Fast Response Incorporated - Assignment Example

This is because the customers could easily get better speed from other accelerated 56k ISPs or from DSL connections. However, the key selling point of Fast Response should focus on providing ‘value for money. Fast Response could further slash prices to overemphasize this advantage.

• Fast Response should increase its public relations and advertising campaigns. The research survey had revealed that customers felt Fast Response did not ‘stand out in the marketplace. Fast Response had failed to make its mark with its promotion campaigns. It should have a well-thought-out advertising or activation campaign to promote its key feature of ‘economic feasibility.
• For the dialup connections, Fast Response should try to find a niche market. It should target its product to those customers who use the connection very infrequently at home and only for purposes such as email which does not require high-speed downloading. Campaigns to such a segment of the market could be focused on emphasizing that customers could pay one-fifth the price to get the same service. Fast Response should not focus on speed but rather on economic feasibility and should promote this to this niche. Furthermore, all promotions should be adapted to the psychology of business workers to capture their attention.
• It should try to retain current customers by improving the quality of its connections and customer service. It is less likely that those using the more advanced technology of DSL and cable would switch to Fast Response dialup connections. Therefore, the company should focus on retaining its current customer base. The research revealed that many customers complained of busy signals and poor customer service. The company should focus on the customer service it provides to its clients and should use this as a selling point.

The reason why a new brand is recommended because if the same name is used, it would be tarnished by the prior poor reputation of Fast Response dialup connections.