Analyzing the company’s strategy and making recommendations


Your task for this team project is to select one of your company’s products, then use course concepts to 1) describe its present day marketing strategy and 2) develop a marketing strategy for five years in the future. Write from the perspective of an outside consulting group analyzing the company’s strategy and making recommendations using ‘we’ statements.

I expect to see the following sections in your paper, and the questions below are worth considering as you write. There is no set page length. Think creatively, but make sure to explain the why behind your ideas and cite evidence as applicable.

Company Overview:

  1. Why was the company founded? What is its mission?

Eric Yuan, CEO and Founder Zoom Video Conferencing, was frustrated with the unhappy customer of Cisco, and he wanted to solve their problems. In Yuan’s opinion, the product didn’t evolve quickly enough, making it a chore for customers to use( He has the idea of better video communication solution which was rejected by Cisco. Undeterred, in April 2011, Yuan did what any confident entrepreneur would do, he promptly resigned to start his own company. That company was Zoom( Zoom has a simple but powerful mission statement – Make video communications frictionless. Since Eric wanted to make his customer happy, key to this mission statement is that the customer is in the center. For Eric, customers are of the utmost importance, and unhappy customers are a sure sign of a failure( 

  • What industry or industries does the company operate in?


Education – Expand Traditional classrooms in the cloud

Finance – Improve customer experience and communication

Government – Increase productivity and engagement for all agencies

Healthcare – HIPAA-compliant telehealth technology & workflows
  • What products and/or services does your company sell?

Meetings and Chat – HD video, audio, collaboration, and chat

Rooms and Workspaces – Power up your conference room with video

Phone Systems – Enterprise cloud phone system

Video Webinars – Full-featured, easy-to-use, engaging webinars

App Marketplace – Integration and bots to use with zoom
  • Which product or service has your team chosen to focus on?

Video Webinars – Full-featured, easy-to-use, engaging webinars

  • Who is/are the target customer(s) for this product or service? Try to describe this audience using market segmentation terms.


(This is the part that should be done)

Present Day:


  • How do the product’s/service’s promotions reach potential and current customers? (ex. targeted online ads, television ads, social media posts, influencer promotions, in store displays, etc.)
  • Why is/isn’t the messaging about this product/service convincing target customers to purchase?

Note: If your company does not promote much, how is it still able to generate sales? Remember that public relations is also considered a form of promotion.

Five Year Plan:


  • In five years, what should the messaging about this product be? Note: If you think that it could be more effective in the present, explain what it should be doing in this section.
  • What would an effective promotional strategy look like in five years? Think about the methods used for identifying and communicating with customers.
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