The Marketing Challenge

Keller Graduate School of Management

Author Note This paper was prepared for MM522 Marketing Management, taught by Professor Cullifer Abstract
As Vice President of Marketing for Graves Enterprises I need to review two written reports by my Marketing Directors. I have been tasked with the challenge of doubling sales within the consumer and commercial markets within the next year. I will accomplish this by reviewing each report and commenting on if the plan will achieve our goals in each respective market.

The Marketing Challenge As Graves Vice President of Marketing I am very concerned with the Consumer Products Proposal. Joshua Edwards the Marketing Director of Consumer Products has suggested three ideas to reach the growth level that Graves is looking for. Two of the three ideas have fundamental errors in which leave too much uncertainty to move forward comfortably, the third has potential to help generate growth. The first idea presented is promoting the product as eco-friendly and increasing the price as a result. This idea goes directly against what the marketing research has found as a result of the conducted focus groups. The focus groups show that price was the number one ranked factor where eco-friendly characteristics were last. However, manufacturing the packaging out of recycled materials to same money is a wise decision. It also provides an opportunity to market an eco-friendly package should there be a change in the target market. Next, the Marketing Director offers the concept of a private label and to sell the products at Walmart and K-Mart. I like the idea of partnering with a recognized retailer and the leveraging of