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Through implementation of the recommended marketing plan, ABC Company seeks to increase sales by 20 percent annually over the next five years with a 98 percent on-time delivery rate.

Marketing Mix

Customer Liaison Team

  • Two customer liaison field representatives to solicit new business and serve as the customer’s primary point of contact as their parts move through production.
  • Two coordinators provide clerical assistance and phone bank customer service support for the liaisons.
  • A director of marketing conducts market analysis and provides direction to the customer liaisons and coordinators.

Full-Service Shipping

  • Shipping will be provided allowing ABC Company to meet all of their customer’s needs.

Technology and equipment

  • Upgrade technology and equipment to streamline production, allowing ABC Company to meet production schedules and be better positioned for increased capacity demands.
  • Capital investment in this area will allow ABC Company to be on par with competitor technologies.

In order to gain new business in current markets and new target markets, ABC Company must focus on several marketing communications.

Upgraded Website

  • Feature company history, values, production capabilities, points of pride, and customer endorsements.
  • "New customer” section providing information on how to contact the company, the ordering process, production capabilities and specifications.
  • The website will be optimized for search engine relevancy and frequently updated with new customer endorsements, press releases, etc.
  • An outside company will be hired to create the new website while ongoing maintenance and updates will be completed by an internal coordinator.
  • The cost of shipping will be accounted for under the administrative fees of contracts.
  • Customers can opt-out of ABC Company’s shipping services.

Sustainable Competitive Advantage

ABC Company’s sustainable competitive advantage is performing as a full-service manufacturing facility that delivers quality parts on-time.

ABC Marketing Plan

Mission Statement

Opportunities

Threats

To provide full-service innovative solutions for precision products when you need them.

  • Streamline ordering process to better manage customer expectations
  • Develop just-in-time shipping relationships with suppliers to keep materials and storage costs low in order to make pricing more competitive
  • Develop a Sales & Outreach team to capture new business/customers and create a strong hold on the large parts market (team would solicit new business and act as customer liaison to manage expectations throughout manufacturing process)
  • Suggest different shipping model to be implemented in the future to act as major customer satisfier
  • New target markets provide new sales opportunities
  • Economic recovery suggests more opportunities for sales growth
  • Financial support through available government grants and MRAs
  • Some competitors are moving toward larger machined parts business
  • DEF is expanding plant to increase manufacturing capacity
  • Competitors are using newer machines and technology resulting in better cost structure and production quality and quantity
  • Market demand for ABC products is reflection of economy

SWOT Analysis

Marketing Objectives

Strengths

Weaknesses

  • Outstanding reputation and performance in meeting quality requirements and specifications
  • On-time-delivery satisfactory for majority of customers
  • Great reputation for going above and beyond to satisfy the customer
  • Compliant with all regulatory requirements
  • Inability to meet Caterpillar timelines due to last minute orders
  • Competitive pricing can be difficult under labor structure
  • Customers required to arrange shipping limiting ABC to 500 mile radius maximum for customer orders.
  • Outdated equipment affects production capacity and lead time.
  • No official structure to solicit new business

Capabilities toolkit

  • Outline service package including precision specifications, shipping, liaison program and points of pride.
  • The capabilities toolkit will be used by the customer liaisons to solicit new business.
  • In the future, it is recommended that the capabilities toolkit be revised and customized by industry to better meet customer needs.

Full-Service Precision Milling and Machining Manufacturing Firm

Marketing Implementation

Plan

Product

Gifts

Small replicas of potential new customer logos will be machined from scrap metal and given to the companies of interest during initial meetings with ABC Company’s customer liaisons.

eNewsletter

Electronic newsletter will be created and updated quarterly to highlight company news and industry trends. The eNewsletter will be sent to persons of interest within client companies.

Promotion

Miscellaneous

  • Industry directory listings
  • Trade shows

Marketing Strategies

Website

Final aesthetic website updates complete

Website ($30K)

Creation of new website by outside firm

Placement

Website

Coordinator updates as needed

Website

Coordinator completes website training and takes over content management

Website

Coordinator updates as needed

Website

Coordinator designated within company to maintain content

  • ABC Company will use a ‘cost plus’ pricing structure with each contract varying based on production costs.
  • The service package brings added value to contracts

Price

ABC Company can handle this function

in-house

Marketing Department

Customer liaisons continue field activities

Marketing Department

Customer liaisons active in the field

Marketing Department

Hire Director of Marketing, customer liaisons, and coordinators

Marketing Department

Customer liaisons continue field activities

Quarter 2

Quarter 4

Quarter 3

Quarter 1

Full-service shipping can be achieved by two means

Capabilities Toolkit ($15)

Copy written by marketing director and printed by outsite firm

Capabilities Toolkit

Distribution of toolkit by customer liaisons

CNC Machined Gifts ($1K)

Gifts machined from scrap material as gifts to customers

eNewsletter

Distribute Quarter 3 newsletter

eNewsletter

Distribute Quarter 4 newsletter

eNewsletter

Distribute Quarter 1, year 2012 newsletter

eNewsletter ($0)

Compile email list of existing customers, distribute Q2 newsletter

ABC Company can contract this service out to a shipping and logistics company.

As ABC Company continues to grow, it is advised that ABC Company moves toward a demand pricing structure and credit customers with volume discounts to encourage loyalty.

Industry Directories ($2K)

Pay for annual listing

Trade Shows

Attend instustry trade show

Trade Shows

Attend industry trade show

Trade Shows

Modify displays, create new collaterals for trade shows

Trade Shows ($2K)

Customer Liaisons repare displays for trade shows

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