Recommendations

After our analysis of Track Five, we have come to several conclusions about the business. The main theme we noticed is that the owner, Mr. Brennan, is somewhat resistant to using technology. Our recommendation would be that he embrace his Information Systems rather than shy away from them. Track Five uses the Square system to process sales, however Square has many more capabilities that Mr. Brennan chooses not to use such as using the system for marketing. Square can function as the POS system and a CRM system. Square allows for advanced marketing by using the information gathered during the sales process to gain insight on customer preference and loyalty. Promotions can be automatically sent to certain customers through email, customer loyalty programs can be implemented, in addition to several other features that could aid the sales/marketing process. Square also has the ability to process payroll. We recommend that Track Five make full use of the Square system, because doing so will eliminate workgroup silos and create an enterprise system.

We also recommend that Track Five better utilize social media as part of its marketing strategy. The business currently has only a Facebook page and an unofficial Instagram account, and it is not used strategically or regularly. We recommend creating an, Twitter, and Snapchat to interact with existing and potential customers on a more consistent basis. We recommend having a designated employee to manage social media posts, and that posts are made daily as to maintain an ongoing relationship with customers. Accordingly, we also recommend Mr. Brennan implement a social media policy to guide employees on how these social media pages should be used. We recommend a policy that prohibits insensitive or offensive material from being posted, mandates that employees do not disclose non-public company information in posts, and states employees must not violate any copyright or trademark laws by posting content not original to Track Five. When employees post Track Five related content on their personal pages, employees should make it clear that the post is their own and not Track Five’s. We believe that by making these changes, Track Five will improve function by eliminating silos and will generate more customers by adopting a more modern marketing approach.