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 of 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

Every team 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 Web Marketing was done.

Through the help of ADManagerTM - a st*****te-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, specifically in each search engine.

Flaws in ***** Cooperation

The ***** *****itially followed a ***** 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 ***** marketing ***** them. The results led to an incredibly high ***** cost ***** was beyond budgeting, and sales way *****o low than that which was forecasted.

When discovered, it ***** noticed that the ***** did not take ***** pain in even underst*****ing the product types, or knowing ***** ***** 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 search terms ***** 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 individu*****y inquired from each PME, the general reply was ***** they knew web *****, but did not know how ***** generate r*****ue through the activ*****y. They had ***** done their job with loyalty, ***** if their was no buyer, it was as a result of consumer psychology that he comes to t***** Web Site for information, and goes ***** the local pharmacy for buying.

***** of Strategic *****

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

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

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

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

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

***** advertising cost

. . . . [END OF ESSAY PREVIEW]

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