Introduction
Datavast Inc. is one of leading China’s designers, and it has been recently involved in the launch of new Data Security Box; which is a private cloud storage product. The manager of the company is faced with dilemma on the ways and strategies that can be used in selling the product. The manager is focused on segmenting the target market based on the effective method that will yield high level of customer satisfaction. With the understanding that customers in different sector have distinct purchase characteristics, the manager is concerned with implementing measures that will generate high revenue outlay. However, in the modern economy, the large companies and SMEs have exhibited varying needs and change in purchase behavior. The general manager has been faced with limited resources and this has an implication on the decision to be achieved on whether to focus its operations on large companies or SMEs. During this period, Datavast Inc. had limited number of direct competitions; however, the success was hampered by its current capabilities and the data storage sector imminent in China. With the general manager willing to retire in the next half-decade, it is difficult for the manager to extensively investment in the organization.
Problem Statement
The company has reported a reduced profitability level and this has been impacted by lack of decisive marketing strategy. Management requires development and implementation of short-term marketing strategy that will revive the sales revenue of the entity. The target market is not yet determined for the private cloud storage product. Organizations cannot perform well where the target market is undetermined and this has hampered the overall sales strategy to be employed. There is the challenge of the organization in selecting between the SMEs and the large companies and considering the need to the entity to