50-200 word discussion on marketing discussion

Answer these questions on the following case study:

 

How does the marketing process help you to avoid the mistakes Hydrotech made? Which of the four fundamental truths of marketing did Hydrotech ignore?

 

 

 

You must post at least once to each required discussion with at least 50 words, and your post must fulfill the following requirements:

What your post should NOT be

There is no need to post a lengthy, essay style response. Please keep your post under 200 words.

 

Make it Your Own Work

Your contribution to a discussion post must represent your thoughts, ideas, and/or opinions, and must be composed in your own words.

You are welcome to include citations from the Web or other sources that you feel may be related to the topic. However, such citations should be used only as a frame of reference for adding your own thoughts in your own words.

Verbatim citations from other sources, including the Web, without additional commentary in your own words, do not meet the criteria for meaningful contribution to the required discussion and will not be considered acceptable. In all cases where you reference the writings of others or copy and paste content from other sources, including the Web, you must cite the source appropriately. In the case of Web content, that includes providing the URL. In other cases, you should include, at a minimum, the author and title of the work you are copying.

 

 

 

 

four fundamental truths of marketing and the consequences of ignoring them:

 

  1. A superior product or facility is no guarantee of success. What one customer views as superior, another may view as average or unimportant.
  2. How you define the customer often defines the marketing strategy, and quite often the firm’s success.
  3. Customer requirements change all the time for a variety of reasons. Therefore, research, not experience, tells us what the customer wants.
  4. Increasing competition leads to increasing customer choice. This leads to the increasing importance of and emphasis on delivering customer value to achieve success.

 

 

 

 

Transcript: Hydrotech Vacuum Cleaner Case Study

 

Product specifications for the Hydrotech Vacuum, the most technologically advanced vacuum on the market today:

 

  • The Hydrotech is the most powerful and complete vacuum available today. It traps 99.9% of dirt, pollen, dust and other irritants using its patented Ionic-Scrub technology—and doesn’t spew pollen and dust back into the air like other Vacuums. The Hydrotech is a much more advanced piece of equipment than other vacuums on the market.
  • The Hydrotech is one of the most popular vacuums in the Health Club industry, because it stands up to any challenge.
  • It’s favored by many smart consumers in the upscale private sector.
  • If consumers really care about cleaning, then they need a Hydrotech. Studies have shown that no other vacuum comes within 20% of the cleaning power of the Hydrotech.
  • It starts at $1,200.
  • With regular maintenance, and emptying of the water reservoir that traps what the Hydrotech picks up, this vacuum will provide years of service. It does take some training to understand how to carefully clean the Hydrotech after each use.

 

Corporate Strategic Goals Summary

 

To continue to grow we need to expand our customer base. After successfully gaining product recognition and steady sales results in the consumer market and health industry, the next obvious market for our company is the hospitality industry. For the Hydrotech Company, the advantages of making sales to the hospitality industry are many, the big one being that a sale to a consumer is one vacuum, but a hotel would buy multiple units. Further, in the hospitality industry vacuum cleaners are replaced approximately every three years. Once staff are trained to utilize the dramatic cleaning power of a Hydrotech, the results will create return customers. We did some market research of potential customers to see what Hydrotech’s selling points would be.

 

Hydrotech Market Research

 

In our market research, we uncovered the following data points:

 

Consumer Feedback

 

  • A standard vacuum returns a high percentage of the dust and airborne allergens that it encounters back into the air.
  • A Hydrotech vacuum removes 99.95% of them; 89% of hotel visitors rated this attribute as “very important”.
  • 80% of hotel visitors rated room cleanliness as “very important” to the quality of their experience.
  • 55% of hotel visitors said allergies were an issue for them; 40% of visitors use medication to treat allergic symptoms.
  • 60% of hotel visitors said they have had experience staying in a hotel where the room cleaning was sub-par, and it influenced their decision to not return for a follow up stay.

 

Manager Feedback

 

  • Managers prefer to have one vacuum cleaner brand for all areas so maintenance is simple and replacement parts do not have to be stocked for different brands.
  • Commercial vacuum cleaners also have to be much sturdier than the vacuums used by consumers for their homes.
  • The list price of a commercial vacuum cleaner is around $500-$600, but discounts are routinely given by vendors to make a large sale. Housekeeping Directors can usually negotiate prices of $350-$450 for each unit purchased.
  • Housekeeping Directors also prefer upright vacuum cleaners with only one attachment that cannot be removed—as one Director noted, “fancy, removable attachments get lost and are seldom used.”
  • Ease of operation for the vacuum cleaner is essential.
  • Commercial vacuum cleaners for guest rooms typically weigh about 18 lbs and are 12-15 inches wide so they can go under and behind furniture.
  • Vacuum cleaners for hotel public areas are generally much bigger, wider and more powerful then room-use models; they often are self-propelled.

 

Corporate Sales Report Results

 

Despite the best efforts of our talented sales team, including the introduction of an installment payment plan, we are very disappointed with our sales volume to date. Further analysis is needed to examine why we have not achieved the same success in the hospitality industry that we have enjoyed in other market segments.







Calculate Your Essay Price
(550 words)

Approximate price: $22

Calculate the price of your order

550 words
We'll send you the first draft for approval by September 11, 2018 at 10:52 AM
Total price:
$26
The price is based on these factors:
Academic level
Number of pages
Urgency
Basic features
  • Free title page and bibliography
  • Unlimited revisions
  • Plagiarism-free guarantee
  • Money-back guarantee
  • 24/7 support
On-demand options
  • Writer’s samples
  • Part-by-part delivery
  • Overnight delivery
  • Copies of used sources
  • Expert Proofreading
Paper format
  • 275 words per page
  • 12 pt Arial/Times New Roman
  • Double line spacing
  • Any citation style (APA, MLA, Chicago/Turabian, Harvard)

Our guarantees

Delivering a high-quality product at a reasonable price is not enough anymore.
That’s why we have developed 5 beneficial guarantees that will make your experience with our service enjoyable, easy, and safe.

Money-back guarantee

You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.

Read more

Zero-plagiarism guarantee

Each paper is composed from scratch, according to your instructions. It is then checked by our plagiarism-detection software. There is no gap where plagiarism could squeeze in.

Read more

Free-revision policy

Thanks to our free revisions, there is no way for you to be unsatisfied. We will work on your paper until you are completely happy with the result.

Read more

Privacy policy

Your email is safe, as we store it according to international data protection rules. Your bank details are secure, as we use only reliable payment systems.

Read more

Fair-cooperation guarantee

By sending us your money, you buy the service we provide. Check out our terms and conditions if you prefer business talks to be laid out in official language.

Read more

Order your essay today and save 10% with the coupon code: best10