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  • Marketing S.T.A. Productivity Audit

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    Gianna Marie
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    The document analyzes the marketing, sales, and customer data of a company called STA. It identifies STA's major strengths as its reputation, market share among students, and customer satisfaction. However, it also notes weaknesses in STA's pricing effectiveness and promotional efforts online. Various charts and data show STA's performance from 2009 to 2010, such as increases in long haul sales and online website usage, but decreases in offline promotions. STA largely serves students in the UK and has a wide geographical presence but limited online transaction processing.

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    Market Final

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    The document analyzes the marketing, sales, and customer data of a company called STA. It identifies STA's major strengths as its reputation, market share among students, and customer satisfaction. However, it also notes weaknesses in STA's pricing effectiveness and promotional efforts online. Various charts and data show STA's performance from 2009 to 2010, such as increases in long haul sales and online website usage, but decreases in offline promotions. STA largely serves students in the UK and has a wide geographical presence but limited online transaction processing.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    1 views29 pages

    Marketing S.T.A. Productivity Audit

    Uploaded by

    Gianna Marie
    The document analyzes the marketing, sales, and customer data of a company called STA. It identifies STA's major strengths as its reputation, market share among students, and customer satisfaction. However, it also notes weaknesses in STA's pricing effectiveness and promotional efforts online. Various charts and data show STA's performance from 2009 to 2010, such as increases in long haul sales and online website usage, but decreases in offline promotions. STA largely serves students in the UK and has a wide geographical presence but limited online transaction processing.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 29

    Marketing

    S.T.A.
    Productivity
    Audit
    Major Minor Major Minor
    Strength Strength Weakness Weakness
    Company
    Reputation /
    Branding Of
    Product
    Market
    Share
    Customer
    Satisfaction
    Pricing
    effectiveness
    Promotion
    Effectiveness
    Geographical
    Coverage

    Market
    segmentation
    60 RETAIL OUTLETS
    IN U.K.

    1 Call Centre in Manchester

    600 Outlets Worldwide


    Major Minor Major Minor
    Strength Strength Weakness Weakness
    Company
    Reputation /
    Branding Of
    Product
    Market
    Share
    Customer
    Satisfaction
    Customer
    Retention
    Pricing
    effectiveness
    Promotion
    Effectiveness
    Geographical
    Coverage

    Market
    MARKET SHARE

    Non Students
    Students (Youth)
    Major Minor Major Minor
    Strength Strength Weakness Weakness
    Company
    Reputation /
    Branding Of
    Product
    Market Students
    Share
    Youth
    Customer
    Satisfaction
    Customer
    Retention
    Pricing
    effectiveness
    Promotion
    Effectiveness

    Geographical
    Coverage
    Current Market Value
    GBP 245 Million
    Market Share (Students)

    STA - 44% Others - 66%


    Major Minor Major Minor
    Strength Strength Weakness Weakness
    Company
    Reputation /
    Branding Of
    Product
    Market Students
    Share
    Youth
    Customer
    Satisfaction
    Pricing
    effectiveness
    Promotion
    Effectiveness

    Geographical
    Coverage

    Market
    Market share (Youth)

    STA 3%

    others 97%
    Major Minor Major Minor
    Strength Strength Weakness Weakness
    Company
    Reputation /
    Branding Of
    Product
    Market Students
    Share
    Youth
    Customer
    Satisfaction
    Pricing
    effectiveness
    Promotion
    Effectiveness

    Geographical
    Coverage

    Market
    Customer
    Satisfaction

    Business Sales
    Mix Mix

    Long Short
    Online Offline
    Haul Haul
    Major Minor Major Minor
    Strength Strength Weakness Weakness

    Company
    Reputation

    Market Students
    Share

    Youth

    Customer Business Long Haul


    Satisfaction Type Short Haul

    Online
    sales
    Offline

    Pricing
    effectiveness

    Geographical
    Coverage

    Market
    2009 2010
    Long Haul 60% 70%

    Short Haul 40% 30%

    Long Haul increases by 10%


    Short Haul Decreases by 10%
    Major Minor Major Minor
    Strength Strength Weakness Weakness

    Company
    Reputation

    Market Students
    Share

    Youth

    Customer Business Long Haul


    Satisfaction Type Short Haul

    Online
    sales
    Offline

    Pricing
    effectiveness

    Geographical
    Coverage

    Market
    Major Minor Major Minor
    Strength Strength Weakness Weakness

    Company
    Reputation

    Market Students
    Share

    Youth

    Customer Business Long Haul


    Satisfaction Type Short Haul

    Online
    sales
    Offline

    Pricing
    effectiveness

    Promotion
    Effectiveness

    Geographical
    2009 2010

    Online 5% 15%

    Offline 95% 85%


    80% Students
    use STA due to Discounts
    Offered by them.
    Major Minor Major Minor
    Strength Strength Weakness Weakness

    Company
    Reputation

    Market Students
    Share

    Youth

    Customer Business Long Haul


    Satisfaction Type Short Haul

    Online
    sales
    Offline

    Pricing
    effectiveness

    Promotion
    Effectiveness

    Geographical
    Promotion
    Effectiveness

    Online Offline
    Major Minor Major Minor
    Strength Strength Weakness Weakness

    Company
    Reputation

    Market Students
    Share

    Youth

    Customer Satisfaction Business Long Haul


    Type
    Short Haul
    sales
    Online

    Offline

    Pricing effectiveness

    Promotion Online
    Effectiveness
    Offline

    Geographical
    Coverage

    Market segmentation
    Usage of the STA website
    2009 2010
    5% 15%

    Usage increases by 10%


    However transaction
    processed online is
    recorded to be only 1%
    Major Minor Major Minor
    Strength Strength Weakness Weakness

    Company
    Reputation

    Market Students
    Share

    Youths

    Customer Business Long Haul


    Satisfaction Type Short Haul

    Online
    sales
    Offline

    Pricing
    effectiveness

    Promotion Online
    Effectiveness
    Offline

    Geographical
    Offline Promotions
    2009 2010
    95% 85%

    10% Decrease
    Major Strength Minor Major Minor
    Strength Weakness Weakness
    Geographical
    Coverage

    Market
    segmentation
    60 RETAIL OUTLETS
    IN U.K.

    1 Call Centre in Manchester

    600 Outlets Worldwide

    1 Website
    Major Strength Minor Major Minor
    Strength Weakness Weakness
    Geographical
    Coverage

    Market
    segmentation
    80% Of U.K. Students
    are from the ABC1
    Socio – Economic group

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