Dexit †A Marketing Opportunity

The case study discusses the merchandising opportunity of Toronto-based Dexit Inc. for the revolutionary electronic allowance system for retail transactions. The CEO of the company, Renah Persofsky, approach dickens traditional questions of marketing schema the preferable target sort out and the natural selection of optimal strategy, push or pull. Marketing opportunity The advantages of for the newfound electronic payment system for retail transactions were obvious. First, its implementation could serve the transactions faster and safer for the end user.Second, the using of similar payment systems gained the across-the-board popularity. Third, the popularity of digital payments without dealing with the cashiers is growing nowadays, and this trend existed in 2002 when Dexit made a decision to launch its new payment system. At least, the competition on this sector was rather low. Thus, the implementation of new payment system was clean solution. However, even in this favora ble market opportunity the company faced two dilemmas.First was the choice between consumers (the users of the Dexit tag) and merchants (the users of the Dexit POS terminals). It was necessary to define which segment would be most profitable to serve. Besides, the issue of different nodes approach was topical. The new payment system could gain fast popularity among that group of the customers, which was known as archeozoic gainers, but as usual this group couldnt transform to the group of the most heavy customers.At last, the implementation of new system demanded the new joggle of marketing, and it was needed to make a solution about the preferable marketing strategy. push or pull. The choice also depended from the target customer group. Conclusion It can hardly be decided what marketing strategy could be optimal for Dexit however, the study of the latest trends allowed recommendation to aim the strategy on the heavy customers and make the system merchant-oriented.ReferencesDEXIT A MARKETING OPPORTUNITY. 905A02. procure 2005, Ivey Management Services