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

Introduction

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

***** 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 ***** 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

. . . . [END OF RESEARCH PAPER PREVIEW]

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