Case Analysis Presentation ¡V Affiniscape
Define the Problem
About Affiniscape:
¡Kcame to existence in January 2001. It is a company that serves as a virtual extension of the staffs of small (state, regional, or local) trade and professional associations. As a ¡§virtual staff¡¨ they would enhance the capabilities of the association¡¦s physical staff without increasing association costs. Their goal was to provide two general services for small associations: a comprehensive, easy-to-use Web site and a portfolio of affinity (related, similar) programs.
The company emphasized long-term client relationships based on repeat purchases and an extensive service commitment in their business model ¡V hence their focus on offering additional products and services.
The company had just closed its second year of operation and executives were sure the company was on the verge of a breakout year. However, given the financial performance at the closing of 2002, executives and shareholders agreed that the strategic direction and operational decisions had to be reassessed.
Goal
Resolve to increase company performance and profit by identifying an aggressive long-term strategy based on the company¡¦s current business model to take the company to the next level.
Objectives
Report a profit and increase in the company¡¦s viability through:
- Acquire 2,000 client associations in the next couple of years (present data from exhibit 1)
- Launch advertising campaign
- Offer incentives to existing clients for referrals
- Launch survey to assess why it¡¦s 50/50 on associations who sign up or don¡¦t sign up for Affiniscape services (after demos are conducted)
- Supplement e-mail solicitations with direct outre ...