Marketing case analysis - Essay Example

Marketing case analysis Introduction In the case, the director has a task of consolidating the marketing departments of the consolidated companies. The director has to consider the marketing strategies that were previously used. That means that the marketing strategies that were used have to be consolidated so that they can fit into the go to market strategy of Hawaiian company. The issues that the director of marketing has to deal with include the following, brand sales, brand contribution and brand equity.

Brand sales involve the sales to customer san how they can be increased in order to increase the profitability of the company. Brand contribution is the margin that the company gains from the sale of its products. That means that the costs have to be relatively lower so that the company can achieve its desired margin. Brand equity refers to the positioning of the company products. Positioning is a critical part of marketing because it directly affects the sales volume of a company.BodyThe first issue that the director of marketing should deal with should be brand equity.

Brand equity will include the positioning of the company’s products. That involves the advertising part of marketing. The company should carry out a marketing campaign that is aimed at targeting the customers of the company. The company should come up with the target market in which it should direct its marketing towards. That will ensure that the company does not waste its funds on unnecessary marketing. The company can also carry out a research that will enable it to know the distribution of its customers.

For example, the company can come up with a questionnaire that will ask the customers where they reside and the convenient place that they would prefer to purchase the product from. That will enable the company to locate its products in retail stores in which most of its customers population reside in. that will increase the sales volume of the company and that will make the product more profitable (Ali 8).After the brand positioning has been established, the next part will be brand sales. Brand sales will involve the company increasing the sales volume.

That will be made possible if the product positioning is done perfectly. That implies that the product should be within the reach of the target customers. The company can therefore carry out a marketing campaign that will be around the area where the customers are heavily populated. That will ensure that there are first purchases and repeat purchases. The first purchase can be done by the company carrying out a promotion that will attract the first users. If the customers like the product, they will definitely make repeat purchases and that will a positive thing for the company (Ali 5).

For example, the company can come up with a feedback system that will be used to rate the services offered. That will help the company to improve on the weaknesses and in return increase the sales volume.The final part will be on brand contribution. This refers to the profit margin that the company will gain from the sales it makes. The manager should set a specific target that the sales team should achieve. The margin will be achieved based on the set selling price. The selling price should be able to cater for costs plus an addition margin that will benefit the company.

For example, the manager can set a 25% margin that should be achieved on every product.ConclusionAfter the company achieves its intended sales volume, it should now deal on the profitability of the products. That means that the costs should be reduced so that the profit margin can increase. The overall goal of the company is to achieve profitability. That means that it should aim at achieving a good margin that will ensure the long run profitability of the company. The company should be motivated by making profits.

That means that the company should carry out tasks that are aimed at profit making.Work citedAli Almarzouqi. Hawaiian punch. Strategic marketing. 2005. Print.