University Marketing Case Study: Strategies, Performance, and Analysis

This case study analyzes marketing strategies and performance within a company. It focuses on mentoring and coaching staff, assessing resource utilization, and providing feedback mechanisms. The analysis includes models for evaluating marketing outcomes, identifying performance indicators for both individuals and teams, and strategies for one-on-one coaching. The study examines the company's market share, return on investment, and the impact of marketing activities on sales. The report suggests strategies to improve online visibility, generate leads, and increase market share. It also emphasizes the importance of after-sales service and setting realistic targets to improve the overall marketing performance, considering industry trends and growth potential.

Running head: CASE ANALYSIS
Case study Analysis
Name of the Student:
Name of the University:
Author note:

1CASE ANALYSIS
Table of Contents
Task 2.........................................................................................................................................2
Specific strategies for mentoring and coaching of staff throughout the period of the proposed
marketing activities....................................................................................................................2
Models for assessing use of resources provided to attain required marketing outcomes..........2
A model and mechanism for providing feedback to staff throughout the process.....................3
Identifying a process to be used in checking the performance of the team as well as the
individual....................................................................................................................................4
Method of one-on-one coaching to people that have been highlighted in the case...................4
Task 3.........................................................................................................................................6
Reference....................................................................................................................................8

2CASE ANALYSIS
Task 2
Specific strategies for mentoring and coaching of staff throughout the period of the
proposed marketing activities
To accomplish the ultimate objectives of the companies, the following strategies needs to be
undertaken
 Setting the goals of the activities – the specific goals in this case are increase the
number of leads, subscribers by 30%.
 Implementing new sub plans – the implementing the plans of the companies with the
help subordinate plans like improving the attitude of the company personnel,
increasing the interactive sessions among the staff of the company (Gatautis and
Vitkauskaite, 2014)
 Proving feedback – the feedbacks should be provided periodically. The main
cultivation of this process is to focus on the competency of each individuals and
correcting the mistakes (Ismail and Ismail 2017.)
Models for assessing use of resources provided to attain required marketing outcomes
To assess the outcome of the proposed strategies, the following outcomes needs to be
recognised and compared with the past data. The internal resources used must be efficient
and effective in nature (Gatautis and Vitkauskaite 2014). The external environmental factors
must be taken into consideration in this matter.
 Number of customers increased
 Increase in sales
 Market return on investments

3CASE ANALYSIS
 Profitability
 Customer acquisition ration to customer lead (Chen 2015)
The marketing key performance indicators for a digitalised markets are
 Cost per click – to measure and compare digital activities
 Cost per thousand exposure – to determine and evaluate the exposure
 Click through rate – to compare the effectiveness, materials and venues
 Revenue per attendee – to consider the multiple customers of the company
 Conversion rate – to gauge the impressions of the company (Ekman 2015)
A model and mechanism for providing feedback to staff throughout the process
The employee feedback system is most important part of for the organisation to achieve its
goals. This process should be well thought through process. The management feedback
system should be in the form of praised as well as be filled with constructive guidance. It
should be measurable and valuable for the employees (Ismail and Ismail 2017).
The mechanism that can be used in this area is closed loop feedback system.
 Experience of the employees should be identified. The employers experience must be
focused on the issues (Gatautis and Vitkauskaite, 2014). This is critical issue to be
considered.
 Employee’s survey feedback system. The emails, short interaction and net promoter
are used in this feedback process.
 Fixing, learning and listening to the problems that the employees are facing and
acting upon it is one of the most important part of the feedback process (Hopkins et
al. 2014). The action, reaction and modifier model can be used in this process
 Sharing the feedbacks got from the people in the organisation can also be used to
improvise the system.

4CASE ANALYSIS
Identifying a process to be used in checking the performance of the team as well as the
individual
To gauge the marketing performance the individual performance indicators and team
performance indicators must be used.
As discussed above the team performance indicators are
 Leadership (Gatautis and Vitkauskaite, 2014)
 Process
 Productivity
 Empowerment
 Leadership
 Adaptability (Ekman 2015)
This are to be measured in gauging the performance of the team.
Method of one-on-one coaching to people that have been highlighted in the case
As being on the public relation department of the company, Marie have been identified to
have the talent, knowledge and skills required for the position. Therefore, the one on one
sessions would include the six questions. The objective of the individual about his work, in
this case Marie’s goals aligned with the company’ goal. The overall contribution and key
suggestions of improvements and other things that would need to be done in this one on one
sessions with Marie. To increase the confidence level and empower, some power or
information should be shared, which would empower her (Ekman 2015). A constructive
suggestions on the soft skill development can be shared with examples. To increase her real
world experience the can be done by involving her in real life scenario’s and making her
resolve situations. As Marie helps is public relations and wants to expand her skills in

5CASE ANALYSIS
marketing activities, she can increase by getting training from particular experts or by online
educational services provided by different centres.
The updated performance information of Marie is good but the performance of Tony
is average. The apt of Mari in marketing is satisfactory and she is good in the work she does.
Therefore, to involve them further in the process of marketing can be effective (Sano, 2014).
The corrective action would be to guide Mari further in this process. As for Tony the best
corrective action would be to involve him more in the online and website activity. Thus, his
performance may improve.

6CASE ANALYSIS
Task 3
1. The estimated market sales for the company is 21996000 $ (52*15*28200).
The industry’s estimated annual return is 199,000000 $.
Therefore the market share of the company 11.05 % for the company. Which was initially
targeted at 12 % growth in market share.
The return on investments for marketing is approximately at the ration of 2: 1 [3520*15*27 –
440,000(incremental change)] / 440,000(market cost)
As from the case it can be said that though the company is catching up with the
growth because the industry is growing because of immigration in Brisbane the company has
yet to achieve a healthy market return ratio. The analysis of the market return on investment
says the company needs to be efficient in their spending (Ekman 2015). The online activities
should speed up the process of sell as this is most reasonable way of marketing to cut back
the expenses of company.
Other strategies that can be suggested are, as the company is in the growth period of
industry life cycle building a strong value proposition is also suggested as it can push the
sales, defining the key performance indicators and verifying the source of the company’s
revenue stream and being more focus on that can also be suggested (Ismail and Ismail 2017).
2. As from the case, it is clear that though the growth increased by 8.5% the company
did not reached its target market share of 12%. Though the gap is less it should also
be suggested to increase the volume sales, which can speed up the process. The
performance indicators therefore, suggests that the marketing activity of the company
is not sufficient. The online visibility should increase with the lead generation.
Another KPI, which is the ratio of market return is also not healthy as the return ratio

7CASE ANALYSIS
should at least be 5:1 OR 3: 1. Therefore, the incremental value of return should also
be increased. The cause of the company to gain growth in the marketing strategy is
the industry is getting sudden push of increase in the concentration of the
immigration. To capitalise in this, the organisation can use marketing tunnel vision for
increase productivity based on prediction from the tunnel vision.
3. As the industry is showing 10% growth, the company’s growth or return percentage
should be greater than 10 %. Therefore, the 15% increase in the ROMI can be
achieved. The organisation has achieved 11% growth. Therefore, it can be said that a
target of 28,400 (24680*1.5) can be set as the target for the next 12 months to achieve
the overall target of 15 % target market share. For market return on investments a
healthy target of 5:1 ratio of return on investment with 15% market share can be set as
a target. To also eliminate the negative effects of pushing market share and customer
issues, the after sales service should be incorporated in the plans.

8CASE ANALYSIS
Reference
Chen, H.Y., 2015. Intention to participate in engagement marketing activities in social
media (Doctoral dissertation, Guangdong: Sun Yat-sen University Information Management).
Ekman, P., Erixon, C. and Thilenius, P., 2015. Information technology utilization for
industrial marketing activities: the IT–marketing gap. Journal of Business & Industrial
Marketing, 30(8), pp.926-938.
Gatautis, R. and Vitkauskaite, E., 2014. Crowdsourcing application in marketing
activities. Procedia-Social and Behavioral Sciences, 110, pp.1243-1250.
Hopkins, C., Wood, C., Siemens, J. and Anne Raymond, M., 2014. A multi-method
investigation of consumer response to marketing activities during life transitions. Journal of
Consumer Marketing, 31(1), pp.39-53.
Ismail, A.R. and Ismail, A.R., 2017. The influence of perceived social media marketing
activities on brand loyalty: The mediation effect of brand and value consciousness. Asia
Pacific Journal of Marketing and Logistics, 29(1), pp.129-144.
Sano, K., 2014. Do social media marketing activities enhance customer satisfaction, promote
positive WOM and affect behavior intention?: an investigation into the effects of social
media on the tourism industry. 66(3), pp.491-515.