1-What is the Major Issue or Conflict in the Case?
Marketing Approach:
The major issue in this particular case is the marketing approach. For Instance, cold calling and spamming have impaired the marketing process of the company in the industry. There is a perception that customer wants to pay high prices. Another perception is that the customer wants to pay low prices for the quality. Thus, the conflict was regarding the customer assertiveness, attraction, and response to make the difference.
Profitability
The marketing process is not profitable, as it seems traditional. It has been revealed that trends in marketing have changed with the passage of time. Without some modern technique, marketing issues cannot be resolved. The most important thing is to make the marketing process profitable, and it is quite viable for the company.
Things to Fix Issue
Several stakeholders contain several opinions, and the company has to make a pertinent decision (Avery and Steenburgh). The company wants several actions or initiatives which can enhance the marketing process. Now, there is a need to adopt some modern marketing trends to make the difference and derive the prominent customer response. Interestingly, customers cannot measure the effectiveness of the marketing process. All key stakeholders are looking to come up with different opinions and improve the marketing process in an effective and lucrative manner (Lamb, Hair, and McDaniel).
2-What is the current/existing Strategy of the Firm?
Low-cost Strategy:
The existing strategy of the company is to keep the cost of sales less to come up with the lowest price for customers. This strategy is quite workable in the competitive market. However, on the other hand, the sustained quality of the product can make people pay high prices for products. Thus, it seems a pertinent consideration as well (Lamb, Hair, and McDaniel). Thus, the company contained prices of different products, which are differentiated as compared to different competitors.
Market Penetration:
Competitors are in the waiting room. It is a fact that the Sam/Mary narrative is viable, as it is a perfect time to target potential customers. Thus, keeping prices low is in the best interest of the company because it is profitable. Despite having potential customers who are willing to pay higher prices, low price of the product is still a key marketing strategy to gain and sustain the competitive advantage (Avery and Steenburgh).
3-Where does the Firm currently choose to Play? Does the Major Issue affect Where the Firm chooses to Play? If so, how?
Technology:
The management of the company wants to use technology to initiate the marketing. For Instance, software-based marketing is a good choice for this company to control all key marketing activities. The intention is to reduce the complexities for customers. In this digital era, it seems to be the right decision (Mullin).
Using Market Insights to Better Understand Customer Mind
Interestingly, the company management wants to play with customer’s mind, as products can evolve with time. The role of technology is currently in the limelight, as the company can derive some key data insights regarding the market and make different marketing decisions. Customer trends, attitudes, buying behavior, perception, buying decisions, and bargaining power along with any competitor’s action are key marketing insights.
Affecting Major Issue
In this modern or contemporary business era, the use of technology in the marketing process is lucrative. The impact on the main issue is visible, targeting the potential customers can be justified (Weinstein).
4-How does the Firm currently try to win (Value Proposition)? Does the Major Issue affect how the Firm Tries to Win? If so, how?
Increasing Customer Loyalty:
The main intention of the company is to contain the effective marketing communication. Customer’s expectations can be depicted through marketing communication, and it can create the value. The marketing process is integrated with the technology, and it is the big consideration to win. The major issue does not create the impact on the value proposition, as all contradictions are constructive and productive for the company (Weinstein).
Creating Value for Customers:
The company wants to invest in the marketing process. However, instead of keeping on the table, the management wants the growth. For Instance, in this modern marketing era, trends of customer and their buying decision pattern has changed. Accordingly, the firm wants to shape the marketing process to create the value and get an edge over its competitors. The quality, prices, and differentiation are some key factors to create the value, and of course, these are to play a role in targeting potential customers. Thus, the impact on the intended strategy can be positive, as it relates to customers (Mullin).
5-Who are the Major Players and what are their Motivations?
Motivations of Players:
Major players, in this case, are Josh, Dirk, Myers, Serge, Jane Tamsen, Vikram, and Andrew. All these players have their motivations. Customer attraction, customer response, satisfaction, rapid sales, high portability, and competitive advantage are some key motivations of all these players.
The Increment in Marketing Return-on-Investment:
For Instance, Josh is a major player in the marketing process, and he has come up with a different strategy. The go-to-market strategy is a better decision to target a specific group of customers. This motivation can become the possible cause for the increase in the marketing return on investment. All major players are concentrating on some strategic decisions for the betterment of both, business and marketing. Making customer-oriented marketing strategies along with the mutual concerns of all key stakeholders is the best approach to make some outputs predictable. All major players are coming up with their motivations, and combining all motivations can enable to achieve a remarkable marketing return on investment (Lamb, Hair, and McDaniel).
6-What are your Recommendations to solve the Major Issue or Conflict?
Utilization of Different Opinions:
The biggest recommendation to solve the major issue or conflict is to consider different opinions, thoughts, and contradictions in a productive way. The most important thing is to derive some key insights to make the final decision at the end (Avery and Steenburgh). The attractive customer segments are prominent considerations for this company.
Permission-Based Marketing:
The permission-based marketing is highly recommended, as diversity in the customer segment can be justified through this marketing approach. It is also suggested to use both Sams and the Marys to reach the potential customers.
Targeting Adjacent Markets
Instead of waiting for competitors set the price, the company has to make an early decision. Targeting adjacent markets is also recommended, as potential customers are visible.
Streamlining Key Ideas
Importantly, it seems very important to streamline all key ideas and thoughts or major players to make the final and effective decision. However, the marketing process has to be evolved to integrate with some new trends according to the situation of the market (Avery and Steenburgh).
Work Cited
Avery, Jill and Thomas Steenburgh. “Target the Right Market.” HBR. HBR, 1 October 2012. Web. 7 June 2018. https://hbr.org/2012/10/target-the-right-market-2.
Lamb, Charles W., Joe F. Hair and Carl McDaniel. Essentials of Marketing. Cengage Learning, 2011.
Mullin, Roddy. Direct Marketing: A Step-by-step Guide to Effective Planning and Targeting. Kogan Page Publishers, 2002 .
Weinstein, Art. Handbook of Market Segmentation: Strategic Targeting for Business and Technology Firms, Third Edition. Routledge, 2013.
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