Improving Sales Towards Sustainability Of Ns Global Marketing
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Date
2015-05
Authors
Sapawi, Mazida
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
This case study has been conducted to find root causes to the declining of sales since 2013 for BestDates products from NS Global Marketing. It is also to find ways to minimize the marketing costs but bringing the maximum impact that can improve the sales performance. For the case study, we are using four analysis tools which are the Cause-and-Effect Diagram to find the possible causes to the main concern which is declining in sales, Product Life Cycle Analysis that plotted based on sales volume by year to review the progress of sales performance. This analysis is to answer question on how to improve sales without increasing the marketing costs. SWOT Analysis to explore the strengths, weaknesses, opportunities and threats that influence from the internal and external of NS Global Marketing. The fourth analysis tool is the Performance Prism which is used to find the proper marketing strategy including product branding, promotion, distribution channel and advertising that can be implemented to improve sales. Both SWOT Analysis and Performance Prism are very useful to find solutions on the marketing strategies. Data collection for the case issue and case analysis are resulted from interview, discussions, emails, phone calls and reviewing the related document. All of these are gathered from the staffs of NS Global Marketing, stockists and customers. There are four proposed recommendations for consideration from NS Global Marketing (1) Developing Human Capital, (2) Re-engineering of Marketing Strategy, (3) Controlling Marketing Costs and (4) Incorporating Environment Strategy. Last but not least, all these findings, analysis and recommendation are to assist NS Global Marketing to stay at the competitive advantage, survive for a long period of time in the local market and could start embarking the Asia Pacific markets, Insha‟Allah (God willing). Aamiin!
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Keywords
Marketing strategies