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Calibre Insurance Company was a new entrant in the insurance industry. Jack
Austen (Austen) was the CEO and the managing director of this company. Tom
Scott (Scott) headed the marketing department.
Though the company's sales volume was satisfactory, the management was
worried about the prospects of the company in the long run. At that time,
its market potential was sound and the number of customers was substantial.
But Austen was not sure about whether there would be an increase in the
market share when the market attains saturation.
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Therefore he wanted more innovative strategies to be adopted for
promotion of the products.
Scott agreed with Austen and began to think of other innovative
strategies to promote their products. While doing so, he hit upon the
idea of using the e-mail for marketing products. He felt that good
communication is an important aspect of product promotion and requires
sufficient deliberation. He was aware that e-mail had become a popular
and effective medium of communication. Previously, only youngsters and
techies used the e-mail. But now, almost everyone seems to be
comfortable using e-mail. Therefore, he felt that this channel of
communication can be tapped to promote the company's products... |
Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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