Overview of the Case Eliot Greeting Card Company is in a tight position as a result of reduced preference for the usage of cards for various occasions as well as stiff competition from the established members of the industry. These established companies are American Greeting, Hallmark and Gibson Greetings. Hallmark leads the market capitalization with 42% followed by American Greetings with 30%. Gibson Greetings has 10% and Eliot Greeting has a declining 4%.The other segment of the market is in the hands of smaller companies. The possibility of venturing into the export market so as to avoid the bruising competition with the companies that are already ahead in the industry can be used as a good alternative (Baker, 2008, pp.23-24). Besides, the company is searching for new ways, including the Hispanic market share and the export of their goods to other English-speaking countries. Statement of the Main Problem The Eliot Greeting Card Company has faced the problem of reduced profits due to the increased number of competitors within a segment that had been used as almost the only advantage; other segments of the same market should be explored in order to stay competitive, though the Board avoids the direct competition with the leading companies of the industry. Level of analysis Industry issues There is a clear cultural element in the Hispanic market. The way in which the Hispanic community uses greeting cards is different from how greeting cards are used in most English speaking countries and there is the obvious difference in language. Eliot as a company is not decided on how to approach the language problem in the Hispanic community. The research that is associated with the big industry members such as American Greeting and Hallmark suggests that dealing with Hispanics as a homogeneous group is the best way to go while Rubin of Rousana is of the idea that the dialects in Spanish are still significant. However, the purchasing abilities of the Hispanic sector of the U.S. population have increased which makes this segment of the market more attractive to the producers of all kinds of goods, including the greeting cards industry. Organisation issues There is no agreement in Eliot because the president supports the export idea while the sales president supports the Hispanic venture. The fact that the company has to deal with dropping sales and stiff competition means that financial calculations have to be looked into before any of the options is chosen (Ferrell & William, 2006, pp.56-57). The decision to be made has an implication on the human resources of the company which is directly linked to finances (Jackson & Mathis, 2004, pp.89-90). In both cases, it is necessary to find an appropriate approach to the target audience. In other words, using the export strategy, it is necessary to take into account certain traditions and cultural peculiarities of other English-speaking countries, whereas the Hispanic approach requires efficient employees with Spanish language competence. Discipline issues The marketing communication should include appropriate advertising, direct marketing, public relations, exhibitions, sales promotion, and other methods to develop the consumers’ awareness of the brand. Moreover, it is notable that the brand commitment is one of the mos