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Wk03 Discussion

Luis Green

MGMT 655

Management Capstone

Professor Bowman

Product Marketing and Production

The project agenda of increasing the marketing performance of the Dixie product involved a variety of processes done. As the Vice President of Dixie, I oversee some of the marketing activities that are associated with the improvement of the product marketing. This is because the product faces high competition from similar companies dealing with similar products such that the marketing of the products become so much competitive. The plans for round two of the project involving marketing aims at improving customer demands of the product to enhance the profitability of the organization (Miles, Snow, Meyer & Coleman, 1978). This entails improving the designs of the product, setting affordable and appropriate prices for the product and engaging in much evaluation of the product production cost to minimize it. The process and actions for the plans and the specific aspects I engaged with is to establish an appropriate marketing and competition environment for the product and is as explained below.

To begin with, the group and the other attachment project entailed several activities done to increase the customers’ demand for the organizational product. This includes designing the product according to consumers’ tastes and preferences as provided from their feedbacks. The product in this case was produced using the high and modern technological equipment such that to enhance the high quality and quantity to serve as an attracting factor for the customers to purchase it. The mean time between failures of the product was determined through critical analysis of the customer preference and the production design such that the production utilized enough period for the product age. In addition, the blending and packaging of the organization project as well as offering after sale services were among the other factors put in place to ensure the customers are attracted to purchase the product from this organization. This is to increase the marketing and profitability of the organization (Grönroos, 1995).

Nevertheless, the project entailed reduction of the production cost to ensure maximum profit achievement. The production of the product was initially high and the output being of less quality, quantity, and this stirred up the need for high technological equipment. In as much as the starting capital for purchase of this technological equipment being high, it was worth since it ensured the production afterwards being less costly. This enhanced the reduction of the production cost after the purchase of such equipment since they enhanced labor saving aspect that reduced the spending on the excess number of employees.

Moreover, the setting up of the product prices was based on several factors present in the market. The presence of similar products affected the pricing to be relatively equal to the other products but we reduced the price at little reduction to increase the demand for these products. This competition also affected the size of the market to serve since there are places where other products from these other companies are more than popular to the consumers (Grönroos, 1995). To establish customers’ awareness of this product, I sort for product promotion and advertisements to make the consumers aware of the product. This includes offering after sales services such as trade discounts, advertising of the product in various media and other product promotion methods like road shows. This helped a great deal in ensuring there is enough demand of the product to enhance healthy competition from these other similar organizations.

Finally, as the vice president of the product project I was able to purchase machinery to automate the facilities. This action provided high machinery that controlled other equipment for both production and selling of the product. The company received funds from the savings and shareholders for the capital expansions (Miles, Snow, Meyer & Coleman, 1978). This whole process improved the company’s performances in the marketing and competition environment.

References

Miles, R. E., Snow, C. C., Meyer, A. D., & Coleman, H. J. (1978). Organizational strategy, structure, and process. Academy of management review, 3(3), 546-562.

Grönroos, C. (1995). Relationship marketing: the strategy continuum. Journal of the academy of Marketing Science, 23(4), 252-254.