QAISER AMIN

Making Listeners Comfortable
Conservative or hostile needs to hear: Standing still will
cost the company.
We have an opportunity of the size and magnitude we
aren’t likely to see again soon—our competitors will
match our product in two to three years. The question is
how can we utilize our window to develop a strategic
competitive advantage? Developing a “senior” product
group with a wide range of advisors gives us a strong
opportunity to lock up the market.
Addressing New Opportunities
The description of the situation and the proposed strategy are:
Social networking sites are exploding on the Internet and
the company may lose sales because of management and
marketing’s lack of involvement in this arena. The strategy
I’m proposing is to set up social network pages on
Facebook and MySpace named after the store, Barry’s
Electronic Network, and have 10 to 12 young sales
associates for each product category for example
photography, games, music downloads, and others. We can
post notes about new products, show cool ways to use
products, give tips, and receive customer comments. The
pages would be open to everyone and team members
would take turns responding to customer entries.
Higher management wants to hear: Strategy provides
significant potential benefits, also increases in profits
and margins.
Young people, from 12 to 28, are a significant, highly
profitable part of our customer base and this strategy will
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