The selected case study is on Zeal Optics which is an organization engaged in producing stylish sunglasses. The owner of the organization is bikers and prefers their product to be high performance based with products being available to be sold over web and also with the help of globally present retailers.
Issues in the Case Study
1.The company relocated to Boulder in 2008 in order to be based in a lesser competitive market but now the company requires to expand its channels of distribution amongst retailers of sports and stores of optics services.
2.Marketing Improvisation based on a new media promotion tool such as Facebook is yet to develop
3.Weak spots present in the process of web optimization at Zeal- The website has different looking category sections over the website such as the women’s section looking completely different from the remaining website.
4.Use of Adwords for buying terms of search by the company which are not incorporated over the texts on website pages because of which pay per click as a strategy has failed for Zeal.
5.Raising capital growth is a challenge for a relocated business.
6.Less focus on googles and women’s glasses as a line of product and hence leading towards less manageable sector production in the company.
7.No board of advisors for connecting the company with other clients or retailers or even designers and logistics.
8.The business of Zeal is at a very small level (operating in the domestic environment) and what is required is to produce the business operations and core functional activities in alignment to strategies in business in order to take the business to international level.
The recommendations will focus on different segments present in the company inclusive of marketing areas, product mix width, representative’s support, and sale’s people from retail, using social media tools with supply chain individuals as well as the consumers, ad-words being used, searching marketing engines and optimizing through blog use.