Minnesota Micromotors Inc. Case Analysis

As a newly appointed CEO of Minnesota Micromotors, Inc., I am responsible for designing the company’s marketing strategy, “This includes determining all aspects of the company’s go-to-market approach and associated elements of product policy, including pricing and market positioning of the company’s orthopedic motor line. ”(Harvard Business Publishing, 2014). MM is a member of a mature, saturated and highly competitive Orthopedic Motor market, such that every decision needs to be deliberate and appropriate, carefully assess the organisation’s competitive position that of its competitors and to get sustainable competitive advantage and provide superior customer value. This paper will use one quarter of marketing decision as example, providing the detailed reallocation of resources and analysing the result.
Before making any marketing strategic decision, it is always important to review the MM’s current go-to-market strategy, collect and analysis past and present data in order to identify opportunities and threats which may have potential impact on both short-term and long-term performance, and the
Then I decided to increase $15000 spending on the product development of thermal resistance feature, because our product feature performance of thermal resistance was not as good as the competitors’. The power-to-size ratio spending was decreased by $30000, and i used the remaining budget of $15000 on efficiency