Global Gadgets Imports (GGI): Scenario

Scenario:

Global Gadgets Imports (GGI) began operations in 1992 as an importer of home decor and gift items. Initially, GGI imported from various Asian manufacturers and sold its inventory through a network of distributors and other intermediaries who supplied to the retail and mail order catalog market. In 1995, GGI opened its first retail store. This decision was fueled by a desire the owner had to be closer to the consumer and capture the high profit margins possible through eliminating the distributors. The success of this one location led to the opening of ten additional stores in a three state region, while the distributor business also continued to grow.
After ten years in business, GGI deals almost exclusively with one manufacturer so import and distribution functions are somewhat optimized. However, over the last year, revenues from the wholesale business have been slipping, while store sales remain flat. Management believes the weakness to be marketing. GGI has a few ideas that might turn the business around and bring new growth. They want to hire you to give them guidance and direction on this marketing project.
Your roles and responsibilities are to implement the following ideas:
? Expand the product line to include housewares. The key supplier carries a full range of good quality housewares products and GGI can leverage its existing relationship to obtain discounted pricing on these additional product lines.
? Repackage and brand: currently, the products arrive with a "plain brown wrapper" sort of packaging so little attention has been paid to whether GGI even has a reputation in the market. GGI has the option to repackage the items to promote a stronger brand image, but the cost will shrink their profit margin.
? Open additional stores, possibly under a new brand, much like other manufacturers' and importers' "factory" stores.
? Engage in a major marketing effort to increase sales and brand awareness.

Questions to answer:

List references used if any please.

After an initial review of the current situation, you decide to make a short presentation to senior management your presentation will address the following points:
? What are the goals of this marketing project? (Refer to the scenario objectives and be sure to include financial or quantitative as well as qualitative objectives.)
? Briefly define the essential marketing concepts that could be used in this project: Advertising, Public Relations, Direct Mail, Promotion, Slogan, Branding, Campaign, Website, Permission Email, and other Digital Marketing Methods.
? What departments within GGI will be affected by or supported by this marketing project? How and why will they be affected?
? Define Customer Relationship Marketing. Should this marketing project focus on marketing to existing customer or marketing to new, potential customers and why?