BUS-655-001 Marketing Management Miled Jerdy

1- What are your three best reasons in FAVOR of moving forward with the
Mendoza Access program?

. The program will help people register quicker in the races and save time.
This is one of the strengths of this program because Mendoza’s management
think that this is what their customers are looking for.

. Mendoza is saving money on marketing. They don’t have to advertise this

program. People will automatically see this option when they log in to
Mendoza’s website.

. The program generates money for the company. Revenue is what

companies look for when they have a new product.

2- What are your three best reasons in AGAINST the Mendoza Access
program?

. The program isn’t structured for all levels of society. Not everyone is able to
pay that amount of money to facilitate the registration. Didn’t plan well on
the segmentation and targeting.

. We see a lack of communication. We didn’t really know how Mendoza will

promote this program.

. This program isn’t really what customers want (marketing myopia), it is

rather what’s best for Mendoza, not based on customer orientation.

3- Which do you recommend -- moving in FAVOR or AGAINST. This should be

a ONE-WORD answer "Favor" Mendoza Access or "Against" Mendoza Access.

. Against

4- Offer TWO strategy tactics that might help Mendoza deal with the
problems outlined in the case--they might be improvements to Mendoza
Access if that is what you recommended or two other ideas if you
recommend against.

. Setting the right price is an important factor while marketing a new

product. Mendoza’s program is considered a product and should be
intelligently priced.
BUS-655-001 Marketing Management Miled Jerdy

. Mendoza should do a better on the promotion side for their future programs
to able to reach a higher target market.