Nordstom: How to Succeed by Selling Just One Shoe - Essay Example

MARKETING ten than not, the first years in the land of opportunities are hard. The Nordstrom Company traces its inception way back in the old times of 1901. The first shoe store was opened in downtown Seattle, by Walin and John Nordstrom, that became the commencement of the legendary Nordstrom Company. Ideally, since the start of business, John’s business philosophy was vested on offering exceptional service, best selection, high quality and value. With this, the company has been able to expand and even diversify to offering other products in business.

To effectively grow, businesses need to be well managed and a persistent adherence to the fundamental goals and milestones. This coupled with good customer relations will bring a good brand image to the business (Kerin, Hartley & Rudelis, 2009). Nordstrom Company is a dealer in a variety of goods presently: apparel, cosmetics, house wares, electronics, and even furniture. Communication is the transmission of message from one person to another through a medium. Since time immemorial, there is a direct personal relationship exhibited by the company to its customers.

In contrast to advertising that works with mass media outlets, establishing a good rapport with customers on direct contact is vital. Nordstrom is able to show how passionate he is to his customers. For instance, when an employee uses his cash to get tickets to a customer who had left them in the store, the customer is satisfied that the business appreciates his travel schedule. On the other hand, few companies can do such an act of ethics, fairness, or sympathy. To contain good morals, the company tells the truth to customers proves the truth with the products and services it offers and listens to the customer in a calm way.

For example, the customer with one shoe was keenly listened to. There are expressions that have made the growth of the Nordstrom Company. To start with, the company has maintained good customer relations with its esteemed customers. This bond has been created with the quality and truthful services offered to buyers. The public relation portfolio is cost efficient. This is shown where customers exchange business cards and arrange for shopping dates and calls when new merchandise comes in the business.

This type of traditional publicity has given the company an upper hand against competitors. The company has also a considerate focus on the target market in terms of trends, styles, and colors. This strategy is important where the focus on the niche market grows gradually to the mass market. In the event, the business will make better sales and profits. The conduct of business on the internet through electronic commerce that gives buyers necessary data to make smart decisions about what the buyers want, has given the company a high competitive edge over its competitors (Kerin, Hartley & Rudelis, 2009).

Differentiation strategy used by the company has acted to its benefit in that more returns have been realized over time. The move to offer house ware and even furniture just to mention has acted as a detriment to its competitors greatly. In the business world, there are a myriad of challenges: there are many competitors in the service industry who crop up and offer the same service, which is advantageous to customer in that he gets better products. On the contrary, the many participants in the market may bring substandard and products that are not genuine.

There is a problem of unsupportive policies that face retailers in their operations. This is because many policies are made for large companies. There is a problem of negative cash flow or returns in business, for instance, it is worth to loose money but ensure that the customer continues coming back. This can cripple the business when not well taken care of. Over the years, competition in business has changed significantly. Many markets are going international or rather have a global recognition.

There is the use of electronic commerce that is widely accepted by many customers. Secondly, there is an increase in personal selling mechanism to customers to be able to get feedback. This is to say that public relation is becoming more personalized. In addition, there is a rise in diversification and differentiation of services to customers. Products are brought with unique qualities, outlook, and characteristics. This will ensure that the returns are high for the effective growth. There is also the participation in community projects by many companies as a social responsibility.

The consumer however expects to be offered better and improved services that suit their needs. The customer expects businesses to comply with the legal regulations in areas of operation. Briefly, the customer expects an adherence to the political, social, economic, technological, and legal environment (Kerin, Hartley & Rudelis, 2009) Reference Kerin, R. A., Hartley, S. W., & Rudelius, W. (2009). Marketing (9/e [9th ed.). Boston: McGraw- Hill/Irwin.