question archive Convinced that high thermal performance PVC windows are the future of the company, the company's directorate decided to develop sales of these as its primary strategic activity

Convinced that high thermal performance PVC windows are the future of the company, the company's directorate decided to develop sales of these as its primary strategic activity

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Convinced that high thermal performance PVC windows are the future of the company, the company's directorate decided to develop sales of these as its primary strategic activity. It therefore needed to develop a marketing strategy for these products on the retail market. Some factors are key to the strategic approach needed:

 individuals are not necessarily aware of the technical features of the products. In addition, although they offer real benefits, triple-glazed products are more expensive. This may hinder sales of triple-glazed products, because many alternatives, which are cheaper and perform equally well, are still marketed, both in the company's own catalogue and in those of its competitors. Although the triple-glazed products are better in terms of insulation and sophistication, their price may be an important deterrent

 

a.      Conduct an internal and an external diagnosis of the company. Use the SWOT tool to synthesize this information.                                                                          [8 Marks]

b.     Identify the Key Factors for Success from the diagnosis.                            [6 Marks]

c.     Come up with a sales pitch for the company. Prepare sales claims to be presented to sellers. Remember to take into account the potential objections of customers: provide the employees with arguments to counter customers' misconceptions.                     [6 Marks]

d.     Suggest incentives to stimulate the sales force (bonuses, collective or individual incentives, etc.) to encourage their continued training and to support sales of this product.                                                                                                                      [5 Marks]

e.     Using the Vroom-Yetton-Jago decision model discuss, how this model can be used to come to a decision in the case study.                                                           [6 Marks]

 

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