Endure Heavy Duty Aluminum Doors and Frames

MKT500 Assignment #2

April 24, 2011

Jeff Kimmel

Endure Heavy Duty Aluminum Doors and Frames is a manufacturer of aluminum doors and frames. These items are supplied for water and wastewater treatment plants, schools, and other locations where corrosion from water or other chemicals is a threat; and where a strong, pre-finished opening is desired.
There are two types of doors and ten different aluminum frames manufactured. The doors are available in either a 1.75” or 3.00” thickness. While the 1.75” thickness doors can be provided in sizes up to 48” wide by 144” tall; the 3.00” doors have no such size limitation, but have a realistic maximum size of 12’ wide by 24’ high. Sizes any larger than this would require motorized equipment to either slide or swing the doors, while this size and smaller can be operated manually.
Both type of door is available with the following facings: .024” stucco-embossed aluminum, pre-painted white or beige; .040” smooth, stucco-embossed, or vertical ribbed aluminum, in a 204-R1 or 215-R1 clear anodized finish, or a dark bronze anodized finish; .090” smooth aluminum, in a 204-R1 or 215-R1 clear anodized finish, or a dark bronze anodized finish.
Both operable and non-operable windows can be installed into the doors, with a variety of configurations available, from one large full glass opening to 18 separate openings. Non-operable windows use commercial grade glazing bead and vinyl inserts, and are glazable in the field. Operable windows are installed into the doors already glazed with .125” tempered safety glass, or .125” Lexan plastic.
The 1.75” doors come prepared to accept whatever the specified hardware is. From continuous hinge, to 4.5” x 4.5” plain and heavy duty butt hinges, to concealed pivot hinges, the doors are delivered prepared for the specified hardware, or with the hardware already installed (in certain cases). Due to the size of the 3” doors, Endure only will supply and prepare the doors for hardware. Hinges shall be stainless steel strap hinges; surface-mounted head and foot bolts shall be stainless steel, custom latch on each leaf for chain shall be stainless steel. In addition to strap hinges, top-mounted rolling hardware is also available, and also only available in stailess steel. This would include the track, plus the hangers and brackets to attach the hangers to the doors. All of these stainless steel products shall be custom manufactured for Endure.
The aluminum door frames come in a variety of configurations and profiles, and are available to retrofit over existing steel frames, as well as in throat openings of 3.5” up to 8”. The door frames are available primed for field painting, 201-R1, 204-R1, and 215-R1 clear anodized finish, dark bronze anodized finish, and electro-static painted, in a variety of colors.
Depending on the quantity ordered, the doors will either be packed in solid plywood crates with double 2 x 4 skid runners, and then steel banded in both directions; or they will be individually packaged in 320# test center corrugated cardboard, with edge protectors on the four corners, and then the carton both stapled and steel banded in both directions. The doors are shipped F.O.B. Miami FL, with freight pre-paid to the destination.
Endure the brand has been in the marketplace since the mid 1950’s. The logo is the word ENDURE with a little bit of a slant to the right, and all block capital letters. The bottom leg of the “E” is stretched all the way to the right, so that the rest of the letters “sit” on top of it. The letters are in a Reflex Blue, and the logo is set on a white background. Because the logo is so old, and has been in use so long, it is well recognized in the architectural, engineering, and construction industries. In addition, Endure attends approximately five trade shows a year, where the logo is again highlighted, offering more visibility. Endure is also well-known for their customer service, attention to detail, approval packages that are submitted to architects and engineers, and for the fact that they ship all domestic products with the freight paid. This is considered a “big deal” by the contractors because it means they do not have to have a certified check or cash waiting for the freight company when the products are delivered. This means that the contractor does not have to submit an “off-schedule” draw request to the owner. Because the firm has been in business so long, and has developed a reputation for being able to “solve” any opening (i.e., door) opportunity, many architects, engineers, and contractors will routinely send in pictures and requests for help, which allows a large portion of the business to be obtained direct, versus having to go through an Invitation to Bid bidding procedure. The unofficial brand slogan used with these customers is “Our standard is custom”, meaning that while we offer standard size products, we also do a lot of custom size products that no other door manufacturer will take on.
The 1.75” door is has great product line depth, being available in twenty-five different configurations (solid-no openings all the way to an 18 lite window). Each of these configurations is available with the facings and finishes described above. The 3.00” door is available as a swing or rolling door. Should any openings be desired in these doors, the aforementioned windows could be installed into these doors. Endure has quite a broad line of products, selling the 1.75” and 3.00” doors, frames, hardware, windows, and ventilation louvers, when desired. FOR PURPOSES OF GETTING THIS ASSIGNMENT OUT TO YOU, I HAVE PURPOSELY SKIPPED GETTING INTO THE DETAILS OF THE BREATH OF THE PRODUCT LINE.
THIS CLASS DOES NOT DEAL WITH ORGANIZATIONAL STRATEGY, SO #4 IS NOT TO BE ANSWERED. I also want you to realize that this is a sample paper, and so I have not, in this Assignment #2, provided any citations or References. Had this been a real paper to be turned in, it would definitely have had both included.