Week 10

This week was all about revising our marking plan. I think that my team learned a lot from this because looking over all of the analysis’ we are able to see our mistakes and what can be changed to fix them. Periods 3 through 7 were up and down for us so now we are just trying to get to that consistency level that will make for a successful company, with successful product lines. As of now we were barely meeting the critical success factors, which included symptom relief, relationship with channels and doctors, brand awareness and sales force. I also think that the variable analysis was able to help us a lot in writing the revision memo. It laid out the demand and margins of our products as well as show are expenses. With understanding supply and demand we can hopefully increase our market efficiency to make a bigger impact in the market. The volume, margin, marketing expense and net marketing contribution also allowed us to compare all seven periods to get a better look on our progress. This analysis can be done by comparing values from the previous period or from the beginning period. I think this is helpful because it shows our progression from the start but also shows where we went wrong from start to now.

The Managing metrics article I think was a good read and was basically a more detailed explanation of what should be done in terms of marketing. Our first thing that would come to mind when it comes to business models is that the customer is always first. But the metrics allowed me to better understand by saying a company serves its market by asking:

• Who is the customer?

• What does he, and will he, want?

• Who is the competitor?

• How do we create, communicate and deliver value to this

customer?

• How do we make money in this process?

With a more detailed approach I think that the intended effect will be more easily attainable. I also thought it was interesting in the article when they said that there will be different metrics for each company. I think that its even more impressive than when a company is able to succeed off of their business model just by having an idea of what to go off of. I think that this is a great example of how a marketer is effective.

As of now, I am hoping that our revised plan will help us with Allstar products. We want to reach that point when there is no more regressing in the market. And with metrics it is important to note that allow we might reach that level, we will still have to be constantly adjusting our plan as managers in order for Allstar to remain competitive and innovative.