Calyx & Corolla Article Reviews Example

The success of any business is greatly reliant on its business model that starts from the way it markets itself. C & C’s business model targets the consumer by addressing their needs by collaborating with all its potential distributors. That is, and it involves the entire production chain. In order to create an effective product line, involving the distributors is an important role since it involves them in the decision-making process, therefore increasing the pool of ideas that they have. It is where the aspect of value creation comes in. Value creation in business will depend on how the product or service being sold meets the customer requirements that can only be possible if they are part of the decision-making process. It requires creativity and innovation so that the company comes up with new ways of doing the same things in a way that meets the customer preferences. Also, involving customers in the decision-making process plays a huge role since the business will be able to adjust to the customers’ tastes and preferences, given their dynamic nature. C&C’s business model aims at making the customer the centre of their decision-making, process while also involving those in the distribution chain. It helps in marketing the business through distribution of the information across the company’s supply and distribution chain (Pride and Ferrell 48). C&C’s marketing catalogue can be evaluated by looking at its success in informing the potential clients about the company’s products. That is, how well do the customers know the company products and how far are they willing to try every product in the catalogue. Providing the customers with the catalogue helps in giving the opportunity of making informed decisions about the products that they want. In the process, the customers will also share the information by distributing the catalogues to other potential clients who are interested in the company products. Judging by the fact that the company is driving seventy percent of its revenue directly from the catalogue, it clearly indicates that they are doing a good work. The catalogue should also focus more on increasing the response rates by working on other communication strategies such as offering discounts. This will encourage the customers to purchase more products and in large quantities, further, they can come up with special days during which they award their loyal customers with discounts (Pride and Ferrell 42). Advertising on TV can also be an excellent choice since the company will be able to reach a wider market within a short period of time. Through the television, the company will be able to communicate effectively through pictures and videos, and this helps to send the message accurately to their target audience. The advantage of marketing through the television is that the company has the ability of creating the impression that they want the design of the advert (Pride and Ferrell 28). Here, the information is not distorted because the company will design the message in a way that they feel will appeal to their audience by sending the information that they wish to communicate. Also, marketing through television can only become successful if the advert is very appealing. Using pictures or audio can get the attention of a much wider audience as compared to suing catalogues. Besides, the time, of communicating, is not ‘fixed’ as in the case of distributing catalogues. An attractive advert will have a lasting impression on the potential customer. This will prompt them to try out the product and also share the information across.

Work Cited

Pride, W. M., & Ferrell, O. C. Marketing. Boston: Houghton Mifflin Co, 2008.Print