Introduction: Global Gadgets imports has been one of the major importer of home decor and gift items, this trend has began to drop, most definitely because of certain marketing miscalculations, marketing can be tricky, marketers of products, especially products that deal with taste and are very expensive go with fashion the tastes of consumers change as frequent as the weather changes. Marketing aims at profiting but profit after customer satisfaction, the satisfaction of a customers quest for quality has to do with some basic factors; fashion trend and the economic situation. Thus a marketer must concentrate on the way customer perceive, their expectations and the present fashion trend at the marketing time or the importation time of the products. The trends that affected the marketing capabilities of GGI failed them and the possibility of the company getting back at her feet is still colorful, the company will have to put in place certain strategies with marketing concepts that will enhance better performance and profit, if that is the goal of the company, which I believe applies to all marketers. Therefore, a major marketing project will ease the marketing capabilities or prospects of GGI. Which will comprise a strategy for the implementation of various objectives for the company; essential marketing concepts will be considered and implemented among other things.
INTRODUCTION Applied Managerial Marketing BY Bryant R. Filter
The goals of this marketing project will comprise a variety of marketing strategies that will positively help the company reach an optimized stage of sale and marketing. The following objectives will be met at the end and implementation of the project;
Based on the fact that the product marketed is the core or the business fulcrum which the pivot of the business is optimized, the product line will be touched and improved, the products that are imported will be improved or perhaps a better producer will be contacted to produce a new line of products that are in vogue, since customer follow the products of time. A variety of new products will be introduced into the business to facilitate choice and sales.
The price range of the products will be reduced so without compromising the quality, this will be achieved among other things however, the company will take advantage of the existing company relationship with her producer/suppliers and demand for the supply of a new variety of products at reduced price by doing this customers will be able to enjoy new products in the market at a reasonable or affordable prices.
The repackaging of the products will at the end of the project enhance a newer look which will be more enticing and will attract a variety of customers who concentrate on the outside of a product rather than the inside, without loosing capital.
The reputation of the company will checked and the areas lacking will be marked and proper solutions will be proffered for a better output in the market. This will be achieved by looking out for major loopholes in the approaches of the company in terms of customer relations and proper marketing via advertisement.
Finally a wider range of marketing outlets will be created to enhance a closer reach to the customer. This will prompt the customer to patronize then closest option of a variety.
A lot of things will need to change for this plan to be effective and the major sections within GGI that will be affected are the marketing department, the customer relations department, the executive staff members and the sales department there will be a major reform exercise in ideas, thoughts, relations and work rates. Thus the mentioned departments will be affected;
The term customer relationship marketing has come along way; actually the concept has to do with obtaining and maintaining customer relations however, Jones (2007) defined it thus “Relationship Marketing is a marketing strategy whose objective is to establish and maintain a profitable, long-term relationship with a customer, who goes beyond the initial contact. Relationship marketing is a form of marketing that evolved from direct response marketing; it places emphasis on building longer-term relationships with customers rather than on individual transactions. Relationship marketing involves an understanding of customers' needs and wants through their lifecycle and providing a range of products or services accordingly” (p.1)
Despite the fact that existing customers of this company were still there when this started having slopping sales is not sufficient reason to divert attention from existing customers to new customers. The company should employ a system which will carry both new and existing customers along. Besides the eliminating of old customer will only succeed in the failure of this project hence it is meant to improve on the sales capabilities of GGI and not introduce GGI into a new line of business. The process of improving on the relations with old customer and building a new relationship with new customers will be most ideal since the business will not change.