Sigma Case Study

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Sigma is known for its multinational clientele (Ferrell & Hartline, 2014, p. 461). The area in which Sigma marketing targeted was very much limited in how the area served only covered a radius approximately 30 miles around the city of Streator and had a number of major manufacturing plants that were potential users of substantial quantities of printing (Ferrell & Hartline, 2014). Sigma provided quality and service despite the limited uniqueness in the company.

Signa will have to utilize innovative techniques and skills to tap into areas that its competition has not conjured or thought of. Furthermore, they need to ensure that they utilize developing products that could potentially differentiate them and give them a strategic competitive
Sigma needed to specialize. So therefore, they employed new avenues of marketing to gain more business.

Sigma knew it was essential to be strategic and find new avenues that would better assist its customers and promote added sales and the desired products for its customers. Furthermore, they needed to implement new equipment that would further help increase their productivity and provide overall high quality services. Sigma made all the efforts in promoting their products to the customers by sending out high quality samples free of charge.

Sigma sold its production aspect of the business in order to totally focus strictly on marketing to help increase the production of better serving its customers needs in the calendar products. Sigma felt they better served in the capacity of marketing than production and this helped the company to increase and build a better product as a end result because they simply focused on areas in which they excelled. In addition, Sigma expanded its offerings and personalized items. They provided follow up with their customers as a means to ensure the company was meeting their needs. Sigma focused their efforts on meeting the five customer needs of flexibility, production of a quality product consistent with the client’s image and marketing goals, personal service and attention from beginning to end, fair pricing, and timely, efficient fulfillment (Ferrell & Hartline, 2014, p.

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