12 May WHICH ONE WOULD YOU RECOMMEND FOR THE E-READER? WHY?
Case study
An importer of electronic equipment, Advanced Electronics Pty. Ltd. has developed, in conjunction with a Korean manufacturer, a new electronic reading device (e-reader) which has significant advantages over products already on the market. Its features are:
In the past Advanced Electronics has mostly imported and distributed electronic items such as tablets and notebooks to retailers. The company has had little involvement in marketing to the final purchaser.
Advanced Electronics is now seriously looking at marketing their new electronic reading device to consumers. Their policies and procedures are based on striving for fulfilling customer’s needs. Advanced Electronics’ management seeks your advice on the following:
You have advised Advanced Electronics that an important part of the planning process is the formulation of SMART objectives. They propose the following objective:
“We want to significantly increase sales and profits.”
The next step for Advanced Electronics is formulating strategies for each element of the marketing mix for the electronic reading device.
Which one would you recommend for the e-reader? Why?
Based on the organisation’s marketing practices and your recommendations throughout these Assessment tasks, your task now is to develop an implementation plan for this objective.
Your implementation plan should be in a table format and include the following information:
Now that you have developed the implementation plan, you need to seek approval from key stakeholders to implement your plan.
Draft an email to the Advanced Electricals senior management team communicating your implementation plan for the Electronic Reader. Make sure your email includes the following elements:
Explain how you would review the success of Advanced Electronics’ overall marketing plan.
Describe four (4) suitable measures (metrics) that you would use in your review. Why have you chosen each measure?
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