Case study II
The key issue in this case study is whether the motorcycle manufacturer, HUNSK, should use Marty’s approach which may restore authenticity to the brand. The source of this issue is that sales are declining. Marty, who is really passionate about motorcycles, is trying to change the culture of the company by trying to make it more authentic. He is one of the few people that truly understand how to market its products that reflect of the image of the products that were formally produced. At the same time, his lack of consultation with the existing marketing team has led to problems with his plan being implemented. In fact, many employees in the marketing department feel that they are being censored, marginalized and were not consulted about important decisions in marketing its products. Marty’s vision of his authentic approach will probably be effective but there ...view middle of the document...
However, he may not realize that authenticity is in this organization may be different from having authenticity in its products and in its marketing plan. He should try to restore authenticity to its marketing plan and products, and then focus on reestablishing authenticity as a core value in the organization. This organization should not confuse the attributes of the brand/products with the attributes of the organization. The attributes of a brand are designed in through the marketing process.
Marty asserts that taking this company back its roots is the best way to solve the sales problem. Most customers look for open and transparent communications from the company about how its products are sourced and made. The brand has lost some consistency because some customers think that current models are not as good as the used to be. Some of their previous lower-end offerings helped tarnish the company’s reputation for both quality and authenticity. The marketing team must work with every department to try and resolve any current issues in the quality of any of their current products and try to create a new marketing campaign which must be backed by substantial resources. The marketing director and PR group must carefully devise a marketing plan that is back by substantial resources.
I suggest that this company should support Marty’s authentic approach. His ideas are probably the most appropriate solution to the company’s problem, but his plan may have to be modified after consultation with the marketing department. Authenticity is core component in this organization that differentiates this company from other competitors. Brand authenticity is created and sustained through skillful marketing. All employees should share the same vision that will give the company direction. I also suggest that the organization should have enhanced customer support services that will enable the company to respond to any quality issues after the products have been delivered to customers. His authentic approach is using marketing methods that Marty devised and may lead to an increase in sales.