Sigma Marketing: Managing in a Changing Environment
UNIT 1 COMPLETE QUESTIONS:PRINCIPLES OF MANAGEMENT
Sigma Marketing: Managing in a Changing Environment
CASE SUMMARY:
Summarize the key facts of the case in a paragraph. According to Ferrell, Gatewood, Gatewood, and Taylor, Donald Sapit President of Weston Laboratories; a small research facility southwest of Chicago hand an opportunity to acquire Dayne printing company at an attractive price since they were now on the verge of bankruptcy (Ferrell, Gatewood, Gatewood, & Taylor, 2010). In 1967, Don Sapit purchased the small printing company but still focused on his duties at Weston Laboratories and present managers at Dayne continued on to handle the operations of the company. During this period, the name was changed to Sigma Press, Inc. for corporate images and a new sales manager was hired to focus solely on sales of the business. Over a few years, the business showed small increases in volume, but still held their own even though little progress was made. Although Sigma was making little progress, Sapit continued to see potential for making it into a quality printing business that could make substantial gains against its local competition. Sigma marketing’s unique identity has evolved over the past forty years from a small-town printing company to a marketing service company with diversity. In learning more about his business, Sapit changed from production to marketing; by planning, organizing, leading, and controlling functions of management which shows Sigma is an excellent example of marketing decision making (Ferrell, Gatewood, Gatewood, & Taylor, 2010). Sigma targeted a specific market segment that utilized desk pad calendars for advertising and sales promotion. In Seeking a friendlier climate, the administrative, marketing, and prepress production facilities were relocated to Florida in 1985. After moving, Don’s son, Mike, joined the business with a degree in Graphic Arts and later became President of Sigma In 1993 with Don as
Sigma Marketing: Managing in a Changing Environment
CASE SUMMARY:
Summarize the key facts of the case in a paragraph. According to Ferrell, Gatewood, Gatewood, and Taylor, Donald Sapit President of Weston Laboratories; a small research facility southwest of Chicago hand an opportunity to acquire Dayne printing company at an attractive price since they were now on the verge of bankruptcy (Ferrell, Gatewood, Gatewood, & Taylor, 2010). In 1967, Don Sapit purchased the small printing company but still focused on his duties at Weston Laboratories and present managers at Dayne continued on to handle the operations of the company. During this period, the name was changed to Sigma Press, Inc. for corporate images and a new sales manager was hired to focus solely on sales of the business. Over a few years, the business showed small increases in volume, but still held their own even though little progress was made. Although Sigma was making little progress, Sapit continued to see potential for making it into a quality printing business that could make substantial gains against its local competition. Sigma marketing’s unique identity has evolved over the past forty years from a small-town printing company to a marketing service company with diversity. In learning more about his business, Sapit changed from production to marketing; by planning, organizing, leading, and controlling functions of management which shows Sigma is an excellent example of marketing decision making (Ferrell, Gatewood, Gatewood, & Taylor, 2010). Sigma targeted a specific market segment that utilized desk pad calendars for advertising and sales promotion. In Seeking a friendlier climate, the administrative, marketing, and prepress production facilities were relocated to Florida in 1985. After moving, Don’s son, Mike, joined the business with a degree in Graphic Arts and later became President of Sigma In 1993 with Don as
References: Ferrell, O., Gatewood, R., Gatewood, L., & Taylor, R. (2010). Principles Of Management. Savant Learning Systems, Inc. Sigma Marketing; The Total Service Package. (2012). Powerful Promotions for Lasting Impressions. Retrieved from http://www.sigmamktg.com/our_story.html APPLICATION: Ferrell, O., Gatewood, R., Gatewood, L., & Taylor, R. (2010). Principles Of Management. Savant Learning Systems, Inc.