please help me with this case analysis, give me Problem Identification , Issue o

Question

please help me with this case analysis, give me Problem Identification , Issue or Situational Analysis, and Actionable Recommendation for Problem Resolution.

thanks a lot

Target the Right Market The Experts Roger Martin, dean of the University of Toronto's Rotman School of Management he knock on Jane Tamsen's office after Andrew coined what would become the company slogan: Marketing is broken Jane's sales directors, poked his head Dirk, who had spent his career in sales, in. "You ready for us? he asked. started the business for that very reason. Jane waved him in. Andrew, another of He firmly believed that cold calling and her team members, followed. "Let's hear spamming were destroying marketing. it," Jane said. Rather than pestering prospective custom- "The data are showing what we'vesus ers with pushy e-mails, companies should, pected all along" Vikram started. "We'rehe thought, use blogs and other social playing in two major markets. The first is media to attract people who were already small businesses-they have owners whoresearching and shopping in the industry run their own companies, fewer than 20 | Then those potential customers could employees if that. The other is mediumgive companies permission to market to size businesses with 20 to about 100 employees; the purchaser at these places less annoying to consumers but also more is a senior manager, not the owner. Mike Volpe, chief marketing officer at HubSpot them. That approach would be not only profitable for the companies doing the "I think of them as 'small Sams and selling. SparkPlace's software, available for a monthly fee, was designed to let custom- ers manage and measure the effectiveness HBR's fictionalized case studies present dilemmas faced by leaders in real Andrew had been one of her first hires of that approach. Jane had been Dirk's third employee, companies and offer solutions from experts. Thisat SparkPlace, a two-year-old provider of one is based on the HBS Case Study "HubSpot: online-marketing software, and he'd cnand although they didn't always see eye Inbound Marketing and Web 2.o (case no. 509049), by Thomas Steenburgh, Jill Avery, and Naseem Dahod. It is available at hbr.org. to eye, they agreed completely about the company's mission. tinued to impress her. Founder and CEO Dirk Middleton liked him, too, especially Jill Avery, and t October 2012 Harvard Business Review 119

Explanation / Answer

The case discuss about a cricital situation in which a firm has to take a very critical and important decision about one of its marketing strategy, on which other marketing strategies would depend.

The firm has to decide its target market. Deciding which group of customers will they target, whose needs will be served through their software is the problem that is being discussed in the case.

There are two potential target markets- small business termed as Sams and Medium businesses termed as Marys. Some of the decision makers want to go for Sams but the Co-founder is not findng it right. The problem lies in the fact that the sopftware, which has to be offered, aims to serve both markets but favourable to sams but Marys are turning more profitable than Sams.

The recommended solution could be giving a tentative try for each target market. For a period of time lets say 1 or 2 year both the markets can be targetted and it could be watch out which market turn out to be more responsive and profitable in long run.

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