Reference no: EM13271063
Zappos: Delivering Happiness
Synopsis:
This case examines Zappos’ unique marketing strategy and corporate culture, both of which focus on delivering happiness to the company’s varied stakeholders. Despite a few stumbles along the way, Zappos has been a role model of success since its founding in 1999. The company survived the dot-com collapse because its charismatic CEO, Tony Hsieh, created a corporate culture that put its customers and employees ahead of financial success. The case looks at Zappos’ business model and how it influences the company’s relationships with customers, employees, the environment, and its communities. The case also discusses some of the challenges the company faces and how it plans to move into the future.
Questions
How would you define Zappos’ target market, and how would you describe its strategy to serve this market?
Has Zappos’ emphasis on customer satisfaction contributed to its profitability? Explain.
Has Zappos developed long-term customer relationships that provide a competitive advantage in the purchase of shoes and other products?
Sigma Marketing: Strategic Marketing Adaptation
Synopsis:
This case reviews the growth of a small, family-owned business, from a regional provider of generic printing services to a global provider of specialty advertising products. Throughout its history, Sigma Marketing has exhibited the uncanny ability to understand market opportunities and to adapt its strategic focus accordingly. As its marketing environment changes, Sigma Marketing gathers information from existing and potential customers to develop the most effective marketing strategy possible. Even in the face of changing technology, communication, and advertising methods, Sigma Marketing has managed to reinvent its mindset and strategies in order to remain successful.
Questions
1. Discuss potential key changes in technology, communications, and competition that Sigma will face in the future. Which will have the most impact on Sigma’s future marketing strategies?
2. What things should be considered if you were to prepare a SWOT analysis for long-term strategic planning at Sigma Marketing?
3. Suggest some possible strategic initiatives that Sigma could pursue to continue its growth.