Case Study: Cover it stay or leave?
•Download as PPTX, PDF•
0 likes•366 views
Case Study based on the Cover-It case handed out in the Marketing Management course.
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (14)
Similar to Case Study: Cover it stay or leave?
Similar to Case Study: Cover it stay or leave? (20)
Recently uploaded
Recently uploaded (20)
Case Study: Cover it stay or leave?
- 1. Christopher Olsson Daniel Díez García Mattias Gustafsson
- 2. How can the company maintain profits whilst staying competitive and achieving growth? Short-term Long-term Lack of data Alignment of vision & business goals Expansion sales force pressure Price pressure High costs Increase of product differentiation Unstructured
- 3. • Promote product quality to users and customers • Differentiation – worked before – works now • Quality Price pressure not a problem • Discuss potential quality improvements with suppliers
- 4. • Further segmentation. • Tailor products and adverts
- 5. • Balance of informal and formal contact with suppliers • Write contracts • Building close customer relationships- being engaged
- 6. New possibilities • Reputation gained from deals with strong brands • Re-negotiate unclosed deals • Further penetration of existing accounts
- 7. E-commerce • Trading products and services’ • EDI • Exchangin data via any electronic means Development of IT: E-commerce and EDI Marketing channel Information spreading Online support Integrated supply chain
- 8. Support – smarter and more smooth Internet will enable customer self-support More time over for other sales force activities Increased knowledge over customer behavior and needs Formal customer account enables easier segmentation Users of book covers can set up accounts where they specify what type of advertisements they are interested in. Enables tailoring of advertisements Better customer contact Stronger loyalty Customer gets better control over advertisements, where they end up and how it is presented.
- 9. Strengths • Relationship-building skills • High level of customer service • Good at customer follow-up • High quality product (paper, ink, printing) • Most durable book cover on the market • Customizable features • Competitive prices • Strong financial situation Weaknesses • Unstructured way of doing business • Lack of customer data – low customer knowledge • Low appeal – advertising not fully tailored to users of product • Costly printing and shipping glitches Situation Analysis Opportunities • Potential for closer supplier relationships • Potential for market growth • Promising relationships with new customers (Kellogg’s) Growth potential • Stronger brand potential for new customers and renewal of old prospects Threats • Price pressure building up • Marketing blitz • Limited market share - strong competition (Cover Concepts) • Informal supplier relationships outages
- 10. EDI Pilot project Step by step Communicate with suppliers/trade partners Outsorce EDI systems – prepere for inhousing as the company grows E-commerce Clear logo Deals, freebies Latest news Account setup function Payment systems icons Social media links Phone numbers and online chats Trustmarks
- 11. • Greater customer, supplier and user knowledge • Holistic view • Tools for future challenges
Editor's Notes
- M.G
- C.O PROBLEM DEFINITION: IF COVER IT IS TO STAY ON THE MARKET, THe organisation needs to strengthen their market share through growth The problem definition is, as such: How can the company maintain profits whilst stayin competitive and achieving growth?
- M.G BRYGGA-- Aligning the business activities with the right strategy is of importance, but finding what the customers and users of your product wants and needs is also important - which leads us to market targeting and further segmentation.
- C.O
- C.O BRYGGA - Moreover, Further growth and expansion is important for Cover-It: so what does the future offer?
- STRONG BRANDS – Apple, Kellogg’s, General Mills, Musicland. UNCLOSED DEALS - Reebok, Nike, Princeton Review, Burger King, Nantucket nectars, Pepsi, Proctor and Gamble, BRYGGA - Now, finished with the general recommendations, let’s go over the the main recommendation and investment for Cover-Its future.
- BRYGGA - So, deciding to do this, how should implement it, what are the important factors for success?
- A greater customer and supplier involvement will guide Cover-It in the right direction and give them a holistic view over the situation, providing them with the tools for the future challenges that awaits.