Cango Week 3 & 4 Video Analysis
WEEK 3 & 4 VIDEO ANALYSIS
ASPIRE BUSINESS CONSULTANTS
March 23, 2012
CanGo is looking at becoming more productive within their specific demographic. Before doing so they have to make the appropriate actions to encourage the customers to follow through with their orders and expanding to different demographics. Aspire Business Consultants has become aware of six key issues with recommendations that will help provide a solid foundation for future endeavors. These issues cover a range of concerns that ABC strongly suggests will need to be addressed before moving forward.
Issue #1
It appears that CanGo ‘s luck is running on steam. The marketing group acts as if it were broadsided by Andrew’s statistic. Although 75% of consumer from online sources do not go through and purchase an item after placing it in their shopping cart, one could argue that 25% do. This number, be it small, should be looked at more maticulusly. It begs the question what is CanGo providing that is makes them follow through. After the marketing team can answer this question they should mass produce the model to open up more customer relations.
Recommendation #1
Marketing strategy for this type would include a thorough research of marketing segments. Exactly who does CanGo appeal to? Segments could be divided into geographical, demographical, psychographical, benefit, and usage (McHugh, McHugh & Nickels, 2010). Pinpointing what the market brings to these segments may open more opportunity for CanGo to cater to a broader audience. Music ordered in the Northwest may not be as popular in the Southeast. You cannot sell your product when you do not have a clear picture of who wants your product.
Issue #2
Gail’s shock that Andrew used another company to do research is not what I would have expected from a person who was put on a team to “research” why the consumers did not follow through more than ¾ of the time. Additionally, Andrew’s appearance as nervous and
ASPIRE BUSINESS CONSULTANTS
March 23, 2012
CanGo is looking at becoming more productive within their specific demographic. Before doing so they have to make the appropriate actions to encourage the customers to follow through with their orders and expanding to different demographics. Aspire Business Consultants has become aware of six key issues with recommendations that will help provide a solid foundation for future endeavors. These issues cover a range of concerns that ABC strongly suggests will need to be addressed before moving forward.
Issue #1
It appears that CanGo ‘s luck is running on steam. The marketing group acts as if it were broadsided by Andrew’s statistic. Although 75% of consumer from online sources do not go through and purchase an item after placing it in their shopping cart, one could argue that 25% do. This number, be it small, should be looked at more maticulusly. It begs the question what is CanGo providing that is makes them follow through. After the marketing team can answer this question they should mass produce the model to open up more customer relations.
Recommendation #1
Marketing strategy for this type would include a thorough research of marketing segments. Exactly who does CanGo appeal to? Segments could be divided into geographical, demographical, psychographical, benefit, and usage (McHugh, McHugh & Nickels, 2010). Pinpointing what the market brings to these segments may open more opportunity for CanGo to cater to a broader audience. Music ordered in the Northwest may not be as popular in the Southeast. You cannot sell your product when you do not have a clear picture of who wants your product.
Issue #2
Gail’s shock that Andrew used another company to do research is not what I would have expected from a person who was put on a team to “research” why the consumers did not follow through more than ¾ of the time. Additionally, Andrew’s appearance as nervous and
References: DeCenzo, David A., & Robbins, Stephen P., (2010). Human Resource Management (10th ed.). Hoboken, NJ: John Wiley & Sons, Inc. McHugh, J., McHugh, S. & Nickels, W. (2010). Understanding Business, (9th ed.). McGraw, New York, NY