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 achiev*****g the company's targets.

Methodology

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

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

Flaws in ***** Cooperation

***** ***** *****itially followed a ***** policy that ***** b*****ed 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 ***** cost ***** was beyond budgeting, and sales way too low than that which was forecasted.

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

When it was individually inquired ***** each PME, the general reply was ***** they knew web *****, but ***** not know how to generate ***** through the activity. They had collectively done their job with loyalty, but if their ***** no *****, it was as a result of consumer psychology th*****t he comes to the Web Site for in*****mation, and goes to the local pharmacy for buying.

***** ***** Strategic *****

***** 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 PME ***** his ***** terms that he / she moni*****red. The basic salaries were reduced and a commission was ***** upon revenue ***** by the sales of the products of ***** PME. Any search term incurring advertising cost ***** a set c*****p, ***** the extra cost recovered from ***** respective PME's *****.

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

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

The Search Term Inven*****ry got over 4000 "specific" search terms per ***** Eng*****e

The revenue showed a monthly increase of 31.47%

***** advertising cost

. . . . [END OF RESEARCH PAPER PREVIEW]

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