The following guidance questions may be helpful in developing your write-up:
Do you agree with Hubspot that the â€œrules of marketingâ€ have changed? If so, how? Is inbound marketing the answer? Why or why not?
Is Hubspot finding and serving the right set of customers? As a start-up, should it widen its focus? Or narrow their target by focusing exclusively on either Owner Ollies or Marketer Marys? Should Hubspot focus on B2B or B2C?
Should Hubspot do more product differentiation? Should it change its pricing strategy? Does the software-as-a-service pricing model work for both Owner Ollies and Marketer Marys?
Are Halligan and Shah being too stubborn by not doing any outbound marketing? Should they continue to focus on inbound marketing alone?
Halligan and Shah want Hubspot to be to marketing, what salesforce.com is to sales. What would your plan of action be to make this happen? Why would you take these actions? What are the risks?
In order to successfully complete this assignment, you should:
After reading the case, use the guidance questions to write a not-to-exceed 4-page response outlining your recommendation(s) for each issue and the rationale for each recommendation.
Use the Marketing Framework as â€œscaffoldingâ€ to structure your analysis and plan of action in support of your recommendations.
Remember that data to back up each recommendation would make your recommendation more persuasive.
This â€œscaffoldingâ€ is the basis for the assessment rubric.
Submit your recommendations with any backup exhibits by the date specified. There is no limitation on the number of backup exhibits.
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