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


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Strategic Competition vs. Team Cooperation

Marketing Strategy of HerbalAdvisor.com

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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.

Methodology

***** ***** 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 ***** ***** main search engines where the company's ***** Marketing was done.

Through the help of ADManagerTM - a st*****te-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 search engine.

Flaws in ***** Cooperation

The company 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 *****s for marketing among them. The results led to an incredibly high advertising cost ***** was beyond budgeting, and sales way *****o low than that which was forecasted.

When discovered, it ***** noticed that the ***** did not take the pain in even understanding the product types, or knowing ***** products carried by the Web Site's inventory. They collectively generated all heath-related search ***** that they found to have high click-through ratio. Consequently, the generated search ********** 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 ***** *****, the ***** reply was ***** they knew web *****, but did not know how to generate ***** through the activ*****y. They had collectively done ***** job with loyalty, but if their ***** no buyer, it was as a result of consumer psychology that he comes to the ***** Site for information, and goes to the local pharmacy for buying.

***** ***** Strategic Competition

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

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

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

The Search Term Inven*****ry got over 4000 "spec*****ic" ***** terms per Search Engine

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

The advertising cost

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