Big Skinny Case Analysis

2470 words 10 pages
2013

CONTENTS

EXECUTIVE SUMMARY 2

PROBLEM STATEMENT 3

DATA ANALYSIS 3

KEY DECISION CRITERIA 4

ALTERNATIVE ANALYSIS 4

RECOMMENDATIONS 7

ACTION AND IMPLEMENTATION PLAN 9

Executive Summary

In 2010, Big Skinny CEO Kiril Alexandrov was looking to transcend from retail distribution and print advertising to the world of online marketing to achieve maximum growth. The retail sales pitch was an easy one, as Alexandrov focused on the value of the wallet and the impulsiveness of consumers (Benjamin & Kominers, 2012). Unfortunately, translating this type of sales pitch was much harder to do in the world of cyberspace. Big Skinny centered their online marketing
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Alternatives 1. Big Skinny could eliminate their means of online distribution and paid online marketing, only utilizing social media and their website to conduct advertising and business transactions. 2. Big Skinny could be more selective in their selection of online distribution, while tailoring their paid sponsored searches to generate interest and sales. 3. Big Skinny could scrap their online marketing plans, with the exception of social media, and reallot their advertising money strictly on deep discounted sites like Groupon and Living Social. 4. Big Skinny could focus their efforts on expanding in more brick and mortar retail stores by target marketing towards different demographics. They could use traditional media such as TV and radio to drive these efforts.
Key Decision Criteria 1. Increase customer satisfaction and corporate image 2. Increase sales and market share 3. Improve (or at least maintain) profitability 4. Ease or speed of implantation 5. Be consistent with corporate mission or strategy 6. Within our present resources or capabilities 7. Within acceptable risk parameters 8. Minimize environmental impact 9. Maintain and build employee morale and pride

Alternatives Analysis 1. By limiting their online marketing to free social media sites such as Twitter or Facebook, Big Skinny can greatly reduce their marketing costs. With display advertisements only getting clicked

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