Foundations of Marketing Azalea Project

1. What do you see as Azalea’s most pressing marketing problem? Does it lie in their product, price, place, or promotion or some combination of 2 or more of these? Be specific in your answer.

The most pressing marketing problems are:
• Commitment to the overall goals allowing the appropriate marketing strategy to be devised and implemented.
• Location and facility- Does not promote confidence in the ability for Azalea to be able to deliver on promises
• Corporate image- small company competing with large corporation
• Ability to contract with national suppliers

Azalea’s marketing problem does not lie with their product. The product is solid and people love it once they get it. The price is low, which may be a factor as they may not be seen as a “high quality:” product. People relate price with quality. Not only the perception but the ability to expand their facilities and the revenue to support it

Place: I do see it as a place issue. The reason I see it as a place issue is the existing distribution will not allow for expansion beyond what Azalea is doing now. The expansion would require the ability to meet the demands of a larger client base while maintain the quality of the product.

In addition to the identification of which or how many of the 4 Ps is the marketing problem, I am not sure there is a commitment to one goal to support the growth of the company. They have outlined some broad goals in terms of expansion but need a commitment to a goal in order to create the most appropriate promotional strategy.

2. What is Azalea’s target market?

Azalea’s target market is the population looking for convenience. I would speculate to guess that this population would be employed, single, or married with no children or with a young family keeping them very busy. All examples will have disposable