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 ***** 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 as 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 Web Marketing was done.

***** the help of 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, specifically in each search engine.

Flaws in ***** Cooperation

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

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

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

Results of Strategic Competition

The 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 ***** ***** his search terms that he / she **********. The basic salaries ***** reduced and a commission was given upon r*****ue generated by the sales of the products of each PME. Any search term incurring ***** cost beyond a set cap, ***** the extra ***** recovered from the respective *****'s commission.

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

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

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

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

***** advertising cost

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