1. Situation Analysis
1.1.The internal environment
1.1.1. Review of current objectives, strategy and performance
Sigma is a growing and profitable company which maintains long-term relationships with most of its clients. It could survive several major internal restructurings and stands strong to respond more complex challenges in the future. The current marketing objective of Sigma marketing is to respond to technological changes, changing customer behavior and stay relevant for the niche they have selected; promotional calendars for corporate clients.
Currently Sigma has a new management structure. In mid-2000s Don Sapit transferred the company to his son, Mike Sapit, who is currently the owner and the manager of Sigma. Several employees hold …show more content…
The case review in Marketing Strategy (Ferrell and Hartline 2011) introduces Sigma Marketing as an innovative company that stands ahead of competition and uses its internal capacity, creativity, and ability to track changes in the market and respond to changing needs of customers by renewed strategies. However, their official web-site at www.sigmamktg.com demonstrates that they do not follow the fast-paced developments in the publishing and marketing industry. The web-site, its structure, quality of copywriting and design still follow the trends of 90s. Their competitors such as Halo Branded Solutions (www.halo.com), Minuteman Press (www.minutemanpress.com), Advantage Advertising (www.advantage-advertising.com) and True Art Advertising Calendars (www.truart.com) have appealing …show more content…
Seasonality
The case study doesn’t discuss the seasonality factor of the product. Calendars are in demand during the 4 last and initial months of the year, thus, we don’t have adequate data how the company handles the high volume of orders in the high season and how it manages its working capital in the low seasons.
2.3. Revenue trajectory
There is no adequate information about the income trajectory beyond 2007. During the last 10 years there have been major disruptions in the design and publication industries, as well as in the marketing domain. Wide adoption of mobile devices has changed the way companies advertise, use design and publishing services, or use calendars in general. Therefore, we don’t have information if direct marketing strategies still have the same success for Sigma or not, also, we don’t have any data how the mentioned innovations have affected Sigma’s performance and revenues.
3. Problem Statement
Here are three major problems that Sigma is recommended to address;
a. Sigma’s portfolio is limited and is based on a product that might have declined demand due to changing customer behaviors in the digital age,
b. Traditional marketing strategies have less potential to maintain successful business in the marketing and advertising industry if they are not paired with digital marketing
1.1.The internal environment
1.1.1. Review of current objectives, strategy and performance
Sigma is a growing and profitable company which maintains long-term relationships with most of its clients. It could survive several major internal restructurings and stands strong to respond more complex challenges in the future. The current marketing objective of Sigma marketing is to respond to technological changes, changing customer behavior and stay relevant for the niche they have selected; promotional calendars for corporate clients.
Currently Sigma has a new management structure. In mid-2000s Don Sapit transferred the company to his son, Mike Sapit, who is currently the owner and the manager of Sigma. Several employees hold …show more content…
The case review in Marketing Strategy (Ferrell and Hartline 2011) introduces Sigma Marketing as an innovative company that stands ahead of competition and uses its internal capacity, creativity, and ability to track changes in the market and respond to changing needs of customers by renewed strategies. However, their official web-site at www.sigmamktg.com demonstrates that they do not follow the fast-paced developments in the publishing and marketing industry. The web-site, its structure, quality of copywriting and design still follow the trends of 90s. Their competitors such as Halo Branded Solutions (www.halo.com), Minuteman Press (www.minutemanpress.com), Advantage Advertising (www.advantage-advertising.com) and True Art Advertising Calendars (www.truart.com) have appealing …show more content…
Seasonality
The case study doesn’t discuss the seasonality factor of the product. Calendars are in demand during the 4 last and initial months of the year, thus, we don’t have adequate data how the company handles the high volume of orders in the high season and how it manages its working capital in the low seasons.
2.3. Revenue trajectory
There is no adequate information about the income trajectory beyond 2007. During the last 10 years there have been major disruptions in the design and publication industries, as well as in the marketing domain. Wide adoption of mobile devices has changed the way companies advertise, use design and publishing services, or use calendars in general. Therefore, we don’t have information if direct marketing strategies still have the same success for Sigma or not, also, we don’t have any data how the mentioned innovations have affected Sigma’s performance and revenues.
3. Problem Statement
Here are three major problems that Sigma is recommended to address;
a. Sigma’s portfolio is limited and is based on a product that might have declined demand due to changing customer behaviors in the digital age,
b. Traditional marketing strategies have less potential to maintain successful business in the marketing and advertising industry if they are not paired with digital marketing