Introduction
According to Pendrith (2014), one of the main reasons businesses fail is due to the lack of a marketing program. Opening the doors to a business does not mean customers will be swarming to utilize the services or products of that business (Pendrith, 2014, para 8). GCC will face the same obstacles when it comes to marketing that every new business faces and GCC will need to create a strategy and implement a guiding plan to create a foothold in the market. Other types of companies may be able to create very broad marketing strategies and plans that can target many different types of customers or potential customers. However, GCC is attempting to break into a very niche market and the strategy that is developed and the subsequent
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The consultants that spend little or no money on advertising tend to do better than the companies that spend a lot of money (Dubois, 2011, para 1). That does not mean the companies do not have a strategy. Instead it means that they rely on a very direct marketing strategy and go to where their potential clients are and take the time to get to know them personally first. For a small company like GCC a direct marketing strategy will mean going to events where the clients are and talking to companies directly. While this may not be advertising in the conventional sense of magazine ads and articles it is still marketing the business in an effective what that is important. In a direct marketing strategy the goal is to get the customer or client to perform a specific action. Some actions may be as simple as going to a website or requesting more information and other actions (McMahon, 2014, para 1). Many companies use an advertising firm to create this direct marketing strategy but with GCC’s limited scope of services and money the company is going to have to market itself to potential …show more content…
Since the company is going to start very small with only four employees there will be no capability to take a large number of clients. Instead the plan will be to focus on very few firms who show interest and potential growth in the specialties GCC covers and to court those business types exclusively. Research has shown that the Northern California area where GCC plans to start has several companies and opportunities to connect with potential clients. As the globalization of the economy occurs more companies will start to seek opportunities in emerging markets opening up even more clients for GCC’s primary function. Additionally, as companies become larger their small business managing techniques are not going to be adequate and GCC’s secondary function of efficiency management and training will also be able to facilitate the company’s name and growth. As discussed in the research provided GCC’s primary plan to engage and find new clients will be direct face to face marketing techniques. By researching target companies as described GCC will be able to create and develop marketing that attracts the customer directly. For example if a company’s annual report indicates that the company is looking to expand into an area that GCC is knowledgeable in then GCC can monitor the company’s press releases and find events and venues that company will be participating in. The GCC consultants can then attend
Besides marketing its customer service, the company markets different programs according to its three major types of customers. Some of them being,
There is also no form of standardized training throughout the organization. Employee morale and employee relations are lower than should be expected, due to miscommunication and lack of an established strategy. There is an absence of consistency in various ways regarding branding and identity as well. No two stores appear to be alike, names vary and locations are unpredictable. Customers also complain that the menus are inconsistent. It is also evident that reliable communication is lacking. For example, GC3 has customer comment cards, but, as the case study explained, GC3 management is not sure if they are being reviewed or taken into consideration. More so, GC3 remains unclear if they are considered one company, or three separate companies. GC3’s product portfolio is becoming stagnant, and there is an apparent need to refresh the menu and align it with their competitors. Profits are falling behind, and there is nothing in place to enable GC3 to understand what products and what stores need to be evaluated. Lastly, GC3 management is becoming disgruntled. This aggravation is evident within the Pittsburgh locations. Due to this insubordinate behavior, corporate culture in the Columbus locations has started to
Roxie Photography is a photography business located in Fort Wayne, Indiana. Roxie Photography specializes in Newborn Photography and Boudoir Photography. The company is new to the Fort Wayne Area, having moved to the area from Guam. Roxie Photography owns a physical location, on East State Boulevard. The company currently offers two services, Boudoir sessions and Newborn sessions. Roxie Photography’s main focus is on the Boudoir service.
GCP is expecting FFD to deliver the sufficient growth to match up with the annual targets. VP of GCP suggested CEO of GCP for the sales promotion of the FFD; however the CEO has some of his apprehensions against the sales promotions. Nonetheless he agreed to allocate some funding if FFD team comes up with a solution generating funds without affecting long term health of the GCP’s brand.
4 company’s skills and objectives, the customers they were trying to attract, the competitors they
The company has established good relationships with most of its customers which has assisted it to create high level of brand and customer loyalty
In contrast, B2C companies are product driven. These products have to be highly in demand to the consumer market, and in order to be successful these companies have to sell the product or service in high volumes to make a profit. Therefore, the relationship between the company and the consumer is not nearly as maintained as that of a B2B company. The value of this marketing strategy is the transaction- as many as possible to cover the costs and make a profit. In a similar fashion, however, there is also the value of trust, as a consumer that trusts the company or the brand will often assist the company in increasing transactions (Murphy, 2008).
The ultimate goal of B2C marketing is to convert shoppers into buyers as aggressively and consistently as possible. B2C companies employ more merchandising activities like coupons, displays, store fronts (both real and Internet) and offers to entice the target market to buy. B2C marketing campaigns are concerned with the transaction, are shorter in duration and need to capture the customer’s interest immediately. These campaigns often offer special deals, discounts, or vouchers that can be used both online and in the store. For example, the goal of an email campaign for a B2C company is to get consumers to buy the product immediately. The email will take the consumer to a landing page on the web site that is designed to sell the product and make purchasing very easy by integrating the shopping cart and checkout page into the flow of the transaction. Any more than a couple of clicks and the customer is likely to abandon the shopping cart.
The first of these strategies that will be rejected deals with segmentation. Sea Goddess Cruises has not adequately considered enough segments in the market, which has been a major contributor to the lack of market share. SGC should eliminate all plans for monosegmenting. As stated in earlier reports, the segment that SGC is trying to target (i.e. lawyers, doctors, CEOs, etc.) is not large enough to make consistent profit. SGC must look at some other segments to a greater variety of passengers, which may then lead to increased market share and revenue. We have found that the current segment is far too narrow and complex. SGC may want to try and market more to the upper-middle class or middle class portion of the population. In addition to this rejected strategy, it is important that SGC does not oversegment in their efforts to improve the company. Oversegmentation is extremely expensive and a majority of segments do not have the financial abilities it takes to enjoy a Sea Goddess cruise. Also, the current facilities are very limited, considering SGC only employs to ships.
One of the ways for any business to grow is through advertisement. BillCutterz.com experienced that boast from the ABC interview. Therefore, the company need to incorporate advertisement as a part of their marketing strategy. Additionally, they should expand their target group form individuals to different corporations.
This essay is going to examine how advertising strategies used in different market structures affects profits of the firms. This essay is being written based on Advertising, an article by Geoff Stewart, in which he examines “how do firms determine their advertising strategy”. In this article he uses Monopolies as an example of a non-competitive market and Oligopolies as an example of competitive markets, so in this essay Monopolies and Oligopolies will also be used as examples. However other competitive markets include perfect competition and monopolistic competition.
company are being negotiated by the customers. According to Tony Nagle (N.D), the top 10 factors for successful
Marketing is a fundamental aspect of all businesses, whether they are set out to make a profit, or charitable organisations - they will have to carry out marketing research of some description. It has been described as being, “the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” (Chartered Institute of Marketing) This essay will explore the role of marketing in a marketing oriented business and different aspects of the external environment that a smartphone company should be aware of. The points raised throughout will be supported using relevant journals, textbooks and newspaper articles.
As a result of the above they were giving less importance to customer satisfaction and customer relationship building. This form of strategy conformed to short term business motives. In a globalised and highly competitive world, modern marketing is about concentrating ...
As Peter Duckers has put it, "The ultimate aim of all business organisation is - to create a customer". These days, for most products and services, the market belongs to the buyer. The customers e...