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Harvard Business Review Case : How to analyse a case study - Essay Example

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Harvard Business Review Case : How to analyse a case study

Firstly the company has focussed mainly in conducting several marketing programs in various cities of the United States for the promotion of its products as well as interaction with the customers. The problem arises due to the fact that conducting such programs requires huge marketing expenses. The company have to take steps towards its cost control. The program conducted in New York, for the purpose of direct interaction with the customers, went over budget. The company is cutting its expenses related to the Research & Development, but greater concentration is required in this field in order to bring an innovation in its products. Although the company has developed strong interactive capabilities on its own website and many other customer interfaces in order to build a strong customer connection with its brand, but half of the cost is utilized due to the conduction of these marketing programs resulting in insufficiency in funds for Research & Development. Ellis Cameron, the master distiller of the company has pointed out the fact that too much of the expenses is being made towards enhancing strong customer relations. He said that the company is neglecting the basic needs of the customers. Despite of the age and reputation of the company, it is attempting to increase its revenue relying on the marketing efforts only. Ellis Cameron also mentioned disapproved the new strategy that was taken by the company for product development. According to him, the company should focus more on its product quality than building customer relations. The conduction of these marketing programs can make the customers feel the taste of its products, but that will not make them the permanent customers unless the product quality is superior. The sale of the company is increasing, but the lift of sales is not too high to justify the huge expenses that are being made in the marketing programs. The success to these programs is being achieved by cutting down the expenses for product innovation. In this way the company is losing track to its priorities. The company needs to make effort to reduce the marketing expenses in order to bring a solution to these issues. Part 2 The company that is chosen in order to relate to the key issues of marketing is Starbucks. It has been successful to achieve the most successful position both in the domestic land as well as globally. It follows a unique marketing strategy which helps it to grow consistently and set an example for other businesses. The promotional strategy that the company follows is online advertising. The company possesses a strong online community which has been created by its expansion in the social media. The website of the company and its blogs attracts the customers. The marketing strategy of Starbucks can be linked with the case study as it believes in maintaining a strong relationship with its customers. The right interface between the company and its user is advantageous for the company to achieve competitive advantage over its competitors (McDaniel and Gitman, 2008). The company actively engage its customers in the open discussions for their feedback. It is well known for its product quality. The product quality of Starbucks forces the customers to stick to its products even if the prices are high. This can be related to the company in the case study as Glenmeadie believed in the superiority of the product in order to distinguish itself ...Show more
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Summary

Analysing a Case Study Part 1 The main purpose of this essay is to find out the key issues in the case study. The case study deals with the issues related to the marketing plan of Glenmeadie. Glenmeadie is a scotch whiskey distiller company. The company is well known for its long term operation in the market and continuous supply of excellent quality products…
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