Using the IS alignment work and the financial analysis from last week , submit a complete IS strategic plan. Your paper should include at least 5 references from peer-reviewed journals associated with

Running Head: MARKETING CASE STUDY 0

Marketing Case Study

Qualitative researchers enable researchers to critically analyze the phenomena in their research questions (Rashid, 2019). Thus, many modern business executives prefer making business decisions based on data obtained by thorough qualitative research. This paper will document a case study of the potential marketing strategies for new firms that encounter unexpected consumer responses after launching their products.

The case study is an article in the New York Times about a product produced by a company founded by Christopher Pouy. Mr. Pouy, a former advisor, loved flavored milk as a child, and thus, his product, Cow Wow, was a cereal flavored milk developed to taste like the liquid left in a breakfast cereal bowl after the grains are finished. The product initially targeted young children aged between five to twelve years. The founder introduced different flavors such as Chocolate Chip Cathy and Fruity Trudy to attract these young people. However, the founder acknowledged that the children's parents made the purchases, and thus the products were developed using organic milk and cocoa powder to appeal to these parents. The product did not contain any artificial additives to appeal to conservative parents. The products did not require refrigeration were packaged in small 8.5-ounce that had straws for sipping.

The launch did not go according to the founder's plan; the product was slightly expensive than its competitors, and many parents were reluctant to purchase it. However, things changed when Jimmy Kimmel, a popular American late-night television show host, praised and endorsed the product in his show. Jimmy said that the product brought back memories of his childhood. These attracted millennials who bought the product as a nostalgic drink. The products' popularity among millennials grew, and sales increased. However, this new development presented the company with a marketing dilemma, whether to continue marketing itself as a breakfast drink to parents with young children or a nostalgic drink to millennials. Adjusting to the new marketing segment also meant that the company would change its production process as it would rebrand and repackage to appeal to millennials.

1. Adopting a Differentiation Marketing strategy

Cow Mow was slightly expensive than most of the products made by its competitors. However, the product is unique. First, it uses organic milk, while most companies that produce milk products mainly use inorganic milk because it is cheaper. Many people in the Western world are now very conscious of their health, which has led to significant lifestyle changes in many western societies. This includes eating healthy organic foods, and thus many parents will purchase the product regardless of its price. The marketing company's marketing strategy should focus on these critical differences when advertising to its consumer segments. This strategy would enable the company to gain a competitive advantage over its competitors without reducing its price. Apple Inc. has successfully implemented this strategy, which has led to innovation in the company (Johnson, 2012).

Researchers have established that adopting a differentiation strategy in an organization creates sustainable financial performance (Banker, 2014). The modern corporate market is very volatile, and thus, complacent firms struggle to get a share of the consumer market. This complacency usually arises from the failure to differentiate the business' products from others. Therefore, adopting a differentiation strategy will significantly enhance the company's performance. It will enable consumers to easily identify its products, reducing marketing costs while increasing its sales.

1. Establishing a solid presence on social media

The twenty-first century has witnessed tremendous technological advances in the field of information and communication. This has led to increased production of digital devices such as mobile phones, laptops, digital recorders, etc., and thus many people across the world have access to at least one of that devices.

According to (Tuten, 2020), more than three billion people worldwide use social media sites. This shows the popularity of social media across the world, and thus the company can increase its market share by using social media platforms like Twitter, Facebook, and Instagram. The company can use this platforms for marketing its products and getting genuine feedback from its consumers. Many of the company's consumers, millennials, regularly use social media platforms. Thus, the company can use social media to reach one of its key consumer segments. Nike has adopted this strategy and created a unique marketing culture that enabled it to grow into one of the largest sports brands in the world (Flynn, 2015).

This strategy would also enable the company to market its products to customers worldwide and thus increase its market base from North America to other places. Using social media platforms as a marketing tool is cheaper than print media or television, enabling the company to reduce its marketing costs. This will free up capital for investment in other ventures such as the development of new products, expansion to other regions, etc.

1. Adopting Artificial Intelligence in the company

The company can use artificial intelligence to enhance its marketing activities. As discussed earlier, the current corporate world is very dynamic, and consumer trends are constantly changing. Adopting Artificial Intelligence will enable the company's marketing executives to analyze data, economic and social trends quickly and make better marketing decisions. This will give the company a competitive edge over its rivals as the management will know when to make changes to suit its consumers' tastes. Using artificial intelligence will thus enable the company to leverage its customer data to anticipate the customer's next move and improve the consumer experience (Thiraviyam, 2018). This will allow marketing teams to select the best marketing strategy to suit different users. Google is an example of a company that uses AI to improve customer experiences.

Banker, R. D., Mashruwala, R., & Tripathy, A. (2014). Does a differentiation strategy lead to more sustainable financial performance than a cost leadership strategy?. Management Decision.

Flynn, P. (2015). Nike Marketing Strategy: A Company to Imitate.

Johnson, K., Li, Y., Phan, H., Singer, J., & Trinh, H. (2012). The Innovative Success that is Apple, Inc.

Rashid, Y., Rashid, A., Warraich, M. A., Sabir, S. S., & Waseem, A. (2019). Case study method: A step-by-step guide for business researchers. International Journal of Qualitative Methods, 18, 1609406919862424.

Thiraviyam, T. (2018). Artificial intelligence marketing.

Tuten, T. L. (2020). Social media marketing. Sage.