1.

Market Solution (MS)

MS is a public limited company in the tertiary sector. MS advises businesses on elements of the marketing mix. Most of its customers are small businesses who cannot afford their own marketing department. MS designs marketing materials for these businesses to use.

Although MS uses computer aided design (CAD), the business is labour intensive. MS employs specialist marketing workers as well as administrative support workers. Table 2.1 shows some data about employees of MS.

Table 2.1: MS employee data

	Specialist marketing workers	Administrative support workers
Average number of workers in 2019	40	88
Payment method	Salary plus bonus	Performance related pay plus bonus
Number of workers who left in 2019	2	11
Average pay (compared to national average)	High	Low
Main need of the workers	Achievement	Affiliation
Main hygiene factors	Pay Flexible hours of work	Staff restaurant Holidays
Is a bonus expected in 2020?	Yes	No

MS has recently employed Hetti as the new Human Resources Manager. Hetti thinks that the ideas of the motivational theorists are important when managing employees. She is particularly worried about the labour turnover of the administrative support workers.

MS has recently taken on a new customer, named Books Outlet (BO). BO has an objective to increase its revenue by targeting a younger market segment. BO has provided MS with the following information about its current marketing mix (see Table 2.2).

Table 2.2: Current marketing mix for BO

Product Books aimed at customers who are 30 years and older Specialist books on many topics – BO is often the only seller in the area	Price Price skimming
Promotion Window display Local newspaper advertising	Place A retail shop on the main street Postal sales from a brochure