Analyze a relatively young, growing company such as Jones Soda or Cirque du Sole

Question

Analyze a relatively young, growing company such as Jones Soda or Cirque du Soleil using the seven components described in this chapter to determine if it is an entrepreneurial marketer or not?”

Entrepreneural marketing has seven underlying dimensions. Three of these dimensions-proactiveness, calculated risk-taking, and innovativeness-

4th dimension concerns the entrepreneur as a change agent who is opportunity-obsessed.

5th dimension resource leveraging- is also a common theme within the entrepreneurship literature,

The final two dimensions- customer intimacy and value creation are consistent with the market orientation of the firmAnalyze a relatively young, growing company such as Jones Soda or Cirque du Soleil using the seven components described in this chapter to determine if it is an entrepreneurial marketer or not?”

Explanation / Answer

Jones Soda has followed focused differentiation strategy within beverage industry. Though their major competitors are Coca-Cola and PepsiCo, Jones Soda has not shy away from expanding into the market. This is possible only due to calculated risk. It is responsive, and it follows cult. This shows it takes calculated risk and make change only when such environment favors. Soda is commodity and differentiation are difficult to achieve at low cost and then sustain. This is there calculated risk-taking ability which propel them to maintain strong foothold into the industry.

They have understood the requirement of the target audience. They have branded itself as cool soft drink. This is the opportunity they have identified. And moved this chunk of customer from customer to itself. So they have successfully act as a change agent who has identified the opportunity and cash onto it.

They are targeting teen and twenties audience. With the image of Cool they are popularizing itself into the target audience. It has now strong brand awareness among target audience. It has high brand recognition in the area where it is present. This shows it has customer intimacy.

They are innovative in the way they do marketing. Marketing and distribution is the essence of their business. They put photographs of real customer on their label. Turkey and Gravy holiday packs. Innovative products like Slim & Sugar free, Whoopass, GABA etc. Even going forward, they have desire to put kids advisory board to understand the customer requirements. These are the new innovative ways put in place by the company to succeed.

They have understood that it cannot cater to everyone. So, it has defined itself to the certain category which is teens and twenties. It is proactive to gauge the requirement of the customer and respond to that.

So, Jones Soda has created value to its customer. They have tapped into the large kids’ segment and provided them the sense of coolness and helped them to follow cult.

These all factors shows Jones Soda is the effective entrepreneurial marketer.

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