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Ath Technologies

In: Business and Management

Submitted By tsburley
Words 431
Pages 2
ATH Technologies
From the beginning ATH’s business strategy was flawed. At first, they were only focused on their sales goals. They didn’t consider other important factors such as cost, competition, customer service, and the quality of their product. Once the company was sold, management focus was even more on meeting the projected sales goals so that they could receive bonuses.
Customer Service and Quality
One of the first issues that the company ran into was customer service. With their attention being focus mainly on sales, the level of customer service rapidly decreased. Customer service plays an important role in the success of a business. If a company or product constantly receives negative reviews, it will not sell. The quality of the product delivered can also have a negative impact on sales if it does not meet customer expectations. Nobody wants to go through the hassle of sending a product back to be fixed or wait for a new one to arrive. You run the risk of customers not wanting the product anymore and asking for a full refund.
Competition and Innovative Thinking
When setting the sales goals the company did not consider their competition. If they had performed a SWOT analysis the company could have minimized their risks. Instead their focus was only inward, which was their strengths and weaknesses. By looking at the opportunities and threats they could have foreseen that they had a competitor in Europe. Once their product began selling and was doing well in the market, they should have anticipated that there would be copy cats. There are always people looking to make a product better so that they can earn a profit also. With that being known, ATH could have stayed a step ahead of the game of the game if they were constantly looking for ways to improve their product from the beginning.
Focal Points
The biggest mistakes the company

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