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Copy of Sigma Marketing Case

MK Class
by

Joyce Zhou

on 25 October 2013

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Transcript of Copy of Sigma Marketing Case

Introduction
Brief History
Calendars
-Desk Pad calendar
-Wall calendar
-Planner, diary, pocket calendar
Other products

Marketing Strategy
Catching the opportunity of calendar
High quality and flexibility
Target market
-Smaller corporations
-Medium-to-large corporations
-Large companies
Technology

Changing Environment
Internal factors
-Sell facility
-Move company
-Transition
External factors
-Sustainability
-Competitors
-Recession

Relevance to Textbook
Importance of Strategic Focus and Implementation (with High Adaptability)

Strategic Marketing Planning

Situation Analysis (internal, customer, external environment)

Well Defined Evaluation and Control Processes

Social Responsibility
Recommendation and Justification
Create more digital forms of Marketing

Evaluate its customer relationships

Implement Integrated Marketing Program

Focus on Personalized Selling

Think Internally - Integrate a new product for Themselves

Opportunities and Threats
Opportunities:

New technology
Customer base has become more global/online
Design more digital marketing products
Threats:
State of Economy
Offering physical printing services in a digital world
Increased Competition through the Internet
Rapid Technology Changes

Strengths and Weaknesses

Strengths:
High Adaptability of Marketing Strategies
Offer Total Package (design concept to shipping at multiple drop points)
Visionary Leadership
Advertising Specialty Institute dealer distributor
Social Responsibility Initiative
Weaknesses:

Reliant of Family Leadership
Many employees are nearing retirement
Outdated Products and Technology
Capacity

Problems/Issues
Customers’ satisfaction
Technology
Economic recession
Competition
Customer Confusion
Adjustment
Employees
Technology
Management
Online business
Competition

Analysis
www.sigmamktg.com
Problems / Issues Statement
Full transcript