Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 4

Dalton Office Supply Company has been in business for over 50 years and has been the predominant office supply company in its region during that time. Approximately 85 percent of Dalton's business is based on providing materials to other businesses. Only 15 percent comes from walk-in customers. Recently, low-cost providers such as Office Depot have cut into Dalton's market share. Surveys of consumers indicate that Dalton has an image of being outdated and pricey. Consumers did report that Dalton's customer service was above average. What image should Dalton project to regain its market share Outline a plan to rejuvenate the company's image.