Assignment 2 marketing PDF

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Assignment 2: Business to business relationships Question1: Canadian Business magazine has just ranked Eco- Guardian as the 45th fastest growing company in Greater Toronto Area. In light of such rapid growth, what do you suggest Eco-Guardian should do about their dealing with Walmart? That is to say, should they just discontinue their "problematic" relationship with the giant retailer and focus on small businesses in Canada? Based on your understanding of fast growth businesses, what should they watch out for in the next 2 to 5 years? Answer1. Eco-guardian has been ranked the 45th fastest growing company in Greater Toronto Area but is unable to grow more from a small business company to a bigger business because Walmart products are priced at a very low cost due to which the company does not gain any profits and is unable to grow. Eco-Guardian should not discontinue their “problematic” relationship with Walmart because it is a giant retailer and the company should start building relationships with small businesses in Canada. Furthermore, Eco-Guardian has plenty innovative ideas and products that should help the company build relationships because innovative products are appreciated among all small businesses because they provide the business with an opportunity to grow. Along that, the marketing team of the company should focus on SWOT analysis and relationship marketing. Company’s strength, weakness, opportunities and threats can be assessed by SWOT analysis. According to which the company can decide on whether they want to discontinue their problematic relationship with Walmart or not. To be realistic, Eco- Guardian is a fast growing, but a small business company compared to Walmart. Most of the small businesses start as question marks and later turn into stars do not take long to turn into dogs why the company needs to know where it stands in the industry. For example, the strength of Eco-Guardian are the innovative products that make it a fast-growing company. Moreover, Eco-Guardian is a fastgrowing company due to which it has endless opportunities that for sure come along threats because Eco-Guardian is a small business and the risk factor plays a big role. One of the threats for Eco-Guardian can be Walmart itself and because it is a small business it can be a weakness in that case. After the company knows all the strengths, weaknesses, threats and opportunities it should purely focus on relationship developing as it is a long-term investment and will provide more

than just profit to the company such as brand loyalty, positive reviews, referrals etc. Developing a relationship by making sure of customer needs at times and checking up on them time to time would make Eco-Guardian stand out more in comparison to other companies in competition, for example- Walmart. In the next 2 to 5 years, the company should look out for similar small businesses with better marketing scheme, skills and the potential to outcome Eco-Guardians. Furthermore, they should make decisions based on their assets and liabilities as fast-growing companies require a lot of cash and assets because it is still developing. A suggestion that can made is for them to come up with a lot of relationship building strategies so that the company always stands out no matter how many similar small businesses open. Question 2: What is Judge Snyder's view of Professor Kindra's approach to establishing the fame of Cohiba? Is her view consistent with the Trade Mark Act of Canada? Do you agree? What is the importance of her decision? Answer 2: Judge Snyder agrees with Professor Kindra’s point of view of established fame of the brand Cohiba as Professor Kindra provided her with plenty evidences that prove Cohiba indeed is a famous brand. She stated, that Professor Kindra’s view is “well reasoned and persuasive”. It is evident that the evidences provided by Professor Kindra were reasonable and had a big impact on court’s decision. She also mentioned that his evidences were iconic because no one else looked this deep into the matter the way Professor Kindra did which made it easier for her to decide and give her judgement. Furthermore, she thinks that Professor Kindra’s evidences helped her to be provide justice and saved her from making an unfair decision which could hav e had consequences such as suffering of Corporation Habanos because Lazaro Cohiba would use the fame of the Cohiba cigar company (the actual corporation) due to somewhat similar names. Her views are consistent with the Trade Mark Act of Canada becaus e her judgement was based on the following laws: the products should be inherently distinctive to the extent that they have become very popular; the degree of resemblance; the nature of the wares; the length of time in use; and the nature of the trade. To show, the two products are inherently distinctive because media always shows people drinking and having cigars at the same time. Furthermore, she agrees with evidences such as TV shows like “Sex and The City”, “The Simpsons”, magazines like “Cigar Aficionado” and the movie “Hotel Rwanda” because she knows all this

media content carried alcohol and cigar content that was shown at the same time to all the viewers. Moreover, she concluded that the two products did resemble each other. I agree with the Judge as her decision based on Professor Kindra’s evidence is very justifiable. This is because as a customer myself I would be confused between the two brands and think of them as one or at least that they belong to one corporation which is not at all the case in this case study. Last but not the least the importance of her decision is that hard working companies still have faith in laws, rules and regulation and these company acknowledge the fact that their hard work is not going to be credited to any other brand that has a similar brand name. This also shows that companies should do a lot of research before they come up with any trade marks, brand names etc. because later it affects the credibility of other corporations and companies.

Work cited Kindra, G. (Presenter). (2017). Module 5: Consumer Behaviour. Speech presented at University of Ottawa, Ottawa, Canada. Business Town. (2017). 9 Hot Tips for Fast-Growth Businesses. [Online] Available at: ….https://businesstown.com/articles/9-essential-tips-for-fast-growth-businesses/ [Accessed 21 ….Jun.2017]. . Empresa Cubana Del Tabaco v. Tequila Cuervo. Federal Court. 04 Oct. 2013. Web. Kindra, G. (Presenter). (2017). Module 4: Marketing Reseach. Speech presented at University of Ottawa, Ottawa, Canada....