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)

2. Problem Identification - in one or two paragraphs, clearly identify the problem faced by your client

3. Decision Options - an outline of 4 specific courses of action / decisions that your client can make to solve the problem. The purpose of this section is to get a clear overview of the options available to management. Because the company has limited resources, management will have to pick the best option

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.

The assignment will be considered well-done if it contains all the required sections, if it is clearly written and your thoughts and ideas are supported by specific data and research.

Explanation / Answer

Answer 2 Problem Identification:

Premier Drinks of Sofia, Bulgaria, requested the services of Enhanced Analytics, Inc., to carry out an expensive marketing campaign, however, it has detected a drop in sales due to increased competition in the soft drinks market in that country.

Enhanced Analytics, Inc. was aware of the trend of the local competitive environment and considers that the campaign developed, is superior to the client's competitors, in terms of the promotion and pricing strategy adopted.

Premier Drinks requests Enhanced Analytics, Inc., evaluate options on how to proceed in this situation, considering that their managers have a suspicion that their local competitors, have incurred payments to some local officials, in exchange for the opportunity to sell their products in local government buildings and sporting events, leaving no access Premier Drinks to make sales in those places, which has impacted sales.

Answer 3

Decision Options - an outline of 4 specific courses of action

Strategies for product:

-Launch a new line of complementary products to which we have; for example, energy drinks directed only to athletes.

Strategies for Price:

-reduce our prices below the competition in order to block it and gain market.
-increase our prices above the competition in order to create a feeling in our products of higher quality.

Strategies for Distribution:

- placing their products in all points of sale (intensive distribution strategy).

Strategies for promotion or communication:

-providing special discounts on certain products and on certain dates.
-create a draw among their customers.
-organize an event or activity.

if you want more questions regarding the other answers of your assignment, feel free to repost it.

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