Zakaria is the Marketing Manager of the Gumbo Electronics showroom in Dubai. Gumbo electronics sold all kinds
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Zakaria is the Marketing Manager of the Gumbo Electronics showroom in Dubai. Gumbo electronics sold all kinds of electronic products such as TV's, Computers, Music system etc. Zakaria was given an opportunity to be as Chief Marketing Manager for all the showrooms in UAE. While working in his branch, he achieved marketing success by building a highly motivated and rewarded workforce. He designed an excellent communication framework, which made his responsibility easier. Their products had demand throughout the year. Zakaria did not forget to increase the market value of their products. He published reports in journals adding to publicity and advertisement. Zakaria wanted to try other modes of marketing for the products which were reasonably priced. He contacted a successful social media website to promote their products. He also recruited a few employees to contact the prospective customers through phone, talk to them, and convince them to buy their product Zakaria noticed that in some of the showrooms, customers were returning without purchasing any product. He spoke to a few customers about this. The customers replied that they could not find the needed products. However, Zakaria was always positive in satisfying his customers. He had bigger plans to expand the business. Still, it was tougher to gain market share due to various uncontrollable factors.
i. Evaluate the marketing mix of Gumbo electronics. Suggest the various requirements to improve their business.
ii. Social media can play a significant role in making Gumbo Electronics a great success. Discuss.
iii. Examine what action will help Zakaria in successfully expanding their business.
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Authors: Charles Horngren, Gary Sundem, Jeff Schatzberg, Dave Burgsta
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