Strategic Marketing Planning
Sarah Galbraith and her associates have considerable experience of strategic marketing in the chemical and related industries. They are particularly skilled in adapting well-established marketing techniques to suit the particular needs of the chemical industry. Their work includes:
• Formulation of marketing strategy
• Marketing planning
• Market audits
• Commissioning market research
• Image and branding
• Coaching and support of clients' staff

Customer Understanding
One of the best predictors of profitability is customer satisfaction - in its widest sense. However, most chemical companies rely on simple questionnaires or routine discussion to assess the degree of satisfaction.
Such dialogue is usually insufficient to obtain the depth of understanding required to appreciate the customers' current and future needs. The Galbraith Muir Consultancy can address this issue by use of one or more of the following services:
• Assessment of current customer review processes and outputs
• Recommendation of appropriate techniques
• Implementation or procurement of chosen methodology
• Training of staff as required
• Review and assessment

Customer Focus - Culture Change
In large manufacturing companies, it is easy for staff - particularly those who do not have regular contact with customers - to lose an appreciation of the importance of customers. The resultant 'detachment' can adversely affect the ability of staff to anticipate and appreciate customer needs, and to take account of their importance.
The Galbraith Muir Consultancy has a variety of tools and techniques which can be tailored and selected to suit the client's needs.
A particularly useful starting point is our audit tool. It has been designed to provide a semi-quantitative measure of the extent of customer focus throughout the client's organisation.

Sarah Galbraith spent 20 years in different divisions of ICI in the North West of England. She began in pure research in ICI's Corporate Laboratory, then progressed through various technical and commercial roles, before working as an internal consultant and marketing adviser to other parts of ICI.

She left ICI to set up her own consultancy, and has worked for clients including Shell, Ineos, BNFL, NWCI, NWDA.