Norton Rose : A Global Legal Practice

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Task 1

Background of the organisation
Norton Rose Fulbright LLP is a global legal practice. They provide the world’s pre-eminent corporations and financial institutions with a full business law service. They are a for profit organisation.

They have more than 3800 legal staff and 7400 people based in more than 50 cities across Europe, the United States, Canada, Latin America, Asia, Australia, Africa, the Middle East and Central Asia.

For the past financial year, global revenue was US$1.85bn.

Norton Rose Fulbright has merger at various points due to its life time in order to enter new markets, the most significant of which are detailed below:

• 1794 - Norton Rose was founded in London.
• 2010 - Norton Rose combined with Deacons
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Main competitors include other large global law firms such as Clifford Chance, Baker & McKenzie, Freshfields, Linklaters and DLA Piper.

They operate in accordance with their global business principles of quality, unity and integrity and aim to provide the highest possible standard of legal service in each location and with every client.

Norton Rose Fulbright are currently ranked 3rd in the Acritas Sharplegal 2014 Global Elite Brand Index, a rise of four places from 2013. Acritas’ Global Elite Law Firm Brand Index 2014 reveals the firms which are adapting most successfully to the changing market and winning client loyalty and favourability as a result.
Identify and explain the role of marketing metrics in the context of marketing and the process of making marketing decisions in your chosen organisation. You should refer to relevant theory within this subtask.

I have chosen Norton Rose Fulbright LLP (NRF) from the global legal services industry to demonstrate the importance and effects of marketing metrics. NRF is among the global market leaders with respect to providing legal services.

Farris et all (2009) defined a metric as “a measuring system that quantifies a trend, dynamic or characteristic”.

Marketing metrics have become increasingly important for a number of reasons for the marketing function. The most important thing for marketing is the growing need to demonstrate the value it adds to the business, and marketers are, therefore,
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