We normally focus on marketing consumer products but there is as much if not more marketing efforts directed toward business to business markets. This case, written in 2007, gives you an opportunity to especially focus on sales force and distribution issues in the B2B market. Although industry sales have continued to grow, WICS share of this growth has not kept pace. WICS has a marketing problem and needs to determine how best to increase sales. Focusing on the marketing mix elements, what is the ONE best strategy alternative to use to increase sales in the coming year to their commercial market? You can consider suggestions from others in the company, as just that, suggestions. You might want to combine suggestions, and, hopefully, include some of your own creative thoughts as you develop a list of viable alternative strategies for Griffith to consider.
Strategic Question:
The brief should be prepared in the form of a memo to your boss (me) and MUST be limited to two pages or less. Your assigned case briefs need only include the following:
- Frame the strategic question: What should WICS do to increase sales by at least 25% next year?
- Develop, list and describe in sufficient detail 3-5 strategy alternatives (an objective analysis or evaluation of each alternative is not required)
- Make a recommendation for one alternative only
- BRIEFLY provide support for your recommendation