When I realize almost one third of time has passed, I start feeling pressure. But obviously the best way to get over it is “Just do it”. This past week I started module by module according to our charter, beginning from the Core Competency Analysis, Competitive Matrix to Attribute Value Map. I searched for some ads by the marketing leaders and found very interesting comparison between my client and those big players. Apparently they’ve walked a long way in their marketing strategy and from their print ads we can see what they try to convey in a vivid and detailed way. On the opposite, what my client has for promotion now are straightforward photos directly telling the exact goods that are packed and shipped. The more I study it, the more I find there’s lots of space that I can help enhance our performance. Thinking of this makes me excited and energetic although I know there is lots of work pending and I am not sure about the result all the work will lead me into.
Another thing that I am concerned about is the target market for my project. The data given by my client shows that the most potential market is in estate shipping in terms of financial returns. And my client also expressed strong desire to raise this part of market share. So I plan to do a survey regarding the most desired attributes expected in this market. But as to how to conduct this survey and how to find the proper respondents as potential customers of estate shipping remain a question unsolved. I plan to discuss this with my client and hopefully he can give me some information about the respondents. I also need seek help from my instructor for inspiration. As the date for our first project review is approaching, I am looking forward to it.
Below I’d like to share a print ad from FedEx that is very telling in telling a story about intangible service, which I shared with my client to discuss about how we could tell a story of our service in a similar way.
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