MEMO
TO：Caferoma’s Managing Director,Mario Cumino
Form: Huang Weijun
Date: 18 April
Subject: My opinion about how to solve the problems
We have realized the problems our company faced and we have talked a lot about it at the meeting.Now I’d like to talk about my opinion.
As far as I am concerned,there is no doubt that we should do more advertising since consumers have become less loyal to brands and there are much more competitors at present.By advertising,we can improve our brand’s reputation.
What I think the most important thing is that we should develop multiple brands and make some new products.The reasons are follow:Firstly,supermarkets have been producing,under their own label,similar products to Caferoma at much lower prices.As a result,our old product lost competitive power.So we can make some new product at low pricen to expand our maket share.Secondly,consumer surveys show that our brand no longer conveys a feeling of excitement and enthusiasm.If we can develop multiple brands,we may change this situation.
However,I don’t believe that we should repositioning the product and reduce the price.We brand should focus on high quality but we can develop multipe brands to improve competitiveness.
