RESEARCH


This is a method by which members join together to increase their understanding of customer attitudes and behaviour in selected segments of the market. It is cost efficient and highly focused. Results are only available to those members who finance the specific research. It is a key mechanism by which members can overcome major weakness in their understanding of the market, without incurring enormous costs.


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