Case Analysis Tweeter etc. Company Overview Tweeter etc. was founded in 1972 by Sandy Bloomberg in Boston to sell high-end stereo components. The current portfolio of the company consists of brand stereos, television, car radios and car phones. Tweeter has recently witnessed a healthy growth in its financial performance. Sale has almost doubled in the last three years reaching $82.3 million in FY 1996. Its sales per store has increased by 50% and number of stores increased to 21 from 14 during the same period. The Making and Current Scenario During its formative years, Tweeter gained the reputation of being the retailer of high quality, high-end audio components and video equipment. They had a knowledge able sales force providing …show more content…
The starting price for its products as communicated to the consumers by ads was well above the other retailers. Thus, consumers being price sensitive thought of Tweeter as the store selling high priced goods. Even though the middle and high end stuff are sold at around the same prices as in all stores. The lack of awareness along with the price advertising has made the Tweeter appear more costly and specialized for high end customers and thus driving consumers away. As can be justified Tweeter’s 70% sales was due to Quality/Service customers which look for high levels of product quality and customer service due to its image. As can be seen from the survey, the awareness level of people about APP was very low. Only 32% of the respondents could define it. Only 22.1% of the respondents knew that Tweeter offered the APP service. Concern 4: Is Tweeter targeting the right customer sector and should it continue with APP? The price bitter and the quality/service customers together account for 90% of Tweeter customers. It lacks behind in Entry level and convenience customers. This can be attributed to the various misconceptions about the store in the market such as Tweeter stocks high end goods only. This has led to Tweeter running in losses during early 1990’s. Though, it has shown some improvement after that due to the inclusion of APP. Concern 5: Is Tweeter actually price competitive among its competitors Tweeter is price
The third issue for Trader Joe’s is their lack of social media presence. Trader Joe’s from their beginning has used a customer newsletter and occasional radio ads in order to promote their brand, and these advertising methods have not changed with the introduction and prevalence of social media. Many brands nowadays are seeking to gain a competitive advantage over the
All the above factors restrict the penetration of Allround and impact its retention ratio. This is a serious concern that needs to be addressed immediately. Allround team has an opportunity to leverage its current customer strengths to penetrate into other customer segments that are currently not in the mix by assessing their needs and wants. At a high level they can categorize their segments into several categories like cold, cough, allergy, other and also based on demographics; young singles, young families, mature families, empty nesters, retired, children etc. They could use social media effectively for this purpose. Overall the goal is to determine a strategy to achieve long term segment attractiveness eventually in all customer segments. They also need to be cognizant of the price sensitivity of a huge percentage of the consumers of the industry. Population growth is also a major factor which is growing at a 0.9%. The niche products targeting non - penetrated customer segments by its competitors, loss leaders, inflation, brand formulation and aggressive marketing strategies from competitors are the biggest threats to All round’s market share and retention ratio.
We understand the importance of technology and social media in the operations of business and how technology can be an aid in our business operations. We plan on focusing our attention on sites like Facebook, Instagram, and other social media outlets to advertise our business which will provide the customer with daily information on specials as well as access to coupon programs we provide. Using social media will provide an outlet for our customers to provide reviews and feedback on our business. Many people feel that bad reviews can hurt a business; we feel that bad reviews provide an opportunity for us to make a new friend and change a process which may harm our business with future guests. Two brothers would also like to develop a smartphone application for iOS and Android which we find is also lacking with many businesses in the Wenatchee valley. This application will also provide instant access to our business as well as letting us track our market. As far as marketing outside of social media we plan to brand our image using items like car clings, bumper stickers, clothing, and sponsorship of local
The study will take the form of a cross-sectional design in which the target population will be people selected via convenience sampling. It aims to assess the view of the customers at a specific point in time. The tools of study to be used will include a random selection of feedbacks from social media. Also, an online search on databases will be conducted to provide relevant journal articles on the companies. Online sources will also be useful in finding out relevant information about the Company websites, and their online platforms in social media will also be examined for relevant
Dealers want to make money on selling Techsonic's products. The projected margin for dealers needs to be 15% to ensure profits.
From exhibit 13 in the case it is clear that Tweeter is price competitive in almost the entire range of items and models that it sells. In an objective model by model comparison (see appendix 1 for a sample comparison) Tweeter either matches or betters competitor 's prices. Further more when you compare quality and level of service and price paid Tweeter is cheaper than the competition.
My recommendation for Twitter is quite simple. Twitter Inc. needs to restructure their company and marketing scheme. They need to market the site for corporations to think it is worth the investment to advertise. Twitter need to find sponsors to give financial support to a new site design, better advertisement, and also creating partnerships. Twitter Inc. needs to reposition itself to look more like a corporate media site and not a site for teens to release trash gossip. In the segmentation of the market, Twitter should segment the market for mature users and teens. In the segmentation they may have one side that focus on corporate sponsors and the other side should focus on alternative financial support.
On average, subscribers purchased 19.9 CDs annually, mostly through Sonik’s website. Annual subscriber retention rate was 90 percent. Sonik accumulated CDs from various suppliers and fulfilled its own orders. Annual fixed costs of fulfillment were $400,000; shipments averaged 3.7 CDs per package. Annual marketing expenses were $230,000; Sonik spent 90 percent on acquiring new subscribers and 5 percent on subscriber retention. Sonik’s cost of capital was 12 percent. It was considering three growth options: a. Continue the Niche Strategy: Sonik believed it could acquire 20,000-30,000 new customers per annum for the next several years without major new investment. Sonik also believed that spending $0.5 million per annum would increase customer retention to 95 percent. b. Mass-Market Strategy: Abandon the subscription model, add many other music genres, and build a mass-market brand.
Tweeter is currently targeting the Quality/Service oriented customer. Customers who want high-end products and are willing to have a better shopping experience with great customer service. They are outperforming competition in this segment with 70% market share
He had a large amount of financial investment in an innovation to be sold and the first time around he did not succeed or come anywhere close to the prelaunch boast found in Time magazine. The magazine has a quote claiming the SHT would be the quickest product to reach $1 billion in sales after its launch. Mr. Kamen has begun to make moves with new hires, but he needs to step away and let professionals sell his product at a successful rate, as he has done with previous inventions. The value of professional marketers adjusting the marketing mix variables of price, promotion, place and product, for the SHT will surely be realized quickly with a noticeable boost in sales. One example of adjusting the marketing mix by these executives would be with price. The SHT could be “relaunched” at a new lower price (i.e.: $2,200). This new strategy would make the SHT a more attractive and realistic buy to the average consumer.
Smashburger is a rapidly expanding burger restaurant concept; they have announced a summary of its 2011 accomplishments and their marketing and expansion plans for 2012. Opening their first location in 2007 and growing rapidly ever since, now in 2011 Smashburger had yet another successful year of growth and consumer acceptance. Smashburger is quickly gaining national recognition for its juicy handmade burgers that are smashed fresh and served delicious, along with its localized recipes that celebrate regional taste profiles in
Figuring out how to market your business online is an ongoing challenge these days. The landscape of the Internet seems to change on an almost daily basis. One thing is certain, though, social media has brought forth some influencers in nearly every industry and the impact they have on marketing is measurable.
The perfect reason for Tata DOCOMO to draw up an extensive strategy to harness the power of Social Media and build the brand with its consumers.
There is no doubt that the customer is king because without customer, there is no business. Today, brand can easily attract or lose customers. With the increasing number of social platform and numbers of creating account, customers’ voices are raised among social media, web sites or forum. In fact, we can observe that, nowadays, customers don’t hesitate to question brands, to congratulate, to criticize and even to require that brand deliver them messages adapted to their profile and their interest. Particularly with