New Customer Aquisition-Smith System Consulting

Essay by savanahbabyUniversity, Master'sA+, October 2009

download word file, 24 pages 0.0

IntroductionWhat is strategy? Strategy is the direction and scope of an organization over the long-term: which achieves advantage for the organization through its configuration of resources within a challenging environment, to meet the needs of markets and to fulfill stakeholder expectations" (University of Notre Dame, 2009). A plan of action resulting from strategy intended to accomplish a specific goal (The American Heritage® Dictionary, 2009).

Strategy is going to be the major need at Smith Systems consulting. The company faces many challenges in the future; change in leadership, records management, marketing, customer buying behavior, and brand strategies to name a few.

Smith Systems consulting, founded in 1984 by Blair Smith has experience great success as the company grew to become a major regional consulting company located in several states. The time has come for the company to improve security procedures, acquiring new customers and retaining old ones.

This paper will explore the concepts and strategy needed to upgrade the company current operation.

Smith Systems Consulting will benchmark other companies to explore ideas on the success of the concepts used in their strategy by comparing and contrasting the process.

Compare and Contrast-Step2Examine Branding StrategiesA company must have a brand strategy which creates a company’s identity. This brand identity will be repeated over and over throughout the life of the business through promotions, packaging, and advertisements. The most valuable asset of an organization is often its brand name. Brand names can be more than a product; it can imply an image such as dependability for Maytag.

To most consumers Kraft is synonymous with Cheese products. Salad dressing, barbecue sauce, and many other products marketed under the Kraft brand do not have as strong results. In February of 2009, Kraft Foods introduced a new logo. According to Kraft’s chief marketing officer Mary Beth West,