Good morning everyone! Today, four of us, Don, Sharon, Eileen, and myself (Qiu ning), will discuss some of the marketing issues identified in the MarkPlus&Co case study.
MarkPlus has selected these issues because they have a considerable effect on the company's future expansion. If left unattended, these problems could greatly impact our progress. We will also provide recommendations for managing them. However, let me begin by giving you a concise background of our company's origins. Founded in 1989, MarkPlus initially offered marketing services and education as a small enterprise. Since then, we have undergone rapid expansion, attracting attention and experiencing significant growth in demand.
However, Kartajaya's clients had high expectations for his expertise, but he was unable to personally respond to all current and potential clients. This resulted in challenges for him, including the need to increase staf
...f levels, establish his knowledge and values among his team, and reposition the firm's brand in relation to his own. To gain a better understanding of the situation, our group decided to use the TOWS model. We began by examining the external factors in the company's environment. These external factors include opportunities that the company can potentially take advantage of. It is important to prioritize, capture, build on, and optimize these opportunities.
During the 1997 Financial Crisis, consumption decreased significantly, affecting both small and large businesses. However, Kartajaya viewed the crisis as a chance to build stronger and more sustainable businesses in the future. He believed that there was a growing necessity for firms to prioritize marketing.
In contrast to other companies that were affected by the economic downturn, he managed to persist and maintain the stability of his own company. Consequently,
his company not only endured the financial crisis but also sustained its business activities.
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