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

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

Flaws in ***** Cooperation

The ***** *****itially followed a marketing policy that ***** based on Team *****. According to this, the team was given a collective task ***** search term generation and submission without evenly distributing the products for ***** ***** them. The results led to an incredibly high advertising cost that was beyond budgeting, ***** sales way too low than ***** 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 S*****e's inventory. They collectively generated all heath-related search ***** that they found to have high click-through ratio. Consequently, the generated search *****s were general words like "nutrition," "weight loss," "hair c*****," "fitness," "diet," etc. ***** got the website innumerable visitors, but almost none that converted to a buyer.

When it was individually inquired ***** ***** PME, the general reply was that they knew web marketing, but did not know how ***** generate ***** through the activity. They had collectively done ***** job with loyalty, but if their ***** no buyer, 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 Competition

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

The results showed the fol*****ing:

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

The Search Term Inventory got over 4000 "specific" ***** terms per ***** Engine

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

***** advertising cost

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