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Sigma Marketing Case

In: Business and Management

Submitted By dp10184354
Words 1976
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Sigma Marketing: Strategic Marketing Adaptation
Dana Pelt
September 27, 2013
Marketing Strategies for Corporate Success PBA 654B

Executive Summary Sigma Marketing began as a small family-owned business under a different name and management style than how it is currently structured today. They have since moved from a small regional provider of generic printing services to a provider of specialty advertising products around the globe. Over the years Sigma Marketing has been a leader in the industry and ahead of its time regarding marketing and their customers. Sigma Marketing has been able to find a way to recognize new market openings and to adjust their strategies as needed. The company continued to evolve from waiting for the customer to approach them for orders to using what they called “constant exposure advertising” by distributing desk calendars to customers as gifts. Sigma Marketing then shifted and refined its strategies towards being known and recognized for producing highly creative and high quality printing. This led the company to fulfill customer calendar orders for clients and then eventually into a “Total Service Package” for their “blue chip accounts” that not only benefited Sigma Marketing but their clients as well. Since 1967, when the company began, Sigma Marketing has witnessed changing marketing environments, changing needs and wants of their customers and new and improved technology. By utilizing current and prospective customers, Sigma Marketing has been able to develop an effective marketing strategy and remain ahead in their field of expertise. Although, it appears that Sigma Marketing has done everything right and has continued to be able to reinvent itself over the years, there needs to be an improvement in the succession plan that is currently in place. Succession of their leadership will only help

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