The Tea Collection is a small wholesaler that specializes in
children’s clothing. The company was
founded by Emily Meyer and Leigh Rawdon in 2002 with a vision to bring
worldwide cultures and modern design to children’s fashion. Tea Collection uses
design and geographic data mapping software to sell their line across the
country. Using this technology helps the
company target new prospects and find regions in the country that don’t have
many children’s clothing outlets. Sales reps target areas that are marked with
yellow dots in green areas to pursue new customers. The Tea Collections main
technology challenge is integration, when integration doesn’t happen
automatically it relies on people to make connections that could take a
considerable amount of time. This company can continue to grow rapidly, but
will need to upgrade software as technology changes to attract new customers
and expand their target areas. The decision of what area to target depends on
the relevant criteria results in a certain revenue level for each location.
(Ozimec, Natter, & Reutterer, 2010)
References
Geo-Mapping
Technologies Help Target Sales Prospects. (2009, Feb 19). IT and Geo-Mapping
Help a Small Business Succeed [Video file]. Retrieved from http://www.youtube.com/watch?v=3_GmukX5sf
Ozimec, A., Natter, M., & Reutterer,
T. (2010). Geographical Information Systems-Based Marketing Decisions: Effects
of Alternative Visualizations on Decision Quality. Journal Of Marketing,
74(6), 94-110.
