Rollup Solutions Incorporated: Going To Market Case Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

Rollup Solutions Incorporated: Going To Market Case Study

Since the shareholders of the company have contemplated to target two groups, including baby boomers between 53 to 72 years old and end users who are highly dependent on the use of the mobility devices. This is because of the reason that there are at least 630000 people who are non-eligiblefor the funding provided by the Assistive Device Program and find it challenging to finance the purchase of mobility devices on their own. The personal users of the mobility devices tend to capture the significant portion of share in the mobility device market, because of the increasingprevalence of developmental and arthritic disabilities among children. Additionally, the customized mobility aid is most likely to expand the sales of the medicaldevices in the near future. In addition to this, the aging population of the country is continuously increasing at anunprecedented rate and the older growing population countis most likely to increasethe percentage of using the mobility devices in the near future. Moreover, the institutional users of the mobility devicesareanticipated to witness the remarkable growth owing to anincreasednumber of nursing homes and hospitals, utilizing the mobility aids for walking as well as increasing the number of ageing population residing in the hospitals and the nursing homes.

From the aforementioned discussed consumer analysis; the target market of the company should beend users as well asinstitutional users. The dependence of the end users on the usage of the mobility devices, provides a solid foundation for the company to attract them and generate revenues.Whereas, the institutional users of the mobility devices would also lead towards an increased sales of the products because of the fact that the London based LTC homes have excessive needs of mobilitydevices and 90 percent of the residentsin the LTC homes require walkers and wheelchairs.Furthermore, it is expected that the use of the mobility devices in the LTC homes would continue to increase in the projected years.

Develop a marketing plan and include decisions on the selling price of the refurbished mobility devices and the company's promotional strategy

Pricing strategy

Taking under consideration the factors considered by the shareholder while deciding the pricing for the refurbished products; the company is advised to continue using the low pricing strategy for the refurbished products due to the reason that if the company chargespremium prices for the refurbished products, there is a likelihood that the people would switch to ADP. If the customers switch to ADP, it would provide new and average quality device at $625 for the wheelchair and $125 for the walker. There is a possibility that the company might lose its customer in case of charging a high price for the refurbished products,becauseof whichit should remain the low cost provider of the high quality mobility devices to the wider community, which in turn would help the company to ensure its long term growth and sustainability in the market.(Arthur A. Thompson, 2019).

Distribution strategy

Among the alternatives discussed in the case; the company is recommended to employ the promotional opportunity through Shopify, as it is the e-commerce platform that could be seamlessly incorporated by the third party website so that thecustomer would come to know that they are buying products directly from the company, which in turn would maintain their trust over the quality of the products. Additionally, it would lead towards maximum number of customers, better visibility, brand engagement, real-time results, long term exposure as well as the product information.Whereas, if the company chooses to increase the sales of the product through hiring the sales representative; it would not be suitable to rely on the sale representatives in the long run because it is not good for the development of the brand. It would not allow the company to gain the real-time feedback from the customers.(Abraham, 2008).

Promotional decisions

The company should improve the presence of marketing and digital programs everywhere as the people would see product offering and ads on social media platform. The cost of promoting the products through Google AdWords s minimal i.e. $ for cost per impression and $3 for cost per click. Promoting the products through Google AdWords, would result in free social media exposure and an increase in online traffic. Inaddition to this, these recommended solution would most likely increase awareness and purchaseintention of the customers, thus increasing the brand recognition and profit of the company. This would lead towards an increased brand awareness, measurement of the performance on consistent basis, reach maximum number of customers and an increased sales of the products...................................

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