POK Electronic Systems; A case digested for academic study purposes (By Luiz Moutinho and Fiona Davies, 1995)

POK Electronic System is a company selling advance electronic products for electrical engineering purposes.  The case focuses on the marketing strategy and information system in reaching the consumers and getting the information according to the needs of the consumers.  Having said that the products of POK Electronic Systems varies according to the nature of the customer’s nature of business, sales and marketing must create a specialized program for each segmented product in order to dedicate the expertise of the human resource to the segmented customers.

TELECONFERENCING PROJECT:

Due to increasing demand of the market, PK Electronic Systems develop the marketing concepts via teleconferencing, by this concept of reaching the customers the top management somehow connects the idea of personal communication through the use telephony.   The TCS or what they call Teleconferencing System Project creates a huge impact towards CRM in such a way that the company further increases the training of workers in mastering the expertise in telemarketing and teleconferencing.

TELECONFERENCING SYSTEM DESIGNED FOR WORLD USE:

As the company dependence on teleconferencing strategy, the company further extends its operation worldwide creating a huge havoc of confusion and dissatisfaction to other representatives and customers around the world.

VIDEO SCREEN TELEVISION:

The company further enhances its system by including not only the audio platform but also the video platform in order to allow the conversation participants to clearly interact more with the opposing client.  By giving good product information to the customer, buyers will be able to comprehend the usefulness of the product given.

POSSIBLE KEY PROBLEMS:

1 Do you think the marketing strategy must change as the behavior of consumers will change?

2 What is the strategic marketing plan of POK Electronic Systems in anticipating the future behavior of buyers?

3 What other marketing strategies useful to aid the teleconferencing method of marketing POK Electronic Systems?

CONCLUSIVE IDEAS:

POK Electronic Systems must consider other alternatives in getting the marketing information from the customers.  The company must further review their strategic marketing plan in order to decipher the new trends of marketing their product.