Firstly, the focus needs to be shifter form product orientation to customer orientation.

Rather than selling what they

produce SKF should focus on what its major customer wants and modify its products accordingly. The company could
increase their profits by catering to specific customer needs and formulating their strategies accordingly. Moreover, the
distributors should be looked as channel to sell the product to end customers and not as end customers.

Secondly, efforts should be made to bring about a change in employees belief that manufacturing division is of higher
importance than marketing division. To compete in the competitive market, it is necessary that marketing is identified as
a capital investment and not as a cost center. The financial reporting system should also change to accommodate this.

As decided by Sahlin, the push for sudden and monumental changes are not to be implemented as they are aiming at
service which needs a longer timeline.