Case 12: Rocky Mountain House Co-Op Essay
June 4, 2009
Critical Issue / Challenge Identification
o In Petroleum division, its cardlock system is out-of-date and has no capability to sell marked gasoline with the old system, should the company invest in new facilities?
o The competitor-UFA is going to launch an outlet in this area, should the company consider going into the fertilizer and ag chemical business to fulfill customers’ needs?
o RMHC has approximately $1 million of funding; is the budget sufficient for expanding the business?
o RMHC does not have a proper marketing and advertising program to promote their business; what strategy should the company apply?
Current Marketing Strategies …show more content…
|Pros |Cons |
|Good CRM system |RMHC does not know exactly what is the promotional budget of UFA |
|Good reputation /brand royalty with existing customers |It is not comparative because petroleum |
|Good retention rate |UFA has better/new facilities (competitive