Formalizing the marketing of CoolWorx Co.

• Main Author: Mabaquiao, Ana Carmela S.
• Format: text
• Language: English
• Published: Animo Repository 2019
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/7061
• Institution: De La Salle University

In this action research, we focused on addressing CoolWorx Co.’s absence of a formal marketing strategy. In one of our discussions, we determined that something is amiss in our processes in marketing our products. Manifestations of no formal marketing were no clear target markets, lack of interest, losing customers to lower-priced competitors, and no standardized presentation materials and protocols. In cycle one, we realized that we lacked the suitable tools needed and only the owner knows how to present the technical aspects of our products. Guided by the Situation-Complication-Resolution Framework, we created a presentation tool that aids us in showcasing the product to potential clients. Afterward, we reviewed our processes and realized that not only do we need a presentation tool, but we also needed to formalize the strategy that helps us tie all our processes together. In cycle two, we determined and developed the strategies that fit our company resources and current situation. Using the strategic marketing planning model, we developed a marketing plan for CoolWorx Co. We reviewed the marketing plan with the owner-manager, and determined that the activities can be implemented and financed.