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

Methodology

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

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

Flaws in ***** Cooperation

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

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

Results of Strategic *****

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

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

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

The Search Term Inven*****ry got over 4000 "spec*****ic" search terms per Search Engine

The revenue showed a monthly increase of 31.47%

***** advertising cost

. . . . [END OF RESEARCH PAPER PREVIEW]

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