Find an article about an organization or company changing its marketing strategy

Question

Find an article about an organization or company changing its marketing strategy. Post a link to the article. What were the reasons for the change? How did the organization approach the development and implementation of the new strategy? What method of marketing implementation was used? Were they successful in their attempts? Why or why not? Would you suggest another method of implementation? Which one and why? In your follow-up posts, continue the conversation with your peers by asking questions or offering a critique of their analysis. Come up with some different ideas regarding the company/organization they described. Explore the topic of Implementing Marketing Strategy fully, looking at all points of view.

Explanation / Answer

) A news article about an organization that changed its marketing strategy:

One recent example is a Japanese organization that changed and improved its promotional budget by over a third, yet decided to spend less on ads and more on discounts, rebates, and other sales incentives. The objective is to attract customers dissatisfied with the most popular smartphones to its own similar product line. Another example is the athletic shoe company that slashed its TV and print ad budget by two -fifths, pouring that money instead into social media and other "nontraditional" advertisements. The company's CEO says this move furthers and emphasizes a dialogue between his company and worldwide consumers. In both companies, the implementation was top-down, or implementation by command.

2) Situation analysis:

To describe current and future issues and key trends of three key environments viz., the internal environment, the customer environment, and the external environment.

The three-step Strategic planning processes of Situation Analysis are,

Step 1: Prepare for the strategic planning process.
Step 2: Identify the desired state
Step 3: Assess the current state of the organization

The map of the strategic planning and situation analysis process explains future state and what’s possible. Today, what is its current state? What are the factors constitute the current state?

Look at outside environment involves researches things that are relevant to the organization from Political, technological, societal and Economical perspective. The factors that are internal to an organization are the clients, customers, suppliers, competitors etc., how success looks like.

Then, the organization itself (Staff, Board, infrastructure of the org)

Outside layer - Environmental Scan (PEST)

What’s relevant?
Trends & Charitable means?
What’s likely to happen within each of these relevant areas in the next 5 years? forecasting etc.,
What is emerging trends to gain the competitive advantage?
What’s it mean to us?

We should not skip any of these steps mentioned above. By this way, the Environmental Scan which is also called as PEST analysis helps the organization from understanding its external environment.

According to me, while there is much of fluidity that exists in the external environment, from the core operations perspective, I prefer to do an internal analysis. In terms of collecting Qualitative and Quantitative data.

Qualitative - Board, staff, advisors, Bloggers
Quantitative - News, Industry Publications, Reports, Google, social media

Internal analysis is a two-step process. First, collect your data. Vital data that organization is doing viz., historical profile, performance metrics, goals, financial metrics. Next step is to collect perspectives. Where your organization is, what’s working and what is not. Co-workers, board members etc., have different perspectives.

Be open, don’t take things personally, Make it safe for people to be honest (people don’t speak when their boss is around), so make them feel comfortable with doing an anonymous survey.

My employer has done FMEA analysis pertaining to client requirements. This is fundamental to know what might go wrong. This is called Failure Mode Effective Analysis. When we do such analysis with clients and suppliers, we need to ask the below major questions.

Clients, suppliers, and Donors – 5 main questions to ask.

What clients/donors do we serve now?
What criteria do they use to assess us?
How do you think we're doing?
How do you know?
What do you want to do better/differently?

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