Authenticity: Is It Real or Is It Marketing? Case Study Example

The case in question is about a company trying really hard to incorporate the best marketing strategies so that it can promote its products and acquire a great market share and a large clientele who will be followers of the products. The company has marketers but they are not good enough and they do not consider themselves a big company hence they use inferior methods in marketing their products and as a result they have very few customers and there product have not gained the popularity needed and the clientele expected. The company has been doing a lot of campaigns and employing a lot of marketing strategies but they have never been successful enough to gain the market share targeted and the number of customers they require. The Chief executive officer therefore introduces a new marketing manager to the company who has a totally different approach and a different strategy that proves to be effective because his previous works have also worked. Marty the new marketing manager struggles to teach the staff new strategies to make their marketing successful. He however encounters different problems starting with the management to the marketing team itself

In the case, the company’s marketing strategies were not bearing fruits. This is because of the many problems that were present in the company and with the team of marketers. The company practices and the culture of the team of marketers created a lot of limitations that hindered the company from achieving desired or targeted market and clientele. Some of the problems are as follows

Lack of organization of the marketing team

A team ought to work together and be organized to ease the flow of work and reduce misunderstandings and confusion. This was one major problem that the company faced and that hindered it from achieving success in marketing. This problem can be shown in the case when Marty was complaining about Paula who was a good employee but was not organized or serious with her work by the way she handled the task assigned to her unprofessionally.

He also complained that the marketing team of hunsk engines was full of top notch sales people and marketers but when someone walks into the booth where they carried out their duties, it was not looking like an office but like a garage which was full with grease. By this he meant that the working booth of the marketing team was very disorganized and not properly arranged and also dirty. His point was that if the working booth was that disorganized, it only portrayed that the people working in the booth were also disorganized or worse. Lack of organization is usually a great problem to any authentic organization and it deters any progress because the staff in that organization will not know what to do and everyone will be doing just anything because there is no organized procedure to carry out duties. The staff members will also be carrying out irrelevant duties because they don’t know which duties are relevant and which ones are not

Poor marketing strategies

This is also another problem that was affecting the lack of success in the organization. The company had poor marketing strategies and that is why they never promoted their products well and hence they never achieved the level of success needed in the marketing department of the company. This is shown in the case where during a showcase of the motorcycles, Marty noticed that the company was showcasing motorcycles that they did not know and that the customers were not familiar with. They were also focusing on the lottery game being played at the showcase rather than focusing on marketing their products. Another scenario in the case is where Marty had taken the marketing team for a field trip and he noticed that very few of them looked like hunsk customers.

This means that the team was not dressed to promote the product during the field trip even though they were supposed to dress like hunsk customers so that they can attract other customers easily. He also noticed that most of the team members did not have motorcycles and only a few knew anything about them. This shows that they were promoting products that they did not know and were not experienced in handling. This is very bad for marketing because a customer cannot purchase a product that the owner knows nothing about

Poor organizational culture

This is another problem that is facing the company. The marketing team and the company staff have a poor organizational culture. They believe in doing what they think is best for the company and they and they do not care much about the customer. This is shown in the case when Marty takes the team to a field trip and asks them to ride on one of the motorcycles that the company is selling. After the rides he asks them how they feel and most of them have no credible explanations on how they feel. This shows that they are marketing products which they know nothing about and therefore they do not the dangers it poses to the customer that he is promoting the product to. The team is also concerned with having a successful campaign rather than promoting the reputation and the credibility of the company. This is shown where the team members show concerns for the success of the campaigns rather than making the company authentic. This means that they are only interested in short term success

Solutions

Various solutions can be used to resolve the problems that Hunsk Company is facing. One of the solutions is training. The marketing team should undergo a training that will enhance their marketing experience and show them how to market and the successful marketing strategies that they should use so that their marketing campaigns can be successful and the company can also be authentic and have a great number of followers. The training will also involve skill development and nurture them on the need for a good organizational culture. Another solution is the improvement of the working environment of the staff of the company. The environment should be clean and organized to avoid any confusions and mix ups. The best solution for me however is the training. Training covers a wide area and helps in eliminating multiple problems because the workers are trained on different things affecting different sections of the organization

Conclusion

In the article, there is basically poor management by the managers of the company and this has led to poor performance of the staff and also poor organizational practices. The managers and staff are just carrying out their duties they way they know and they are not professional when doing their work because there main concern is to make sales and have a great number of followers rather than be professional with their work and ensure that apart from successful campaigns, their company remains an authentic company that most customers can identify with and that is leading in their area of production or sales