Case_Analysis_5_HubSpot.docx - 1.KeyMarketingIssue ....

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1. Key Marketing Issue The key marketing issue facing HubSpot is how should the company narrow its target market  and what should that target market be. This is evident through Halligan and Shah’s own  admission stating their customer base had grown so diverse that it was getting more complex  coming up with a strategic plan which would help the company profit from these customers.  2a. Alternative Solution 1 Solution one would be to completely focus the company’s time and resources into small to  medium “Ollie” businesses.  Pros : Due to the fact small to medium businesses have less knowledge regarding the use of  search optimization engine tools, it is easier to impress these customers on the benefits of the  HubSpot product. Mixed with the reality that “Ollie” customers have less time to devote towards  inbound marketing, they are more willing to hand the workload off to a company such as  HubSpot, should the small to medium business see value. Be it that there are a greater number of  small to medium businesses in existence, there will be increased opportunity for HubSpot leads.   Lastly, it’s five times cheaper to obtain an “Ollie” company versus a large company,  consequently preventing company spending.  Cons : Small to medium business owners have very little time on their hands and won’t want to 
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