You have been hired as the marketing strategist for the beverage unit
of Conglom Foods. Conglom operates in a matrix structure; people from
"support" divisions, such as marketing, work within product units
(e.g., beverages). There are marketing strategists in other Conglom
units; you will consult with them on a semi-regular basis. (Click here
for an explanation of matrix organizational structures).
Conglom currently produces carbonated and non-carbonated cocktail
mixers, such as tonic water, Pina Colada mix, and grenadine syrup.
Sales have stagnated, and you believe it's because of the product's
limited market. You also see an opportunity for Conglom to expand into
new markets.
The beverage unit management is intrigued by the idea of developing a
new product for a new target market, but they don't know how to get
started. They also wonder how you, a marketing person, can help with
the product development. Write an e-mail to the managers outlining the
following:
the role of marketing
marketing?s involvement in product identification and promotion
At this stage, you do not need to be too detailed, so your e-mail will
not exceed 1-2 pages.
You have been hired as the marketing strategist for the beverage unit
of Conglom Foods. Conglom operates in a matrix structure; people from
"support" divisions, such as marketing, work within product units
(e.g., beverages). There are marketing strategists in other Conglom
units; you will consult with them on a semi-regular basis. (Click here
for an explanation of matrix organizational structures).
Conglom currently produces carbonated and non-carbonated cocktail
mixers, such as tonic water, Pina Colada mix, and grenadine syrup.
Sales have stagnated, and you believe it's because of the product's
limited market. You also see an opportunity for Conglom to expand into
new markets.
You have an initial meeting with the beverage unit's product and
operations managers. Your goals are to
discuss how and why environmental factors are affecting sales.
introduce the idea of developing and marketing a new product, possibly
to a new target market.
3-4 paragraphs |
