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Scenario 13.2 Use the Following to Answer the Questions

question 73

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Scenario 13.2
Use the following to answer the questions.
Star Supplies Inc. manufactures commercial-grade floor cleaners, such as vacuums and floor polishers. The firm has recently begun manufacturing other janitorial-related product lines, such as paper products and chemical cleaners. Star Supplies distributes its products in two ways. It sells its vacuum, floor polisher, and janitorial supply products to an independent business that takes title to the products and then sells them to various small businesses throughout the region. Also, Star has a list of large businesses that it distributes to directly, on an as-needed basis. These businesses keep very little inventory and purchase janitorial supplies in small quantities. Recently, Star has decided to add two new service product lines paper shredding and a uniform rental service. Clint Rodriguez, the marketing manager, is conducting a meeting to discuss the ways in which Star can strategically manage these new businesses. Star has the choice of marketing the paper shredding service to their large business clients, by picking up the paper as they drop off the other janitorial supplies, or they can buy a small paper shredding business and market to both large and small business customers. With regard to the uniform rental service, Star can either pick up and deliver the uniforms to the small businesses themselves, or contract that out to a third party.
-Refer to Scenario 13.2. Currently, Star is using the approach to distribute its janitorial supplies to its large customers.

Definitions:

Strategic Marketing Process

The strategic marketing process involves planning marketing strategies to achieve business objectives, including situation analysis, target market identification, setting marketing goals, strategy formulation, and implementation.

Product Protocol Definition

A detailed description of a product’s attributes, including its functionality, features, and performance requirements, guiding its development and marketing.

Idea Generation

The initial stage in the creative process where new concepts or solutions are created for problems or innovative products and services.

New-product Strategy Development

The process of defining the role of a new product within the market, including target audience, goals, and tactics for launch and promotion.