Presented to the

De La Salle University - Manila

Term 2, A.Y. 2022-2023

In partial fulfillment
of the course
In Marketing Fundamentals (MADFUND C35C)

Case Study:
Hometown Tech

Submitted by:
AUSTRIA, Johnel Matthew D.O.

Submitted to:
Ms. Kristine Anne Mutuc

April 18, 2023

 TABLE OF CONTENTS

I. Viewpoint……………………………………………………………………….……3

II. Time Context. …………………………………………………………………….…3

III. Statement of the Problem……………………………………………………..….…3

IV. Objectives…………………………………………………………………………..…4

V.Environmental Scan / Areas of Consideration…………………………………….…4

VI. Alternative Courses of Action……………………………………………………..…7

VII. Decision Matrix………………………………………………………………………..8

VIII. Recommendation……………………………………………………………………..9
I. Viewpoint

In this case study, Wendy is regarded as the decision-maker because she founded
Hometown Tech. She is in charge of making all business-related decisions, including
selecting the kind of services to offer, establishing prices, marketing, and deciding
whether to keep or close the business. The business depends on her choices for
success or failure because she spent her savings on it and hopes to make a living from
it.

II. Time Context

Despite her expertise in the technology services business and her experience
working in the industry, she is having difficulty making a living because of 1 main
reason, and his name is Eric Steele. For 20 successful years, Eric has operated the
only successful computer services company in Petoskey. He offers high-quality
services to homes, small businesses, and professional offices.

His growing customer franchise is built on referrals from very satisfied clients.
Even seasonal residents trust him with the keys to their vacation homes because of his
reputation for handling customers fairly and honestly. Even when they attempted
cost-cutting, a nationwide computer service franchise could not compete with him
due to his devoted customer base.
III. Statement of the Problem

Hometown Tech is struggling to generate enough revenue and meet Wendy’s goals or
reaching $70,000-per-year sales to hopefully achieve a comfortable life in Petoskey.

IV. Objectives

Establish Hometown Tech’s name by increasing brand

awareness in Petoskey through various marketing strategies
Specific such as social media advertising and influencer marketing.
And build a good and strong foundation of customer loyalty
and relationships.
These objectives could be measured by integrating and
implementing a balanced scorecard and KPIs or Key
Measurable Performance Index on the company. And monitoring
transparent statistical data based on Hometown Tech’s
performance along with customer feedback.
Hopefully, it will expand market share by 10%, increase
customer loyalty by 15%, and increase sales by 20% by
developing new partnerships and distribution channels while
Actionable improving customer perception through targeted reputation
management efforts.
Improve brand reputation by addressing negative online
Relevant reviews and improving customer perception through targeted
reputation management efforts.
Hometown Tech aims to achieve each specific goal within the
Time-Bound next 2-5 years of the business.
V. Environmental Scan / Areas of Consideration

Strengths Weaknesses

- Excellent and - Lacks marketing

profound experience experience.
and expertise in the
computer service - Small Capital to
industry spend on
marketing
- Clear target market
- Sole Proprietor
who has a hard
time handling a
lot of work alone.
S/O Based Strategies W/O Based Strategies
Opportunities
1. Leverage Customer 1. Invest and
- Can possibly Referrals – Build Develop targeted
pull some of her reputation to marketing
Eric’s customers leverage her utilizing social
to Hometown existing customers media platforms –
Tech whenever by incentivizing Wendy can focus
he’s too them to refer her on using targeted
occupied. services to others in advertising or
the area. explore new
- Offer marketing
competitive 1. Target Larger channels like
pricing and Businesses – Focus Facebook and
personalized on extending her Instagram. The
 client care to set services to more company's
herself apart prominent visibility will
from Eric companies without grow and attract
IT departments or more customers,
computer even from other
specialists. These areas.
companies can hire
her at a reasonable
fee while providing
them with attentive
customer care.

Threats
S/T Based Strategies W/T Based Strategies
- Her strongest
competitor, Eric 1. Build Partnerships – 1. Hire additional
Steele who has Wendy can form staff, especially
established his and collaborate with during peak
successful partners, such as season – In order
company for local cafes or to manage the
over 20 years convenience stores, workload at busy
already to increase her times, Wendy
chances of raising may hire more
- Several more her profile. employees. This
computer can help her
services may 1. Diversify her maintain a healthy
enter the market services - Wendy work-life balance
can look into other while still
computer-related providing her
 - Petoskey’s fields, such as clients with high-
demand for website creation or quality services.
computer service digital marketing.
may not be as This might make her
high, particulary stand out from
during off-peak competing local
seasons computer service
companies.
VI. Alternative Courses of Action

1. Develop a strong brand identity – Wendy can do this by enhancing her online presence
by utilizing social media platforms such as putting up and updating her own Facebook or
Instagram page regularly with helpful articles and information. She will attract more
clients and solidify her position as an expert in her field as a result of this. This can entail
designing a distinctive logo, website, and marketing materials highlighting her
advantages and distinctive selling qualities.

1. Manage revenue expectations: In light of the market's current trends, the competition,
and her company's strengths, Wendy should establish feasible and realistic objectives for
revenue growth. She can Diversify her revenue streams or Create a well-planned budget.
Additionally, Wendy must first analyze Hometown Tech's financial capability to
understand the revenue sources and spot potential avenues for development. She can
utilize financial software applications to keep track of her expenditures for her business.

1. Relocation of Hometown Tech - Wendy may consider relocating her business; if she is
willing to move, she could look into locations with greater demand for computer services
or less well-established rivals. To ensure there is a need for her services in the region, she
should do extensive market research before deciding where to set up shop. She should
also factor in the costs of moving and starting over. In addition, she would want to
 consider the idea of extending her services to bigger firms or organizations that could
need continuous technical help.

1. Attempt to establish a Partnership – Wendy could expand her firm, merge resources
and skills, split costs and risks, and gain access to new markets and clients by forming a
partnership. She needs to set clear duties and responsibilities, has a well-defined
agreement, and carefully analyze potential partners' aims, values, and reputations if she is
to succeed. Collaboration can lower risks, boost earnings, and offer chances for shared
marketing.
VII. Decision Matrix

The following criteria will be utilized to determine the recommended course of

action:

1. Feasibility
Feasibility is a crucial aspect to consider when contemplating plans,
especially when changes cannot be casually executed. Hence, feasibility has been
deemed a crucial determinant in selecting a strategy. Any plan formulated must be
feasible, as it would be a futile use of resources and time if it fails to materialize.

2. Flexibility
A company's ability to swiftly and effectively adjust to environmental
changes is crucial when contemplating new courses of action. Thus, the company
has decided to include flexibility as a critical factor in its decision-making
process. It recognizes that any proposed action that cannot be easily adapted to the
current situation may prove unproductive and harmful to the business.

3. Lower Cost
Given the possible threats of Inflation or Economic Recession. Opting
for a plan that incurs minimal expenses and offers the best value is prudent.
 Therefore, it is intended to select a cost-effective strategy to optimize profits and
resources, particularly during unpredictable times.

4. Practicality
The effectiveness of a strategy is measured by how well it achieves its
intended purpose. In Wendy's case, the goal is to increase Hometown Tech's
revenue and visibility, so the focus is on selecting a strategy that can effectively
fulfill this objective.

WEIGHTED DECISION MATRIX

OPTIONS
Criteria Weighting Develop a Manage Relocation of Attempt to
Strong Brand Revenue Hometown Establish a
Identity Expectations Tech Partnership
Score Total Score Total Score Total Score Total
Low Cost 1 2 2 4 4 4 4 3 3
Practicality 2 4 8 3 6 4 8 3 6
Flexibility 3 5 15 5 15 5 15 2 6
Feasibility 4 3 12 5 20 5 20 4 16

Total: 37 45 47 31

VIII. Recommendation

Wendy should opt to relocate Hometown Tech to a different area for the following reasons:

1. Wendy could tap or access fresh markets and clientele if she decides to relocate her
business. Furthermore, if she is currently situated in an area with expensive living costs
or taxes, transferring to a region with lower expenses could aid in minimizing her outlays
and boosting her earnings.
 2. Another problem that could potentially threaten Wendy is the last of essential resources.
Relocating can provide her with the necessary resources, such as access to particular
suppliers or transportation networks, that may not be available in her current location,
enabling her to succeed.
3. Wendy is currently faced with stiff competition, Eric Steele; relocating to a new market
with significantly less competition may facilitate the growth of her business. This could
be especially important if she is in a niche market with few competitors.

In conclusion, relocating Hometown Tech to a different place opens up the benefits of accessing
new markets, reducing costs, obtaining the necessary resources required for her business, and,
most notably, the freedom to a less competitive market.