By: Heather Pollick
MRKT-3001-1/MGMT-3002-1
Walden University
Instructor: Russell Casey
June 12, 2012
Abstract
This cover will take a look into the Case Study: Runners Supply printed in the Marketing Vol. 2 text by Marc Lyncheski. It will evaluate owner of Runners Supply Julie Yellowrobes infix marketing strategy and how her target market has changed over the years. The drill will further address changes to product and marketing flux that could be made and the risk and rational for such recommendations.
Dilemma
owner of Runners Supply, Julie Yellowrobe has discovered that while her business is doing well, it is no longer experiencing change magnitude sales. She believes this leveling extinct has occurred because her previous target market has antiquated over the foregone 20 years and have sour to other less strenuous activities to keep in strain and an increase in competition from fashion and discount retailers. Julie has essay to introduce a wider range of product including much raffish and custom made products.
The fashion product created a purport competition with discount outlets such as Wal-mart who could cut prices more deeply than she could.
The custom made product captivated the circumspection of the serious runner however her previous supplier went out of business leaving her a more financially uncivilised alternative.
Understandably the owner of Runner Supply is concerned with alienate her loyal customers by changing directions too drastically only remaining stagnant with competition moving in could last mean closing her doors.
Possible Solutions
With the serious runner change to over half her business, it is imperative that Julie continue to meet this markets needs. While her sales may have leveled send off this is more likely due to the fact that Julie has admittedly stayed the course of study with little change in her marketing over the past twenty years. It is imperative to a companys natural selection no matter what...If you want to get a salutary essay, order it on our website: Orderessay
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