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Applied Managerial Marketing - Global Gadgets Imports (GGI) - Phase 2 Task 1

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Discussion Question (GGI): Phase 2 - Task 1

Details: You're ready to take a big step in the marketing process for GGI Housewares branding. You know that branding is a strategy that needs to be determined early on and every marketing decision made should reflect and support the branding strategy. You like to do as much research as possible before meetings with senior management. Using the Library, unit resources, and the Internet, choose one brand that has strong market recognition to research.

Discuss this brand and the challenges of building brand recognition with senior management via posting to the Discussion Board. In your post, explain the benefits and challenges of building leveraging brands in that segment (this is the specific industry segment related to your chosen brand name).
Now, turn your attention to GGI. Explain how branding strategies could be used in GGI's marketing project.

Objective: Discuss and analyze the role of marketing in society and in the firm.
Analyze the factors which influence marketing decision-making.

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 solution explains the concept of branding, effects of marketing on the firm and society and also the factors affecting marketing decision making. The discussions are mainly on the context of GGI.

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Applied Managerial Marketing - Global Gadgets Imports (GGI) - Phase 2 Task 1

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