Essay - Strategic Competition vs. Team Cooperation Marketing Strategy of Herbaladvisor.com Introduction...


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Strategic Competition vs. Team Cooperation

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

Through ***** help ***** ADManagerTM - a state-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, *****ally in each search engine.

Flaws in Team Cooperation

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

When discovered, it ***** noticed ***** the ***** 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 search terms were general words like "nutrition," "weight loss," "hair care," "fitness," "diet," etc. that got the website innumerable visitors, but almost none that converted to a buyer.

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

***** of Strategic Competition

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

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

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

The Search Term Inventory got over 4000 "spec*****ic" search terms per ***** Eng*****e

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

***** advertising cost

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