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Axima: Consulting, Research, Training

A Few Words About the Company
Ways and Forms of Activity

SAMPLES OF THE RESEARCH PROJECTS
Contact information
Personnel

A Few Words About the Company

Axima is a Russian consulting company specializing in 3 directions: organization development, marketing and human resources management. We provide services in the form of consulting, training, coaching and research. Our consultants have a great and various experience in all these areas.

The characteristic of our company are individual approach and client-oriented policy. These are not just work methods for us, but our main values and our philosophy. We are willing to work with our client and collaborate with them in order to find the best solution and to fully understand our customer's needs. We also practice complex approach in solving consulting problems, combination of processes and expert consulting in the ranges of administration, marketing, staff management, business-processes of production and services rendering. Company consultants are experts, but at the same time each of them has one or several areas, which he specializes in.

We also have positive experience in the range of corporate sociological research.

Since 1996 our company’s specialists have been carrying out a long research of people's attitude toward the policy and performance of the Moscow district's Board. In some of our sociological projects we were also informing, persuading and convincing people in the social advantages of our clients' projects. (e.g. 'Market research: 'Revealing a potential demand in places in the new parking complex', 'Customer service level', 'Advisory Opinion Poll residents in the decision to continue the project to build a cafe – shop').

Consultants of our company are a good team of experienced specialists in the ranges of administration, psychology, sociology, economics, marketing and finance. Our project managers are consultants with many years experience and all-round education. This allows use systematic approach to a problem.

The name of our company comes from Greek 'axios' - 'value'. The choice of this name is not accidental: we focus on the clients’ needs, we respect their values and we strive to work solicitously and patiently. We have many satisfied clients, whom we helped raise sales by way of the marketing system organization, sales function optimization, education and motivation of personnel. We can provide their feedback and recommendations.

Ways and Forms of Activity

Development and application of an administration system - management accounts, decision making, organization structure and business process optimization, control and informing systems, document circulation system.

Financial Policy - function vs. cost analysis, financial analysis etc.

Marketing System - market analysis, price formation, promotion (advertisement and PR), sales, client database optimization, assortment optimization, work with clients and after-sale service.

Personnel Management System includes: recruitment, selection, staff distribution, career planning, stimulation and motivation, personnel education, corporate culture. Education and Training of Personnel with consultative accompaniment on the following topics: express-evaluation of an organization's condition, strategic planning, effective administration: strategy - structure - business processes, management team effectiveness increase, project management, marketing, sales and customer service techniques. Organization and carrying out of researches in various goods and services markets, territorial marketing, sociological researches, socio-psychological investigations of organization's personnel.

Psychological Support of organization's managers and personnel: their resources of personal and professional development, career and life goals, individual development program, career planning, stress management, personal image, interaction with co-workers, ability to concentrate and to relax quickly etc.

Main clients, where consulting works have been carried out by 'Axima: Consult' specialists (in the last 2-3 years)
- Academy of Management and Women's Enterprises under The Labor & Employment Committee of Moscow Government
- Joint-stock Company 'Vympelkom' - cellular connection 'Bee-line'
- Board of District # 1, Board of Krukovo District, Zelenograd, Moscow, - executive power authorities of the Moscow City Hall
- British Petroleum - chain of auto service complexes (Moscow)
- Women's Business Center under the Moscow Government's Labor & Employment Committee - multi-direction support system for unemployed women
- CC 'Rybny Center' ('Fish Center') - fish wholesale, a series of trade pavilions (Moscow)
- Joint-stock company 'ROSTRA', architecture & construction contract firm
- ACB 'Gasbank'
- ACB 'Autobank'
- ACB 'Alpha-Bank'
- Chain of clubs 'Planet Fitness'
- 'Teremok - Russkie Bliny' Ltd.('Teremok - Russian Blini' TM)
- 'Tekhnologiya i Pitanie' Ltd. ('Technology & Nutrition') - ('Kroshka-Kartoshka' TM)
- Meat-processing enterprise 'Antares'
- Russian-American battery farm 'Elinar-Broiler'
- Sports Complex 'Sportservice'
- 'Imperatorsky Tchai' ('Imperial Tea') holding company
- 'Art-Pak M' Ltd.
- TPG 'Autoaudiocenter'
- Group of companies 'Rif-F'
- TH 'Lyzhny Mir' ('Ski World')
- STS-region
- Viessmann


SAMPLE OF THE RESEARCH PROJECTS

1. Project sample the study of enterprise environmental and competitive evaluation
2. Project sample image estimation of customer service
3. Project sample development the system of a social monitoring of the territory. Conducting research
4. Project sample advisory opinion poll of the residents' view about decision to continue construction project of a cafe shop
5. Project sample "marketing research: identifying potential demand for places in the new garage complex"

PROJECT SAMPLE ‘THE STUDY OF ENTERPRISE ENVIRONMENTAL AND COMPETITIVE EVALUATION’

ENTERPRISE CHARACTERISTICS

  • Years in the food industry: 8 years.
  • Size of the company: 200 people.

INQUIRY, GENERAL SITUATION
At last 3 years sales in all regions are falling, Moscow market designed poorly. The company has no marketing director temporarily. Sales department is not efficient enough.
A request was made for the following activities:

  • Analysis of the situation in the sector (SWOT);
  • Analysis of competitors' activities, recommendations for the development of competitive advantages and elimination of defects.

CONSULTING ACTIONS TAKEN

  • The state of affairs in the company was reviewed (interviews with key personnel, document analysis, visits to production)
  • We prepared reports, including an all the available information about the market: industry analysis, development trends, competition.
  • A survey of wholesale customers the advantages and disadvantages of working with the company, data were systematized and analyzed.
  • We examined and evaluated 20 competitors, analyzed their promotional products and packages, we filled the "Folders of competitors."
  • We made a meeting - the problem seminar where discussed the current situation.

PROBLEMS IDENTIFIED

  • The head of company pays little attention to business. Initiative is punishable.
  • Unclear organizational structure, lack of good communication between departments.
  • Some top managers don't comply with their position, the team cohesion and staffs enthusiastic are small, there is no common practice of regular meetings, no hiring manager.
  • The systematic collecting and recording quality information (customers, competitors), has not conducted in the company, information is distributed "over the heads" of managers, there is little knowing about the products of competitors.
  • The quality of the company's products is high enough, but the work is done in the lower price segment (packaging quality is very low).
  • Marketing work limited to advertising as usual, sales and purchases run poorly, and it interferes to production.

RESULTS

  • Management has received a complete picture of the industry and competitors.
  • The head of the company got the feedback about the situation in the company, it was decided that the affairs must be transferred to the manager's hands.
  • The management team formation was started.
  • Work has begun on developing a marketing strategy.
  • Sales received the "folders of competitors" for further reference.



PROJECT SAMPLE ‘IMAGE ESTIMATION OF CUSTOMER SERVICE’
ENTERPRISE CHARACTERISTICS
Business profile: rendering of audit services, taxation consulting, financial consulting etc.
Personnel size: about 70 persons, among them in the central office: 40 persons.
Years on the market: 5 years.
The company branches offices in the regions of Russia and nearby foreign countries.

INQUIRY, GENERAL SITUATION
It is necessary to evaluate the company's image in the clients’ eyes and to reveal the clients' needs in order to adjust the customer service system.
It is also necessary to evaluate the company's work with customers from the staff's point of view, to reveal the workers' ideas on the work with customers and on the company's development reserves.
PROBLEMS
There is the lack of customer’s feedback.

  • The lack of concerted action on the formation of the company's image.
  • Different views of the company's employees about the style of communication with clients, lack of a unified style of work.
  • Complaints employees "on the sidelines" that the company is not working properly with clients and colleagues.

CONSULTING ACTIONS TAKEN
We developed three types of questionnaires:

  • For customers to assess the image of the organization and the level of customer service;
  • For employees to assess the work with clients, problems and resources of the company's development;
  • For top and middle management to assess the customer service, resource problems of the company, and the work with subordinates.

We conducted research with surveys. We processed survey data, gave report and recommendations for working with customers and about business development.
We conducted the problem seminar with management and key employees of the organization to analyze the situation, problems and development resources of the company.
RESULTS

  • We revealed a view mismatch about the company's image in the customers', management's and employees' eyes.
  • We reached a common understanding of the situation, problems and resources of the company; interconnection between management of the company and the level of customer service. Built a problem tree on which a plan of action for the development of the company was made.
  • Resulting in the discussion were appeared new ideas how to improve the quality of customer service and business development.
  • The employee motivation was increased .
  • The company's management realized the necessary in creating the development strategy.

PROJECT SAMPLE ‘DEVELOPMENT THE SYSTEM OF A SOCIAL MONITORING OF THE TERRITORY. CONDUCTING RESEARCH’

ENTERPRISE CHARACTERISTICS
The organization is a territorial executive authority of Moscow. Key features: social support of vulnerable sections of the population in their area; management of housing and communal services area; development of the consumer market and support entrepreneurship in the controlled territory; informing the public about the activities of government.
INQUIRY, GENERAL SITUATION
It is necessary to objectively assess the situation, identify problems and needs of the population in order to optimize decision-making, identify the reserves of the territory development, focusing on public opinion and the experts' position.
PROBLEMS

  • Difficulties in setting priorities in the development and implementation of social programs.
  • The necessary in prioritization of funding; the need to find additional reserves of the territory development.
  • The necessary in additional funding for the development of the territory.
  • A more precise mastery of the situation and social attitudes.
  • It is necessary to take into account the views of the entire population, not just the part that appeal to the authorities with complaints and suggestions.

CONSULTING ACTIONS TAKEN

  • Organization of a social monitoring system of the territory.
  • Carrying out of specific social researches (in the monitoring network). Annually: finding out main problems in the eyes of the population. Quarterly: researching the separate ways of territory development depending on the results of the general monitoring (state of law and order on the territory, development of small and average businesses on the territory, the level of awareness residents about the activities of government, youth problems, and so on.).
  • Regular reporting of research results to the territory government and correction of further researches, taking into account all remarks and suggestions.

RESULTS
- The decisions are more reasonable and take into account the social mood and do not allow the possibility of increasing social tensions.
- Social programs based on the research results were created (the program 'Law and Order', 'Small Business Development' etc.).
- Informational activity is more reasonably now. It aims at increasing openness of the government, at creating a positive image of the authority, at establishing a constructive dialogue with the public. "In research process the residents create a lot of the proposals and comments, which are recorded and promptly decides that raises awareness and the power of authority.

PROJECT SAMPLE ‘ADVISORY OPINION POLL OF THE RESIDENTS' VIEW ABOUT DECISION TO CONTINUE CONSTRUCTION PROJECT OF A CAFE SHOP’

ENTERPRISE CHARACTERISTICS
Small business in the area of food service and food trade.
GENERAL SITUATION, INQUIRY
The permission of the café shop construction was received, all the documents were collected, the project design was developed, and the construction is processing for three months.
We need to reveal of a complete picture of resident’s opinion about the café shop construction in the end of one of the houses. The Board received a complaint from a group of the building's residents, under whose windows the construction is carried out, in which they demanded to stop the construction due to lack of demand and its potential danger.
The research data are necessary to make a decision on whether to stop or continue the construction process, and to reveal the locals' opinions about the demand in café shop.
RESEARCH METHODS AND CONSULTING ACTIONS

  • Collection, analysis and verification of the information.
  • Development of a consultative poll program and concordance of the consultative poll program with the councils of The District Assembly and residents in the Board.
  • Carrying out of a main investigation by method of door-to-door surveying. Survey data processing, preparation conclusions and recommendations to the assortment policy. 
  • Forming of a positive public opinion on the construction and functioning of a café shop on a specific site during survey.

RESULTS
-A consultative survey was carried out, and we got the real picture of residents’ opinion about the construction and functioning of a café shop ('pro' - 64,34%, 'against' - 13,95%, 'declined to be surveyed' - 8,91%, 'weren't there at time of survey' - 12,79%). A decision to carry on with the construction was made (because more than 51% polled have been found 'pro' construction). Residents’ suggestions and wishes about store assortment and café menu were collected. The Board received the information about land improvement on their territory.
COMMENTARY
Obtaining all necessary permits for construction, good leasehold rights on land and careful design documentation don't guarantee a quiet operation to the investor. Sometimes the "public" is the wall on the way to a successful completion of the project.
Unfortunately, in recent times it is a very common situation. Everyone wants to live in beautiful houses and landscaped areas with shops, garages, dry cleaning, etc., but no one wants to build went near them. Example - the publication in the "Vedomosti" magazine from 21/07/00 "'Oops, made a mistake!". This article describes two examples: the first, where the object of building recognized as "urban planning mistake" (in the plaintiff house live very influential people), and the second - the construction is suspended, because residents staged a protest rally.
The law 'On the protection of the rights of citizens while city-planning decisions implementation in the Moscow city' (06.25.1997 28-51) and the decree 'On the order of citizens’ involvement into discussing city-planning ideas, projects and decisions in questions about the city territory' (01.22.1998 54-PM) say that the authorities must inform about the planned projects and provide an opportunity for its discussion by a local governing: 'the information about planning and ratification of the construction project is published in the mass media distributed on the district territory;
- discussion of city-planning ideas and projects can be based on a sociological poll realization, and by presenting written suggestions from residents, discussions in the mass media, public hearings, in meetings or civilian conferences.'

Our company has a lot experience in solving such situations on different stages of project discussion and realization. Surveying is the most effective method usually, because there is an insufficient number of residents attends meetings and conferences. All the surveys and polls that we carried out have been successfully completed; the projects construction was continued, some were completed, others are still in construction.


PROJECT SAMPLE 'MARKET RESEARCH: 'REVEALING A POTENTIAL DEMAND IN PLACES IN THE NEW PARKING COMPLEX'

PROJECT SAMPLE "MARKETING RESEARCH: IDENTIFYING POTENTIAL DEMAND FOR PLACES IN THE NEW GARAGE COMPLEX"
ENTERPRIZE CHARACTERISTICS
As Customers were two members of the construction process: customer and contractor.
INQUIRY, GENERAL SITUATION
The research realization was necessary for providing information about the level of demand for the projected garage complex in the micro-district to the potential construction investor. Additionally it was necessary to obtain information about the characteristic features of the potential client and to create marketing strategy ideas (including promotion strategy).
RESEARCH METHODS AND CONSULTING ACTIONS

  • Develop a program of marketing research. - Conduct pilot study and the adjustments to the program of research
  • Conduct basic research by telephone survey
  • Formation the positive public opinion to the proposed construction during a survey
  • Analysis of advertising materials.
  • Processing of research results, making conclusions and recommendations about the marketing strategy.

RESULTS

  • Marketing research and conclusions were done about the existence of potential demand for places in the new garage complex
  • Revealed the profile of potential customers (to account for program promotion)
  • Were determined the most important garage features
  • Recommendations were developed for the implementation of marketing strategy (the content and forms of information about the new construction and the methods of its dissemination; pricing policy; the importance of various elements of the infrastructure, etc.).

Project sample: Developing e-learning course "Compensated social benefits. Basic concepts”.

ENTERPRISE CHARACTERISTICS
One of the biggest national corporation in the country.
Personnel size: more than 900 thousand people.
Years on the market: more than 10 years.

INQUIRY, GENERAL SITUATION

After changes in company current system of benefits and compensation we developed an innovative instrument of social politic realization – compensated social benefits (CSB). The technology of providing range of social services was created from "scratch", and had no analogues in the Company and in the market. Regulatory documents, methodology, reporting, information and other important aspects of the work in that problem - it was necessary to quickly pass the executing units.
PROBLEMS

  • The high number of staff (more than 900 thousand people)
  • Broad geographic dispersion of the company's departments

Because of that we need to create an alternative system to prepare good specialists serving this direction.
CONSULTING ACTIONS TAKEN
Taking into account the given conditions, it was decided to develop an e-learning system based on the corporate data center. The informative content was prepared on the technology of providing social benefits, screening exercises and tests were developed for each theme. Course logic involved repeating of the already studied material to better studying, and the test system at every stage of the new material. In addition, there was a final testing at the end of training courses. Visual series of the program was organized simply and clearly for different age groups of workers. The company staff had the opportunity to training and testing both workplace and home.
RESULTS
The necessary number of employees was prepared for the implementation of the social benefits with minimal cost and good results. It was made in a short time, it was quickly and efficiently. E-learning system is available in online mode and allows training specialists as needed.

PROJECT SAMPLE "TEST SHOPPING IN CHAIN OF WOMEN'S CLOTHING"
ENTERPRISE CHARACTERISTICS
Business profile: the company-distributor of Italian clothing for women.
Personnel size: about 20 persons.
Years on the market: 5 years.
INQUIRY, GENERAL SITUATION
The head of the company requested to conduct a trial purchase in order to improve the quality of service in their stores.
PROBLEMS
Customer service standards and other documents regulating the activities of sellers were developed in an awkward shape. So the sellers can’t fully understand the information. Some of the standards and regulations are absent. The level of sellers’ motivation is poor. The head of the company makes a large number of different functions so he hasn’t the opportunity to control the work of sellers. There is no clear assortment policy, no shelf space standards.
CONSULTING ACTIONS TAKEN
- A complete document set regulating the sellers’ activity was created. Documents were introduced.
- Questionnaire was developed to assess the activity of the sellers, including: the appearance of the shop and the sellers, how to sellers know the technique of customer service, performance by the seller accepted standards of work, sellers’ behavior in conflict situations or product returns
- The mystery shoppers were hired and trained
- A series of test purchases was made at chain stores Client
- The results of test purchases were analyzed; advantages and disadvantages of service were identified
- On the research results of improve the quality of service and staff development and assortment policy we received the feedback and recommendations to the company's management
- The sellers’ stimulation system was adjusted.

RESULTS
- In the course of the research the overall level of service in stores was assessed, the common sellers’ mistakes were identified, and we offered the program of staff training
- Head of the company received the feedback and recommendations how to work with the staff, recommendations about its further development, and what organizational changes would help the company to increase sales and to improve service quality
- Several documents were developed and implemented which could help retailers to better understand the requirements of the employer and follow them
- According to the results of test purchases we carried out a series of trainings for quality customer service for sellers.

PROJECT SAMPLE ‘SEMINAR ABOUT OPTIMIZATION OF THE COMPANY ORGANIZATIONAL STRUCTURE’
ENTERPRISE CHARACTERISTICS
The company is one of the holding companies of investment and construction business.
Business profile: the company - Real Estate Management.
Personnel size: 75 persons.
Years on the market: more than 8 years.

INQUIRY, GENERAL SITUATION
As part of creating a business plan for the next year it was decided that it is necessary to pay special attention to the organizational structure of the company. Established team was good because it was a complete interchangeability at the level of heads. However, it was the reverse side of the case: there was no division of powers and responsibilities. As a result, the conflicting instructions came to performer, and that greatly complicates matters. New CEO could not understand who he should give an order and with whom eventually ask the result. Some managers "delegated" their duties to colleagues ... The situation was not controlled.
CONSULTING ACTIONS TAKEN
- We made analysis of the current structure of documents (the Regulations, orders, minutes of meetings and so on.)
- Interviews with company executives were conducted
- "Photos of the day" was carried out for key activities
- We prepared and conducted a workshop for senior management about developing a new organizational structure
- We prepared the analytical report describing the new organizational structure, goals and challenges facing departments, positions, and key performance indicators for each employee.

RESULTS
- Were approved: organizational structure, goals and objectives of departments, employees; the key indicators of effectiveness and system of awarding different levels employees
- Optimization techniques are using for organizational structure of the holding.

PROJECT SAMPLE "MANAGEMENT COACHING ABOUT IMPROVING PUBLIC SPEAKING SKILLS"
ENTERPRISE CHARACTERISTICS
Position: President of the holding, the owner. Company exists 7 years.
Personal: 37 years, higher education in the humanities.

INQUIRY, GENERAL SITUATION
By occupation President should regularly speak in public: information meetings and corporate events to the employees, to our partners at conferences, and to customers at seminars. However, due to the natural shyness, these kinds of speeches were always given to him with difficulty. His excitement prevented him.
There were a large-scale organizational changes in the company. They required the extensive information support, including frequent president’s appearances to staff about different hot topics. So there was an urgent need to develop public speaking skills.
PROBLEMS
- Stage Fright
- Lack of training performances skills

CONSULTING ACTIONS TAKEN
The individual training was designed and conducted about public speaking skills, during which the client:
- Acquainted with the basic rules of effective public speaking
- Prepared and redacted the text of his speech to employees at the next information meeting
- Trained public speaking skills with the series of video trainings.

RESULTS

- The client has learned how to develop and carry out performances that allowed him to feel more confident in public

- Perception of the president's speeches by staff has improved - they have to listen to him more carefully and understood better.


Axima: Consulting, Research. Training

Address: office 301, building 4, Savelkinskiy driveway, Zelenograd, Moscow, Russia.
Tel/fax: +7(499) 502 18 03
E-mail: axima@axima-consult.ru http://www.axima-consult.ru,
www.lisomysh.ru (in Russian only)
Contact person: Skriptunova Elena, general director 

Membership in professional associations:  ASCONCO. We work in Moscow and Moscow region.

Personnel

Full-time employees: 12 persons.
Among them there are 6 consultants and business trainers. Part-time consultants and specialists, engaged in some projects: 8 persons. Qualification: all our consultants have masters degrees in economics, sociology, marketing, management and psychology, additional education in OD consulting.
Our specialists have experience in management and OD consulting from 5 to 20 years.
More than 300 articles, written by our employees, have been published in the leading Russian business and scientific magazines.


 
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