2. 外语
  3. Your company’s sales have been falling significantly. The Managing Director believes that the current marketing strategy is inad

Your company’s sales have been falling significantly. The Managing Director believes that the current marketing strategy is inad

admin2018-04-18  80
问题    Your company’s sales have been falling significantly. The Managing Director believes that the current marketing strategy is inadequate and needs revising. You have been asked to write a proposal for a new marketing strategy.
   Write your proposal for the Managing Director:
   explaining what is wrong with the current marketing strategy
   outlining some ideas for a new marketing strategy
   giving reasons why these ideas would be effective.
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答案Proposal for a new marketing strategy Introduction This proposal suggests some ideas for revision of our current marketing strategy, with the aim to boost our company’s sales. Findings The fact that our sodas have fallen significantly over the last three monts requires an urgent action. Our sales team has already taken some measures: at the start of March, when noticed first signs of falling, they gave a discount to some categories of customers, especially the ones highly affected by the curent economic crisis. However, that has not given any result yet. However, the current situation is not the only factor causing the fail. Our marketing strategy also has to be considered and adjusted to the changed conditions. When we defined it, during the 2009 Business plan preparation (which was last summer), the market research done by our leading agency of such type indicated a need for premium products development. This is why we targeted new consumer groups, i.e. ones with high income, and all the consequent marketing activities aimed to attract this specific group. According to my opinion, the current marketing strategy does not fit with the current situation. Recommendation We should organize a new market research, which woud give us an idea on our customers and consumers’ needs in this particular moment. There are strong indications that the picture will significanty differ from the previous one, i.e. that they would rather go for cheaper products: The next phase would be to start with multiple promotions, targeted to different groups of consumers, e.g. children, students, etc. We should employ TV advertising as a main channel, since it is the most popular one. In addition with that, promotion-related events should be organized in all bigger cities. I recommend also our presence at concerts and music shows. CONCLUSION In conclusion, there is a need to revise our marketing strategy towards "value" products. That would at least keep our sales volume at the same level, of course if we support the process effectively. In addition, we will enhance our public image by better understanding of our consumers’ concerns. For that reason, I strongly recommend to implement the changes as soon as possible.
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