This preview shows page 1. Sign up to view the full content.
Unformatted text preview: own proprietary systems,
our programs are company direct mail marketing, and working with VARs.
Our second strategy is emphasizing relationships. The tactics are marketing the company (instead of
the products), more regular contacts with the customer, and increasing sales per customer. Programs
for marketing the company include new sales literature, revised ad strategy, and direct mail. Programs
for more regular contacts include callbacks after installation, direct mail, and sales management.
Programs for increasing sales per customer include upgrade mailings and sales training.
5.2 Value Proposition
Our value proposition has to be different from the standard box-oriented retail chain. We offer our
target customer, who is service seeking and not self reliant, a vendor who acts as a strategic ally, at a
premium price that reﬂects the value of reassurance that systems will work.
5.3 Competitive Edge
Our competitive edge is our positioning as a strategic ally with our clients, who are clients more than
customers. By building a business based on long-standing relationships with satisﬁed clients, we
simultaneously build defenses against competition. The longer the relationship stands, the more we
help our clients understand what we offer them and why they need it.
Page 11 HURDLE: THE BOOK SP2.14 ON BUSINESS PLANNING 5.4 Marketing Strategy
The marketing strategy is the core of the main strategy:
1. Emphasize service and support. 2. Build a relationship business. 3. Focus on small business and high-end home ofﬁce as key target markets.
5.4.1 Positioning Statements For businesspeople who want to be sure their computer systems are always working reliably, AMT is
a vendor and trusted strategic ally who makes sure their systems work, their people are trained, and
their down time is minimal. Unlike the chain retail stores, it knows the customer and goes to his or
her site when needed, and offers proactive support, service, training, and installation.
5.4.2 Pricing Strategy
We must charge appropriately for the high-end, high-quality service and support we offer. Our
revenue structure has to match our cost structure, so the salaries we pay to assure good service and
support must be balanced by the revenue we ch...
View Full Document
This note was uploaded on 01/26/2014 for the course BUINESS 102 taught by Professor Unknown during the Winter '09 term at University of Phoenix.
- Winter '09