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Graves Enterprise

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Graves Enterprise | Analyzing Buyer Behavior | You Decide Assignment 1 | |

Keller School of Management |

Abstract
Graves Enterprises needed assistance in with doubling sales in their consumer and commercial markets within the next year. With the help of marketing directors for the consumer and commercial sectors, as well as an outside market research firm, Graves Enterprises must develop a marketing plan that satisfies the wants and needs to its target market, in addition to maximizing sales.

Graves Enterprises is the maker of consumer and commercial care products. As Vice President of Marketing, It is my responsibility to double sales of both consumer and commercial markets within the next year. Currently, Graves Floor Care Products are priced comparable to their direct competitors in both markets. They are also distributed through the same distribution channels, so there is basically no real incentive for the distributors or retailers to carry Graves Floor Care's products over those offered by the competition. The sizes and packaging of Graves products is no different than that of the competition. The very small differences are not exploited by our company. Some differences include a unique, proprietary chemical cleaner that cleans "dry" helping to reduce mold. In addition, the Graves products reduce mold. Graves products utilize environmentally friendly chemistry, contain “Scotchgard” for continued stain protection. They are also hypoallergenic, and offer a pleasant citrus aroma for up to three months after use. Currently, there are two marketing directors, one for the consumer market and one from the commercial market, which report to me. Below are the recommendations that they provided on a new marketing plan after carefully reviewing the market research. My decision on the market plan was based upon the analysis of both

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