You are to write a one-page, typed homework assignment. The font should be no smaller than 12-point. Please take the perspective of a senior marketing manager making marketing recommendations to upper management (CEO, CFO, CMO, etc.).
The memo should not be a rehash of the facts of the case, but rather a summary of your recommendations for how the company should move forward, and the supporting rationale.
These memos should be well written and professionally presented. Please use the following format:
Key Issue/Issues (concise statement)
1-
2-
Recommendations (to address the issue/s)
1.
2.
3. (or however many you think are appropriate)
Rationale (to support your recommendations)
1.
2.
3. (support for each recommendation)
Example:
Key Issue/Issues:
1- Lack of Online Presence and Social Media
2-Outdated Product Portfolio
Recommendations:
1- Create a more user-friendly website
Include company history
Sell family packs of most popular products online
Highlight freshness and convenience
Include games/giveaways
2-
A. Get rid of poor selling products, open up budget for new products
B. Create a small staff devoted to experimenting with new potential products
C. Provide samples for customers that order online
Rationale (to support your recommendations)
1-
? Website allows for easier navigation, longer visits, and returning visitors
? Educates consumers on CFI history, ownership model, employment culture
? Introduces online market with established, popular products
? Game/giveaways bring younger visitors
2-
? Experimenting on a small scale prevents a failed product launch
? Capitalizing and promoting "family-owned" feel through consumer engagement and personalized service
? Follow up survey brings more visitors to company website
https://www.dropbox.com/s/7s8qi9dxpp2m9qx/A%20Positioning%20Dilemma.rar?dl=0