Role Play: Jonson Company

Dante: Hello everyone, today we are gathered to discuss the strategy to

increase sales of the company and in my opinion the main problem is the brand
image. The customers consider that our clothes to be boring, old-fashioned,
over-priced and unexciting. Nowadays, the people do not enjoy visiting the
store because it needs redecorating in brighter color. arlos, how do you fell
about this point!
Karlos: "aybe, but in my opinion the brand image is #xcellent, the problem is
the goods: $eople thin% that &onson's products are high (uality and durable. but
we are aiming a too many segment of the mar%et and it)s necessary to focus
on a speci*c segment. +i thin% we should focus on the ,--.--years-old segment
of the clothing mar%et and not compete in the /.-,--year-old segment and
reduce 0oor space for these products. "aybe, we should use the additional
space to sell more food. 1amuel, what2s your view!
Samuel: 3e*nitely the brand image has a history of success and we should
improve this advantage. + thin% that we are selling the wrong clothes at the
wrong prices. +t doesn)t have enough top-selling products at low prices and this
ate not stylish o colorful. The store is dull. +t)s needs to be redecorated in
bright colors. +t)s necessary to develop at project to well-made new products
with professional designer and a mar%et research in the segment /.-,--age-
group. 3ante, 4hy don)t we investment in a new fashion department!
Dante: That)s true. well, the *rst point it)s to investment in a new fashion sta5
expert department and more budget to ma%e a mar%et research on trends in
fashion and so we can decide which segment of those who already have
increased the o5er. 4hat)s arlos 6pinion!
Karlos: + thin% so too. then analy7e the results of the mar%et study is
imperative to have the budget. 8nother point it)s remodel stores and new sta5
uniforms and improve the advertising and promotion about the new products.
1amuel, 4hat do you thin%!
Samuel: + agree. 4e will meet again to form the new department and review
the budget. The promotion and advertising it)s the *nal step, but the
mar%eting department evaluate the budget and controlled the correct use.
9inally, this meeting was very productive. + send the document to the
agreements and + hope your answer to the next meeting. Than%s, arlos and
3ante.
Write by: 1amuel 3ia7, arlos "anri(ue and 3ante Navarro