...successful year for Palladium Door Inc., a small regional garage door manufacturer, reaching $9.2 million dollars in sales with $460,000 in net profit. As the 2004 approached, the director of sales and marketing, Richard Hawley, asked that they create a plan to raise sales for 2004 by 36% to $12.5 million. This idea was driven primarily by suppliers, in respect to the raw materials needed to make the steel doors. It was agreed that more sales were necessary to keep a stable buying position with these suppliers and more budget was needed on promotions and advertising to achieve this goal. The company distributes steel residential and commercial garage doors and supplies through 300 independent dealers and 50 exclusive dealers which service 150 markets. However, 50 of these markets have the 50 exclusive dealers as the only provider of Palladium doors. Palladium also had 10 sales representatives. To meet the sales goal, it was imperative to determine the amount of dealers, their locations and particulars needed to achieve this. A number of solutions were offered by Palladium executives: adding more dealers into the current markets it operates in; developing an exclusive franchise program with nonexclusive dealers operating in different markets; reducing the number of dealerships, not changing the distribution strategy or dealers. Main Competitors: Cloplay Corporation, Overhead Door Corporation, Wayne-Dalton Corporation, Amarr Garage Doors, and Royner Garage Doors. Key Issue: Which distribution...
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...Dent Free 1 “Let us be free of Dents,” Marketing Plan Keller Graduate School of Management-MM522 Sec N Online Stephanie Smith November Section 2011 Draft 1 Dent Free 2 Table of Contents 2.0 - Situation Analysis pages 3-4 2.1 - Market Summary pages 5-8 2.2 - SWOT Analysis pages 9-10 2.3 - Competition pages 11-15 2.4 - Product / Service Offering Pages 16-17 2.5 - Keys to success page 18 2.6 - Critical Issues page 18 References page 19 Dent free 3 2.0 - Situation Analysis For many years, many consumers have invested their hard earned money into purchasing affordable cars just as they have purchased their dream homes. The most recent decline in the economy has lead to some drastic changes in which the average consumers are not buying a new car as quickly as they have in the previous years. The car business itself has declined in the selling of new vehicles also because of the average consumer not wanting to create another household expense. Most consumers are trying to keep their current vehicles in good condition which means routine maintenance as well as keeping the body of their vehicles in good condition. Looking for ways to help the consumer investments become worth more once the economy makes a turn around. There is a need for adding some ways to prevent the investment of a car from loosing value because of damage to the overall body of the vehicle. The damage usually comes from others negligence and cause unforeseen dents that slowly...
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...The director of sales and marketing, Richard Hawly, at Palladium Door, Inc had to achieve a sales goal of $12.5 million for 2004. That was an increase in 36% over the sales for the year 2003. The residential garage door awareness was very low according to the survey done by Palladium. Therefore, Palladium cannot build up a marketing strategy that would be based on brand recognition due to the insufficient awareness about its products in the market. Instead, it should first focus on offering a product that is cheap in price, reliable and has some amount of aesthetic appeal. As brand recognition didn’t play an important part in Palladium’s case, it needed to focus on its distribution strategy. Various distribution strategies were suggested by the executives at Palladium. However, only one distribution strategy might not be successful in achieving the desired sales results. We need to consider a mix of different distributor marketing strategies. I would suggest that Palladium should be focusing on its present distribution strategy. However, at the same time it should even focus its energy on strengthening its ties with the current distribution network. This can be done by calling up and following up with the distributors at least once every week, instead of the current strategy of following up just twice a month. This would even help in developing enthusiasm among the distributors and they would even sell more of Palladium products in the hope of achieving a better and efficient...
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...out of business? There are many things that go into making a business a success. It is not enough to have a product to sell and a location to sell that product. In order to understand the difference between Amazon.com and Borders Books, it is important to look at the history and core business of each company, the management approach each company took to Internet marketing and sales, the reasons for Amazon’s success despite not turning a profit for the first five to six years, the reasons Borders Books, although they were initially successful ended up in bankruptcy, the extent to which the management of each company adapted to changing market conditions, and ways a company should build flexibility to back up its decision making process so to adapt to changing market conditions. In order to understand the difference between Amazon.com and Border Books, it is important to understand the history and core business of each company. Looking at Amazon.com first, Amazon.com opened for business on July, 16 1995. “The company was nothing more than a few people packing and shipping boxes of books from a two-car garage” (Webley, 2010). The company was using a desk made out of an old door to pack the books. When Amazon.com first started selling books, people wondered why anyone would purchase books off-line when they could go to a bookstore to purchase the books. “But eventually, a revolutionary change in culture and groupthink took place” (Webley, 2010). The text book, Management says...
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...owner to plan for this competitive threat? Explain your answer. At first it would be very difficult. The small hardware store owner should choose strategies that avoid head-on competition. The owner needs to find new or better ways to satisfy customers needs and provide value. The small owner should actively seek information about the large home improvement chain and what all they entail? A lot of the information can come from customers and from the internet, remember word of mouth is huge. It is just like having McDonalds next to Burger King, each will have their own regular customers coming in, but each will have to keep bringing something new to the table, to try and get more customers in. CH4, Q3 – List the types of potential segmenting dimensions, and explain which you try to apply first, second, and third in a particular situation. If the nature of the situation would affect your answer, explain how. 1) Behavioral needs, attitudes, and how present and potential goods and services fit into customers consumption patterns. 2) Urgency to get the need satisfied, with the desire and willingness to seek information, compare, and shop. 3) Geographic location and other demographic characteristics of potential customers. I never thought of which product-market dimension to use for planning marketing strategies. I would apply products first, place & price second, and target markets (place & promotion) last. I believe the...
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...Introduction The discussion topic is the difference between great innovations that succeed and great innovations that fail. In particular, it is worth noting that company’s success depends not just on the ability to execute its own promises but also on whether visible or hidden partners deliver on their promises too. In other words, company’s success depends not just on its own efforts but also on the ability, willingness, and likelihood that the partners that make up its innovation ecosystem succeed as well. Thus, a new perspective must be adopted, a wide lens, with which to assess a company strategy using a new set of tools and frameworks that will expose a company hidden sources of dependence. The Innovation Behind Spot and Avoidable Failure Although great execution is a necessary condition for success, it is not enough. Indeed, while the execution focus draws attention to important aspects of a company strategy (developing customer insight, building core competencies, and beating the competition), it creates a blind spot that hides key dependencies that are equally important in determining success and failure. Examples: Philips Electronics despite sterling execution and rave reviews, Philips's high-definition TV flopped, because its value creation depended on other innovations (the high-definition cameras and transmission standards necessary to make high-definition TV work) that failed to arrive on time. Sony it launched its e-reader to market before its rivals but even a great...
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...Amazon: The Three Elements Yesenia Becerra BUS620: Managerial Marketing Dr. Richard Leventhal 5/30/16 Amazon: The Three Elements Amazon has revolutionized the way the everyday consumer shops. Jeff Bezzos business strategy is by far one of the most innovative business strategies of our time. Amazon is an American electronic company based out of Seattle, Washington. Amazon’s first sale was made out of a garage in Seattle. Amazon originally started as an online bookstore but quickly diversified into different markets. On Amazon.com you can now purchase everything from Books, Videos, audiobooks, to jewelry electronics, software, furniture, and even groceries. It is currently the largest Internet retailer. Amazon has crossed international waters and provides its vast selection of products to United Kingdom and Ireland, France, Canada, Germany, Italy, Spain, Netherlands, Australia, Brazil, Japan, China, India and Mexico. Amazon is the United States biggest Retailer, surpassing Walmart! Most recently Amazon has expanded its business into three different markets: fulfillment centers, Amazon Prime, and Amazon Fresh. They currently have fulfilment centers strategically located throughout the United States that assist in keeping shipping cost minimal. Currently amazon has over eighty nine fulfillment centers located throughout the United States. In turn lowering shipping cost and making their products...
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...of Organization 7 Marketing and sales strategy 7 Key success factors: 8 Short-term business goals: 8 Long-term business goals: 8 Mission 9 Vision 9 Socially responsible organization. 10 4.0 Opportunity Analysis & Research 10 Target customer: 11 4.1 Industry Analysis 11 Future Outlook and Trends 12 Market Segmentation 12 Industry and Market Forecast 13 4.2 Environmental Analysis 13 SWOT Analysis 13 Competitive Analysis 14 Analysis of Competitors 14 5.1 Products/Services 17 Products 17 2.2 Services 19 Meeting customer needs: 20 Pricing 21 Type of Payment 21 5.3 Promotion 22 Publicity for your organization 25 Public Relations & Publicity 25 Distribution 26 Access routes : 26 6.0 Management & Operations 27 6.1 Management Team 27 6.2 Research & Development 29 6.3 Facilities 30 Machinery and Equipment 30 Technology Utilization 30 Inventory, Production, & Quality Assurance 30 Production process 30 Production-distribution channel 31 Flow of Orders 31 7.0 Financial Analysis & Projections 34 Record keeping system. 34 7.1 Sources & Uses of Capital 34 Cash reserve & start-up capital: 35 Sources of financing 36 Bootstrap financing 37 Balance Sheet Projections 37 7.4 Income Statement Projection 40 7.5 Ratio Analysis 41 7.7 Risks & Assumptions 41 External factors to be disclosed as substantial risks. 42 Funding Request & Exit Strategy 43 Amount & Type...
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...created as an Internet service. ––Linda Lazor, Director of Operations, ESS, Hewlett-Packard How does any large company reinvent itself? Can a company with a past have a future? I mean that’s basically the question that we’re posing because a lot of people claim that anyone who has a past does not have a future in this world. ––Nick Earle, President, ESS, Hewlett-Packard In early April 2000, Nick Earle sat in his cube on the upper level of Building 44 of the HewlettPackard (HP) campus in Cupertino, California. He wore a wireless telephone headset, which allowed him the freedom to jump up and wander about his team’s open cubes as he fielded calls from potential business partners. Earle, age 42, was President and Chief Evangelist of the 90person E-Services.Solutions (ESS) group. The group had grown out of a task force he had put together more than a year earlier. Asked to create an Internet marketing strategy, he and several other “frustrated radicals” created a plan which ultimately led to the formation of the ESS group. ESS now held the mandate to develop an Internet strategy and framework for all of HP. Earle and his team faced tough challenges. They had pulled together some great technologies and products within HP and secured partnerships with other companies, new and old. Still, several questions remained to be answered. Could they create a sustainable strategy? Would they be able to act fast enough, and could they bring the rest of the organization along with them? Could...
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...Fi FINANCIAL STATEMENT ANALYSIS (section 2) ch 19 -creditors and investors use financial statement analysis to predict expected return and assess risk (variability in the return) HORIZONTAL ANALYSIS: -the study of percentage changes in comparative statements -eg. identifying that sales increased by 20% since last year is more useful than knowing sales increased by $20,000 -can be used to calculate all figures (including COGS, expenses, etc) -don’t calculate a percentage change when the base amount is negative or zero -2 STEPS= 1. calculate the dollar change from base period to later period 2. calculate: DOLLAR CHANGE x 100 BASE PERIOD AMOUNT -EXAMPLE= Yr 3 Yr2 Yr1 Amount (Yr3) % Amount (Yr2) % Sales $120000 $100000 $80000 $20000 20% $20000 25% Net Profit $ 12000 $ 8000 $10000 $ 4000 50% ($2000) (20%) -TREND PERCENTAGES= a type of horizontal analysis -identifying trends in the changes of percentages over a representative period (eg, past 5-10 yrs) -STEPS= 1. oldest year measured acts as base year and is set as 100% 2. all years are divided by this same base year -EXAMPLE= 20X7 20X6 20X5 % (20X7) % (20X6) % (20X5) Net sales...
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...Google Abstract Google was started by Sergey Brin and Larry Page with a mission to organize the world's information and make it universally accessible and useful. The company with its innovative thinking, minimal competition and it’s brilliant, highly educated founders have built one of the most successful human endeavors in history. In 2001, Eric Schmidt became the Chief executive officer. He added maturity and organization skills to the creative dreams of the founders and since it went public in 2004 it has seen tremendous growth not only in its core business, but it expanded it various businesses from google maps to autonomous cars. This case study analysis shows how Google achieved it success and what strategies and opportunities it needs to take to be successful in the near future. Some analysts say Google is almost at the mature state of its core business but they keep coming up with new products. Introduction In 1996, Google was formed by Sergey Brin and Larry Page, in a friends’ garage in Palo Alto, California. The two intellects dropped out of the Ph. D. program at Stanford to launch a search engine that analyzed and prioritized Web links based on relevance of queries. Within months, Google moved out of the garage into a downtown office where they multiplied their success (Hartley, 2011). In the beginning, Google was founded on an enterprise wanting to make searching for information easier and free to users. This project was well received by users...
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...Company Introduction, Market Segmentation, and Product Positioning MKT500 April 24, 2012 Executive Summary DTPME is a Christian owned and operated health care service company that serves in North Carolina and expanding into the Europe market. We will be serving an exclusive geographic segment of the multi-billion dollar health care industry, and will create value for our clients by offering quality, reliable health care products supported with top notch service and a 100% satisfaction guarantee. DTPME customer base will be individuals and families, which may need additional monitoring in case of an emergency who may be coping with an acute or chronic illness, recovering from surgery or an injury, or assistance with basic everyday living needs. DTPME was formed as an incorporated organization with three owners. DTPME’s current location, with 500 employees in a 150,000 square foot building, is located in Raleigh, NC. DTPME partnered with German institute Fraunhofer to develop this new medical alert pendant and bracelet that has a built-in sensor with a camera. DTPME has kept abreast of the current and future technologies in healthcare equipment and will offer the latest medical alert device to customers. Current market research indicates that within the next year, technology will grow significantly in terms of the devices that will connect the healthcare providers to patients. DTPME will also be positioned as a distributor of this device...
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...improve forecasting and further integrate supply chains for more accurate and timely ordering Update Product Marketing Concept & Refine Corporate Strategy - Long Term • Perform a market/competitive analysis of the US market to inform future decisions • Improve accuracy of forecasting • Consider changing product mix based on market/customer demand • Contract with additional customers to purchase the RC1 unit • Expand RC2 wholesale distribution to online channels • Invest profits into additional R&D COMPANY OVERVIEW Breeden Security USA, herein referred to as “The Company,” first entered the US market as a subsidiary of German manufacturer, Breeden Security GmbH, in 2007 with two products; RC1 and RC2. • The RC1 unit is a miniature signaling device component manufactured for use by one end-customer used primarily to produce remote controls for garage door openers. • The RC2 is a similar device used by a householder to turn on interior lights when arriving after dark. Distributed exclusively through mail-order catalogues, RC2 is sold to numerous customers with unique packaging requirements. As The Company weathers its first few years of operation in a new market, the firm is seeking to improve overall profitability in 2009 by assessing internal costing systems. The Company provided JKS Consulting with a number of internal documents prepared by...
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...7 Cities Do It Yourself Auto Repair Assignment 2Week 8: Marketing Plan Part B Roderick D Williams Strayer University Marketing Management Professor Caitlyn Worner 6/1/14 7 Cities Do It Yourself Auto Repair The concept of 7 Cities Do It Yourself Garage did not derive from the passion of an individual repairing their own automobiles, it derived from finding a money saving solution to small auto repairs. Many people do not change their own oil, which is a very inexpensive preventive maintenance cost. Once you get the feel for doing your own oil changes, it will lead to you learning more about vehicle repairs and the amount of money saved in the process. This knowledge will come in handy especially during difficult economic down times, like the economy in 2008. As you learn more about at home car repairs, some required tools and equipment are not available for use in the driveway or garage. Researching a few backyard mechanics you will find the same problems. In addition, many people that rent homes and apartments are not allowed to work on automobiles on the premise, of the rental property; in the city of Norfolk it is illegal and by owner discretion in others. Roderick Williams has been a vendor at a local flea market for over 10 years and through his consumer connections, he was often asked does he know of someone that can fix this or repair that. Another vendor sells stereo equipment, but there is no one to install the equipment, especially on rainy days...
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...and I was my own mechanic. I learned by practice what was inside an engine and how it worked. At age 18 I began chasing after adrenaline. The next step in my quest for a rush was skydiving. After a few years of skydiving I joined the industry working for Velocity Sports building container and harness systems for skydiving. I began coming up with ideas for new invention and dreamed of creating my own when that day came. I joined the army shortly after this and spent a few years in combat arms before deploying and eventually leaving the army. Upon leaving the army I came back to Oregon where I grew up to get an education and do something with my life. I began dating a woman, who shortly after we began dating had her deadbolt picked on her door and a man gained access to her home. When we discussed the incident with the management at the apartment complex, she suggested a deadbolt that did not have an outside face with a key slot. We said ok, lets get this done. She told us the charge would be 100 dollars plus labor. I thought that was ridiculous! So I started brainstorming on how we could find the same safety devices for cheaper. As I bounced store to store looking for this product, it dawned on me that I could invent this for a couple dollars. My main-stream idea was simple and effective. Initially, I though I would do things one way and be happy....
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