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

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Strategic Competition vs. Team Cooperation

Marketing Strategy of


An online retailer of nutritional supplements and alternative medicine, Herbal Advisor has a marketing staff ***** 10 Product Marketing Executives (PMEs) among whom; around 10 thousand products (incl. variations) of 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 achiev*****g the company's targets.


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

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

Flaws in Team Cooperation

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

***** discovered, it was noticed that the team did not take ***** pain in even understanding the product types, or knowing ***** ***** carried by the Web Site'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 individually inquired from each PME, the general reply was ***** they knew web *****, but ***** not know how to generate ***** through the activ*****y. They had collectively done ***** job with loyalty, but if their was no buyer, it ***** as a result of consumer psychology that he comes to t***** ***** Site for information, and goes to the local pharmacy for buying.

Results ***** Strategic Competition

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

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

***** 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" ***** terms per Search Eng*****e

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

***** advertising cost


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