After three years of rapid growth in a comparatively young business, the affiliate and payment processing firm RevenueWire.com found itself working in an extremely different surroundings. New challengers, low entry barriers, along with a plateau in the affiliate market meant few chances for growth across the business. Despite those conditions, the owners of the company's had set aggressive revenue goals for 2010 to 2012. The general manager must appraise alternatives for growth, including new markets and new goods, to establish the best way to satisfy her goals. Because RevenueWire.com's competitors are privately held, there's little public data on the state of their financing or the size of varied marketplaces.
The general manager has learned how to use surrogate data to estimate the marketplace and make tactical decisions, and the pupils must do the same to develop an effective three-year strategy which will meet or exceed the owners' expectations. The case exposes pupils to decision making in a global business dominated by companies that are privately held. Additionally, it exposes students to the internet affiliate marketing industry from the perspective of an entrepreneurial company that functions as an intermediary between retailers and affiliates.
RevenueWire.com Growing in a Competitive Affiliate Industry case study solution
PUBLICATION DATE: April 12, 2011 PRODUCT #: W11054-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
