Chapter 16, Problem 1CTQ

Summary Introduction

Case summary:

Company G is a technology based company belongs to Country U. It manufactures action cameras and develops its own video editing software and its     mobile applications. Person N is the founder of Company G.

It has started selling its products through Seattle-based outdoor retailer recreational equipment store. Sales of the company grows up, while it continued to improve the capability and performance of its cameras.

It makes extensive use of videos in its promotional activities, it has taken user-generated content to the next level, using a range of systems of recognition and reward to encourage its customers to send video clips. This strategy of global video community has been a huge success.

It has got a place of first ever-monthly ranking of highest-performing branded channels on Media Y. later on company focussing their budget and attention towards drones. Company G cameras are used frequently in manufacturers of drones. It has launched its own drone in the year 2016. It aims that customers to keep spread the positive word as they participated in the social marketing.

Characters in case:

• Company G
• Person N

To discuss: Whether a company introduces a tiny music player with audiophile quality sound should replicate the same social media success of Company G.

Explanation of Solution

Person X views that, it is hard to replicate the social media success of Company G for a company who produces tiny amazing product because the very nature of Company G products is video cameras which plays perfectly into the strengths of the social media.

It has a hugely engaged customer base that actively shares their personal videos on various social media like Media F and Media Y. Every video on Company’s Media Y channel works as an advertisements on company’s cameras and customers get an idea of immense promotional strengths represented by this elevated level of commitment.