Integrated final.docx - SOLUBLES INSTANTANEOS C.A Riley Martens 175800170 Problem Soluble Instantaneous C.A is a market leader in Ecuador but is

Integrated final.docx - SOLUBLES INSTANTANEOS C.A Riley...

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SOLUBLES INSTANTANEOS C.A. Riley Martens 175800170 Problem: Soluble Instantaneous C.A. is a market leader in Ecuador but, is currently experiencing issues determining a new strategy to implement to ensure smooth transition of leadership while increasing the consumer base and operating income. The question is; should SICA invest in developing new markets, or new products. During this time they would like to improve their brand image issue. Recommendation: Although there are many alternatives in which you can solve the problem of having a lack of brand image and awareness, I believe the best solution for the enterprise is to first develop a fresh new look for their current packaging to really differentiate them from their competitors. Since instant coffee in a commonly produced commodity creating a strong brand image and differentiate will go a long way for consumer loyalty and spending. SICA should also look to diversity their products which will diversify their market. I believe a great way to do so would be to generate a candle or air aroma line which uses the defective, low quality and remains of undesired coffee beans. In doing so, the company is creating less waste and more brand awareness with the use of scent. Sent is the best recognizer of a memory and therefore since you cannot smell the difference between SICA's coffee and the competitors, adding a label to a product (a candle or similar) which captures this sent will create a great marketing tactic and brand awareness. Furthermore, I recommend the continuation of relationships with local universities and would recommend using the university target to grow the Japanese Peru, and European markets. Exposing students to the coffee is a great idea because coffee has caffeine which is addictive and provides energy. The university setting is a great fit for the coffee exporter because the students lifestyle as well are younger and therefore more likely to become loyal lifetime customers. Analysis: By going through with this recommendation, SICA must first acquire new marketing and advertisement talent to develop the brand image and product awareness. New marketing expertise has been allotted $300,000.00 while an advertisement specialist of $150,000.00. Additional solutions like new aroma product and facility, new packaging and new leader training has been assigned fixed one-time investments of $5,000,000.00, $500,000.00 and 50, 000.00. Exhibit 1 predicts that with these implementations, in three years the earnings will surpass the current state of company. Decision Criteria: In accordance to the SICA's current problems, core activities, goals, and value proposition, there are a few decision criteria that must be met in order for the recommendation to fit with the company (Exhibit 2 ). The recommended decision must lead to increased consumer markets, increased profits, and must be feasible (Exhibit 3).
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