The initial motivation to restructure Wholesale Computer Supply’s marketing strategy was to supplement growth in gross sales. At that time, it seemed as though Wholesale Computer Supply’s growth had been suppressed. While gross sales had slowed, it had certainly not declined; however, Randy Wilson had early premonitions of how consumers would react to the financial crisis and was working aggressively ahead.

A new positioning statement was incepted: Home of the half price computer… and Service! “Service” had been a core product offered by WCS that generated a large portion of revenue; however, it was not previously positioned to redeem its full potential. This positioning statement offered an even more powerful advantage over WCS’ competitors, and a significant value to its target customer. The recommendations which followed the Marketing Strategy Model grew rapidly into sustainment.

Other recommended components of the adjusted strategy included, but not limited to:
1. Logo redesign
2. Commercial jingle production
3. Website redesign
4. TV re-production

The "Plan” became the revised legend to map out Wholesale Computer Supply’s position in the market. In the early stages of the redevelopment, Randy Wilson met with his Cox Marketing Solutions representative to learn about his new rep’s foresight and ideas to realign WCS’ marketing. Conceptual collaboration through several key people from Cox Marketing Solutions and Wholesale Computer Supply developed an offensive strategy against the predicted and potentially major shift in the economy. Further, the strategy was to achieve growth throughout the declination in the sour economic times.

Shortly after the January, 2009 launch of the new Wholesale Computer Supply strategy, changes were assumed. February, 2009, a traditionally “soft” month for Wholesale Computer Supply closed as a record setting month in gross sales; it was the highest month ever!
As time goes on, new components of the adaptive marketing strategy for Wholesale Computer Supply continue to be introduced to the market. The latest induction was the jingle, a distinct production, designed to fit propel WCS’ position further into the consumers’ minds.