Winsales Case Study
Assignment Question 1. What should WinSales do? a. Maintain the status quo? b. Follow Lisa’s plan of a direct mail piece to Professional Selling Power magazine subscribers? c. Follow Torrey’s plan for a drip irrigation marketing (a process of applying direct marketing technology to prospects and customers at the sales level instead of keeping this database knowledge in the computer department) attack?
Contents
Section Page
Contents ii
I. Company situation analysis 3
I.1 INTRODUCTION 3
I.2 PROBLEM AREAS: winsales, inc 3
I.3 Problem ANALYSIS 4
II. opportunity / prospects / marketing 6
II.1 THE OPPORTUNITY 6
II.2 drip-marketing 6
II.3 ADVERTISTING 7
III. So.....WHAT SHOULD WINSALES DO? 9
III.1 FOCUS ON MARKETING COMMUNICATIONS 9
III.2 early Adoption of winsales product solution 10
III.3 overcome competitor markets 11
III.4 develop a concrete brand & pricing strategy 11
IV. Recommendations 13
IV.1 SUMMARY 13
V. bibliography 14
V.1 REFERENCES 14
Company situation analysis
1 INTRODUCTION
WinSales, Inc (a sales automation software company) was founded in 1992 by Bill Pernsteiner. Bill’s vision was to become the leading software and services provider to help automate the process of client communication. Three years after its foundation WinSales found itself in a marketing predicament. The ability to establish prospects was never an issue however the closing rate of sale with these prospects slowly began to decrease. WinSales were faced with a marketing dilemma and began to review alternatives for same. Bill faced the quandary of remaining loyal to his wife’s mode of thinking or seek an alternative view. The reality was that WinSales, Inc was heading in a downward spiral financially if a new marketing strategy was not attained.
It is clear that
Contents
Section Page
Contents ii
I. Company situation analysis 3
I.1 INTRODUCTION 3
I.2 PROBLEM AREAS: winsales, inc 3
I.3 Problem ANALYSIS 4
II. opportunity / prospects / marketing 6
II.1 THE OPPORTUNITY 6
II.2 drip-marketing 6
II.3 ADVERTISTING 7
III. So.....WHAT SHOULD WINSALES DO? 9
III.1 FOCUS ON MARKETING COMMUNICATIONS 9
III.2 early Adoption of winsales product solution 10
III.3 overcome competitor markets 11
III.4 develop a concrete brand & pricing strategy 11
IV. Recommendations 13
IV.1 SUMMARY 13
V. bibliography 14
V.1 REFERENCES 14
Company situation analysis
1 INTRODUCTION
WinSales, Inc (a sales automation software company) was founded in 1992 by Bill Pernsteiner. Bill’s vision was to become the leading software and services provider to help automate the process of client communication. Three years after its foundation WinSales found itself in a marketing predicament. The ability to establish prospects was never an issue however the closing rate of sale with these prospects slowly began to decrease. WinSales were faced with a marketing dilemma and began to review alternatives for same. Bill faced the quandary of remaining loyal to his wife’s mode of thinking or seek an alternative view. The reality was that WinSales, Inc was heading in a downward spiral financially if a new marketing strategy was not attained.
It is clear that
References: 1. Atlantic University Alliance (2011), ‘Marketing Technology Projects Course Notes’ 2. Mohr. J, Sengupta. S, Slater. S (Third Edition), ‘Marketing of High-Technology Products and Innovations’