Description
This is a documentation explaining the lancaster webb medical blogger.
A Blogger in their midst
Situation: Lancaster Webb medical supply, manufacturers of medical disposables, was a very popular name in the industry. Its CEO, Will Somerset, was a veteran with more than 30 years in this field. After the success of SteriTouch gloves, Lancaster Webb was on the verge of launching a new product – the technologically advanced Nitrile Gloves. The company was banking on a major contract from Houston clinic. Evan Jones, VP, Marketing at Lancaster Webb, had assured that Samuel Taylor, director of Houston would be present at the launch of the product. Who is in the problem: Will Somerset and his company, Lancaster Webb. Strengths – Lancaster Webb had an excellent reputation and was well known for the quality of its products. The company’s product SteriTouch was a big success. Its latest launch, the Nitrile Glove was technologically far superior to any other product in the market. Weakness – Misaligned cross functional collaboration. Ineffective marketing mix. Opportunities – The need for disposables is constantly on the rise. The company can aim at capturing emerging markets. The company can make use of the brand image created by SteriTouch to further the interests of Nitrile glove. Threats – Glove girl’s blogs have led to a surge in the sales of SteriTouch which is no more in production. The blogs though, have severely affected the prospects of Nitrile glove on which the company is relying for its growth. New contract for Nitrile glove is very essential else competition will take away the market share. What is the problem: There is an unforeseen obstruction to the successful launch of the new product which is very critical to the health of the company. Cause of the problem: A blogger, who is also on the company payroll, has been promoting SteriTouch and has inadvertently hurt the prospects of Nitrile glove. Evans, though fully aware of the situation, has not kept the CEO informed. He has passively supported Glove girl so as to clear the stocks of SteriTouch. He has not aligned his activities to further the vision of the company. Evan has also not done much to restrict Glove girl. Who is the cause of the problem: Evan, VP, Marketing, Glove Girl, blogger and finally, CEO Will.
Alternatives: ? CEO can start a blog and place the facts and figures of the company and the product. This may act as a counter to Glove girl’s blogs. Further, the company can make use of the publicity provided to Steritouch to promote Nitrile. Accept the offer by Rex Croft – medical director at Fort Worth General. If Glove girl is hired by Rex, Lancaster Webb will be on its own and its marketing mix will not be affected by external influences. The company can make a confidential agreement with Glove girl. She will be provided all the facts and figures. She can use these to promote the products of the company but Will Somerset will have control over her writings. Rename the product as Nitrile Steritouch Glove to leverage the brand loyalty which exists for SteriTouch
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Solution (Recommendation from the alternatives): A better solution would be that the CEO start the parallel blog with honesty in his blogs , this will also attract the attention of the glove girl and she could even write the comments in her own blog about it thus giving it publicity. Also it will ensure the base for company in long term prospects as the glove girl may or may not remain with the company for ever. The company then would launch the Nitrile glove with its renamed version “Nitrile steritouch “ thus regaining its already created brand image with the advanced nitrile functionalities.
doc_399243059.docx
This is a documentation explaining the lancaster webb medical blogger.
A Blogger in their midst
Situation: Lancaster Webb medical supply, manufacturers of medical disposables, was a very popular name in the industry. Its CEO, Will Somerset, was a veteran with more than 30 years in this field. After the success of SteriTouch gloves, Lancaster Webb was on the verge of launching a new product – the technologically advanced Nitrile Gloves. The company was banking on a major contract from Houston clinic. Evan Jones, VP, Marketing at Lancaster Webb, had assured that Samuel Taylor, director of Houston would be present at the launch of the product. Who is in the problem: Will Somerset and his company, Lancaster Webb. Strengths – Lancaster Webb had an excellent reputation and was well known for the quality of its products. The company’s product SteriTouch was a big success. Its latest launch, the Nitrile Glove was technologically far superior to any other product in the market. Weakness – Misaligned cross functional collaboration. Ineffective marketing mix. Opportunities – The need for disposables is constantly on the rise. The company can aim at capturing emerging markets. The company can make use of the brand image created by SteriTouch to further the interests of Nitrile glove. Threats – Glove girl’s blogs have led to a surge in the sales of SteriTouch which is no more in production. The blogs though, have severely affected the prospects of Nitrile glove on which the company is relying for its growth. New contract for Nitrile glove is very essential else competition will take away the market share. What is the problem: There is an unforeseen obstruction to the successful launch of the new product which is very critical to the health of the company. Cause of the problem: A blogger, who is also on the company payroll, has been promoting SteriTouch and has inadvertently hurt the prospects of Nitrile glove. Evans, though fully aware of the situation, has not kept the CEO informed. He has passively supported Glove girl so as to clear the stocks of SteriTouch. He has not aligned his activities to further the vision of the company. Evan has also not done much to restrict Glove girl. Who is the cause of the problem: Evan, VP, Marketing, Glove Girl, blogger and finally, CEO Will.
Alternatives: ? CEO can start a blog and place the facts and figures of the company and the product. This may act as a counter to Glove girl’s blogs. Further, the company can make use of the publicity provided to Steritouch to promote Nitrile. Accept the offer by Rex Croft – medical director at Fort Worth General. If Glove girl is hired by Rex, Lancaster Webb will be on its own and its marketing mix will not be affected by external influences. The company can make a confidential agreement with Glove girl. She will be provided all the facts and figures. She can use these to promote the products of the company but Will Somerset will have control over her writings. Rename the product as Nitrile Steritouch Glove to leverage the brand loyalty which exists for SteriTouch
?
?
?
Solution (Recommendation from the alternatives): A better solution would be that the CEO start the parallel blog with honesty in his blogs , this will also attract the attention of the glove girl and she could even write the comments in her own blog about it thus giving it publicity. Also it will ensure the base for company in long term prospects as the glove girl may or may not remain with the company for ever. The company then would launch the Nitrile glove with its renamed version “Nitrile steritouch “ thus regaining its already created brand image with the advanced nitrile functionalities.
doc_399243059.docx