Work -13

Koza Shack Enterprises is a food firm located in Hicksville, USA. It is an organization that has more than 30 employees at the Hicksville location. Within this enterprise, more than 466 companies are mostly family corporates dealing with various foodstuffs. Working at Koza enterprises has been viewed by many employees as a pleasant experience that enables them to develop multiple skills, build lasting relationships with fellow workers, and create a collegial working environment. Everybody in this organization is willing to help one another, including the leaders who have built their leadership around serving employees' needs first; servant leadership. The working environment is favorable; thus, employees work with a lot of confidence. Employees also work independently but are offered help immediately they ask for it. Then, the fresh coffee provided to the employees is breakfast; it is delicious and stimulates the workers to have a lot of energy and work while motivated. However, like other organizations, Koza Shack is affected by its low marketing strategies; this work will review.

Koza Shack Enterprises are struggling with providing enough traffics and leads to their food products. Foodstuffs produced by the Koza Shack are highly demanded, for example, chocolate and coffee. The organizations are struggling to make enough products to meet this demand. As the business year progresses, competition arises where other organizations providing the same foodstuffs offer stiff competition to this organization. With so many options available for Koza Shack enterprises, they publicize the contents of the products and even create other ways of promoting them. Still, it is becoming hard for the organization to determine where they will focus their strength on. Koza Shack organizations are also suffering from the challenge of providing a return on investment of most of their activities year in, year out (Guoqiang, Huimin & Yingdong, 2018). Marketers need to understand the various marketing campaigns for the different products produced by these enterprises. To prove the return on investment of any organization goes with an increment of organizations' operating budgets, which is why most organizations are avoiding the whole issue of return on investment. Yes, return on capital is crucial for any organization's marketing, but tracking the investment return on the various marketing activities is not easy, mostly if two-way communication lacks the multiple market activities and the sales reports.

Koza Shack Enterprises are suffering from their inability to secure enough marketing budget. The truth is carrying marketing is hard, mostly where organizations lack enough funds. The whole issue can be avoided by developing significant revenue-generating ideas that will push the operational budget high. But the point of securing enough funding even with great ideas is almost affecting all the business organizations globally. Organizations getting sufficient funds is an issue that is easier said than done primarily for the small organizations within the Koza shack that are operating with limited budgets. Koza Shack enterprises are finding it hard to secure their marketing websites. Threats to their marketing websites are rapidly growing. Several organizations within these enterprises are worried about this challenge compared to other marketing challenges, such as identifying the right marketing technologies.

The chances of the organization's marketing website succeeding depend on the list of priorities developed by the same organization. A marketing website is an asset in an organization that draws investors and visitors who are later converted by the organizations to help them hit their marketing objectives and goals. Website management is affected by various issues that include; the writing and optimization of the marketing content and designing the web page. Targeted marketing is also another critical issue affecting the operations of Koza Shack enterprises. These operations have most of their operations targeting international communities; therefore, global marketing strategies should also be developed. Identification of the buyer persona, who is the buyer they are marketing their products to. The main challenge regarding the international expansion of Koza Shack enterprises is figuring out the best way to sell their products to the global audience. There are also facing the issue of optimizing and organizing their sites to reach various countries' markets. Training of the marketing team is also another issue affecting the marketing strategies of these enterprises. It has become an expensive activity that is too time-consuming. The training challenge is across the board of all organizations of the Koza Shack Enterprise. The enterprises face the challenge of hiring top and competent talents (Banu, Rahman & Khan, 2018). The enterprises have allocated more resources to inbound marketing, which requires a high demand for marketing talents, but the talents' supply is not matching the demand. Sourcing the right marketing candidate is not easy, and it is taking long. The marketing skills required to convince the new customers are soft, creative, and technical skills lacking in most marketing candidates. Therefore, there is also a gap in the marketing skill. This work's marketing objective is devising ways of eliminating the various challenges facing the Koza Shacks enterprises.

The creation of marketing content that matches the traffics and the leads should be based on two questions; is the content created of high quality? What is the target audience, and will they understand it? And does the enterprise organization know the type of content that the customers in the market are interested in? For example, studies done by HubSpot Research center showed that 53% of customers are interested in seeing more videos than pictures in the marketing content. Only 14% of customers want to see blog posts on marketing strategies. The ways that customers are reading and interacting with the content is changing. When an organization creates and designs content as required by the customers, the focus now will shift to the various ways of promoting the content in ways that will make the audience take note (Lee, 2018). Many contents are flooding marketing websites more than before; potential consumers will not have to use search engines to answer different questions about specific products. Instead, they need to view the articles about the products received as notifications on their mobile phones.

More time and resources need to be dedicated to creating a link joining the marketing activities and sales results; this means applying the various marketing and the CRM solution software to close the gap between marketing and sales services. By doing this, the number of leads and the generated customers can be determined. A combination of service bound level and inbound marketing strategies misaligns organizations with its marketing strategies. The key to unlocking the budget difficulties experienced by the various Koza Shack enterprises is proof of the value of return investment relating to marketing. Studies have shown that organizations that quickly calculate their return on investment have a higher marketing budget. The second aspect that drives more increased marketing is inbound marketing success (Nelson, 2016). Effective use of inbound marketing drives up the sales of products. Inbound marketing is its operation time; it is a long marketing strategy. If an organization gets off to a slow start, it will find it challenging to achieve marketing strategies.

The challenge of managing the marketing website can be solved by reviewing the leading cause of this challenge. The primary source of this challenge for various organizations lies within the skills and resources used. Marketing talents and inbound marketing is required to secure these websites. Business freelancers and agencies are also necessary to ensure marketing websites. Overall, the marketing website can be secured by hosting it on a platform that integrates all its marketing strategies. Access to marketing playbooks enables enterprises to determine the content to be used in the marketing strategies depending on the targeted audience. The playbook includes the directions being taken by the global market, including the various ways of identifying the different growth markets and how to explore trends in the local markets. Tips for choosing the best localization providers are also contained in this book. When the enterprises are marketing their products to new regions, the standard tactic that they use is shifting their product offerings (Shaltoni, 2017). The marketing website's design speaks a plethora of various languages, and therefore it should be effectively designed. The marketing websites' content should also be appealing to potential customers; this is why global visitors need to be on top of creating the marketing website. Lastly, the marketing website should also be optimized to cater to international visitors.

Before offering training to the marketing team, the enterprise must determine each team member's strengths and weaknesses. It is also vital to assess their expertise and commitment to achieving the organization's objectives and goals. The companies may also be requiring the team members to rack up some certificates on online marketing. Before being issued with these certificates, the team members are introduced to some aspects of inbound marketing. A training plan for the recruits should be created to equip the new members with essential marketing skills. During the training, the new members are also introduced to their objectives, goals, and plans (Pefanis Schlee & Harich, 2010). Most enterprises are also looking for diverse marketing skills such as digital, content, and social media marketing skills. The organizations' first considerations before their hiring process include deciding what the recruits will have to do to achieve the sales objects of the organization; this consists of the duties and responsibilities of the new marketer.

Most people consume foodstuffs supplied by Koza Shack enterprises; hence, it only gives special attention to a particular group of people based on the food type provided. For example, the target customers for chocolate products such as Cadbury are children aged 5 to 10; this is when children prefer chocolate over any other foodstuff. Chocolate is also required for the satisfaction of their needs. The target customers for the coffee products are the adults because statistics have shown more than 77% of the adult population in the USA consumes coffee.

References

Banu, N. T., Rahman, S., & Khan, R. (2018). Freddy's coffee shop: Expanding the coffee business in Bangladesh. SAGE Publications: SAGE Business Cases Originals.

Lee, S. C. (2018). The Social Life of Human Capital: The Rise of Social Economy, Entrepreneurial Subject, and Neosocial Government in South Korea (Doctoral dissertation, Columbia University).

Guoqiang, S., Huimin, Z., & Yingdong, J. (2018). A Review of Theoretical Research Frontier of Enterprise Network Upgrading and Prospects. Foreign Economics & Management, 40(03), 54-66.

Nelson, V. (2016). Food and image on the official visitor site of Houston, Texas. Journal of Destination Marketing & Management, 5(2), 133-140.

Pefanis Schlee, R., & Harich, K. R. (2010). Knowledge and skill requirements for marketing jobs in the 21st century. Journal of Marketing Education, 32(3), 341-352.

Shaltoni, A. M. (2017). From websites to social media: exploring the adoption of internet marketing in emerging industrial markets. Journal of Business & Industrial Marketing.