Minor case analysis Important fact from the case (St. Paul copy machine) Introduction The important facts include that Paula had gone to meet the representatives of Direct Mailers Inc. on behalf of her firm. The marketing process had almost reached its final stage since they were then talking about installation and other costs. She had used the balancing of points of why they ought to buy from her firm and what her firm does not offer. From her thoughts it is as if she has lost the potential customer and she has lost several others, it could be that her marketing strategy are the weakness. She had six reasons for the customer to purchase the copier yet she had three questions which weighed down her quest. She was also in a demoralized mood. Well it begins with issue 1 it could be Paula’s marketing strategy. Alternative 1 is where she sells what the firm has and offers with the sale of the copier such as warranty and hire purchase if there are available and waits for the customer to make a choice. Alternative 2 is where she listens to the customer of the kind of product they require and other services that accompany the purchase. Alternative1 has the advantage of brand loyalty as it is associated with sincerity. The marketer is also less likely to meet challenging questions about the product all that the customer will need is may be a catalogue of the range of products. Disadvantages include the marketer has not listened to customer which may be used to influence future developments either of product or of customer enquiries. The customer also feels left out. Alternative2 has the advantage of knowing how to tackle future customers. Innovations can be based on what the customer tells of his/her expectations. Disadvantage is that at times the challenging questions are raised and failing to answer them satisfactorily results in loss of revenues as potential buyers shy off. Another disadvantage is the fact that it is almost impossible to satisfy the expectation of the consumer for they keep on changing everyday leaving the marketer with so much work of convincing. Recommendations Paula ought to change her marketing plan even though the balancing method is still a good option. Having many points for could also sound as hype which the consumer would avoid, so she always try as much to get hers balanced. The marketer’s attitude also ought to be a winner which would translate into confidence and credibility, if not in the mood she should notify the management to send another person to assist. Questioning any comments made in the case Did Paula’s firm offer the after-sale services that the customer sought (warranty, delivery, installation etc). There were three questions unfulfilled which emphasis that there were three items or services that the customer wanted that were not available that could be the reason for failure. But at times the presentation matters too (we don’t have that as our competitors but we offer this which they don’t). Evaluation of past and current decisions Paula’s main marketing plan is to balance the points for and those against which is successful sometimes. List of questions What were the three items that were not available with the sale of the copier? What is the success rate of the balancing marketing method? Had the company been listening to the customer before Direct Mailers Inc.? Identification of Key issues It is either Paula’s demoralization or her marketing method which has a problem. She was demoralized for not being able to sell a single product the month so most likely is the method or the products are not up to meet customer expectation. Business objectives include modes of how you are to achieve your goal. She has to increase revenues by winning more customers. Work with the company to build a brand to ensure easier marketing. Marketing objectives should be measurable and have a time frame. They could be to increase awareness of the products by say 40% through promotions. They could be to launch new range of products in the market. Market segmentation which will include differentiating your different customers. In the above case there are organizations with greater expectations while there are also individual customers with fewer demands about performance of the copier. Overall business strategy will include increasing profits through increasing sales revenues and educing costs. Building a brand that has franchise value in the market. Competition which usually involves identifying the competitors, what they offer and their strength and weaknesses in relation to ourselves. Identifying what strategies they use and plan to use is necessary. Economic trends elaborate whether there is growth or decline in output or retardation. People usually consume according to optimism of the local or global economies. The Paula’s case could also be a case where there is recession and firms have to think deeply about operating costs and warranties as well as being preserving in the expenditure patterns. Personnel capabilities are associated with the ability of the workers to perform their assignments which include knowledge, skills, experience etc. Paula has some experience in marketing but her other capabilities cannot be identified through the case. Sales projections could take the form where the established stores sales are considered. How much do they receive in a particular period? The next form of forecast is where the number of customers within range is estimated and how much they are willing to spend. In this case of Paula they could be many relying on old type copiers. Another problem is that they spend once after along duration in that they change their machines when they don’t meet their customer needs. Another sale projection is where you estimate the number of products you ought to be selling when a particular time reaches. Recommendation The management ought to go through Paula’s capabilities as a marketer. People who are easily demoralized may not be the best marketers for some businesses take long before picking up sales. Direct Mailers Inc. representatives were so demanding meaning they could be aware of what other competitors are offering as after-sale services.