Business report.docx

A report of traditional brochure mail-outs and email strategyA report of traditional brochure mail-outs and email strategy Stu info:ContentIntroduction3Analysis3The effect of the two strategies3The evaluation of the two strategies4Conclusion5Recommendations6References6IntroductionHammer Wines, a company produces various kinds of beers, now is facing a serious problem of overstocked products. In order to increase turnover and clear slow moving stock, two totally different marketing strategies were implemented during the same time period including traditional brochure mail-outs and email strategy. The aim of this report is to have a thorough evaluation of the two strategies by analyzing the data collected to explore which one can promote sales better, besides, to make some recommendations for Hammer Wines according to analysis carried out in the report.AnalysisThe effect of the two strategiesAs figure one showed, the sales of the four kinds of beers before the campaign are similar but both in low levels. The total sales in week 0 is about 1000 cartons and after the promotion information sending to potential customers, the sales increased rapidly, more specifically, the sales of DUNKLES and HELLES were at least double and kept momentums of growth. On the other hand, although the growth of sales of DURST and FASS are not so obvious, they were both better than without implementing any marketing strategy. Here are some evidences to expound the variation of sales: in week 0, the sum sales number was about 982 cartons and it increased to 1863 cartons in week 1, after that, the total sales numbers were never dropped below 2000 cartons and the sales of HELLES in the last week was even ten times of the week 0. Figure 1:(Source: ISYS2056 - Business Report - 2014 SEM 1 - Data)Because the prices were not changed during the campaign, the growths of turnovers were corresponding to the sales. Figure 2 can explain the growths of turnovers clearly. As it mentioned above, the sales of the four beers increased during the six weeks, so the situations are same to the turnovers. Both of them had significant growths.Figure 2:(Source: ISYS2056 - Business Report - 2014 SEM 1 - Data)The evaluation of the two strategiesFirst of all, undoubtedly both the traditional brochure mail-outs and the email strategy were successful in generating beer sales for the figures above show clearly the significant growths in sales. But through analyzing the specific circumstances, it can be judged out the impacts they brought were quite different. Both data from figures below indicate no matter by analyzing the sales or the turnovers, the email strategy undoubtedly had the largest impact on sales for the total sales and turnovers with email strategy were twice the traditional strategy during the six weeks campaign. More specifically, the total sales from email strategy were 11762 cartons when it from traditional strategy was just 4795 cartons. On the other hand, there is no evidence shows that part of emails known as “bounce” impacted on sales for maybe some emails were fail to sent to potential customers, but the amount of total emails is huge that guarantees the success rate. Besides, the sales by taking email strategy increased immediately when sales by taking traditional strategy took about two weeks to increase, which indicated emailing can effectively reduce the response time. In the end, data shows that special offers can increase the sales about 25% when comparing to the products without any offers.Figure 3:(Source: ISYS2056 - Business Report - 2014 SEM 1 - Data)Figure 4:(Source: ISYS2056 - Business Report - 2014 SEM 1 - Data)ConclusionBy analyzing the data about the traditional brochure mail-outs and email strategy, both of them can undoubtedly increase the sales in a short term. In terms of the time of taking effect and sales increased, email strategy owns a comparative advantage. But it doesnt mean the traditional strategy should be eliminated, only with a reasonable combination of the two strategies, can the organization gain biggest benefit.RecommendationsCulture tensions and resource limited make it difficult for a business organization to produces a creative marketing strategy and achieves marketing strategy to maximize its performance (Slater, Hult & Olson 2010). The resources Hammer Wines owns are limited, which determines it couldnt afford any additional burden to do marketing. To achieve a better promotion effect, two recommendations below sound reasonable:Because it will take about two weeks to become effective when taking traditional brochure mail-outs, when making a marketing campaign next time, advertising brochure should be post to customers at least two weeks before the Sale beg