Complete 7 - Case Sigma Marketing This case reviews the...

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Case: Sigma Marketing This case reviews the growth of a small, family-owned business, from a regional provider of generic printing services to a global provider of specialty advertising products. Throughout its history, Sigma Marketing has exhibited the uncanny ability to understand market opportunities and to adapt its strategic focus accordingly. As its marketing environment changes, Sigma Marketing gathers information from existing and potential customers to develop the most effective marketing strategy possible. Even in the face of changing technology, communication, and advertising methods, Sigma Marketing has managed to reinvent its mindset and strategies in order to remain successful. 1. Since Sigma is a small firm with limited resources, it must be selective in choosing customers so as to ensure the company can meet their needs effectively. How would you suggest that Sigma balance the need for continued growth with its desire to serve only those customers that it can satisfy completely? I would suggest that Sigma balance the need for continued growth with its desire to serve only those customers that it can satisfy completely by increasing its product mix. In the past, Sigma has been asked by corporate clients to include additional advertising products as companion pieces to their calendar programs (Ferrell and Hartline, 2014, p. 266). As a result, management began to consider the viability of becoming an ASI (Advertising Specialty Institute) dealer distributer and did so in March of 2000 (p. 266). The ASI resources opened up new markets for additional business from many of their existing customers (p. 266). Aside from these small pieces that can be sent as complements, Sigma should include in its product/service mix new advertising offerings such as billboard printing. Billboard printing has a large market. Also, Sigma should offer neon sign advertising options to its customers. In addition, Sigma should also offer in-store advertising to its current customers. This could include advertising on racks, cubes, platforms, and mannequins. Floor advertising and counter advertising can increase the sales revenues of Sigma. Other areas in which Sigma can expand are transit media, automobile, & building wraps. I would suggest that Sigma continue gathering information from existing and potential customers to develop the most effective marketing strategy (Ferrell and Hartline, 2014, p. 468). Another I suggestion that I would make to Sigma is that it must keep developing cost-efficient products for its customers in order to remain competitive (p. 469). Doing so in the past has allowed the company to maintain existing customers and even bring back customers that had purchased from its new competitors (p. 469). It is also important that Sigma keep its focus on substantial savings in production costs, quality, and timely distribution (p. 469). The company must continue to produce its original products, but it must continue to add new items to its product line as well.

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