Market Works International
has served the
needs of companies and organiztions in a
variety of industries. Click the industry
to sample our involvement.
[European Economic Development Council]
[Hotels & Resorts]
[Major International Air Carrier]
[Telecommunications U.S. Introduction]
Developed a marketing plan designed to
identify and exploit a niche to build market share in an already crowded playing field.
Turned a market weakness into a sales
strength by strategically positioning this importer of childrens wear as the design
trend-setter for the spring/summer season and parlaying that strength into a new line,
which co-opted competitive share for the fall season among sun-belt store locations,
generating incremental revenue.
Developed a "Sales Accelerator"
program to increase revenue by targeting key retailers with a program that incentivizes
their buyers to commit to higher order volumes by generating a 50% increase in the average
purchase at register. This program offers a double benefit in as much as it is redeemable
off-invoice for the next order, not only ensuring a re-order sooner, but reinforcing the
purchase decision by visually demonstrating the companys performance.
Market Works was engaged to work with
in-house staff to guide them in the development of the marketing strategy and direction,
and ultimately the production of a marketing plan. The specific challenge was to find a
way to allow the Line to successfully transition to newer vessels and attract the
appropriate target audience necessary to fill those new vessels, without jeopardizing the
existing customer base and revenue streams necessary to continue deploying the
organizations "classic" fleet.
Part of the assignment was to train and
empower existing personnel throughout the exercise to ensure ownership and secure
implementation of the final product.
The Membership Services Division of the
Chamber of Commerce is charged with helping retail businesses maintain and expand their
enterprises in order to preserve their viability and continue to serve the community
residents and visitors.
We developed and conducted a research
program (i.e., a combination of qualitative, focus groups; and quantitative, mail surveys)
designed to elicit attitudes and opinions from residents, visitors and non-visitors which
has resulted in programmatic marketing recommendations designed to help those businesses
generate traffic to their stores.
European Economic Development
Market Works has already conducted an onsite
visitation and situation assessment to help the Council identify and develop its
constituents whose viability offer the greatest opportunity for expanded distribution into
the U. S. We designed a variety of program recommendations to support a phased, three-year
Developed strategic direction and a
communications package designed to deliver third party "sell through" for the
companys national wholesale product via banks, realtor offices and builders.
Designed a program to increase transactional business penetration through a third party
sales force, including a written guide to initiating business programs.
Re-evaluated strategic direction, re-focused
business priorities and provided management oversight for a subsidiary company, which is
now showing upside results.
Hotels & Resorts (Case Study 1
Developed a marketing plan which
strategically positioned this group of Caribbean hotels and resorts for the U. S. Market
including a preemptive component designed to prevent directly competitive resorts from
capitalizing on the hotels existing awareness-generating efforts.
Hotels & Resorts (Case Study 2
Designed, authored and conducted staff
development training with an emphasis on group interaction to develop product definition
and positioning, which was to be integrated into all sales and marketing efforts.
Major International Air Carrier
Conducted a research study of current Air
Line customers, which provided insight that allowed us to design effective programs that
will not only generate more customers, but, capture a larger share of business from
existing and potential purchasers.
Based on that research we initiated a
proposal designed to create programs to address and improve the airlines
relationship and effectiveness with the travel trade. At the airlines invitation we
have since presented this initiative to their sales management team, who endorsed it
pending budget allocation. (We also conduct annual research on the Airlines behalf
with Travel Agents nationally).
Our business relationships are defined by our
ability to add value to efforts we strongly believe in. We were hired initially to prepare
a financial viability study and coordinate the search for a permanent home for the Museum,
(the latter of which involved presenting the institution as a resource on which local
communities offered bids). The Board was so satisfied with the initial results that Market
Works was retained to conduct a Staffing Analysis and Plan that gave the Executive staff
the ability to prepare to staff and fund the growth they will need for their new facility.
As part of the charge of our ongoing
relationship to support the Museums financial viability, we authored a
revenue-driven marketing and communications plan that will help this not-for-profit
organization coincidentally generate the exposure and earned income through programs that
we will initiate and implement on their behalf.
Developed a program designed to increase
business among the flagship Magazines top current and potential customers and
identify motivations key to future purchase behavior applicable to building market share.
From that study we crafted both a marketing strategy for the publication as well as
individual sales strategies to help grow incremental business.
To help create economies for a specialty
store chain, we created an umbrella marketing plan for all locations in multiple cities,
which included an analysis of their profitability across all product lines. This
gave them the ability to leverage margin advantages for specific products in promotions
and "bundling" of product to increase the average sale. We also shopped and
analyzed their competition to give them the ability to present their goods in a way that
was more consistent with their positioning as a "discount" store.
In addition, we created customer retention
tools creating a "loyalty program" designed to offset the incursions from
competitors. This included a customer database with "VIP" designations, which
allowed for segmentation of that database. That segmentation allowed them to react with
specific product offers to customers through the mail, which proved not only cost
effective, but also discouraged competitive shopping.
We did an analysis of household income levels
within the malls trading area and determined that the existing market was too narrow
to support the initial strategy of a facility dedicated exclusively to couture level
goods. We urged management to bring in branded stores names and a "name" anchor,
to create a better mix without diminishing the upscale presentation.
In addition, we created a marketing plan that
outlined all advertising and local area promotion which allowed the management company to
get buy-in from the tenants in order to coordinate their efforts and tie-in as often as
Developed strategic analysis to identify
competitive positioning opportunities and generate programmatic solutions to building
greater market share.
Developed a marketing and communications plan
as well as program applications designed to identify the structure and operation of the U.
S. payphone market to maximize potential for market entry.