Marketing Case Study Example | Topics and Well Written Essays - 1250 words

Marketing - Case Study ExampleDespite the fact that place in the passageway is usually a problem, there is a metered parking behind the store although close customers do not seem to be aware of these parking lot. Throughout its existence, the expanding upon has brought positive gains but the go bad expansion did not bring additional gross revenue. This paper will carry out a marketing analysis of Don Martin and this will be organized into three sections. The sections include problems and analysis, alternative analysis and a recommendations section. Problems and synopsis Don Martin control has always strived to expand thereby increase sales which would eventually translate to amply profitability. To achieve this, the troupe has made several acquisitions presumption that initially it only had a total theater of operations of 45 meters squared (Grasby et al 379). The expansion has always produced an increase in the sales volumes but most three ago, a store that neighbored th at of Don Martin Limited was floated for sales and the company bought it. After the acquisition, Don Martin Limited brought down the wall separating the two companies and ended up with a large store. However, instead of increased sales the new acquisition eventually led to losses. The expansion has necessitated the need for more staff members who are like a shot currently twenty six and this has increased the expenditure by the company. In addition, the increased workforce makes it unattackable for the company to monitor the staff and the business in general thereby leading to loss of both(prenominal) goods. The proprietor of asserts that he is afraid that the company staff may be stealing. Things are further involved for Don Martin given that he has approximately 500 suppliers which means that he has to spend about seventy five percent of his time. The company buys directly from manufacturers in small quantities which mean that the company cannot advantage economies of casing (Grasby et al 380). The customers coming to Don Martin Limited are trying to cut down on expenses given that they are cash strapped. The services offered to customers no longer lead to higher customer satisfaction and most of them are ready to do without such services in order to save some money. For instance, antecedently whenever a customer came to the store of a sports equipment there was a salesperson to answer them but currently customer no longer seem to like this service. Despite the pitiful reaction of the companys services by customers, Don Martin believes that such services have always attracted customers to the store. The company is incurring high expenses in maintaining these services where for instance the company has to buy off $1,000 for gas not forgetting the pay to truck drivers (Grasby et al 381). Consumer Analysis Segment 1 Segment 2 Segment 3 Who Customers having low income Customers having cars External customers (Customers not living within the city) What Th ese customers are cutting spending given that they low income. These customers imply parking when doing their shopping These are customers who are not in close proximity to the business. When The company is losing these customers since the last expansion undertaken three years ago. Following the last expansion three years ago, Don Martin has a parking lot The company has been attracting this kind of customers since inception Where The company is facing competition for these customers from nearby stores. The parking lot for the Don Martin is