New Customer Aquisition Smith System Consulting Essay

6089 words - 24 pages

IntroductionWhat is strategy? Strategy is the direction and scope of an organization over the long-term: which achieves advantage for the organization through its configuration of resources within a challenging environment, to meet the needs of markets and to fulfill stakeholder expectations" (University of Notre Dame, 2009). A plan of action resulting from strategy intended to accomplish a specific goal (The American Heritage® Dictionary, 2009).
Strategy is going to be the major need at Smith Systems consulting. The company faces many challenges in the future; change in leadership, records management, marketing, customer buying behavior, and brand strategies to name a few.
Smith Systems consulting, founded in 1984 by Blair Smith has experience great success as the company grew to become a major regional consulting company located in several states. The time has come for the company to improve security procedures, acquiring new customers and retaining old ones.
This paper will explore the concepts and strategy needed to upgrade the company current operation. Smith Systems Consulting will benchmark other companies to explore ideas on the success of the concepts used in their strategy by comparing and contrasting the process.
Compare and Contrast-Step2Examine Branding StrategiesA company must have a brand strategy which creates a company’s identity. This brand identity will be repeated over and over throughout the life of the business through promotions, packaging, and advertisements. The most valuable asset of an organization is often its brand name. Brand names can be more than a product; it can imply an image such as dependability for Maytag.
To most consumers Kraft is synonymous with Cheese products. Salad dressing, barbecue sauce, and many other products marketed under the Kraft brand do not have as strong results. In February of 2009, Kraft Foods introduced a new logo. According to Kraft’s chief marketing officer Mary Beth West, “In some ways, this really is all about Kraft Foods. It’s about our next step in the evolution of getting ourselves to top-tier performance. Going forward, it defines, unifies and simplifies our employees and gets everyone thinking about one common purpose,” (Logo Design Next, 2009).
To explore the future of Procter & Gamble it was decided to use their word of mouth advertising partner to assist the organization to determine branding strategies. Network focus groups, that would most likely use Procter & Gamble products, tested new products to limit risk of product failures.
Johnson and Johnson’s approach to their brand strategy is through new and innovative products. They also add diversity to their constant roll out of new products. Through their expansion and growth efforts they have developed new companies and acquired several creating companies such as McNeil the maker of Tylenol and Frontier Contact Lenses. Coca-Cola has a beverage strategy. Through the creation of successful beverages Coca-Cola has managed...

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