Dexit †A Marketing Opportunity

The case study discusses the marketing opportunity of Toronto-based Dexit Inc. for the new electronic payment strategy for retail proceeding. The CEO of the company, Renah Persofsky, faced ii conventional questions of marketing strategy the preferable target group and the choice of best strategy, crusade or pull. Marketing opportunity The advantages of for the new electronic payment system for retail transactions were obvious. First, its implementation could make the transactions faster and safer for the end user.Second, the using 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 closing to launch its new payment system. At least, the competition on this orbit was rather low. Thus, the implementation of new payment system was reasonable solution. However, steady in this favorable market opportunity the company faced two dilemma s.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 near(prenominal) profitable to serve. Besides, the issue of different customers approach was topical. The new payment system could gain fast popularity among that group of the customers, which was known as early gainers, and as usual this group couldnt transform to the group of the most heavy customers.At last, the implementation of new system demanded the new wave of marketing, and it was necessitate to make a solution about the preferable marketing strategy. push or pull. The choice also depended from the target customer group. decisiveness 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. Copyright 2005, Ivey circumspection Services