Case Study: Sweeties’ Magic

In partial fulfillment of the requirement for

AEC 24 Management Science

Submitted by:

Armamento, Mark Anthony M.

Bacas, Jagimae D.

Baclaan, Jessa Mae B.

Baguio, Christine Jean J.

Bequiso, Cheri Barbie

Submitted to:
Mrs. Lilibeth Celesios

February 27, 2020

 Case Study: Sweeties’ Magic

The Sweeties’ Magic is a company engaged in the manufacture of dolls, pillows and stuffed
toys: teddy bears, digs, rabbits, elephants, whales and others. The products are of good sales
especially during special occasions such as Christmas and Valentines Day. Considering the
seasonality of its product, the company face challenges with regards to maintaining twelve stores
where monetary obligations in terms of rental payments, utilities, and salary wages have become
a burden to the company.

Study what your customers celebrate and apply promos or open a sales period

In order for the business to lighten the burden during lean months, several actions shall be
taken to increase sales of their products. The company should take time looking into what their
clients celebrate. This could be holidays or special events participated by most of their clients so
that their audience will feel engaged with the seasonal campaign. Monthly promos could be one
of the actions that the company must consider. Sweetie’s Magic can apply promos or open a
sales period even if it’s season has not come yet on the way because every customer is waiting
for seasonal periods because of the price discounts. Every month has an event to celebrate
where the business can advance their profitability throughout the off-season without incurring
high cost. Such events include Graduation during March, Labor Day and Mother’s Day every
May, Back to School during June, and many more. Activities such as offering teddy bear
bouquets and giveaways as presents or token of appreciation could be done. A graduating
student on the month of March and mothers and workers on the month of May will surely
appreciate a bouquet of stuffed toys that they love. It is a kind of bouquet that could last a longer
time compared to a bouquet of roses that only last for days. At the same time, the giver can pick
what character or animals would the stuffed toys be that will definitely capture the heart of the
one receiving the token. This bouquet shows how much their efforts are appreciated. Moreover,
tertiary students who are going back to school especially those freshmen who will be living in a
dormitory or apartment will receive 10% discount as they purchase pillows. This will entice them
in buying pillows that will make them comfortable as they sleep in their units. In line with this
strategy, the business will offer a promo code for their social media followers, free shipping for a
span of one week, and offer giveaways for the first orders made during the first day of the
opening of the sales period or the application of promos. Moreover, a discount of 10-15% to all
the people who are the major subjects of the celebrations.
These monthly promos aim to attract attention to the business to an opportune time and
increase revenue in an otherwise quiet period. In the same way, these promos could also
increase consumer demands, stimulate market demand, get one-time customer and eventually
convert them into loyal patrons, and heed a call to action. These activities also aim to increase
the size of purchases, improve product availability using media marketing communication, boost
brand visibility among potential customers by reaching a wide audience on all the major social
platforms, and to catch the attention of the parents and children through appealing captions and
images.
The department who will be taking in-charge in the business strategy is the marketing
Department since it plays a vital role in promoting the business and vision of the company, which
is to see its stuffed toys cuddled in the arms of young children while feeling comfort and security.
It serves as the face of the Sweetie’s Magic as it’s job is to reach out to prospects, customers,
and the community while overarching image that represents the business in a positive way. The
Sales Promotion Account Executive is responsible for developing and implementing ideas upon
the application of promos and opening a sales period for the business that would help to promote
the products. He/she has also the responsibility to brief the creative teams of what is needed for
the promotional campaigns and to monitor the work progress and produce status report on that
progress.
Identify patterns/trends from last year’s information

It also important to study what products are last year’s best sellers and why. This is for the
business to obtain valuable information about what product contributes much to the success of
last year’s operations. Data such as product category, advertisements, catch phrases, and
promo actions that get better results can be useful in identifying patterns. These patterns will help
the company in planning for next operations. It does not necessarily mean that successful
actions that are taken last year will be repeated but it just need to be inspired by them. If these
data are available, certain actions could be taken like aggressive selling during the peak season
and strategic activities during the lean seasons.
The purpose of this activity is to find out general pattern of relationship between associated
factors and variables. In the same way, it is also used to forecast the future direction of this
pattern. This action is to obtain increased volume of sales for the product through making use of
past information upon making marketing strategies that responds to the trends that is in line with
the business goals.
The department responsible for these activities would be the Marketing Department. This
department carries the responsibility of tracking trend and monitoring competitions. It is important
to know the position of the company regarding the market and the competition. The department
must watch the competition to learn what they do best or o identify their mistakes in order to
avoid falling into them. In the same way, the department has the responsibility to know the users
and especially the customer’s feelings. A good way of knowing the customer is analyzing trends
from past information and have a more direct contact with the customer. The person in-charge
will be the Marketing Research Analyst who is tasked in collecting and analyzing data on
markets, competitors, and consumers to help advertising and marketing professionals make
informed decisions about he best way to approach a market.

Join the party

In support to the selling of products online, the company will need to prepare its marketing
resources and begin to give hints of its seasonal offers, one or two weeks before launching.
Sweetie’s Magic should try different yet consistent ways of product promotions to study what
works more efficiently and effectively and to identify which social platform is the audience’s
favorite. After implementing promos and sales period, adapting and readjusting them for the
customers’ preferences, the trends and the competitors possible strategies, the company has to
collect and keep all the data for the implementation of future activities. This is to identify what and
where they have incurred lapses and took the best bounce rate and will as the basis for further
improvements.
The company has certain objectives in implementing the activities which include to retain
existing customers as well as attract new ones, increase customer traffic, check for changes in
sales or monitor progress, increase sales and profit, and to grow it's company's digital presence.
There will be two departments who will be responsible for the business strategy. The first
department who will be taking in-charge is the Marketing Department since it plays a vital role in
promoting the business and vision of the company, which is to see its stuffed toys cuddled in the
arms of young children while feeling comfort and security. It serves as the face of the Sweetie’s
Magic as it’s job is to reach out to prospects, customers, and the community while overarching
image that represents the business in a positive way. It has also the major duty which is to
ensure that the company will attain growth, increasing its sales and profit. The second one is
Information Technology Department which its primary role contribute to the introduction and
promotion of the business' products to a wide audience through selling online. Thus, it allows its
business to work more efficiently and maximize productivity.The Sales Promotion Account
Executive is responsible for monitoring the sales and progress of the business. He/she is the
source of ideas on what actions to take to increase the company's profitability. On the other
hand, the IT professional has also the duty upon ensuring that the network runs smoothly in the
conduct of the online selling. He/she is also the one responsible for the use of the computers and
social media platforms.