Kenja 2020

Abstract

COVID-19 has recently left many businesses around the world unsure of where their future lies. Japan, a country famed for its uncertainty avoidance and future planning is no exception. Tomoki Fukasawa, a new employee of Kenja, is tasked with leading the sales for Kenja’s new use case of BCP. Tomoki is struggling with generating leads and finding ways that best suit his own style of sales. Although he does struggle initially, he begins to find his stride through LinkedIn. By communicating with professionals ranging from industry experts to executives, Tomoki is able to slowly gain a better understanding of who he should be talking to and how he should be approaching them in order to make sales. A large part of this comes from the marketing, or current lack thereof, of Kenja. Tomoki, although in charge of sales, needs to take on some marketing responsibilities in order to make sure Kenja is able to offer a product designed for the customer. However, Tomoki quickly begins to struggle as he realizes a traditional sales strategy won’t work as even Japan is starting to move towards the digital space. This case will explore the world of digital marketing through the proposition marketing model and the 5Ps of marketing. Additionally, it will explore how to develop a digital marketing strategy alongside the sales strategy for a company as the world becomes ever more digital. The case will explore ways on how to continuously improve upon existing digital strategies by incorporating elements of design thinking such as personas and the formula for change.

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