Essay - Strategic Competition vs. Team Cooperation Marketing Strategy of Herbaladvisor.com Introduction...


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Strategic Competition vs. Team Cooperation

***** Strategy of HerbalAdvisor.com

*****

An online retailer ***** nutritional supplements and alternative medicine, Herbal Advisor has a marketing staff of 10 Product Marketing Executives (PMEs) among whom; around 10 thousand products (incl. variations) ***** the Web Site are evenly distributed for their paid Web Marketing. The study reveals how strategic competition proves to be more effective than team cooperation in achieving the company's targets.

Methodology

Every team mem*****r's initial assignment was to generate as many "specific" search terms as possible from every unique product name for paid submissions in Overture.com, and Google.com which were two of ***** main search engines where the company's Web Marketing was done.

***** ***** help ***** ADManagerTM - a st*****te-of-the-art Tracking System of the company, every PME could moni*****r the revenue generated from each search term, as well as the advertising cost incurred thereon, ********** in each ***** engine.

Flaws in Team Cooperation

***** company initially followed a marketing policy that ***** b*****ed on Team Cooperation. According to this, the team was given a collective task ***** search term generation and submission without evenly distributing the products ***** ***** among them. The results led to an incredibly high advertising cost ***** was beyond budgeting, and sales way too low than that which was forecasted.

When discovered, it ***** noticed ***** the team did not take the pain in even understanding the product types, or knowing the products carried by the ***** S*****e's inventory. They ********** generated all heath-related search terms that they found to have high click-through ratio. Consequently, the generated ***** terms were general words like "nutrition," "weight loss," "hair c*****," "fitness," "diet," etc. ***** got the website innumerable visitors, but almost none that converted to a buyer.

When it was individu*****y inquired from each *****, the general reply was that they knew web marketing, but ***** not know how to generate r*****ue through the activity. They had collectively done their job with loyalty, ***** if their ***** no buyer, it was as a result of consumer psychology th*****t he comes to t***** Web Site for information, and goes ***** the local pharmacy for buying.

Results of Strategic Competition

***** management, instead of replacing its entire marketing staff, revised its marketing strategy and assigned all the products among the *****. They were told to ***** search terms by their names. Thus, each PME had his ***** terms that he / she monitored. The basic salaries ***** reduced and a commission was ***** upon revenue ***** by the sales of the products of each PME. Any search term incurring ***** cost beyond a set cap, ***** the extra ***** recovered from the respective *****'s commission.

The ***** showed the fol*****ing:

All general search terms were automatically removed as every PME refused to take ***** in his / her account due to ***** ad-cost recovery policy

The Search Term Inventory got over 4000 "spec*****ic" search terms per ***** Eng*****e

The ***** showed a monthly increase ***** 31.47%

The advertising cost

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