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distribution channel for potential customers to know about their services. 5.2 Marketing-Mix-Modification Strategy This strategy is similar to the market nichers because the activities involved to implement the strategies are similar. Since Beaufords’ services are currently in its maturity stage, it is suggested for it to adopt marketing-mix-modification strategy. This is because Beaufords has being operating for many years and its sales having increased continually from low to high during the past years. This means it has experienced low sales during introduction stage where few customers knew about their products. As it moves into growth stage, more customers knew about their services through advertisement and word of mouth advertisement. Currently, Beaufords has only 2 types of marketing tools; they are advertisement on yellow page and its own business website. Based on Morrison’s (2002) theory on this particular strategy Beaufords can increase its sales by stimulating the marketing mix. It is essential for Beaufords to stimulate the marketing mix because they are in the Societal-Marketing-Orientation-Era. Companies hold responsibility for the environment as well as constantly provide customers their needs and want. Beaufords may want to find new distribution channels such as bridal shops, advertisement on other web sites, newspapers etc. Since owner of Beaufords is experienced in providing wedding functions he is confident to plan for couples on their weddings. 6.0 ACTION PLAN Activities Responsible For Activities Jul-Sep 2008 Oct-Dec 2008 Jan-Mar 2009 Apr-May 2009 STRATEGIES: Market Nichers & Marketing-Mix-Modification Upgrade buildings and facilities: upgrading rooms, purchase furniture, upgrading equipments for kitchen and bars. Owners |
