Sigma Marketing Case

In: Business and Management

Submitted By dp10184354
Words 1976
Pages 8
Sigma Marketing: Strategic Marketing Adaptation
Dana Pelt
September 27, 2013
Marketing Strategies for Corporate Success PBA 654B

Executive Summary Sigma Marketing began as a small family-owned business under a different name and management style than how it is currently structured today. They have since moved from a small regional provider of generic printing services to a provider of specialty advertising products around the globe. Over the years Sigma Marketing has been a leader in the industry and ahead of its time regarding marketing and their customers. Sigma Marketing has been able to find a way to recognize new market openings and to adjust their strategies as needed. The company continued to evolve from waiting for the customer to approach them for orders to using what they called “constant exposure advertising” by distributing desk calendars to customers as gifts. Sigma Marketing then shifted and refined its strategies towards being known and recognized for producing highly creative and high quality printing. This led the company to fulfill customer calendar orders for clients and then eventually into a “Total Service Package” for their “blue chip accounts” that not only benefited Sigma Marketing but their clients as well. Since 1967, when the company began, Sigma Marketing has witnessed changing marketing environments, changing needs and wants of their customers and new and improved technology. By utilizing current and prospective customers, Sigma Marketing has been able to develop an effective marketing strategy and remain ahead in their field of expertise. Although, it appears that Sigma Marketing has done everything right and has continued to be able to reinvent itself over the years, there needs to be an improvement in the succession plan that is currently in place. Succession of their leadership will only help…...

Similar Documents

Marketing Case

...One of the oldest principles of marketing is that sellers may sell features, but buyers essentially buy benefits. This is a distinction sometimes lost on technology led organisations, and the service sector is no exception. Recent experience of the UK’s largest telecommunications company, Vodafone Airtouch, illustrates how crucial it is to see service offers in terms of the benefits they bring to customers. The company was aware of extensive research which had found high levels of confusion among purchasers of mobile phones, with a seemingly infinite permutation of features and prices. With four main networks to choose from, dozens of tariffs and hundreds of handsets, it easy to see why buyers sought means of simplifying their buying process. Throughout the 1990s, Vodafone had positioned its UK network as superior technically to its competitors. Advertising focused on high coverage rates and call reliability. Vodafone was the UK's most popular mobile phone operator, with almost eight million customers, including 4.2 million Pay as you Talk customers. It had opened the UK's first cellular network on 1 January 1985and was the market leader since 1986. Vodafone's networks in the UK - analogue and digital - between them carried over 100 million calls each week. It took Vodafone more than 13 years to connect its first three million subscribers but only 12 months to connect the next three million. Vodafone had the largest share of the UK cellular market with 33% and had more......

Words: 871 - Pages: 4

Six Sigma Case

... |W.James McNerney |Former CEO of 3M | | |George Buckley |Current CEO of 3M | |Facts | |What: |McNerney implemented Six Sigma approach to process and business improvement companywide: for existing process- the five step | | |DMAIC Model; for new product development- Design for Six Sigma; laid off 8000 workers (11% of the workforce); slashed capital | | |expenditures | | |Buckley continued Six Sigma in manufacturing and administrative areas but reduced in R&D; invested more in R&D and new | | |manufacturing plants | |Why: |McNerney: | | |Decrease production defects and increase efficiency; ...

Words: 1017 - Pages: 5

Marketing Case

...MARKETING PLAN TESLA MODEL S MKTG 533 – Competitive Marketing Strategy Background Tesla has disrupted the auto manufacturing industry by promoting sales of its lavish vehicles to an upscale market that are car enthusiasts. This niche of luxury electric car maker allows Tesla to be creative in its approach when selling to new customers. With no Tesla dealers, no commissioned salespeople, and a firm price, Tesla has a unique way of attracting customers. Tesla began by issuing a high-end roadster with a hefty price tag, but by delivering a great product, Tesla has built a community of followers. It disrupted the market by focusing on the wealthy man looking for a new toy, which the roadster provided with its looks and speed and an added benefit of never having to stop at a gas station. Tesla prides itself on the connection of the car, driver, and environment, and will go to great lengths to ensure customer satisfaction. Tesla’s website allows customers to interact and share their unique experiences, while also offering such perks as providing “house calls” for auto services. Market Segmentation Pricing Model Tesla Model S model’s retail price baseline ranges from $52,400 to $72,400 for different batteries choices: 40 kWh, 60 kWh and 85 kWh. One standard charger is included in the base price. There are also three charger choices, high power wall connector, twin charger, the combination of the two, which range from $1,200 to $2,700. Other add-in options......

Words: 1737 - Pages: 7

Marketing Case

...Case Report Marketing Case 8: IKEA’s Global Strategy: Furnishing the World I.Situation Analysis IKEA is a privately-owned international furniture manufacturer known for its low prices and unique style. The company’s vision is to create a better everyday life for its customers by offering a great selection of well-designed, practical home furnishings. Since IKEA has chosen this sort of affordable and distinctive marketing strategy, the company has been very successful in its expansion throughout the world. IKEA has been successful with a relatively standardized product and product line in a business with strong cultural influence. This is because: The founder formulated IKEA’s mission which states that IKEA offers wide variety of home furnishings of good design and function at prices so low that the majority of people can afford them. Such wide variety could fit a wide variety of cultures and tastes. The case studies also states that the assortment of goods are universally accepted. The principal target market of IKEA is similar across all countries and regions and is composed of people who are young, highly educated, liberal in their cultural values,white collar workers, and not especially concerned with status symbols.Most people in the IKEA target market are liberal in their tastes,preferences and cultural norms hence making them easy to accept and appreciate IKEA’s standardized products. II.Problems Found in Situation......

Words: 1736 - Pages: 7

Marketing and Six Sigma Article Review

...The goal of a Marketing department is to match their products and services with people who want and need them. To do this, a company has many processes and costs associated with developing the four “P’s”, product, place, price, and promotion. To support the bottom line companies develop better practices to streamline process, decrease supply and delivery times, cut costs, and increase efficiency. The technique to improve processes is known as Six Sigma. Companies, such as General Electric and Toyota have been utilizing Six Sigma principles to improve manufacturing processes and quality measures; however, the principles have not been widely used in marketing environments. Apply Six Sigma to Sales and Marketing The author of “Apply Six Sigma to Sales and Marketing” defines Six Sigma as a road map to problem solving. A blueprint for the steps needed to take to improve clearly defined issues. So, why are marketing departments failing to utilize Six Sigma principles? Non-believers are under the impression standard operating procedures limits the ability to adjust accordingly to shifting environments and hinder creative magic. According to the author, this is not the case. He believes the real factors for slow adaptation are: - Facilities: Unlike manufacturing facilities, the design is not built for problem solving, data collection, and assessment. - Professional backgrounds: A large number of Six Sigma professionals joined manufacturing companies, limiting knowledgeable......

Words: 764 - Pages: 4

Marketing Case

...SIX STRATEGIES FOR SUCCESSFUL NICHE MARKETING BY ERIC K. CLEMONS, PAUL F. NUNES AND MATT REILLY Niche marketing is when a company develops a product or service that is currently unavailable in a particular area that will not necessarily be used by the general population. Buisiness are traditionally categorized as low sales, high margin or massive sales and low margins. Modern consumer demands have shaped how businesses offered products in the past, mainly manufacturing in lots and making goods available to all vs now, where you can find the “perfect” brand for your requirements from low cost to high cost products. Target the customer needs carefully- Identifying markets where there is a distress about the existing products or the consumers are in need of a new product for their own purposes. Hewlett-Packard, for example, markets all-in-one machines that print, fax and scan to segments of the home office market, while targeting larger businesses for higher-priced, single-function units. This has given rise to precisely targeting small portions of market where there could be a need for a new product. Listen to Your Customers- There are lot products that are not advertised, but the consumers know about these products. In recent times, it has been easier for companies to research the market with the vast amounts of information available on the Internet, Social Networks and Search Trends. A company should always listen to what their customers have to say about their......

Words: 366 - Pages: 2

Marketing and Six Sigma

...Why Six Sigma Applied to Marketing is not enough By Raymond Pettit The Current Challenge In the not too distant past, companies relied in large measure on anecdotal evidence, marketer’s experience, and rudimentary tools to develop marketing strategies and tactics, implement them, and assess their effectiveness. It was accepted that marketing cost money – a necessary evil. But recent economic challenges, measurement advancements, and executive expectations have changed all that. Marketers, and the organizations they work in, are increasingly feeling the pressure to demonstrate accountability. Initial attempts to address the problem have turned to statistical techniques used by economists to quantify marketing spending and return on investment (ROI). The result has been less than spectacular. That is because determining the return on investment of marketing needs more than a statistical technique; in fact, it requires a method that supports the use of a variety of analytic and measurement techniques at appropriate points in the marketing process. There are a number of ways to do this. For example, a growing proportion of marketers are very interested in using their detailed marketing databases to infer the unique contribution to sales of disparate marketing factors. But relatively few are actually deploying or successfully using the complex, and often expensive, statistical modeling techniques that are being promoted today, due to poor data quality, integration costs and...

Words: 1017 - Pages: 5

Marketing Case

...Principles of Marketing April 22, 2015 Case Paper #8: Besitti’s Restaurant Introduction Rosa Besitti is an accomplished and driven woman who is trying to find her way in the very daunting restaurant industry, while facing many hardships that have caused her to question her business altogether. Her deep wanting for future success in the restaurant industry has inevitably brought her to face a difficult decision in her career. She has to choose between keeping her restaurant under her name and leadership, while continuing to try and make it grow so that she can start bringing in profit to her family, or make Besitti’s a fast-food or family restaurant franchise and give up her own brand and family name. She is aware that if she doesn’t change what she’s doing in some way or another as soon as humanly possible, she will never get to the point in her career where she no longer has to consider making tough and life alternating decisions. Analyze Ms. Rosa Besitti, the owner and manager of Besitti’s Restaurant, is reviewing and analyzing the slow growth of her restaurant and deciding whether she should either continue trying to grow her industry, or switch to joining a common fast-food or family restaurant franchise chain. If she decides to keep Besitti’s Restaurant under her name, the wisest thing to do in order to move forward, Rosa should explore the possibility of creating and performing a S.W.O.T. analysis. A S.W.O.T. analysis is a structured planning method used to......

Words: 2672 - Pages: 11

Six Sigma - Bg Red Cases

...Principles And Practices of Six sigma Project Defect Reduction in offer release for BG red cases Mahindra Satyam-SHR-2011 Presented by- Vandana Halaharivi PavanKumar Yanamadala Defect Reduction in offer release for BG red cases Abstract : Offers are released to candidates who had earlier worked in black listed companies were joining satyam. A detailed analysis was undertaken and after the causal analysis the team decided to create a list of black listed companies. This list would be used by the recruiter while recruiting any candidate and also would be used by the offer desk before generating offer for any candidate. In this way the team was successful in ensuring that candidates from the black listed companies cannot join satyam. Business problem: BG check process in satyam would help us to identify the candidates who are joining satyam from blacklisted companies. This would be done only after the candidates get recruited and join satyam. Upon finding that the candidate has joined from the black listed company satyam representative terminate the new joinee. This leads to unnecessary time consumption, legal issues and more work load. Statistical Problem: Data has shown that the sigma value is currently at 4.2. There are close to 25+ associates recruited from the black listed companies. Statistical Solution: Root Causes are: 1) Offer desk has no provision to check the companies list 2) Recruiters don’t carry the list of blacklisted......

Words: 746 - Pages: 3

Marketing Case

...SPECTRO MUSIC STUDIO MARKETING PLAN 2009 Table of Contents 1.0 Executive Summary 1 2.0 Situation Analysis 2 2.1 Key political, legal, economic, cultural, social, technological factors affecting product/service 2 2.1.1 Political 2 The business is not affected by any political parties at the moment and business is quite comfortable in current political policies. 2 2.1.2 Legal 2 The legal issues associated with this industry are noise pollutions, childcare and general private small business legal issues. 2 2.1.3 Economic 4 2.1.4 Technological 5 2.1.5 Social and Cultural 6 2.3 Market segment structure/analysis: 7 2.3.1 Size 10 2.3.2 Buyer Criteria 11 2.3.3 Trends / Forecasts 12 2.3.4 Key competitor assessment 13 2.4 Assessment of firm’s experience/ expertise 14 3.0 SWOT Analysis 15 3.1 Strengths / Weaknesses / Opportunities / Threats 15 3.1.1 Strength 16 3.1.2 Weaknesses 19 3.1.3 Opportunities 21 3.1.4 Threats 24 3.2 Implications of SWOT 25 3.2.1 Strengths + Opportunities 25 3.2.2 Weaknesses + Threats 26 4.0 Strategy Evaluation 27 4.1 What is basis of how the firm will compete? 27 4.2 How can this offer be built, delivered, managed? 27 4.3 Positioning issues / options 29 5.0 Distribution Channels: 31 5.1 Existing channels are used by firm 31 5.2 New options for channels of distribution 31 5.3 Recommended Overall Mix 32 6.0 Business Objectives 33 6.1 Financial Objectives 33 6.2 Marketing Objectives 34 6.3 Operational......

Words: 9781 - Pages: 40

Marketing Case

...I Love Marketing and Websites that force you to buy there membership. I Love Marketing and Websites that force you to buy there membership. I Love Marketing and Websites that force you to buy there membership. I Love Marketing and Websites that force you to buy there membership. I Love Marketing and Websites that force you to buy there membership. I Love Marketing and Websites that force you to buy there membership. I Love Marketing and Websites that force you to buy there membership. I Love Marketing and Websites that force you to buy there membership. I Love Marketing and Websites that force you to buy there membership. I Love Marketing and Websites that force you to buy there membership. I Love Marketing and Websites that force you to buy there membership. I Love Marketing and Websites that force you to buy there membership. I Love Marketing and Websites that force you to buy there membership. I Love Marketing and Websites that force you to buy there membership. I Love Marketing and Websites that force you to buy there membership. I Love Marketing and Websites that force you to buy there membership. I Love Marketing and Websites that force you to buy there membership. I Love Marketing and Websites that force you to buy there membership. I Love Marketing and Websites that force you to buy there membership. I Love Marketing and Websites that force you to buy there membership. I Love Marketing and Websites that force you to buy there membership. I Love......

Words: 409 - Pages: 2

Marketing Case

...Mkt 2300 HBR Case Study Keeping to the Fair Way If I was Sandy Michaels, I would proceed with the sponsorship of the Champions golf tournament at Dover Hill. The reason behind this is because Pace Sterling has been sponsoring the event for the past 12 years and by doing that they have reaped substantial benefits from being affiliated with the event. The Champions is one of the biggest golf tournaments around that draws in millions of spectators from all around the country so by sponsoring them, Pace Sterling has the benefit of getting their name out to the millions of people that would be watching the Champions golf tournament. That’s excellent for marketing. Pace Sterling is a private members club and they have been one since 1936 so what they do in their private club is completely up to them. If this was a public club and they were discriminating against women from joining then the Women’s Rights Organization could say something but it’s not it’s a private club. The Women’s Rights Organization has no right to infringe their constitutional right to free assembly. Pace Sterling also has “plenty of women customers and wanted even more but it reached them through other means including a variety of sports and cultural sponsorship”. Pace Sterling does reach out to women and they do it the way that they best see fit. If Pace Sterling does not sponsor the Champions they would get the Women’s Rights Organization off their back and save......

Words: 355 - Pages: 2

Marketing Case

...competitors. At the end of fiscal 2007, the Company had opened a total of 197 of its own retail stores, including 174 stores in the U.S. and a total of 23 stores in Canada, Japan, U.K. and Italy. The Company has typically located its stores at high-traffic locations in quality shopping malls and urban shopping districts. One of the goals of the retail initiative is to expand the Company's installed base through sales to customers who currently do not already own the Company's products. By operating its own stores and locating them in desirable high-traffic locations, the Company is better positioned to control the customer buying experience and attract new customers. The stores are designed to simplify and enhance the presentation and marketing of the Company's products and related solutions. To that end, retail store configurations have evolved into various sizes in order to accommodate market-specific demands. The stores employ experienced and knowledgeable personnel who provide product advice and certain support services. The stores offer a wide selection of third-party hardware, software, and various other accessory products and peripherals selected to complement the Company's own products. * Education Throughout its history, the Company has focused on the use of technology in education and has been committed to delivering tools to help educators teach and students learn. The Company believes effective integration of technology into classroom instruction can......

Words: 3629 - Pages: 15

Marketing Case

...Though the profit generated by “new customers” under niche strategy scenario is $4.7 million more than mainstream strategy, it is still necessary to look into the additional profit generated from exist customers who switch from Paramount’s other products to Clean Edge Razor. Unfortunately, the case does not provide the sales volume and margin profit of Paramount’s other products, therefore can not calculate the additional profit due to the switch. But if the additional profit using mainstream strategy is $4.7 million bigger than niche market strategy, this could suggest overall the mainstream strategy can generate more profit compared to niche market strategy. 3. Other issues To minimize the cannibalization effect and attract more new-user under niche market strategy scenario, Randall should use “Clean Edge by Paramount” Paramount only have the budget totaled $48.3 million on advertising and promotions in 2010, it means if Randall requires $42 million to use mainstream strategy to promote Clean Edge Razor, the expense will account for 87% of the company’s annually marketing budget, which will definitely squeeze the budget of Paramount’s other cash cow products, and thus cause the tremendously potential risks on other product’s competitiveness in Moderate and value market. Secondly, after deducting the cannibalization effect, the profit come from “Paramount’s new customers” who buy Clean Edge Razor under niche strategy scenario in Year 1& 2 is $30.3 million,......

Words: 270 - Pages: 2

Marketing Case

...Problem Statement: What marketing-penetration strategies should Blair-Jones Company deploy to increase sales within their current market areas for architectural paints and coatings? Situation Assessment: The United States (U.S.) paint industry is mature industry and currently a sixteen (16) billion dollar market. The entire U.S. paint industry is classified into three primary segments. The first U.S. market segment is special-purpose coating which accounts for twenty-two (22) percent of industry sales. These sales are produced for special applications where surfaces are exposed to environmental or other corrosion elements. Relative examples include manufacturing facilities, bridges, road construction and many other industrial settings. The second U.S. paint market segment is original equipment manufacturing OEM coatings. These coatings are applied to durable goods to meet certain specifications of the manufacture. The original manufacture applies the paint coatings to the durable goods during production. OEM sales account for thirty-five (35) percent of the U.S. paint industry. Relative examples include industrial machinery, transportation equipment, appliances, furniture, construction products and vehicles. The final U.S. paint industry market segment is architectural coatings, which is the primary focus of this marketing case. Architectural coatings otherwise known as “shelf goods” make of the largest portion of market share at forty-three (43) percent...

Words: 606 - Pages: 3