Sun catcher marketing plan - Term Paper Example

We at Sun Catcher aim to address marketing, and its organization as other vital company functions, say human resources and finance. It was thus imperative that we studied our competitors and their organizations in order to find the challenges they faced in marketing. The challenges included; performance of transactional and tactical tasks by marketing managers rather than their main activities, lack of clear responsibilities and roles within the marketing departments when compared to other functions, selection of external marketing agencies due to relationships rather than tangible performance, repetitive and data intensive marketing activities performed due to lack of information and resource sharing mechanisms, and finally constrainment and stretching of internal marketing talent pool due to minimal specialized professional marketing strategies and training (Wittemen 2).

To avoid these pitfalls, Sun Catcher aims to give marketing its executive role by aligning its cost structures to the business model and strategy (Wittemen 2). We aim to do this via allowing the marketing executives to strategize internally and come up with opportunities for economies of scale. This will align market potential with resources. We also aim to apply lean principles by aligning and integrating marketing processes with an aim of increasing efficiency. Investment in technology is also a must if we are to figure out where to make investments in marketing sensibly.

This includes use of customer resource management (Wittemen 2). The establishment of effective and flexible structures that segment the marketing department into transactional, strategic, external and internal functions which clarify the activities of each member is vital for sun Catcher’s survival (Wittemen 2). Sun Catcher has several contingency plans in case an emergency, event, or new information becomes available to us. While Sun Catcher would wish not to be befallen by an