Abstract
Jameson owners opened the shop some three years ago along Bethsalem road in Accompong Town. Their contacts included a telephone number (+1876) 948 45 06 and postal address indicated as Jameson and Sons Designer Shop 7450, Accompong Town, Jamaica. The business had suffered losses in its operations because of lacking proper marketing plans. They needed to lay down important objectives for street, online and commercial radio awareness campaign. The interview they conducted helped them to discover the weaknesses they had. It also helped them to see some of the things they had ignored and yet were very crucial aspects of business growth.
The management had started the business with the idea that clothes business sells itself. They had to create awareness in the area of operation and beyond. They also realized that the location of the enterprise was essential for its growth. In order to expand the awareness campaign, they needed to employ more sales teams and Information Technology (IT) experts to deal with online activities. The consequences of intensive outreach resulted in the increased customer inflow. They then had to seek to turn the inquiries into sales. The team also needed to find a better place to operate their business.
Main Body
The company was registered and started in August the year 2012. Despite the challenges, it has never changed its operations in the clothes industry for all those years. Due to the problems in its promotional activities, it had to find a working formula for its stability.
The problem statement of this case study is that Jameson and Sons Designer Shop Lacks Proper Promotional Strategy.
The sales have kept on decreasing. The business can no longer sustain itself. It has had to get overdrafts from the banks to pay for its costs rather than do expansions. Majority of its customers have shifted their allegiance to other shop designers.
The Marketing executive department contacted a marketing research agency for help. They conducted an interview. The questions contributed towards knowing if people knew about Jameson and Sons if they had ever seen it or heard of it.
It emerged that only an eighth of the population knew about Jameson. One out of ten people who knew about Jameson had purchased their products. Eighty percent of those who bought their products said that they liked their products.
The adverse impacts include the lack of promotion and promotional activities that led to the loss of some customers. The overdrafts only helped to stock the business, but there were very minimal sales. They retrenched some staffs to cut down on the costs and hence loss of jobs. The competitors took over their market share.
The sales team can go to the field with brochures and fliers to distribute to the locals. There are various local radio stations where they can advertize the products. Online marketing can also help reach the new customers in the social networks. They can also do delivery to the customers as an additional service to the customers.
The brochures and fliers could tell the customers about their location and products offerings. Its disadvantage could be that it is time-consuming and costly because one would have to send staffs out or hire sales team. The advertisement on the radio could reach very many people because of the coverage. The Information and Technology personnel could be recruited to give answers to the many questions on the net.
Jameson & Sons Designer Shop and its Location Problems
Jameson business area had paralyzed its business and therefore needed quick intervention to revive the company. The owners had to find a better place and increase its products knowledge among the citizens.
The problem statement was that Jameson and sons Designer Shop did not have a suitable location for its business.
In the interview, they found out that ninety percent of the people said the shop was in a building that was not easily visible such that people only had to find out about it accidentally. They also said the building did not have a name and was in the distant part of the town.
The location led to the lack of business. The building is very far from the busy town of Accompong. They were in the basement of Mrisho building where commercial activities were minimal.
There were very minimal numbers of people who could go to the shop because of the distance one had to cover to leave the central town. The drainage problems also caused the store to remain closed during the rainy season.
The owners need to relocate the business to the center city center and in a building that can allow them to showcase their goods. They should also attend the town’s exhibition invitations. They can distribute brochures. They can decide to supply in the supermarket stores.
Once a business has got the right location; it increases the customer visits and inquiries. The town exhibitions help them to expose their products and company. Customer reach is achievable through brochure distribution.
Conclusion
However, it is not everybody that hears and reads about a business that tends to visit. The cost of marketing can lead to spending so much that the enterprise could have set for other programs. Supermarket stores have very many suppliers, and this could result in competition wars or rejection by the shops. Some of the stores have quite a number of laws that may be punitive to small enterprises.