From the case study, we anticipate that the extent to which SBH researched the need of its audience before developing a marketing strategy was challenging due to the poor framework approach. First, the case indicates that the public had an opinion regarding SBH status, and therefore advertising campaign had no positive impact on the value increase as well as company market share due to advertising focusing on revamping position. SBH has to complete detailed research with consideration of needs and wants for their consumers before developing its market plan ( Thompson, Strickland & Gamble, 2015 ). From the case scenario, we can conclude that SBH had perceived to have an overall marketing plan that has confirmed to be less substantial to the prevailing issues at hand. The failure of the campaign was due to reflex action SBH undertook to react and solve issues at hand on an emergency perception.
SBH failed to asses and took into consideration goals and objectives, driving a successful marketing plan hence having no significant grasp on nature and diverse marketing strategy. One important reason as to why SBH failed to grasp a significant nature of marketing is that its campaign solely was predetermined to success value that the marketing strategy would bring to the business entity. However, a company can reinforce the brand position and develop brand awareness to win consumers' preferences and shopping experience when the implication of focusing marketing efforts on corporate image rather than service provision is taken into consideration ( Dibb & Simkin, 2016 ).
Delegate your assignment to our experts and they will do the rest.
Targeting the general public rather than specific segments of the market will enable SBH to improve brand awareness and increase market share through brand recognition. Additionally, a specific segment of the market leads to passive interest hence low sales coupled with low marketing returns ( Capon & Go, 2016 ). The effectiveness of the campaign going into the initiative had less thought, an aspect that needs more attention to implement the marketing strategy well. The campaign effectiveness should consider predictive analysis and marketing metrics ( Guerreiro, Rita & Trigueiros, 2015 ). The use of predictive analysis and marketing metrics will help SBH to determine and examine specific patterns in data as well as to measure output results that define the measure of effectiveness within the business.
References
Capon, N., & Go, F. (2016). Frameworks for Market Strategy: European Edition . Routledge.
Dibb, S., & Simkin, L. (2016). Market segmentation and segment strategy. Marketing theory: A student text , 251-279.
Guerreiro, J., Rita, P., & Trigueiros, D. (2015). Attention, emotions and cause-related marketing effectiveness. European Journal of Marketing , 49 (11/12), 1728-1750.
Thompson, A., Strickland, A. J., & Gamble, J. (2015). Crafting and executing strategy: Concepts and readings . McGraw-Hill Education.
