Case Analysis: Company’s Goals
a) Company: What are the company’s goals and what measures will be used to determine if they are on track?
Allround Brands has its sights set on achieving goals of increasing long-term profitability and market share in a volatile healthcare environment. If successful, it will reach the highest of its goals, which is delivering a solid return for its investors. The company has charged the marketing team with this task and will track progress through measurements of key marketing data such as brand awareness, brand satisfaction, conversion and retention ratios, as well as marketshare.
b) What strengths and weaknesses do you see in its brand and organization?
When it comes to strengths, Allstar Brands has an established product and brand name through the success of Allround, which is widely considered the most effective product for multi symptom relief currently available. Even with the current strength a large and loyal customer base, there are still many opportunities for growth, especially as it continues to be the market price leader. The brand possesses a strong support of sales through wholesalers, merchandisers, and detailers. Additionally, Allround has enjoyed one of the highest percentages of brand awareness for many years and continues to have strong brand awareness in a market with solid competition and new players regularly entering the market. This brand awareness is partially attributed to the quality and scope of its advertising. In terms of overall organization, it is in a healthy financial state and positioned for investment in growth opportunities such as line extensions, and/or reformulations of the Allround brand and can put the marketing dollars behind these initiatives in order to maximize consumer impressions.
In terms of weaknesses, one is that the medication only comes in one type – a multisymptom liquid. There is a perceived negativity from many observers about the effectiveness of “shot-gun” style medications. Allround is also
Allround Brands has its sights set on achieving goals of increasing long-term profitability and market share in a volatile healthcare environment. If successful, it will reach the highest of its goals, which is delivering a solid return for its investors. The company has charged the marketing team with this task and will track progress through measurements of key marketing data such as brand awareness, brand satisfaction, conversion and retention ratios, as well as marketshare.
b) What strengths and weaknesses do you see in its brand and organization?
When it comes to strengths, Allstar Brands has an established product and brand name through the success of Allround, which is widely considered the most effective product for multi symptom relief currently available. Even with the current strength a large and loyal customer base, there are still many opportunities for growth, especially as it continues to be the market price leader. The brand possesses a strong support of sales through wholesalers, merchandisers, and detailers. Additionally, Allround has enjoyed one of the highest percentages of brand awareness for many years and continues to have strong brand awareness in a market with solid competition and new players regularly entering the market. This brand awareness is partially attributed to the quality and scope of its advertising. In terms of overall organization, it is in a healthy financial state and positioned for investment in growth opportunities such as line extensions, and/or reformulations of the Allround brand and can put the marketing dollars behind these initiatives in order to maximize consumer impressions.
In terms of weaknesses, one is that the medication only comes in one type – a multisymptom liquid. There is a perceived negativity from many observers about the effectiveness of “shot-gun” style medications. Allround is also