case study Essay

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Tiffin University
Case study: Should You Listen to the Customer
Yuexin Wang

Case study: Should You Listen to the Customer? In this case, the predicament is that the new hired marketing director wants to survey the customers’ research with audience’s feedback on type of performances customers want to see. The founder and most of the board of members just keep creative expertise of artist and dancer’s innovation. However, the main problem faced by the organization is that the company should focus on their employees and dancer’s innovation, or focus on its customers. In addition, the main decision is facing by the organization is that should Delacroix launch a customer research initiative. Through the case, one of internal strengths is that make decision by board of member who has right to agree or disagree with the ideas. That is a important for a social responsible organization. Board of members bring their idea, and put together to make a great idea for organization. It is better than leader-center. That meant leader could control everything if a leader want. A leader works on idea, which sometimes may make mistakes. So that would be take risks into an organization. Board of member can consider each ideas from each member, and then make best decision in an organization. When Natalia and Elizabeth are trying to tell board of member the idea, most of members do not agree with them, and said “ we are going to be successful only if we trust our own creativity and our own instincts. Another internal strength is they keep originally strategy. They do not care other competitors; they just do themselves, and make products by themselves. It looks like apple and Tiffany, which has their own style to make product in order to attract customers. Henry said that they would tell them what they want to see. On the other hand, the one of internal weakness comes together. They over focus on their originally strategy. By now, business environment has changed so that they also need make change for organization. Then listen to their employees’ suggestions that would be help to grow an international organization. In the case, the new hired manager has a lot of experience in marketing research. Elizabeth’s idea should be considered by board of member. Thus, the organization should bring a long-term for external opportunities. Right now, the world has been developing. They should make change with their marketing strategy, which match customers’ needs. In the case, the best promotion is that reach people who signed up on the website and clearly want to be in communication with organization, and gather some information and find out what they like best about the shows by doing customer survey. That would give them some insight into other audiences and markets should target. For facing competitors, that is great long-term goal in order to be successful. However, they may take risks in organization because of marketing strategy. Nowadays, they have marketing strategy that fit for short-term goal. In order to build an international organization, they have to find out a way to build the long-term goal, such as listen to Elizabeth’s idea, which do a simple customer survey. For the alternatives in the organization, Natalia should take Elizabeth’s idea to the board. If the directors are smart, they’ll approve the idea of surveying customers. Then Natalia needs to be careful about what she does with the data Elizabeth gathers. As Henry, Delacroix’s founder who has made clear, creative people
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