Huffman Trucking
Running head: PROBLEM SOLUTION: HUFFMAN TRUCKING
Problem Solution: Huffman Trucking Nowadays, companies should decide to always manifest effective customer-centricity philosophy, building a strong internal marketing culture and enhancing the market’s influence on other entities throughout their organization. This will set the stage to inform them of how and when the time is right to make the necessary changes for the survival and growth of the business. Huffman Trucking is a trucking company in the services industry, which has been experiencing diminishing growth over the past years. The organization needs to improve its overall position in the industry. Huffman’s CEO, Phil Huffman, has determined that a customer-centric strategy is what his organization needs to improve growth and achieve the top position within the trucking industry. In order to ensure Phil’s strategy is successful a proper evaluation must be done to determine the organizations’ current marketing strategy and in addition determine the sustainability of the proposed strategy and the overall benefit to the organization.
Situation Analysis
Issue and Opportunity Identification As it stands, Huffman has no effective marketing program that will grantee that the organization will have exceeding power over its competition and boosting the company’s growth to the next level. Huffman Trucking can take the opportunity to create a market plan that will connect to its customers by effective communication through metrics that are more effective than a traditional marketing metric. This marketing program is an “Effective relationship marketing strategies help marketing managers discover what prospective customers need,” (Kerin, Hartley, Berkowitz & Rudelius, 2005, pg. 16). Secondly, Huffman did not analyze its factors of internal marketing to determine how the goals were going to be met in profitability and improving customer relationships. Because in the past the company has barely
Problem Solution: Huffman Trucking Nowadays, companies should decide to always manifest effective customer-centricity philosophy, building a strong internal marketing culture and enhancing the market’s influence on other entities throughout their organization. This will set the stage to inform them of how and when the time is right to make the necessary changes for the survival and growth of the business. Huffman Trucking is a trucking company in the services industry, which has been experiencing diminishing growth over the past years. The organization needs to improve its overall position in the industry. Huffman’s CEO, Phil Huffman, has determined that a customer-centric strategy is what his organization needs to improve growth and achieve the top position within the trucking industry. In order to ensure Phil’s strategy is successful a proper evaluation must be done to determine the organizations’ current marketing strategy and in addition determine the sustainability of the proposed strategy and the overall benefit to the organization.
Situation Analysis
Issue and Opportunity Identification As it stands, Huffman has no effective marketing program that will grantee that the organization will have exceeding power over its competition and boosting the company’s growth to the next level. Huffman Trucking can take the opportunity to create a market plan that will connect to its customers by effective communication through metrics that are more effective than a traditional marketing metric. This marketing program is an “Effective relationship marketing strategies help marketing managers discover what prospective customers need,” (Kerin, Hartley, Berkowitz & Rudelius, 2005, pg. 16). Secondly, Huffman did not analyze its factors of internal marketing to determine how the goals were going to be met in profitability and improving customer relationships. Because in the past the company has barely
References: AT&T Mobility Case Study (2008). Business Validation. Retrieved May 23, 2009 from http://www.b-eye-network.com/channels/1546/download/9462/1128 ISBM/BMA Brand Consortium (2005). Repositioning AT&T from the inside out. Retrieved May 22, 2009 from http://isbm.smeal.psu.edu/consortia/documents/bm0305ko.pdf Kerin, R.A., Hartley, S.W., Berkowitz, E Lehman, D. R., & Winer, R.S. (2005). Product Management. (4th e.d.) The McGraw-Hill Table 1