Reference no: EM131667444

You are to write a one-page, typed homework assignment. The font should be no smaller than 12-point. Please take the perspective of a senior marketing manager making marketing recommendations to upper management (CEO, CFO, CMO, etc.). 

The memo should not be a rehash of the facts of the case, but rather a summary of your recommendations for how the company should move forward, and the supporting rationale. 

These memos should be well written and professionally presented.  Please use the following format:

Key Issue/Issues (concise statement)

1-

2-

Recommendations (to address the issue/s)

1.

2.

3. (or however many you think are appropriate)

Rationale (to support your recommendations)

1.

2.

3.  (support for each recommendation)

Example:

Key Issue/Issues:

1- Lack of Online Presence and Social Media

2-Outdated Product Portfolio

Recommendations:

1- Create a more user-friendly website

        Include company history

        Sell family packs of most popular products online

        Highlight freshness and convenience

        Include games/giveaways

2-

A.   Get rid of poor selling products, open up budget for new products

B.   Create a small staff devoted to experimenting with new potential products 

C.   Provide samples for customers that order online

Rationale (to support your recommendations)

1-

?       Website allows for easier navigation, longer visits, and returning visitors

?       Educates consumers on CFI history, ownership model, employment culture

?       Introduces online market with established, popular products

?       Game/giveaways bring younger visitors

2-

?       Experimenting on a small scale prevents a failed product launch

?       Capitalizing and promoting "family-owned" feel through consumer engagement and personalized service

?       Follow up survey brings more visitors to company website

https://www.dropbox.com/s/7s8qi9dxpp2m9qx/A%20Positioning%20Dilemma.rar?dl=0