In this simulation, you are assigned the role of Senior Vice President for Marke

Question

In this simulation, you are assigned the role of Senior Vice President for Marketing at Enhanced Analytics, Inc., a provider of marketing and consulting services, with headquarters in Austin, Texas. In this role, you report directly to the CEO of the company and are responsible for decision-making and marketing strategy. You oversee a department with 25 employees at the company.

The CEO of the company has informed you at the weekly executive meeting that Premier Drinks of Sofia, Bulgaria - a key client of Enhanced Analytics, Inc. - has reported a drop in sales, despite an expensive and carefully managed marketing campaign produced by your department. The management of Premier Drinks reports increased competition in the soft drink market in Bulgaria. Two companies - one from Poland and one from Germany - have recently established operations in the country. You were already aware of the trends in the local competitive environment from the periodic reports received from your campaign manager in Bulgaria. You have also studied the marketing efforts of some of your client's competitors and continue to believe that your campaign, particularly the promotional and pricing strategy adopted, is superior.

The managers of Premier Drinks suspect that their local competitors have made payments to some of the local officials in exchange for an opportunity to sell their products in local government buildings and at sporting events, many of which have been off-limits to Premier Drinks. This lack of access has put a dent in the sales figures of

Premier Drinks, and the company is now seeking guidance from Enhanced Analytics as to how to proceed.

The executive team of Enhanced Analytics, led by the CEO, will be meeting to review options, next week. In your own words, prepare a report for the company's executives, containing the following sections (do not worry about being right or wrong; simply offer your perspective on the company’s situation and your recommendation):

1. Situation analysis - an overview of the client's business and the competitive landscape in the soft drink industry in Bulgaria (if you are unable to locate country-specific data, you may research the Eastern European market or the

European Union, as a whole)

4. Decision - a clear recommendation, outlining which one of the 4 options is the best

5. Justification - a clear, concise justification of your decision from #4

Include outside research to support your ideas and recommendation. There is no page limit to this assignment.

Explanation / Answer

Situation analysis:

The situation involves the reduction in the sales of the premier drinks dompany in bulgaria which is basically a client of enhanced analytics.The reduction is due to the fact a number of companies from poland and germany have opened operations in bulgaria and are providing drinks to consumers at a better price than the premier drinks.They are also on the rise due to the fact that the marketing campaign of premier drinks was not up to the mark to create an impact on consumers and with new companies rising and providing better priced drinks ,consumers have opted them instead of buying from premier drinks.

Decision:The decision will include creating a worldwide campaign through the internet and creating a website.Another way to increase sales is creating an android application for the premier drinks so that people can use it and buy items in seconds through phones and pay instantly.Another way to increase sales is to expand business in other countries as well and keeping the prices low at first so that more customers are taargetted.The business should price free delivery if customers buy a certain amount of items.This will lead to customers to buy more items and leaidng to an increase in business.

Justification:The best way to increase sales is to improve marketing by spreading awareness about the premier drinks along with its website so that people can buy directly from website or application.This will save time and people will buy more.The prices must be less in order to target more customers.This is the most important step as this will help the company to compete against others.

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