De Mar Product Strategy How Case Study

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Personnel plays a critical role in defining what the most critical priorities are in terms of skill sets as well, defining the hiring strategies going forward. When the product is a service being delivered the hiring decisions is the most critical one there is. Secondary only to training (Norton Pine II, 2009). Finally there is a passion a person must have about what they are doing working for De Mar. The personnel department has to find people with a passion for service if they are going to excel over the long-term as well (Gopalani, Shick, 2011).

Marketing is critically important in that it sets the expectation levels of customers and explains what they will be getting as an experience (Gopalani, Shick, 2011). This is where many services businesses fail as their marketing overcommits and their services department under delivers.

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De Mar has turned this around and under commits then over-delivers to a very wide variety of customers under a broad spectrum of services engagements. This helps the company become more agile in serving customers and also helps set the tone for the entire organization in terms of focus and continued market direction.

It is often said in a small business that "everyone sells." De Mar shows this by having customer satisfaction at the very center of its strategies, and making sure each department contributes its unique expertise and skills to attaining customer delight. This can only happen in a business that is very customer-centric.

Reference

Anees Gopalani, & Kevin Shick. (2011). The service-enabled customer experience: a jump-start to competitive advantage. The Journal of Business Strategy, 32(3), 4-12.

David W. Norton, & B. Joseph Pine II. (2009). Unique.....

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