Company F essay
Company F focuses on the international market expansion and attempts to enhance its marketing performance through the improvement of the quality of services and in-time delivery of products to customers but the company faces considerable problems in face of the tightening competition and low brand recognition. The company should enhance the marketing performance through the development of its operations worldwide and through the aggressive promotion of its product and brand.
Recently, the company has managed to expand its business worldwide operating in Europe, Africa, Asia and both Americas. The company has managed to expand its operations worldwide within five years term, but at the moment the company has even more ambitious goals. The company will focus on the attainment of the following goals within the ten years to follow:
Grow earnings per share (EPS) at least 8% annually through Year 10 and at least 4% annually thereafter;
Maintain a return on equity investment (ROE) of 15% or more annually;
Maintain a return on equity investment (ROE) of 15% or more annually;
Maintain a B+ or higher credit rating;
Achieve an image rating of 70 or higher.
In such a situation, the company should improve its brand image. Therefore, the company should conduct the aggressive promotional campaign and to collaborate closely with mass media to create a positive brand image and to make customers recognizing its brand image in the global market. In this regard, the company can also use the full potential of internet to reach the target customer group faster and to improve its public image. Hence, the aggressive promotional campaign has launched recently.
In addition, the company should keep on working on the improvement of the quality of its products. Current investments of the company in the research and development are very helpful since they allow the company introducing innovations, which can help to keep pace with leaders of the industry and attract new customers due to new features of the company’s products. The company should introduce the automated system of control that will improve the quality of its products.
In such a way, the improvement of the brand image through aggressive promotion and the improvement of the quality through the automated quality control system are introduced because the company can reach consistent improvement in its performance and meet its strategic goals defined above.
At the moment, the decision to promote the company’s products and to introduce the automated quality control system is right and it has already proved its effectiveness. This decision allows attracting the customer attention, on the one hand, and ensures the high quality of products on the other. Hence, the company gains reputation and positive brand image. As customers recognize the brand, they start buying its products over and over again. As the quality of the company’s product improves customers turn into loyal customers and start buying the company’s products on the regular basis.
In the future, the strategy of the brand and quality enhancement should be implemented further. In this regard, the company can use the celebrity endorsement to increase the popularity of the brand and to attract more attention from the part of customers. In such a way, the further implementation of the chosen strategy can help the company to improve its position in the market.
