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Analysis for Quality Alloys Inc.
What is the effectiveness of its website and promotion
By. Alaska | Fabrizio | Jinpeng | Laura | Shresth December 02, 2019
22
1. Introduction to Quality Alloys Inc.
2. Quality Alloys Promotion
3. Analysis
4. Problem
5.Recommendation
3
Distributor
Different grades of
a variety of alloys
ABOUT < $75 MILLION
Annual Sales
Relatively small
company
LOCATION
United States
Goal: Go
International
About
CUSTOMER
S
Small companies
that make parts out
of the alloys.
Purchase when they
need it.
4
About
Marketing
Original Channels
Direct mail
Ad. In trade magazine
Paid listing in industrial websites
5
About
Marketing
Company's Website:
Description of products
Request of quotations
Goals:
Drive new sales​
Give legitimacy to brand​
Extend internationally​
66
1. Introduction to Quality Alloys Inc.
2. Quality Alloys Promotion
3. Analysis
4. Problem
5.Recommendation
77
Marketing Promotion
7
Mid-December 2008
Commissioned a brochure providing overview of
company's products and services
Sent it to potential customers
Total cost of
$25K
88
1. Introduction to Quality Alloys Inc.
2. Quality Alloys Promotion
3. Analysis
4. Problem
5.Recommendation
99
Is the promotion affecting visits to the website?
Visits increased significantly during the promotion period.
1010
Is the promotion affecting revenue?
Revenue goes down after the promotion compared with those before promotion.
1111
How does visits to the website affect revenue?
Correlation = -0.06
Revenue has little relationship with the number of visits.​
1212
Factors affecting revenue
Correlation = 0.87
Revenue of the company largely depends on pounds sold
1313
1. Introduction to Quality Alloys Inc.
2. Quality Alloys Promotion
3. Analysis
4. Problem
5.Recommendation
14
Website Promotion
• Online Cart
• Website visibility
• SEO Optimization
• Effectiveness of promotion
• Physical Boucher
• Limited reach
Problem
1515
1. Introduction to Quality Alloys Inc.
2. Quality Alloys Promotion
3. Analysis
4. Problem
5. Recommendation
16
Recommendations
Focus on the customer journey
Create seamless customer journey:
Aligned
advertising
Online
shopping cart
Brochure / Ad.
Allow customers to make purchase immediately in real-time to boost conversion rates.
17
Recommendations
Invest in a more holistic sales cycle
What’s next?
Concentrate on Key Account Management and focus on growing business with the larger more
significant accounts
Sales team
Quote
Inbound leads
Purchase
Currently:
18
Recommendations
Additional data collection
- How clients become aware of QA
- What else affects revenue stream
Marketing channels
- Extend reach:
• Social Media
• E-mail
- Improvement of current online advertisement
19
Thank you
20
Analysis and graphs
APPENDIX
21
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Business Case Analysis: Quality Alloys Inc

Editor's Notes

  1. Create one seamless customer journey, starting with the brochure and aligned advertising and ending in an online shopping cart. Allow customers visiting site to make purchase immediately in real-time to boost conversion rates Currently, all inbound leads are taken by the sales team and after significant time, the customer receives a quote and the option to buy.  By automating the shopping process online, sales can concentrate on Key Account Management and focus on growing business with the larger more significant accounts..
  2. Create one seamless customer journey, starting with the brochure and aligned advertising and ending in an online shopping cart. Allow customers visiting site to make purchase immediately in real-time to boost conversion rates Currently, all inbound leads are taken by the sales team and after significant time, the customer receives a quote and the option to buy.  By automating the shopping process online, sales can concentrate on Key Account Management and focus on growing business with the larger more significant accounts..