Proposal of a marketing strategy


EVALUATION OF THE MARKETING STRATEGY PROPOSAL



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9 EVALUATION OF THE MARKETING STRATEGY PROPOSAL


In this chapter our aim is to evaluate suggested marketing strategy as for benefits and cost and furthermore as for four key characteristics of a good strategy. In order to be able to do so we decided to put together all above mentioned partial strategies and organize their outcomes accoring to if they are to be evaluated quantitatively or rather qualitatively or both.

TAB. 51 List of Strategies

Strategy

Characteristics

Win-win strategy (p.68)

Qualitative

Decline strategy (p.68)

Quantitative

New introduction strategy (p.68)

Quantitative

Brands differentiation (p.69)

Quantitative

Increased quality of services (p.70)

Qualitative

CRM strategy (p.72)

Both qualitative and quantitative

Decrease in number of product lines (p.74)

Quantitative

Value-based pricing (p.75)

Qualitative

Market penetration with a good-value strategy (p.75)

Both qualitative and quantitative

Strategy of equal approach (p.75)

Qualitative

Readaptation of showrooms (p.76)

Both qualitative and quantitative

Switch from traditional to cheaper channels (p.76)

Both qualitative and quantitative

Use of CRM software in web pages (p.78)

Both qualitative and quantitative

Marketing plan creation (p.79)

Quantitative

Introduce new activities (p.80)

Qualitative

Resource: review of this diploma thesis
In the following subchapters the strategies will be evalued so that the final result on successfulness of this work can be expressed.

9.1 Qualitative Analysis


All strategies to be evaluated qualitatively cannot be supported by any hard data except for theoretical quotations expressed in chapt. 4 on CRM. Win-win strategy will bring with itself orientation on fair behaviour mainly in form of partial value-based pricing strategy and strategy of equal approach. As TAB. 43 shows fair behaviour stays in a very high level of customers interest and low or no price would positively estimate not much above 50% of current company´s customers the satisfaction there surely increases if we apply this strategy.
Increased quality of services will show in percentage of appearance at Styl 2000 to the required level (see TAB. 43). We can mention e.g. communication through more channels including webpages, short time of order process or quick response to enquire. All of these will be brought in by CRM.
CRM strategy can be evaluated according to consonance as TAB. 52 below shows. As mentioned above – if we receive positive answers in four of the mentioned variables and one negative (stated as the last), we can consider relationship marketing as the highly convenient method for building such a strategy. In our case we can see that this is the right case for using CRM software based strategy.

TAB. 52 Key Variables for Introduction of Relationship Management






Company

Customer – generally B2B

Relationship Termination Cost

High

see calculations



High

– new selection procedure



Relationship Benefits

High

– see revenue + stability



High

– facades and services of high quality



Shared Values

Medium

-slightly different interests



Medium

-slightly different interests



Communication

High level

– depends on personal contacts



Medium – High

- with bigger companies worse



Opportunistic Behaviour

Low – does not comply with wish to achieve win-win strategy

Low – if the same as for Company is valid, Medium - otherwise

Resource: own calculations
Use of CRM software in web pages is good strategy for improving satisfaction of customers as well. We believe that increase in accessibility to information concerning company as a whole, its activities, realisations and plans will lead to higher percentage of perceived appearance of key factors in company´s services as for TAB. 43. In this context one thing is worthy mentioning – competitors´ webpages do not show high quality and level of informativeness, we therefore this way increase the differentiation in quality of services as well.
Introduction of new activities will bring better approach to customers, or more exactly expressed – approach on professional level, be it increase awarness through articles in magazines or lectures at high schools.


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