Even though Red Lobster has increased its presence in the market through various marketing strategies for its seafood, it must look into certain marketing issues keenly. First, it should consider the extensive use of internet-based technology. Millions of people who are potential customers in every sector have opted to go online to access and buy products and services. A company that wants to thrive must have a well-established website through which it interacts with existing and potential customers. The online platform must have features that enable customers to order the seafood products and pay online.
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Second, the company should consider using the mobile application to connect to customers, especially those aged 40 and below who are fond of mobile devices. This group forms the highest percentage of seafood customers and engaging them through mobile applications would increase the sales. Third, the company should improve its human resource management with the focus on employees’ welfare. Motivated employees are more likely to improve their productivity because they will feel satisfied.
Table 1. An illustration shows pros and cons of the recommendations.
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First, as a brand that has been in the retail store industry for decades, J.C. Penney can capitalize on its brand recognition to market its products and gain a significant customer loyalty. Second, the company should consider reducing its physical stores while expanding online stores. Many customers of departmental stores can be easily accessed online. Through its official website, J.C. Penney can access its existing and potential customers.
As a result, it will improve its services with the technology as well as its sales. Third, J.C. should examine and solve the major competition issues that interfere with its efforts to capture large market shares. In this context, the company should improve its brand image both online and offline to influence customers positively. Another issue is the marketing strategy in which the company should compare the competitors’ strategies before launching theirs.
Table 2. An illustration shows pros and cons of the recommendations.
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