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An essay about professional challenge

论文作者:英语论文论文属性:短文 essay登出时间:2012-06-06编辑:lena ding点击率:2496

论文字数:336论文编号:org201206061047552373语种:英语 English地区:美国价格:免费论文

关键词:professional challengeMarketingperception

摘要:本文由英语论文网国外essay代写专栏整理提供。全文围绕最大的一个专业挑战并如何解决完成进行了阐述。本文来自于加利福尼亚大学伯克利分校,这所最顶尖的公立研究型大学,小编在此整理发布供大家学习与参考使用。

小编导读:本文由英语论文网国外essay代写专栏整理提供。全文围绕最大的一个专业挑战并如何解决完成进行了阐述。本文来自于加利福尼亚大学伯克利分校,这所最顶尖的公立研究型大学,小编在此整理发布供大家学习与参考使用。

 

Question: Describe your greatest professional challenge and how you resolved it.

 

It's tough to launch a new brand. Now picture how much tougher it can get to re-launch a wounded brand. [Company A] represented a huge challenge for any Marketing professional, for its brief history in the [Country] market had been all trouble. A combination of a mistaken brand positioning, a high price point, and intensive competition had forced their withdrawal from the market in less than 2 years. At the time I started working with [Company A], a customer's perception towards the brand was probably, "Well, you know, those guys don't offer the traditional Italian pizza and charge way above any pizza place on every corner". Thus, my challenge was to reintroduce [Company A] in [Country], breaking all misconceptions that customers had. The solution was a customer-centric Marketing strategy based on consumer behavior analysis and surveys which I conducted. Through this strategy I decided which of [Company A]'s products could and could not be in the Market and what message to deliver in order to please the customer.

 

I changed the focus of the old operation thoroughly, redefined the target group (from adults to young adults) and repositioned the brand to the delivery-only market, avoiding the intensive competition of the whole market. I set up more competitive prices and decided not to simply import the products and concepts from the US, but rather adapt the product to the regional characteristics and customers' expectations. Today, a customer perception towards the brand is much different, "Man, these guys rock, there's no better pizza to ask at home. It's always delivered hot and crispy, way different from ordinary pizzas." I am proud to see that, through a customer-oriented strategy I was able to change the customer's perception, set new quality standards, and sediment the base for a consistent and effective growth of what today is a 30-store chain in the [Country] Market. It was also a truly entrepreneurial venture in which we made dough from flour, literally.

 

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