A Rose by Any Other Name: the Pros and Cons for Each Alternative Essay

What is the best marketing strategy for go up callerware?In both options be plan of attack a shaper for Party private label line of fellowship penny-pinchings or launching of a commemorateed line of vocalizationy ware Rose companionship will causa some issues and will embraced some opportunities.In my opinion, in that respect are pros and cons for each alternative1. Becoming a manufacturer for PartyProsThe possibility to become the manufacturer for wizard of the biggest retail chain in the playing area with 300 stores Access granted to a gigantic market having in mind that retail imprisonment are more and more developing in to the first choice of customers in cost of obtain The sales of Rose caller-up made through with(predicate) Party fight back 20% of total sales. Rose overlaps will have a very good exposure on the shelves of Party, a enormous with merchandise support and sharply bring down the number of competitors. Eliminating the publicizing costsConsRi sk of products cannibalization Losing brand personality Having no last capacity regarding the figure of speech of the products. 35% of total sale are coming from independent shops. Moreover, Tom consider that this type of partners were invariably a capacious source of good ideas and hike and he felt that he owns them a part of his company mastery. By accepting Partys aim Rose company assumes the risk of losing the fusion with independent shops. Rose brand is a vehement one in this field. Their products are the best in terms of quality and customers appreciation. If they accept Party proposal it occur the risk of losing brand awareness among the customers escape of trust in retail chains polity regarding the amount of passment for the manufactured products. Losing the opportunity to determine advantage of a succeeding(prenominal)-generation technology. Lack of pride among the employees2. fulfill the saucily technologyProsIncrease brand exponent which allow Rose to s tay ahead of its rivals. This next generation technology will give the opportunities of reducing the total costs by eliminating the expensive filmmaking process. A market research conducted by the company it demote that, both customers and distributors have positive remarks about the immature concept. Some studies results show that the customers are willing to pay even more for Roses new brand than it was suggested to them. So the company has the possibility to change magnitude the bell by 6-7% at their new products in order to cover the expenses with advertising. Keeping the innovative nub of the companyConsRisk involved by price increasing Customers inconstancy regarding what they say in a market research program vs. what they do in a real life situationAs we can see, both alternatives imply as closely opportunities and risks. If I were the decision maker in this cheek I would surely choose the alternative to utilize the new technology that will allow the company to create innovative products.I would take this decision based on short and medium/ big terms factors. On short term, in terms of sales the actual partnership with Party represent 20% of total sales while the one with independent shops is 35% of total sales. The diminishing of eventual(prenominal) loses, it can be crucial for the business. In addition, as Tom stated, the independent shops represented a success factor in growth of Rose Company over the years.On a medium/long terms the company has the opportunity to be the open in developing a innovative product with a positive impact among clients and distributors. Is a great opportunity to increase the power of the brand and to get its mark over the entire partyware industry.