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 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 achieving the company's targets.

Methodology

***** ***** mem*****r's initial assignment was to generate as many "specific" search terms ***** 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 ***** help ***** ADManagerTM - a state-of-the-art Tracking System of the company, every PME could monitor the revenue generated from each search term, as well ***** the advertising cost incurred thereon, specifically in each ***** engine.

Flaws in ***** Cooperation

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

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

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

***** of Strategic Competition

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

The ***** s*****ed the following:

All general search terms were au*****matically removed as every PME refused to take them in his / her account due to the ad-***** recovery policy

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

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

The advertising cost

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