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

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 ***** Marketing. The study reveals how strategic competition proves to be more effective than team cooperation in achieving the company's targets.

Methodology

***** team member'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 Web Marketing was done.

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

Flaws in Team Cooperation

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

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

Results ***** Strategic Competition

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

The results showed the following:

***** 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 "specific" search terms per Search Eng*****e

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

***** advertising cost

. . . . [END OF ESSAY PREVIEW]

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