Strategic Initiatives Paper

Companies must employ strategic initiatives, when implementing new business ventures. Moreover, this paper will divulge the strategic initiatives, and implementations for those initiatives that I would recommend to Sigma. First, I would suggest that Sigma increases its overall online presence. Consequently, it is not a good sign when students are tasked with a case study, and must research a company, which has no online presence whatsoever. Therefore, first, Sigma must step out of the shadows and into the light. Otherwise, my recommendations are just pointless endeavors. As noted by www.madebyspeak.com (2015), “every good online marketing strategy is going to start with good research and analytics. Accordingly, Sigma needs to understand who

According to Kaufman (2016), “a strategic plan should identify, define, and justify where the organization is headed, why it is going there, and how it will add value for all stakeholders; and provide the criteria for effective and efficient decision making and continual improvement” (p.3). More importantly, if Sigma offers mobile advertisement to its customers this will allow Sigma to expand its online presence and broaden its customer base. For example, Team (2015) states that, “mobile advertising market in the U.S. reached $19.15 billion in 2014, with mobile display spending accounting for nearly half of that total. While Forester estimates that mobile ad spending could reach $46 billion by 2019, e Marketer estimates mobile search ads spending will reach $65.87 billion, or 72% of the US digital search advertising market” (p.1). Mobile advertisement, would be a good avenue for Sigma because companies of all sizes can capitalize on this growing market. Furthermore, the use of mobile devices is increasing. According to www.cmocounsil.org (2016), “by 2017, mobile devices will make up 87 percent of the total sales of Internet-enabled technology. Furthermore, after younger adults, the segment with the second fastest-growing smartphone penetration rate is those aged 55-64. Consequently, Smartphone penetration among this older group is only 30 percent, but it

However, a critical and honest evaluation of available resources during the planning phase can help ensure that the marketing strategy and marketing implementation are within the realm of possibility” (p.261). New marketing initiatives require resources, for example, Sigma would need to purchase a server that will house its mobile site. Additionally, Sigma would also need to hire someone for the creation of their mobile site development within the server. Nowadays, a lot of companies are moving its applications to the cloud, however, in Sigma’s case this would not be feasible. For example, Mark (2012) says that, “a cloud solution for most small businesses, would normally run about $100 per user per month. Which means that a typical small business with a ten user network would be paying $12,000 per year. However, Sigma could buy a Dell Power-edge T410 server right now for about $4,000 and have an IT guy get it all setup on the network with the same remote desktop technology for another grand” (p.1). Consequently, hiring the right employee without the proper skills for the mobile site development, can be expensive and time consuming. Therefore, Sigma must ensure that it has the correct employees for the job. Additionally, Sigma would need to train its existing employees on use of the mobile site. However, since Sigma would be hiring