Evaluating Marketing Strategies

Costco: Evaluating Marketing Strategies
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Case Study Citation: Costco
Take a desktop computer selling company that is about to go out ofbusiness because people give more preference to laptops. Initially, the desktop company was undoubtedly successful, but that was before the revolution of technology and with it the onset of laptops which are nowadays preferred to desktop computers mostly because they are portable and highly efficient to desktop computers (Costco Wholesale Warehouse, 2018).
How did the target market change over time? The target market for the desktop company changed in that year’s back desktop computers were a necessity in the corporate world and even homes but now with technology evolving people opt for much smaller gadgets that have a high storage capacity as well as speed and portability. All these are provided by laptops.
Do you think the marketing manager should make changes to the products he/she offers? In this case, it is not advisable that the company changes the product since most offices still opt for desktop computers and other areas such as cyber cafes.
What recommendations might you make to the marketing manager? Invest more in laptops. As much as it is not advisable to change the product offered, it is highly recommended that a higher amount of investments be diverted to laptops seeing as how laptop companies make huge sales weekly, monthly and even yearly.
Conduct research. It is recommended that the marketing manager conduct a lot of research concerning the manufacture, branding, and sale of laptops to be able to calculate both theamount required and the possible profit because that is the whole aim of the business (Bansal & Duverger, 2013).

Know your competition. Changing from a desktop company to both a desktop and laptop company is indeed a huge step that will mean there are numerous laptop companies already in business. As a marketing manager, it becomes your responsibility to evaluate other laptop companies that are your competition as well as the prices they use then from there gauge and give your laptops a suitable price.
How might the marketing manager be more certain that any actions he/she takes will more completely address the needs of the target consumer group? Know your target market. Just like in the before the marketing manager again needs to define the target audience for the products (Tibbert, 2001). Once all these are done the marketing manager is guaranteed that they will address the target market needs since all the market requires are portability, speed, high storage as well as a durable product.
What risk(s), if any, are involved with implementing your suggestion(s)? Laptop Trends. Once you invest in the laptops, one sure thing is that the trends will keep on evolving with time and it is well required that the laptops manufactured be up to date with the trends hence a lot of input is required.
High investment costs. Investing in laptops is not going to be just small change. A huge investment is required to cater for the manufacture, branding and even marketing of the product with no guaranteed immediate profit.
References: Costco Wholesale Warehouse. (2018). Costco.is. Retrieved 1 March 2018, from http://www.costco.is/Bansal, H., & Duverger, P. (2013). Investigating Measures of Relative Importance in Marketing Research. Journal Of Market Research, 55(5), 675-694. http://dx.doi.org/10.2501/ijmr-2013-057
Tibbert, B. (2001). Knowing Your Market. Management Decision, 27(5). http://dx.doi.org/10.1108/00251748910132458