Don Martins Company Case Study Example | Topics and Well Written Essays - 1500 words

Don Martins Company - Case Study Example According to the paper Martin’s has competitors in: furniture, electronic household appliances, branded big-ticket items. Martin’s advantage is the big parking lot right behind his store. This is a competitive advantage that must be explored, because parking is a problem in the area. It works to Martin’s advantage if his customers can park right next to the store, because that would make it easy to cart away and load the big-ticket items onto the customers’ vehicles. This is one major incentive for customers to choose to purchase repeatedly from Martin’s store. From this study it is clear that the firm has just begun to feel the effects of declining financial sustainability, with the incurrences of losses in its operations for the last fiscal year. This is not to say that the Martin’s business is already in dire financial condition. The business is still financially viable at present and maybe for a few more years, but the flat revenue growth and the downtrend in earnings should be arrested if the company will continue to be viable in the long term. Martin’s business, despite the most expansion, has not realized the additional revenues which were expected. This means that the firm has not maximized its marketing potential in order to take full advantage of the expansion. The company has resorted to costly advertising which has not brought increased sales. It should rethink this strategy and resort to promotion that directly impacts upon its customers’ needs. It is assumed that the company also has e-marketing capability, as most firms, even small ones, are equipped with online capacity.