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

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Strategic Competition vs. Team Cooperation

***** Strategy of


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.


***** 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, and which were two of ***** 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 monitor the revenue generated from each search term, as well ***** the advertising cost incurred thereon, *****ally in each search engine.

Flaws in ***** Cooperation

The company *****itially 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 among them. The results led to an incredibly high advertising cost ***** was beyond budgeting, ***** sales way too low than that which was forecasted.

***** discovered, it ***** noticed that the ***** did not take ***** pain in even understanding the product types, or knowing the 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 ***** *****s ***** general words like "nutrition," "weight loss," "hair c*****," "fitness," "diet," etc. that got the website innumerable visitors, but almost none that converted to a buyer.

When it was individu*****y inquired from ***** *****, the general reply was ***** they knew web *****, but ***** not know how ***** generate ***** through the activ*****y. They had ***** done ***** job with loyalty, ***** if their was no buyer, it was as a result of consumer psychology that he comes to the 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 ***** assigned all the ***** among ***** *****. They were told to ***** search terms by their names. Thus, each PME had his ***** terms that he / she monitored. The basic salaries were reduced and a commission was given upon r*****ue generated ***** the sales of the products of each PME. Any search term incurring advertising cost ***** a set cap, ***** the extra cost recovered ***** the respective PME's *****.

The ***** showed the following:

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

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

The revenue showed a monthly increase of 31.47%

***** advertising cost


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