Bob Waters is a successful sales engineer at Omni Automated Systems, who aims to make an important sale to Gentech. Since Gentech is currently developing its automated capacity, this would ensure Omni consistent revenues over the next period of time and a profitable business relationship. Although Waters makes significant efforts over a year, in the end, a different company is chosen. This analysis will look at several problems, and will propose a couple of solutions to address these.
The main problem is the organizational culture at Gentech. Organizational culture is seen, by Kennedy and Deal (1982) as "the way things get done around here." The problem with Gentech is that, throughout the case study, Waters is not able to figure out how things are done there, particularly who makes decisions. In appearance, this seems pretty clear and is openly and transparently, but decisions on most things (from specs to the final purchasing decision) appear to move from one decision maker to another. Officially, there is a committee that makes the final call, but one could always whether Kevin Reilly, vice president for northern California operations, is not in fact the final decision maker.
Another problem is the fact that Omni appears to have some problems on the technical and service side, as the meetings between Waters and the foreman point out. While Waters boasts, in his marketing and communication message, that "price,...
Marketing Case Study Try to remember the billboards on your commute to work or school. How many do you think there are? Explain why you remembered any of them. Next time you are on that route, note how many billboards there actually are. Are they effective? Of the many billboards passed on the way to work and school every day, the most noticeable are those that promise low-cost health insurance and healthcare.
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Marketing Case Study The case study being completed in this reports asks the author of this response to answer to three major questions. The first is what Fournier means when she says that consumers have relationsihps with a brand. The second question asks the author two pick two out of three brands from a list provided in the assignment and explain if and/or how consumers do or do not have relationships
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The research also is inconclusive about the effects of advertising over the long-term and as a result, opens to interpretation by lawmakers and consumer rights groups. In other words, the data can be easily used as a means to push more taxes and laws on McDonalds' and companies in this industry due to lack of compliance. It is better from a branding standpoint to be consistent globally and reinforce
Of 109 females respondents, 66.4% indicated that they had an intent to purchase. However, only 33.6% of the 61 males who responded indicated that they had an intention to purchase. This means that the brand appears to appeal more to women than men. Women will represent a higher percentage of the target market than men. Gender * Purchase intention Crosstabulation Purchase intention Total No, not likely Yes, likely Gender Female Count 14 95 % within Purchase intention 51.9% 66.4% 64.1% Male Count 13 48 61 % within Purchase intention 48.1% 33.6% 35.9% Total Count 27 %
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