Applied Managerial Marketing | Case Study

Running head: MARKETING
Applied managerial marketing
Name of the student:
Name of the university:
Author note:

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MARKETING
Regarding measuring the success of the launch of Expense Tracker Application, my
advice to Michelle would be collecting feedbacks, which would reflect the response of the
customers. Considering the arguments of Mullakhmetov et al., (2016), I feel that using the
social networking sites like Facebook, Twitter, Instagram and others would be effective for
Michelle in terms of interacting with large number of clients and customers. Organizing
seminars for the stakeholders and shareholders would be a productive approach for Michelle
to brief the customers about the benefits of the Application. I also think that special schemes,
discounts and offers would be beneficial in terms of detecting the customer approaches.
Affirming with the arguments of Wagner and Eggert, (2016), I feel that risk assessment
exercises would relate to the planned action towards ensuring that the customers get
maximum benefits out of the usage of Expense Tracker Application.
According to my observations, including marketing segmentation in the action plans
is effective for Michelle in terms of selecting the target to which they intend to reach. I also
feel that consideration of the external environment is also crucial for gaining an insight into
the external challenges, which can act as an obstacle in the process of launching the Tracker
Application for the use of the customers. In this context, Michelle would require to expose
the problem solving skills for gaining effective resolutions. Taking the assistance of the board
panel would also be important in terms of legalizing the processes (Li, Robinson & Oriade,
2017).
I also think that competitor analysis is also required for conducting position mapping
in order to assess the market position. This approach would be effective for Michelle in terms
of planning for SMART goals in order to achieve higher competitive advantage as compared
to the contemporary brands. I think consideration of the social media marketing would be
effective for generating higher investment returns. In this context, I would like to make

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MARKETING
specific mention of the screening, which would help Michelle to detect any defects, which
might persist in the Tracker Application before launching it for the usage of the customers.
I would also advice Michelle to conduct contingency planning, which would be a
productive option for securing the future of MM business. Mullakhmetov et al., (2016) is of
the view that this planning would help Michelle to organize quality programs for the
employees, so that they expose better performance. I can cite the example of health
insurances for the employees.

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MARKETING
References
Li, S. C., Robinson, P., & Oriade, A. (2017). Destination marketing: The use of technology
since the millennium. Journal of destination marketing & management, 6(2), 95-102.
Mullakhmetov, K. S., Sadriev, R. D., Gabidinova, G. S., & Akhmetshin, E. M. (2016).
Control in marketing-based management. Academy of Marketing Studies
Journal, 20(2), 13-19.
Wagner, S. M., & Eggert, A. (2016). Co-management of purchasing and marketing: Why,
when and how?. Industrial Marketing Management, 52, 27-36.