How do you assess the efficacy of your marketing programs? Do you need to spend more in consumer franchise building activities or should you focus on immediate toplines? Is your distribution network working for you? Do you have the right channel partners? Is your sales force adequately trained and motivated? How do you put in place strategies to counter the dominant player’s aggressive market moves? Do you have a business case sound enough for investors to fund your start up? Should you scale up through Franchisees or company owned stores? What MIS/Business Intelligence do you need to track your customer behaviour? How should you manage the economics of customer acquisition, stickiness and ensure an enduring customer life time value? Do you have the appropriate metrics to measure these? How can you construct loyalty programs that are unique, low-cost and non-replicable?
must win the prize." …. William Shakespeare
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