Marketing Case Study: Baxamala

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The first strategy is the formation of a dedicated department for the marketing activities. Small businesses comprise of staff, mainly managers whose roles overlap. As such, an individual may be in charge of finance but at the same time is tasked to oversee the marketing affairs of the organization. In this case, the marketing task is not given the necessary attention that is expected. This dedicated department will have the duty of developing the marketing approach that will be used by the small business, carry out market research to identify the needs of the market and present a budget to the organization for approval. In this way, it will be easier for the small business to implement multi-channel marketing strategies that will ensure the success of the business. The second recommendation is for small businesses to have clear targets to access the rate of growth of the business. All the departments in the small business should be brought together to determine the goals and targets of the entire organization. Based on this, each of these departments will have a clear timeline of events that they will ensure their goals are met. The most important task will be to the marketing department that will have to find more markets for the products and services that are offered by the organization. Multi-channel strategies will, therefore, ensure the exposure of the business to more of the target market and this will increase the demand for products by the customer, making it easier for the organization to meet the targets that have been set and become more successful. There are various types of small businesses, and each of these has a marketing channel that is best suited to their needs. These include main street small businesses, suppliers, high growth small businesses and non-employee businesses (Yu and Cannella, 2013). Non-employee small businesses comprise of sole proprietorships and constitute the largest category of small businesses. Since all of these have different product offerings, there are different channels that are ideal for their needs. High growth businesses are driven by innovation and grow rapidly unlike the other categories. As such, social media is the best platform to enhance the marketing of such a company. The various platforms of social media will enable the company to reach out to many consumers within a short period of time and make them aware of their product offering. Suppliers deal with other business by supplying to them goods and services. These forms of businesses thrive on the relationships that exist between the trading parties. As such, an ideal approach is the use of direct selling to market the goods of the company. Sales representatives will initiate contact with the target market, and they will build a credible relationship that leads to the growth of the …show more content…
Research shows that over 70% of people spend some time on the internet on a daily basis (Mohr and Nevin, 1990); thereby presentinga viable opportunity for small businesses to reach out to their consumers and inform them about their offerings. Many small businesses have established social media pages that enable them to reach out to social media businesses. Another approach that is used by small companies to market their services has sales promotions that enable them to attract potential clients. When properly implemented, multi-channel marketing enhances the visibility of the company and directly results in more sales. The various case studies that have been included indicate the impact that these marketing activities have on the organization. These include case studies on Baxalta, Sephora and Avon. Although the entire process might seem expensive at the onset, these costs are offset as the organization gets more clients and the business grows. It is, therefore, important that any small business that wants to grow and become successful should embrace multi-channel marketing strategies.
The results of this study have some important implication on the role of marketing in regards to the growth of businesses. Most studies on the subject suggest that companies need large investment expenditure to increase their market penetration. However, this study indicates that small businesses only need to be strategic in their approach and use multiple platforms intensively to increase. The end result is that the business is able to get more clients and compete more effectively with larger

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