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Applied Managerial Marketing - Global Gadgets Imports (GGI) - Phase 1 Task 1

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Discussion Question (GGI): Phase 1 - Task 1

Since GGI has very little or no market recognition, you decide to explore Public Relations and discuss it with senior management. Public Relations is communication with the public, or even internal to the company, that promotes a positive image for the organization or brand.
Choose a Fortune 500 company and visit its website. Search for Press Releases and read two or three of them. Take notes on the following:
• What is the general context of the Press Release (PR)?
• What was accomplished in the communication? Consider more than just the obvious message.
• Were the press releases related in any way to each other or to major news or industry trends occurring at that time?
• Did the company send a consistent and coherent message?

1. Post your answers (750-1000 words) for the above 4 questions on the Discussion Board. Then post your comments to at least two other postings. Each comment must be at least 100 words in length. Use the 2X2 matrix to comment (i.e., two things you liked about the posting, and two things the student could have included to improve the posting including errors or excluding erroneous information).

Case Scenario:

Global Gadgets Imports (GGI) began operations in 1992 as an importer of home decor and gift items. Initially, GGI imported from various Asian manufacturers and sold its inventory through a network of distributors and other intermediaries who supplied to the retail and mail order catalog market. In 1995, GGI opened its first retail store. This decision was fueled by a desire the owner had to be closer to the consumer and capture the high profit margins possible through eliminating the distributors. The success of this one location led to the opening of ten additional stores in a three state region, while the distributor business also continued to grow.
After ten years in business, GGI deals almost exclusively with one manufacturer so import and distribution functions are somewhat optimized. However, over the last year, revenues from the wholesale business have been slipping, while store sales remain flat. Management believes the weakness to be marketing. GGI has a few ideas that might turn the business around and bring new growth. They want to hire you to give them guidance and direction on this marketing project.
Your roles and responsibilities are to implement the following ideas:
• Expand the product line to include housewares. The key supplier carries a full range of good quality housewares products and GGI can leverage its existing relationship to obtain discounted pricing on these additional product lines.
• Repackage and brand: currently, the products arrive with a "plain brown wrapper" sort of packaging so little attention has been paid to whether GGI even has a reputation in the market. GGI has the option to repackage the items to promote a stronger brand image, but the cost will shrink their profit margin.
• Open additional stores, possibly under a new brand, much like other manufacturers' and importers' "factory" stores.
• Engage in a major marketing effort to increase sales and brand awareness.

Solution

The company chosen for this case is 'WalMart'. Two press releases for the company are analyzed in the solution.

No. of Words: 541 words Help

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Applied Managerial Marketing - Global Gadgets Imports (GGI) - Phase 1 Task 1

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