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) 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 member's initial assignment was to generate as many "specific" search terms as 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, ***** PME could monitor the revenue generated from each search term, as well ***** the advertising cost incurred thereon, *****ally in each ***** engine.

Flaws in ***** Cooperation

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

***** discovered, it ***** noticed that the team did not take ***** pain in even understanding the product types, or knowing ***** products 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 ***** 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 ***** each PME, the general reply was ***** they knew web *****, but did not know how ***** generate ***** through the activity. They had ***** done ***** job with loyalty, but if their ***** no *****, it was as a result ***** consumer psychology th*****t he comes to t***** Web 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 ***** *****. They were told to generate search terms by their names. Thus, each PME had his search terms that he / she monitored. The basic salaries ***** reduced and a commission was ***** upon r*****ue generated ***** the sales of the products of ***** PME. Any search term incurring advertising cost ***** a set c*****p, got the extra cost recovered from ***** respective PME's *****.

The ***** s*****ed the fol*****ing:

***** general ***** 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 ***** Engine

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

***** advertising cost

. . . . [END OF ESSAY PREVIEW]

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