Central Issue Jean Mead Must Address in Action Furniture Store

MKT 100, Case Study 2 Brief Form
1. In one or two sentences, clearly state the central issue(s) Jean Mead must address, based on your analysis of the survey findings and the details of the case. (Up to 15 points)

One of the issues that Action Furniture needs to address is working on the proper market segmentation and product positioning for the specified market segment, keeping in mind that the market is constantly evolving and may require rapid changes in the marketing strategy. The other issue that the company needs to address is the workforce's level of motivation.

2. Present your recommended course of action by which Jean Mead can address the central issue(s) you have stated. (Up to 20 points)

Action Furniture needs to rethink its marketing strategy. From the case study, it is difficult to pinpoint the company's specific goal other than to drive sales through pressure on the salespersons. To ensure success in the marketing strategy, the company needs to outline specific objectives and a budget to help the salespersons attain the specific goals. Other than putting pressure on the employees, Jean Mead could leverage the salesperson's ability to influence sales in what can be termed employee advocacy. The employees, out of their free will, share information that is crucial in influencing the company's product adoption by the target market. Employee engagement will also help boost the company's morale and, in return, act as a motivating strategy for the demotivated workforce. To further deal with the issue of demotivation within the workforce, there is a need for Jean Mead to have a one-on-one session with the salespersons, clearly communicate the company goal, and demonstrate a clear appreciation of the employees' efforts in driving sales. Monetary incentives and other reward...