The Stork And Craddle Shopp

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The Stork And Craddle Shopp

Introduction
Summary of the Present Situation
Brad and Sybil, owners of the Stork and Cradle Shop, believe that in order to grows their business they have to advertise or do direct mailings. Yet there is no guarantee that the thousands of dollars you just spent placing ads in newspapers or for the five thousand piece mailing will generate a profitable response. Unless you have a time-tested way to advertise that
produces reliable results, you could be wasting limited and valuable resources. Yet many small businesses make the mistake of spending the majority of their time and resources here. While this can be effective method it works best for larger companies who have enough capital to consistently, and over a long period of time buy their customers response. However a small business with limited capital would be better off pursuing more creative marketing techniques to help ensure their success. The Stork and Cradle Shop will have to fly in a different direction this time.
Executive Summery
The Stork and Cradle is in the business of selling infant clothes and accessories to mothers ages 25 to 35. While this may be true its not really the business they are in from a business owner or a marketing perspective. They are in the business of selling a product, service, and/or an idea. They like so many small businesses must find out what their niche market is and who their customer is. We must also find out were we are on the product life cycle and what we must do to add excitement to that cycle. This will give them a better idea on how to effectively advertise and grow their business on limited funds.
Marketing 101/Course of Action
Retailing is based on a lot of fixed cost like Rent, initial inventory, phone, phone ad, heat, and labor. So the first step is to increase the unit of Sale. What this means is that they want to make the new and current customer purchase more than they normally would at each visit without scarifying profit margin. They must do this in a manner that will have positive implications so to increase customer satisfaction. The more satisfied a customer is the more likely they are to tell their friends. I call this internal advertising. Internal Advertising is design to towards the most powerful advertising of all-word of mouth.
An example of this would be to buy an ink jet printer, scanner, and Transfer paper, heat press for a total cost of 1,500. This will allow you to custom imprint mom precious babys p...

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