Dexit †A Marketing Opportunity

The courtship study discusses the marting opportunity of Toronto-based Dexit Inc. for the invigorated electronic payment arrangement for sell transactions. The CEO of the company, Renah Persofsky, faced cardinal traditionalistic questions of marketing strategy the desirable intention classify and the choice of optimal strategy, crowd or take in. Marketing opportunity The advantages of for the virgin electronic payment agreement for retail transactions were obvious. First, its execution of instrument could murder the transactions profligateer and safer for the end user.Second, the utilize of similar payment systems gained the wide 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 rig its new payment system. At least, the rivalry on this sector was rather low. Thus, the implementation of new payment system was credible solution. However, even in t his favorable 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 posit which segment would be approximately juicy to serve. Besides, the issue of different clients approach was topical. The new payment system could gain fast popularity among that group of the customers, which was known as primal gainers, but as usual this group couldnt transform to the group of the most level-headed customers.At last, the implementation of new system demanded the new wave of marketing, and it was needed to book 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-orie nted.ReferencesDEXIT A trade OPPORTUNITY. 905A02. Copyright 2005, Ivey Management Services