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Action Plan for Aton

In: Business and Management

Submitted By sofrajyle
Words 1164
Pages 5
1.0 SITUATION ANALYSIS

2.1 Background
ATON MARKETING was established in 1994. It is engaged in selling of agricultural machineries, equipment and its accessories. The common customers on retail are farmers and fisherman. And for bulk sale, they have from cooperatives, NGO’s and LGU’s in which part of the package is to have seminars and training for end users on how to properly maintain the equipment. We have several outlets in Mindoro, Palawan, Visayas (Kalibo, Capiz, Iloilo, Negros, Cebu, Bohol, Leyte, Samar and Masbate) and Mindanao(Cagayan De Oro, Cotabato and General Santos)
ATON now a both a wholesaler and retailer of agricultural, industrial and fishing supplies, and a manufacturer of agricultural equipment such as hand tractors, rice threshers, corn shellers and even cement mixers. They also cater repair and customization of the equipment that would suit the kind and texture of soil the customer wants.

1.2 Size
ATON now occupies a 300-square meter building with two floors and an adjacent land of 600 square meters in the town of San Jose. They currently have a total of 93 employees, 2/3 belong to the manufacturing area.

1.3 Market Geographics and Demographics
Antique is yet an unfully developed province of Western Visayas, not urbanized, and doesn’t even have a city. The province is rich in natural resources and agricultural land. The livelihood of 70% percent of the population in every town are agriculture for those in the rural areas and fishing for those in the coastal areas. Antiqueño farmers’ average age is 30-50 while Antiqueño fishermen’s are around 30-45.

1.4 Market Needs
ATON Marketing provides the community with a wide range of agricultural and fishing supply brands. The company seeks to fulfil the following benefits that are important to its customer: 1) Quality Craftmanship. The customers work hard for their money and

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