Riffe International Inc. is one of the main companies in the United States that produces spearfishing equipment and is located in San Clemente, California. Riffe is well-known for their speargun products because of its high performance and quality. Traditionally, their business has been selling through dealers and distributors only. Riffe plans to take advantage of the E-Commerce market by opening up a direct online sales by 2016. The focus on this proposal is to take advantage of social media and distribution channels to increase brand equity and de-velopment in its target market and products.
1. KEY PROBLEMS. Our analysis began with identifying the most salient problems in the project. The fol-lowing problems and objectives aided us in our analysis and in providing recommendations for Riffe Inter-national Inc.
Key Problem 1. How can Riffe succeed in the competitive online sales industry? Since Riffe will be new to the direct online sales to customers type of industry and its competitors are already utilizing eCommerce, there will be some areas that Riffe needs to consider to be competitive:
• How can the website be customer-friendly?
• How will Riffe price its products to pull in customers from its competitors but not diminish its rela-tionships with its resellers?
• Where will the products be stored to minimize holding and shipping costs?
Key Problem 2. What marketing policies will increase brand value and exposure? Riffe can increase its brand equity by efficiently utilizing many marketing policies like social media and distribution channels.
Key Problem 3. What products can Riffe produce that can satisfy the needs of its target market? Since Riffe is always introducing new products every year, it should consider making a product that uti-lizes the changes in culture in terms of technological use.
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