This case reviews the growth of a small, family-owned businessfrom a regional provider of generic printing services to a global provider of specialty advertising products. Throughout its historySigma Marketing has exhibited the uncanny ability to understand market opportunities and to adapt its strategic focus accordingly. As its marketing environment changes, Sigma Marketing gathers information from existing and potential customers to develop the most effective marketing strategy possible.
In addition to approximately 73, permanent residents there is a large seasonal population of approximately 31, residents each summer. More than 77 percent of residents live in rural communities. There is one local paper and one small local publication that provide home delivery service to 76 percent of households.
Define and Measure Marketing and advertising campaigns were launching haphazardly across the City. Departments like public works and parks and recreation as well as the office of the chief administrative officer CAO had their own processes for marketing and advertising tasks — leading to an inconsistency in final products.
A SIPOC supplier, input, process, output, customer map showed that although City staffers who worked on marketing and advertising projects recognized that gathering customer requirements was important, the City had yet to gather information on the format customers would prefer to receive information in.
Moving forward, the City wanted supervisors to have authority for approving the majority of marketing and advertising campaigns. Box Plot of Marketing and Advertising Expenditures Metrics Departments were asked to track the time and staff involved in the common task of placing an advertisement in the newspaper.
The common process steps were mapped Figure 2 and the analysis of value-added time spent on this task revealed that senior managers defined as director, the CAO or manager were involved in 56 percent of the process steps Figure 3.
Correspondingly, the mean detection score was 9. The highest-ranked risks included dissatisfied and misinformed customers. Customer requirements had not been gathered or were unknown across the corporation, and the effectiveness of marketing and advertising campaigns were not tracked or evaluated.
There was a large variance in process and cycle times developing the product to final distribution to customers and 47 percent of total time spent was on non-value added activities. The information learned during the Define and Measure phases helped clarify the project goals: Analyze Throughout the project a variety of techniques were used to gather customer requirements, including surveysfocus groups and one-on-one interviews.Amazon Web Services is Hiring.
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Marketing Case One of the oldest principles of marketing is that sellers may sell features, but buyers essentially buy benefits. This is a distinction sometimes lost on technology led organisations, and the service sector is no exception. Using Six Sigma tools and hypothetical data, this case study tests the approach and results to gauge poor service from excellent service delivery.
The MS approach is highly applicable as a balanced scorecard parameter to measure delivery within service centers. Marketing Case One of the oldest principles of marketing is that sellers may sell features, but buyers essentially buy benefits. This is a distinction sometimes lost on technology led organisations, and the service sector is no exception.
|Who can edit:||Click here to browse other Six Sigma case studies; you can also find more examples of success in quality by visiting the ASQ Knowledge Center. As staff became more comfortable using Six Sigma, project work became more organized and data-driven, and the project team exceeded its first-year goals.|
|Solutions:||Related Questions in Marketing Management - Others Your task is to collect a total of 6 different examples relating to specific topics that illustrate|
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|Solution Preview:||Sigma And Ikea Case Study: Sigma And Ikea Sigma Discuss potential key changes in technology, communications, and competition that Sigma will face in the future.|
Using Six Sigma tools and hypothetical data, this case study tests the approach and results to gauge poor service from excellent service delivery. The MS approach is highly applicable as a balanced scorecard parameter to measure delivery within service centers. Sales & marketing is now seeing the dawn of a new age with Six Sigma, and the real success stories are on the horizon.
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