The growth is through the partnership with other

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the growth is through the partnership with other brands. It has achieved success through the procedure in India, so the same approach can create growth and exposure for the firm in Singapore as it is also the investment hub for much international monetary organization. Foreign office and regional centers Jugnoo needs to decentralize the authority from one location. As Chandigarh, Jugnoo has few offices in India. As it faces the challenges for normal execution of its services for customer and customer experience and customer satisfaction suffers through delay in decision making. To have the competitive edge in the international market Jugnoo needs to take a decision quickly as per the market trends, so it is necessary for Jugnoo to open the International headquarter in Singapore and different regional centers for better customer support service. What Need to be Addressed The paper has identified four critical issues which Jugnoo should address to gain a competitive advantage to the market. They are discussed below. Critical Issues 1: Rely on Word-of-Mouth Strategy Jugnoo utilized its own network of drivers as brand ambassadors and adopted a word-of- mouth strategy to market itself to customers. On the other hand, “Ola used aggressive marketing strategies to reach out to customers” and already ruled the taxi market. How it is Manifested The public relation manager of Jugnoo believed that the company's marketing strategy should be focused on building long-term sustenance more than short- term buzz. Therefore, he was giving preference to word-of-mouth strategy and believed Jugnoo generated customers at its own pace. Through digital and app-based marketing, user-referral campaigns, and social media promotions, Jugnoo engaged with customers for scaling up the demand. Why it is Happening The marketing strategy of the company was not competitive enough to sustain in the market where its competitors are using aggressive marketing strategy. The drivers were the brand
JUGNOO PART-II 28 ambassador for Jugnoo who marketed for the company and approached customers and helped them to register on the app. this strategy may not be sufficient to attract substantial customers when there are already established competitors exist in the market. Implications if not Addressed When the competitors are using aggressive marketing strategy, Jugnoo may be less known among the consumers. Secondly, the company may lose its existing customer base to the competitors who are strengthening their core competencies using brand awareness. The absence of a good marketing strategy decreases the brand loyalty of the consumers and, therefore, have a negative impact on the revenue and profit generation. Furthermore, the business partners may not be willing to associate with a company that does not create awareness of their brand. Therefore, it is difficult for a company to sustain in the competitive market with the word of mouth strategy alone.

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