Marketing Communication and Brand Strategy

Researching Marketing Questions

Sophia Gonzalez

MKT/571

March 20, 2017

Jacqueline Barnett

Part 1: Memo

To: Senior Vice President (SVP) Marketing Department

FROM: The Analyst.

Date: March 20, 2017.

SUBJECT: Marketing Strategies to Improve the Company’s Revenue Earnings

The company has experienced major change in its revenue earnings from 2015 to the second quarter of 2016 financial year, due to the fact that the strategic operations came into effect two years ago. Even though there was an improvement within the company’s financial performance, there were areas that experienced a considerable decrease in revenue due to management not releasing the funds that were required to finance their implementation in time. There were areas that showed increased revenue such as commercial and domestic customers. Those revenue earnings were 12,085,137 and 7,195,592 within the first quarter of 2016. In the second quarter commercial customer increased to 8,130,973, where domestic customers increased even further to 13,930,466. These increases in revenue are due to the improvements made by the company’s marketing and advertisement methods. Although there were increases in major areas, there were areas such as the service sector that had the lowest revenue earnings in the fourth quarter of 2015 and in the first two quarters of 2016. In order for the company and all of its sectors to be productive, the company’s management assigns additional funds to the sectors in need in order to finance their operations.

Within the last three years the company has been general increasing revenue earnings. The ABC Corp is the main source of revenue which the company relies on, although the international customers provide an important market for the company’s product. There has been significant increase in the company’s revenues from customers in the government and education sectors. The company has always relied on the market offered by domestic customers until about two years ago. The expansion method that the company preferred has helped to take on the foreign markets and achieve a higher market share.

The analysis that was provided, the domestic customers are the company’s major asset and the company seeks to attract and retain more motivation workforce. The major objective of the company’s marketing method is to increase the company’s market outreach to the domestic customers by making them aware of the existence of the company’s products and services. This will take place by conducting an intensive marketing campaign online and broadcasting advertisements. The company is setting up business in foreign countries to explore marketing opportunities; the online advertisement can help the company reach a larger customer base. When the company implements the methods, this will allow the company to ease in the foreign market even with stiff competition.

To make sure the company increases revenue earnings, it is important that the company adopt methods which will attract new customers, and uses the methods to retain the new and existing customers. The company needs to establish customer royalty by producing quality product and offer after sale service. The company will consider its operations by providing services and products in order to target market segment that has a more preference for quality products and services. To achieve this, the company should recruit competent employees in the production department or provide training to the existing workers to ensure that their skills are consistent with the current production and technological requirements.

Part 2

Amazon Company

The Amazon.com, commonly known as Amazon, is an American Company with headquarters in Seattle, Washington. The company is the largest online retailer in the world by market capitalization and total sales. Despite being established originally as an online bookstore, Amazon.com has significantly widened its services to include several other items. It has been referred to as the company that sells everything. In the recent few years, the company introduced and App store for its products such as the Amazon Kindle, the Fire TV, and the Amazon Fire phones. However, the company is facing stiff competition on the online app store from Apple and Google’s Android market. According to company executives, business analysts and consumers (including potential consumers), Jeff Bezos would try something different from the company’s traditional price reduction to fight the other industry players in the App Store market.

The results of the research study revealed that about 80 percent of the population knows about the existence of the Amazon Company, but only 40 percent of this population is aware of the Amazon App Store. Additionally, more than 85 percent of the research population owns at least an Android or Apple gadget with Apple gadgets having much preference to the former. Only four people were having their devices rerouted to access the Amazon App store from their Apple and Android devices. The question about what the company would do or is doing to win a competitive advantage was the most complex one and provided different responses with 85 percent indicating that the company has not done enough to bring their product to the consumer.

The respondents to the questionnaires and interviews explained that the Amazon devices are not out there in the hands of the users. Therefore, in order to win the competition in the industry, it would be important for the company executives to find a different marketing strategy to ensure that people buy Amazon devices fitted with the app store. The incorporation of the App store into other mobile phones such as BlackBerry has been praised and more of such moves are also encouraged by the respondents to this research study.

References

Doyle, P., & Stern, P. (2006). Marketing management and strategy. Pearson Education.

Williams, P., & Naumann, E. (2011). Customer satisfaction and business performance: a firm- level analysis. Journal of services marketing, 25(1), 20-32.

Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.

Peter, J. P., & Donnelly, J. H. (2011). Marketing management: knowledge and skills: text, analysis, cases, plans.