BUSI 101 Lecture Notes - Lecture 2: Direct Marketing, Switching Barriers, I.R.S. Records
Document Summary
Relajante ltd. ( relajante ) is currently not earning much profit despite your extensive efforts and apparent success. This overarching issue is addressed in this report via three key sub-issues: how. Relajante can achieve long-term profitability, how marketing efforts can be best directed in order to strengthen company and brand performance, and how relajante"s operations can best support its strategy. The recommendations provided enable relajante to achieve a big hairy audacious goal (bhag) of a. 30% profit margin on million revenues by 2020. The primary concerns weighing on relajante"s future prospects include the increasing threat of substitution from the stand-up paddle (sup) market as well as potential direct competition from fender. Ltd. ( fender ), and other competitors, with relajante"s kayak paddle patent expiring in 2018. To effectively counter these challenges, relajante should enter the rapidly growing sup market, actively pursue a focus-differentiation strategy, and defend its market position against new entrants.
